Universitat Internacional de Catalunya - BarcelonaInstitutional Communication
Module: Creación
Matter: Comunicación Institucional
Main language of instruction: Catalan
Other languages of instruction: English, Spanish
After 1945, corporate communication was consolidated in the United States as a professional activity in the information market, but this does not mean that it reached its final shape. In Europe, because of the cultural diversity that characterised it and the fact that not all nations lived under the same system of government in the twentieth century, institutional communication reached different levels of development and knowledge. However, at present, we can say that any institution, either public and private, seeking a certain permanence in time, has the figure of director of communication to convey its mission and corporate identity.
No pre-course requirements are needed to enrol in this subject
Master the communication strategy.
Understand the different steps in corporate communication programs.
Learn to use corporate communication tools.
Learn to use main institutional communication techniques.
Reflect on how institutions practice communication
1. Fundamentals of corporate communications.
2. Conceptual framework.
3. Strategic planning.
4. Aspects of corporate communications:
4.1. Advertising & marketing
4.2. Place branding
4.3. Electoral Marketing.
| TRAINING ACTIVITY | ECTS CREDITS |
|---|---|
| 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. | 2,0 |
| Practical workshop. A highly practical working activity, where students can acquire skills that are practical or also theoretical (intellectual skills, logical skills, critical skills, intellectual learning skills, study skills, quoting skills, etc). | 1,2 |
| 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 |
| 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. | 0,6 |
| 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. | 1,2 |
1st and 2nd call:
60% Test. The test grade must be equal or greater than 5 in order to be eligible to calculate the final grade
40% Exercices
3rd, 4th or 5th call:
100% Test.
Cicerón, Quinto Tulio (2003). Breviario de campaña electoral. Barcelona: El Acantilado.
Toni Aira, Victor Curto y Josep Rom, “Comunicació política i d’institucions publiques”. Editorial UOC. 2009
Sotelo, Carlos, capítulo 1, "Definición", Introducción a la comunicación institucional. Ariel. Barcelona, 2001
La Porte, José Mª, "El plan de comunicación: la estrategia en movimiento", págs. 95-122, en Mora, Juan Manuel (ed.), 10 ensayos de comunicación institucional, Eunsa, 2009.
En la carpeta Materiales, están los capítulos de los autores Buil, La Porte y Sotelo en un pdf. También podéis encontrar todos estos materiales en libros que hay en la biblioteca.
Bibliografía Recomendada: