Universitat Internacional de Catalunya - Barcelona

Business Communication

• code 09315
• course 99
• term
• type op
• credits 3

Main language of instruction: Catalan

Other languages of instruction: Spanish

Head instructor

Office hours

Friday from 10.00 to 12.00h. By appointment via e-mail

pbuil@uic.es

Carme Padilla Pineda (Institutional Comunication) cpadilla@cir.uic.es  

Angela Elía Garcia (Creatividad) aelia@cir.uic.es / angela.elia.garcia@gmail.com

Companies and institutions, both public and private, have a figure from the corporate communication professional to convey the mission and identity of the company.Corporate communication, understood as "communication management between an organization and its publics", occupies an increasingly important and influential role in contemporary societies.Currently, it is estimated that there are about  three million people in the world who dedicate themselves professionally to the field of corporate communication.

The subject will show the broad lines of corporate and personal communication, which are essential in the daily job of a company director.Real issues about communication that a manager must know to make decisions will be studied.It is not a course on press releases or how a communication department works.

• 07 - To be familiar with the basic features of the Spanish economy, both in terms of structure and economic policies.
• 08 - To understand how leading world economies work, their institutions and interconnections.
• 09 - To identify emerging economies as well as the underdeveloped world, and to analyse applied growth policies.
• 10 - To identify long-term economic growth factors and understand the impact of globalisation.
• 24 - To be able to carry out a financial, social and historical analysis of the environment in which a company operates.
• 33 - To be able to search for, interpret and convey information.
• 35 - To analyse time series.
• 52 - To develop interpersonal skills and the ability to work as part of a team.
• 54 - To be able to express one’s ideas and formulate arguments in a logical and coherent way, both verbally and in writing.
• 55 - To adopt good time management skills.
• 56 - To be able to create arguments which are conducive to critical and self-critical thinking.
• 57 - To acquire skills which favour reading comprehension.
• 58 - To be able to develop self-assessment exercises.
• 59 - To skilfully use software and ICTs.
• 68 - To develop mechanisms that encourage sensitivity towards social welfare issues.

Creating and positioning of the corporate culture and corporate image, institutional relations and the ability to lobby government, tools for knowing and mastering communication flows within and outside the company,relationship with the media, how to communicate in crisis situations, how to develop a communication plan to launch a new product or service, when it is best to advertise, promotion, sponsorship or patronage, the skills needed to communicate and negotiate effectively , teamwork, etc.

I. Nature of Communication

1.1.Brief historical notes

1.2.theoretical notes

1.3. strategic corporate image management



II. Communication Plan

2.1.Research

2.2.Planning

2.3.Execution

2.4.Evaluation



III. Creativity in communication

3.1. Creativity.

3.2.The creative concept.

3.3. Creativity to new environments.

3.4.The luxury as creative concept



IV. Communication programs

4.1.Communication risks. Crisis management.

4.2.Relations with media.

4.3. Internal Communication.

4.4. Global Communication.

Each chapter is accompanied by a case study that will be discussed in class. F

Final exposition: 60%

Practical work: 40%

Obligatory Bibliography: inside Materials folder, there are this chapters in pdf.



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.

De la Cierva, Yago, "La comunicación en tiempos de crisis", págs. 161-189, en Mora, Juan Manuel (ed.), 10 ensayos de comunicación institucional, Eunsa, Pamplona, 2009.

Recomended Bibliography:

• ARTGENTI, Paul y FORMAN J., The power of Corporate Communication, Mc. Graw-Hill, New York, 2002.
• BEL, José Ignacio (coord.). Comunicar para crear valor. Edit. Eunsa. Pamplona, 2004.
• HEATH, R.L., COOMBS, W.T., Today's Public Relations: an introduction, Ed. Thousand Oaks, Sage, 2006.
• JACOBY, Standofrd M., The embedded Corporation, Princeton University Press, New Jersey, 2005.
• LOSADA, J.C. Gestión de la comunicación en las organizaciones, E. Ariel, 2004.
• MALLISON, B., Public Lies and Private Truths, Cassell, London, 1996.
• MANUEL, Fernando de; MARTÍNEZ-VILANOVA, Rafael. Comunicación y negociación comercial. Edit. Esic. Madrid, 1995.
• MARTÍN MARTÍN, Fernando. Comunicación Empresarial e Institucional. Edit. Universitas, Madrid 2003.
• PALAU, Goretti. Gabinets de comunicació. Periodistes a l’altra banda. Edic. Pòrtic. Barcelona, 2003.
• WILCOX, D.L., CAMERON G.T. y Xifra J. (2007), Relaciones Públicas. Estrategias y Tácticas, Ed. Pearson.