Universitat Internacional de Catalunya

Specialised Institutional Communication

Specialised Institutional Communication
4
10045
4
Second semester
op
Main language of instruction: Spanish

Teaching staff


Dra. SALVAT BENLLOCH, Marta - msalvat@uic.es

Introduction

This subject aims to provide students with practical knowledge of the keys to the functioning of institutional communication, focusing on the strategies, methodologies and recognition of public-administrative communication processes, non-profit organizations, educational, sports and/or health institutions.

Pre-course requirements

To have passed the compulsory courses in the field of corporate and strategic communication.

Objectives

The objective is for the student to learn which are the tools to work on institutional communication, adapting what is necessary to the characteristics of each field: political, public, the third sector or cultural and health institutions.

Competences/Learning outcomes of the degree programme

  • CN01 - Explain the foundations of classical and contemporary culture in order to interpret current communication trends and phenomena.
  • CN02 - Recognise the textual, graphic and audiovisual expressive and narrative resources used to create effective persuasive messages in advertising and public relations.
  • CN03 - Identify the key stakeholders, departments and professional roles within advertising and public relations agencies, understanding their functions in the design and implementation of communication campaigns.
  • CP01 - Work effectively in professional advertising and public relations teams, adapting to multidisciplinary and changing environments.Work effectively in professional teams involved in audiovisual production, adapting to multidisciplinary and changing environments.
  • CP04 - Manage creative communication projects in advertising and public relations, optimising technical, material and time-related resources.
  • CP06 - Manage an organisation's corporate image strategically within advertising and public relations, implementing actions to enhance and protect its intangible assets.
  • HB01 - Analyse relevant data obtained from multiple sources using a range of research and documentation methods.
  • HB04 - Design strategic communication and public relations plans that respond to the needs of organisations across different sectors.

Learning outcomes of the subject

Students will be able to:

  1. To apply theoretical and practical knowledge acquired in elective courses to solve specific problems in the fields of advertising and public relations, adapting to different professional contexts.
  2. To carry out creative projects in specific areas of the degree programme, optimising technical, material and time resources, and using advanced digital tools.
  3. To analyse relevant data obtained from various sources in order to make well-founded and critical judgements about current communication phenomena.
  4. To effectively manage an organisation’s strategic communication by integrating innovative techniques and adhering to ethical and professional principles.
  5. To identify and apply specialised knowledge in specific areas of the degree programme, such as graphic design, audiovisual storytelling or digital marketing, in order to develop creative and innovative solutions.
  6. To collaborate in multidisciplinary teams to carry out projects related to elective courses, demonstrating interpersonal skills and leadership.
  7. To evaluate practical cases in the advertising and public relations sectors, proposing strategies based on current trends and technological tools such as artificial intelligence.
  8. To adapt to changing work environments by acquiring specific skills developed through elective courses, demonstrating autonomy and critical thinking.

Syllabus

1. Basic concepts of specialized institutional communication.

2. Public administration communication.

3. Sports communication.

4. Communication in Foundations and NGOs

5. Health and pharmaceutical communication.

6. Communication in educational and cultural institutions.

Bibliography and resources

Túnez López, Miguel, La gestión de la comunicación en las organizaciones, Comunicación social Ediciones y Publicaciones, 2012.

Polo, Fernando, Polo, José Luís. #socialholic, Ediciones Gestión 2000, 2012.

Monzón, Cándido, Opinión pública, comunicación y política, Tecnos, 2006

Balas, Montserrat, La gestión de la comunicación en el Tercer Sector, ESIC Editorial, 2012

Riorda, Mario, Elizalde, Luciano, Comunicación gubernamental 360, La Crujía Ediciones, 2014

Herrero, J.César, El Candidato. Manual de relaciones con los medios, Comunicación social Ediciones y Publicaciones, 2013.

Curto, Victor. Escenarios de la publicidad institucional. Definición, contextualización, historia y operativa de la publicidad de las administraciones públicas. TD. Facultad de Comunicación Blanquerna. 2013.

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