Subject

Institutional Communication

  • code 08532
  • course 2
  • term Semester 2
  • type OB
  • credits 6

Module: Creación

Matter: Comunicación Institucional

Main language of instruction: Catalan

Other languages of instruction: English, Spanish

Teaching staff

Head instructor

Dra. Maria Pilar BUIL - pbuil@uic.es

Office hours

Office hours are  Tuesday 16.00 a 17.00 h.

Introduction

In the event that the health authorities announce a new period of confinement due to the evolution of the health crisis caused by COVID-19, the teaching staff will promptly communicate how this may effect the teaching methodologies and activities as well as the assessment.

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.

Pre-course requirements

No pre-course requirements are needed to enrol in this subject

Objectives

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

Competencies

  • 08 - The ability to organise time and workspace
  • 09 - Lingustic ability in Catalan, Spanish and English
  • 10 - The ability to develop an ethical attitude
  • 11 - The ability to make judgments and well-argued critical assessments
  • 77 - The ability and capacity to take responsibility for the communication area of an organisation
  • 78 - The ability and capacity to establish a plan of communication
  • 82 - The ability to define and manage a communication budget
  • 95 - The ability for economic and budgetary management in the field of activity

Learning outcomes

Study the principles applied in corporate communication.

Understand the principles of corporate culture.

Master the communication strategy.

Manage corporate communications programs.

Syllabus

1. Fonaments de la comunicació institucional.

2. Delimitació conceptual.

3. Planificació estratègica.

4. Programes de comunicació institucional

4.1. Comunicació interna

4.2. Comunicació de crisis

Teaching and learning activities

Evaluation systems and criteria


In blended

Els alumnes de primera i segona convocatòria seguiran aquest sistema d'avaluació:

40% examen final. Cal aprovar l'examen final per poder fer mitjana.

60% Exercicis en grup (20% focused praxis i 40% plan de comunicació).

 

Els alumnes de tercera convocatòria (i successives) seguiran aquest sistema d'avaluació: 

100% examen final.

Bibliography and resources

Bibliografía Obligatoria:

Buil, P, "La comunicación en tiempos de crisis", en Roger, O. y Buil, P. Manual de Comunicación Ambiental, Eunsa, Pamplona, 2014.

Sotelo, Carlos, capítulo 1, "Delimitación conceptual", 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:

  • 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.
  • CICERON, Quinto Tulio (2003). Breviario de campaña electoral. Barcelona: El Acantilado.
  • 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.

Teaching and learning material

      Material
            ArtículoDaleCarnegie articulolvdalecarnegie.pdf 
            Artículo dircom quiendirigelacomunicacion.docx 
            ArtículoFiguraDircom articulospherapublicalafiguradeldircom.pdf 
            Capítulo Comunicación de crisis cap6comunicaciondecrisisygestionderiesgos.pdf 
            CapítuloIntroducción a la Comunicación Institucional de Sotelo introduccionalacomunicacioninstitucional,cap1.pdf 
            Conclusión l17reputationaddsvaluetocommunicationandprovesitsdirectcontributiontobusinessoutcomes-1.pdf 
            Plan de comunicación plancomunicacion_10ensayos.pdf 
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