Universitat Internacional de Catalunya

Communication Management

Communication Management
First semester
Main language of instruction: English

Other languages of instruction: Catalan, Spanish

Teaching staff

Pilar Buil (pbuil@uic.es)

The hour of attention to the students will be on Tuesdays from 12:00 to 13:00. It is recommended to write an email to arrange a meeting time.


Communication management has become highly relevant within organisations in recent years. An increasing number of both public and private institutions employ communication professionals to convey their mission and corporate identity. The most recent studies in this area confirm that institutional communication is now vital for organisations.

At the same time, this profession is not always understood correctly. This is due, among other factors, to the wide variety of terms that refer to this area of activity. Notions such as propaganda, publicity, corporate communication, public affairs, institutional advertising, organisational communication and corporate communication, among others, have been used to describe the object and purpose of this function. Furthermore, the level of development differs greatly from one country to the next, and significant deficiencies may still be observed in some companies and organisations. At the same time, there remains a lack of such content in business administration and management schools.

In addition, communication management is now immersed in a new cycle, with the incorporation of new technologies. In this regard, there is now a greater need to communicate with stakeholders (employees, customers, the public, users, shareholders, suppliers, partners, journalists, user associations, sector organisations, etc.) following the explosion of social media and platforms for online publication. Ultimately, the relationship with brands is being constructed in a more participatory manner than ever before.

Pre-course requirements

The classes will have a highly practical component. It is therefore important that students attend class and participate as actively as possible in the discussions and activities proposed during the subject.


  • To understand communication management.

  • To become familiar with communication programs.

  • To become familiar with the various tools and tactics.

  • To gain a strategic vision of communication.

  • To develop a communication programme.


  • 01 CG - Capacity for self-evaluation and professional order
  • 02 CG - The ability to learn and act an autonomously and responsibly
  • 03 CG - The ability to work in a group
  • 04 CG - The ability to organise time and workspace
  • 09 CG - The ability to innovate
  • 13 CG - Positive and entrepreneurial spirit
  • 14 CE - The ability to plan technical and human resources
  • 15 CE - Lingustic ability in Catalan, Spanish and English
  • 17 CE - The ability to produce spoken and written texts for journalistic projects
  • 33 CE - Knowledge and mastery of financing systems of different communication media
  • 43 CE - The ability and capacity to take responsibility for the communication area of an organization
  • 44 CE - The ability and capacity to establish a plan of communication
  • 47 CE - The ability and capacity to expertly and strategically manage of corporate communications
  • 54 CE - The ability to analyze and understand audiences

Learning outcomes

  • To be able to analyse the audience and be familiar with the specific characteristics of the various media in order to manage and plan corporate communication using optimum business criteria.

  • To study the design and implementation of corporate communication strategies.

  • To gain a command of the strategies and processes used to create and produce advertising, public relations and marketing in different media.

  • To manage communicative relationships with the media environment and encourage the participation of citizens in institutions.


Topic 1: Introduction to communication

Topic 2: Framework 

Topic 3: Communication strategy

Topic 4: Crisis communication and risk management

Topic 5: Internal communication

Teaching and learning activities

In person


Coaching. Monitoring how students learn the content of the subject, either individually or in groups. In the coaching sessions, mistakes will be corrected, queries answered, and exercises and activities to achieve the established objectives will be suggested. 1.0
Lectures. In lectures, lecturers/professors not only transmit content or knowledge, but also, and above all else, attitudes, motivation, skills and values, etc. They also ensure that participants can express their opinions and arguments to the other students. 2.4
Seminar. This activity will consist of taking an in-depth look at specific up-to-date topics in a monographic manner-in some cases these topics will have been debated socially-, via active work in small groups. 0,8
Meeting Point. Meetings will be organised with notable people from the professional and scientific fields or the international field, and students. These sessions will take the form of conferences, work sessions, discussions, or interviews, etc. 0.8
Workshop. Advanced and intensive workshops of a longer duration, led by lecturers and/or foreign professionals, in which the language used is English. These culminate in the creation of a professional or semi-professional product which is also produced in English. 1.0

Evaluation systems and criteria

In person

The following assessment system is for students completing the 1st or 2nd sittings:

40% final exam. Students must pass the final exam in order to pass the subject.

60% practical exercises. (20% "focused praxis" exercises and 40% communication plan).

This assessment system is for students completing the 3rd, 4th or 5th sittings:

100% final exam.

Faculty's rules in relation to spelling mistakes and plagiarism will be strictly observed.

Bibliography and resources

Arthur W. Page Society  (2019). The chief communication officer as a pacesetter. What it means, what it matters, why it matters, how to get there

BEL, José Ignacio (coord.). Comunicar para crear valor. Edit. Eunsa. Pamplona, 2004.

FERRER, Joan. La comunicación interna y externa en la empresa. Edición privada, Barcelona, 2000.

MARTÍN MARTÍN, Fernando. Comunicación Empresarial e Institucional. Edit. Universitas, Madrid 2003.

MEDINA, P. y BUIL, P., La publicidad sí vende, Ed. Ediciones B, 2013.

MORA, J.M., 10 ensayos de comunicación institucional, Ed. Eunsa, 2009.

POZO, Marisa del. Gestión de la comunicación interna en las organizaciones. Casos de empresa. Edit. Eunsa. Pamplona, 2000.

SOTELO, Carlos. Introducción a la comunicación institucional. Ariel. Barcelona, 2001.

XIFRA, J. Tècniques de les relacions Púliques, Ed. UOC, 2007.

Teaching and learning material