Universitat Internacional de Catalunya
Strategic Management in Public Relations
Other languages of instruction: English, Spanish,
Introduction
Strategic direction pretends introduce students into the basic principles for strategic management of an organization. How are the decisions affecting the future of the organizations being taken? How can they be implemented with success? How are these decisions affecting to the rest of the organization? ¿How the communication should be working in order to align all the organization towards the strategic objectives taken from the top management?
Pre-course requirements
No.
Objectives
- On completing the program students should be able to develop a strategic plan for a company. To know it define its philosophical framework (vision, mission, values), identify environmental variables that affect the organization, and depending on the resources and strategic capabilities of the firm to select a strategic alternatives.
- The student will have a basic knowledge of current key dimensions of strategic management of organizations, approaching the development of plans and programs for implementation.
- The proposed program will enable students to understand and address the direction and management of communication in line with the organizational strategy.
Competences/Learning outcomes of the degree programme
- 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.
- CN05 - Recognise the principal artificial intelligence tools with applications in advertising, marketing and public relations.
- CN06 - Identify the main models and strategies used in institutional and crisis communication management within the field of public relations.
- CN07 - Identify emerging trends in digital communication, social media and interactive environments for planning advertising and public relations activities in digital and multi-platform contexts.
- 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.
- CP02 - Communicate persuasive arguments orally and in writing in Catalan, Spanish and English, demonstrating strong skills in summarising and memorisation.
- 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.
- CP08 - Manage corporate communication budgets and advertising and public relations campaigns, optimising resources and drawing on a broad understanding of the economic context and the advertising and public relations industry.
- HB04 - Design strategic communication and public relations plans that respond to the needs of organisations across different sectors.
- HB05 - Use advertising language and narrative techniques to develop persuasive messages for advertising and public relations campaigns.
- HB06 - Apply the stages of audiovisual production to the development of advertising and public relations campaigns across different media.
- HB12 - Use specialised English terminology in advertising and public relations.
Learning outcomes of the subject
Students will be able to:
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To design innovative public relations strategies for organisations across different sectors.
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To develop planning and leadership skills through event organisation and participation in press offices.
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To design strategic communication plans for organisations across different sectors, including internal communication.
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To recognise the procedures and protocols associated with sponsorship and patronage, as well as the steps involved in managing relationships among all stakeholders.
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To recognise the procedures and protocols involved in managing public affairs.
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To recognise the procedures and protocols involved in managing an organisation’s communication in situations of crisis and risk.
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To recognise the specific characteristics of different platforms and media in order to plan corporate communication and dissemination.
Syllabus
1.1 Vision, mission, corporate values and strategic objectives
1.2 Goals, objectives, business plans and KPIs
1.3 Structural finance and operational finance
1.4 Strategic thinking and tactical thinking
1.5 Definition of strategy
1.6 Company – business; project – organisation
2.1 What Is a Strategic Plan?
2.2 Reasons for Developing a Strategic Plan and the Elements Involved
2.3 Stages in the Development of a Strategic Plan
3.1 General Environmental Analysis
3.2 Competitive Environment Analysis: Porter’s Five Forces
3.3 Competitive Position Analysis
4.1 Resource and Capability Theory
4.2 Value Chain Analysis
4.3 Competences and Competitive Advantages: Profit-Generating Potential
5.1 SWOT Analysis
5.2 Strategic Diagnosis
5.3 Developing the Concept of Strategic Positioning
6.1 Corporate Strategy Models
6.2 Generic Corporate Strategies (Cost Leadership, Differentiation and Specialisation)
6.3 Key Strategic Decision Factors
6.4 Desired Future Strategic Positioning
7.1 Stages in Developing the Business Plan
7.2 Organisational Design
7.3 Action Plans
7.4 KPIs: The Balanced Scorecard
7.5 The Role of Strategy in the Professional and Social Development of Organisations and Individuals
8.1 Introduction to the CANVAS Model
8.2 Revenue Streams
8.3 Cost Structure
9.1 BSC Implementation Model
9.2 BSC Concepts and Benefits
9.3 Basic Elements of the BSC
9.4 Strategy Maps
9.5 Strategic Projects
10.1 The Communication Plan within the Strategy
Bibliography and resources
Martínez Pedrós, D., & Milla Gutiérrez, A. (2005). La elaboración del plan estratégico y su implantación a través del cuadro de mando integral. Díaz de Santos.
Guerras Martín, L. Á., & Navas López, J. E. (2014). Dirección estratégica de la empresa: Teoría y aplicaciones (4.ª ed.). Thomson Reuters Civitas.