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
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.