Thanks to this Professional master’s degree you will have the most modern tools to transmit an effective business communication in digital environments"

Capture, sell and persuade are still the predominant verbs that support Advertising and Public Relations. However, in recent years there has been an exponential increase in the tools used in communication, due in part to new technologies, which has forced a reformulation of strategies adapted to digital environments. Advertising companies and communication agencies are increasingly demanding more specialized professionals with extensive theoretical, technical and practical knowledge that will allow them to obtain successful results in their different advertising or communication campaigns.

This situation has motivated the creation of this Professional master’s degree, especially aimed at journalists and communication specialists who want to lead advertising and public relations projects. Communicating effectively, transmitting the right message and solving any internal or external reputation crisis are just some of the points to be addressed by this university program. For this purpose, it will have an intensive and dynamic syllabus, thanks to multimedia content based on video summaries, videos in detail or interactive summaries.

A program where students will acquire the necessary knowledge to master the elements and processes of advertising languages, the fundamentals of the advertising system, creative strategy and corporate identity. All this forms the main theoretical and practical pillars that will allow the professional to make strategic decisions in the field of persuasive communication.

To this end,TECH offers a program with the most relevant information on Advertising and Public Relations management, which can also be easily accessed. Therefore, students only need an electronic device with an Internet connection to consult the entire syllabus available 24 hours a day on the virtual campus. With no classroom fixed class schedules, graduates are free to study this program whenever and wherever they wish.

This program will allow you to take a qualitative leap in your career and access positions of great responsibility in the field of Advertising and Public Relations2

This MBA in Advertising and Public Relations Management contains the most complete and up-to-date program on the market. The most important features include:

• Practical cases presented by experts in Advertising and Public Relations
• The graphic, schematic, and practical contents with which they are created, provide practical information on the disciplines that are essential for professional practice
• Practical exercises where the self-assessment process can be carried out to improve learning
• Its special emphasis on innovative methodologies
• Theoretical lessons, questions to the expert, debate forums on controversial topics, and individual reflection assignments
• Content that is accessible from any fixed or portable device with an Internet connection 

TECH uses the Relearning system, with which you will be able to advance in this program in a more natural and fluid way. Click and enroll” 

The program’s teaching staff includes professionals from the sector who contribute their work experience to this training program, as well as renowned specialists from leading societies and prestigious universities.

The multimedia content, developed with the latest educational technology, will provide the professional with situated and contextual learning, i.e., a simulated environment that will provide immersive education programmed to prepare for real situations.

This program is designed around Problem-Based Learning, whereby the professional must try to solve the different professional practice situations that arise during the course. For this purpose, the students will be assisted by an innovative interactive video system created by renowned and experienced experts.

Learn about the advertising and public relations success stories of powerful brands such as Pepsi McDonald’s or KFC”

You will be able to access the innovative multimedia content of this program 24 hours a day from your computer, with flexibility and convenience"

The curriculum of this in MBA in Advertising and Public Relations Management includes the latest information on a professional branch of great relevance for brands and companies. As a result, more and more professionals are demanding programs with a syllabus that covers the necessary knowledge to enable them to progress. This program consists of 10 modules that will allow you to delve into the evolution of advertising, creativity and trends in public relations, as well as the main success stories in
the sector.

A syllabus that will allow you to know all the details you need to progress professionally in Advertising and Public Relations" 

Module 1. Advertising Theory

1.1. Advertising Theory

1.1.1. Introduction
1.1.2. Basic Notions on Advertising and Marketing

1.1.2.1. Marketing
1.1.2.2. Advertising

1.1.3. Advertising, Public Relations and Publicity
1.1.4. Dimensions and Social Scope of Contemporary Advertising
1.1.5. Successful Advertising: KFC

1.2. History of Advertising

1.2.1. Introduction
1.2.2. Origin
1.2.3. The Industrial Revolution and Advertising
1.2.4. The Development of the Advertising Industry
1.2.5. Advertising in the Internet World
1.2.6. Successful Advertising: Coca-Cola Case Study

1.3. Advertising and its Protagonists I: The Advertiser

1.3.1. Introduction
1.3.2. How the Advertising Industry Works
1.3.3. Types of Advertisers
1.3.4. Advertising in the Company's Organization Chart
1.3.5. Successful Advertising: Facebook Case Study

1.4. Advertising and its Protagonists II: Advertising Agencies

1.4.1. Introduction
1.4.2. The Advertising Agency: Advertising Communication Professionals
1.4.3. The Organizational Structure of Advertising Agencies
1.4.4. Types of Advertising Agencies
1.4.5. Fee Management in Advertising Agencies
1.4.6. Successful Advertising: Nike

1.5. Advertising and its Protagonists III: The Advertising Receiver

1.5.1. Introduction
1.5.2. The Advertising Recipient and its Context
1.5.3. The Advertising Recipient as a Consumer
1.5.4. Needs and Desires in Advertising
1.5.5. Advertising and Memory: on Advertising Effectiveness
1.5.6. Successful Advertising: Ikea Case Study

1.6. The Advertising Creation Process I: From Advertiser to Media

1.6.1. Introduction
1.6.2. Preliminary Aspects of the Advertising Creation Process
1.6.3. The Advertising Brief or Communication Brief
1.6.4. Creative Strategy
1.6.5. Media Strategy
1.6.5.1. Successful Advertising: Apple

1.7. The Process of Advertising Creation II: Creativity and Advertising

1.7.1. Introduction
1.7.2. Fundamentals of Advertising Creative Work
1.7.3. Advertising Creativity and its Communicative Statute
1.7.4. Creative Work in Advertising
1.7.5. Successful Advertising: Real Madrid Case Study

1.8. The Process of Advertising Creation III: Ideation and Development of the Advertising Manifesto

1.8.1. Introduction
1.8.2. Creative Conception and Strategy
1.8.3. The Creative Conception Process
1.8.4. The Ten Basic Ways of Creativity According to Luis Bassat: Advertising Genres
1.8.5. Advertising Formats
1.8.6. Successful Advertising: McDonald’s

1.9. Advertising Media Planning

1.9.1. Introduction
1.9.2. Media and Planning
1.9.3. Advertising Media and their Classification
1.9.4. Media Planning Tools
1.9.5. Successful Advertising: Pepsi

1.10. Advertising, Society and Culture

1.10.1. Introduction
1.10.2. The Relationship between Advertising and Society
1.10.3. Advertising and Emotions
1.10.4. Advertising, Subjects and Things
1.10.5. Successful Advertising: Burger King

Module 2. Fundamentals of Public Relations

2.1. Theoretical Framework of Public Relations

2.1.1. Introduction
2.1.2. Public Relations Research
2.1.3. Main Public Relations Theorists
2.1.4. Public Relations and Related Items
2.1.5. Definition of Public Relations

2.2. Evolution Over Time

2.2.1. Stages
2.2.2. The Origin of Public Relations
2.2.3. Trends in Public Relations

2.3. External Communication

2.3.1. Characteristics and Audiences
2.3.2. Media Relations
2.3.3. Provision of Information

2.4. Internal Communication

2.4.1. Introduction
2.4.2. Functions and Objectives
2.4.3. Types of Internal Communication
2.4.4. Internal Communication Tools

2.5. Public Relations and Public Opinion

2.5.1. Powerful Media Image
2.5.2. The limited Influence of the Media
2.5.3. Structural Effects on the Company

2.6. International Public Relations

2.6.1. Characteristics of the International Society
2.6.2. Definition
2.6.3. The Role of International Public Relations
2.6.4. Types of Actions

2.7. Public Relations and Crisis

2.7.1. The Organization in the Face of a Crisis
2.7.2. Characteristics of Crises
2.7.3. Crisis Typologies

2.8. Stages of Crisis

2.8.1. Preliminary Phase
2.8.2. Acute Phase
2.8.3. Chronic Phase
2.8.4. Post-Traumatic Phase

2.9. Preparation of a Crisis Plan

2.9.1. Analysis of Possible Problems
2.9.2. Planning
2.9.3. Adequacy of Personnel

2.10. Communication Technologies in Crises

2.10.1. Advantages
2.10.2. Disadvantages
2.10.3. Tools

Module 3. History of Advertising and Public Relations

3.1. Advertising Activity before the Printing Press

3.1.1. Advertising in its Most Primitive Forms
3.1.2. First Manifestations
3.1.3. The Ancient World

3.2. From the Printing Press to the Industrial Revolution

3.2.1. Some Aspects that Contributed to the Emergence of the Printing Press in Europe
3.2.2. First Expressions: Brochures and Posters
3.2.3. Brands and Labels
3.2.4. The Loud and Talkative Advertisements
3.2.5. The Sign and the Commercial Mural
3.2.6. The Birth of a New Media
3.2.7. Communication and Power: Controlling Persuasion

3.3. The Revolutions

3.3.1. Advertising and the Industrial Revolution
3.3.2. The Long and Tortuous Road to Press Freedom
3.3.3. From Propaganda to Advertising
3.3.4. Propaganda and Political Advertising: Concepts
3.3.5. Characteristics of this Advertisement
3.3.6. The Industrial Revolution in the Birth of Commercial Advertising

3.4. Birth of Advertising

3.4.1. The Origin of Commercial Advertising
3.4.2. The Technological Revolution
3.4.3. Printing Systems
3.4.4. The Paper
3.4.5. Photography
3.4.6. The Telegraph
3.4.7. Print Advertising
3.4.8. Posters

3.5. Consolidation of Advertising Activity

3.5.1. Economic Factors between 1848-1914
3.5.2. New Forms of Commercialization
3.5.3. Newspapers
3.5.4. Magazines
3.5.5. The Art of the Poster
3.5.6. Fundamentals of Modern Advertising
3.5.7. American Advertising Agencies
3.5.8. Advertising Technique and Craftsmanship

3.6. Advertising Between Two Wars

3.6.1. Characteristics of the Period 1914-1950
3.6.2. Advertising in World War I
3.6.3. Consequences of World War I on Advertising
3.6.4. Advertising Campaigns in World War II
3.6.5. Consequences of World War II on Advertising
3.6.6. Advertising Media
3.6.7. Poster and Advertising Graphic Design
3.6.8. Outdoor Advertising
3.6.9. The Cinema
3.6.10. Cinema as a Means of Persuasion
3.6.11. The Radio
3.6.12. Commercial Radio

3.7. The Development of the Advertising Technique

3.7.1. Advertising Activity between 1914 and 1950
3.7.2. Advertising Organization
3.7.3. Agencies and Styles

3.8. Electronic Advertising

3.8.1. TV. The Third Dimension of Advertising
3.8.2. Advertising in the 1950s and 1960s
3.8.3. The Arrival of Television

3.9. Current Advertising

3.9.1. Introduction
3.9.2. The Current Advertising Context: A Technological Perspective
3.9.3. Main Challenges of Today's Advertising Communication
3.9.4. Main Opportunities in Today's Advertising Communication

3.10. History of Public Relations

3.10.1. The Origins
3.10.2. Bernays and His Contributions
3.10.3. Expansion: PR. In the Second Half of the 20th Century

Module 4. Advertising and Public Relations Company

4.1. Structure of Advertising and/or Public Relations Agencies

4.1.1. Structure
4.1.2. Functions
4.1.3. Agency Selection

4.2. Economic Management of the Agency

4.2.1. Types of Legal Form
4.2.2. Business Model
4.2.3. Project Development and Control

4.3. Economic Relations in the Advertising Business

4.3.1. Economic Relationships with Advertisers
4.3.2. Economic Relationships with Employees and Partners
4.3.3. Individual Entrepreneur and Self-Employed

4.4. The Operating Account of the Advertising Agency

4.4.1. Investment, Revenue and Turnover

4.4.1.1. Expenses
4.4.1.2. Personal
4.4.1.3. Rent
4.4.1.4. Amortization
4.4.1.5. Non-billable Expenses
4.4.1.6. Prospecting
4.4.1.7. Delinquency
4.4.1.8. Financial Expenses

4.4.2. Results
4.4.3. Annual Budget

4.5. The Link Between Advertising and Public Relations

4.5.1. In Relation to the Objectives
4.5.2. Regarding the Target Audience of the Activity
4.5.3. On the Selection of Media and Supports

4.6. Remuneration Systems

4.6.1. Remuneration of Agencies
4.6.2. Accounting Dimension of the Agency
4.6.3. Determination of the Budget

4.7. Relations with External Stakeholders

4.7.1. Advertising Agency Relations
4.7.2. Media Agency Relations
4.7.3. End Consumer Agency Relations

4.8. Types of Growth Strategies

4.8.1. Holdings
4.8.2. Value Chain
4.8.3. Challenges of Organizational Growth

4.9. Internal Organization Chart of an Advertising Agency

4.9.1. Agency Management Model
4.9.2. Accounts Department
4.9.3. Creative Department
4.9.4. Media Department
4.9.5. Production Department

4.10. Team Management

4.10.1. Motivation
4.10.2. Change Management and Leadership
4.10.3. Internal Communication

Module 5. Introduction to the Psychology of Communication

5.1. History of Psychology

5.1.1. Introduction
5.1.2. We Begin with the Study of Psychology
5.1.3. Science in Evolution. Historical and Paradigmatic Changes
5.1.4. Paradigms and Stages in Psychology
5.1.5. Cognitive Science

5.2. Social Psychology

5.2.1. Introduction
5.2.2. Beginning with the Study of Social Psychology: The Influence of Social Psychology
5.2.3. Empathy, Altruism and Helping Behavior

5.3. Social Cognition

5.3.1. Introduction
5.3.2. Thinking and Knowing, Vital Necessities
5.3.3. Social Cognition
5.3.4. Organizing Information
5.3.5. Prototypical or Categorical Thinking
5.3.6. The Mistakes We Make in Thinking: Inferential Biases
5.3.7. Automatic Information Processing

5.4. Personality Psychology

5.4.1. Introduction
5.4.2. What is the Self? Identity and Personality
5.4.3. Self-awareness
5.4.4. Self-esteem
5.4.5. Self-knowledge
5.4.6. Interpersonal Variables in Personality Shaping
5.4.7. Macro-social Variables in the Configuration of Personality
5.4.8. A New Perspective in the Study of Personality. Narrative Personality

5.5. Emotions

5.5.1. Introduction
5.5.2. What do we Talk about When we Get Excited?
5.5.3. The Nature of Emotions

5.5.3.1. Emotion as Preparation for Action

5.5.4. Emotions and Personality
5.5.5. From another Perspective. Social Emotions

5.6. Psychology of Communication. Persuasion and Attitude Change

5.6.1. Introduction
5.6.2. Attitudes
5.6.3. Historical Models in the Study of Persuasive Communication
5.6.4. The Probability of Elaboration Model
5.6.5. Communication Processes through the Media

5.6.5.1. A Historical Perspective

5.7. The Sender

5.7.1. Introduction
5.7.2. The Source of Persuasive Communication
5.7.3. Source Characteristics. Credibility
5.7.4. Source Characteristics. The Appeal
5.7.5. Emitter Characteristics. The Power
5.7.6. Processes in Persuasive Communication. Mechanisms Based on Primary Cognition
5.7.7. New Processes in Communication. Mechanisms Based on Secondary Cognition

5.8. The Message

5.8.1. Introduction
5.8.2. We Begin by Studying the Composition of the Message
5.8.3. Types of Messages: Rational vs. Emotional Messages
5.8.4. Emotional Messaging and Communication: Fear Inducing Messages

5.9. The Receiver

5.9.1. Introduction
5.9.2. The Role of the Recipient according to the Elaboration Probability Model
5.9.3. Recipient Needs and Motives: Their Impact on Attitude Change
5.9.4. Need for Esteem and Communication

5.10. New Approaches to the Study of Communication

5.10.1. Introduction
5.10.2. Non-conscious Processing of Information. Automatic Processes
5.10.3. Measuring Automatic Processes in Communication
5.10.4. First Steps in the New Paradigms
5.10.5. Theories of Dual Processing Systems

5.10.5.1. Main Limitations of Dual Systems Theories

Module 6. Public Opinion

6.1. The Concept of Public Opinion

6.1.1. Introduction
6.1.2. Definition
6.1.3. Public Opinion as a Rational Phenomenon and as a Form of Social Control
6.1.4. Phases in the Growth of Public Opinion as a Discipline
6.1.5. The 20th Century

6.2. Theoretical Framework of Public Opinion

6.2.1. Introduction
6.2.2. Perspectives on the Discipline of Public Opinion in the 20th Century.
6.2.3. Twentieth Century Authors
6.2.4. Walter Lippmann: Biased Public Opinion
6.2.5. Jürgen Habermas: the Political-Value Perspective
6.2.6. Niklas Luhmann: Public Opinion as a Communicative Modality

6.3. Social Psychology and Public Opinion

6.3.1. Introduction
6.3.2. Psychosocial Variables in the Relationship of Persuasive Entities with their Public
6.3.3. The Name
6.3.4. Conformism

6.4. Media Influence Models

6.4.1. Introduction
6.4.2. Media Influence Models
6.4.3. Types of Media Effects
6.4.4. Research on Media Effects
6.4.5. The Power of the Media

6.5. Public Opinion and Political Communication

6.5.1. Introduction
6.5.2. Electoral Political Communication. Propaganda
6.5.3. Government Political Communication

6.6. Public Opinion and Elections

6.6.1. Introduction
6.6.2. Do Election Campaigns Influence Public Opinion?
6.6.3. The Effect of the Media in Election Campaigns as a Reinforcement of Opinions
6.6.4. The Bandwagon and Underdog Effects

6.7. Government and Public Opinion

6.7.1. Introduction
6.7.2. Representatives and their Constituents
6.7.3. Political Parties and Public Opinion
6.7.4. Public Policies as an Expression of the Government's Action

6.8. The Political Intermediation of the Press

6.8.1. Introduction
6.8.2. Journalists as Political Intermediaries
6.8.3. Dysfunctions of Journalistic Intermediation
6.8.4. Reliance on Journalists as Intermediaries

6.9. Public Sphere and Emerging Models of Democracy

6.9.1. Introduction
6.9.2. The Public Sphere in the Information Society
6.9.3. The Public Sphere in the Information Society
6.9.4. Emerging Models of Democracy

6.10. Methods and Techniques for Public Opinion Research

6.10.1. Introduction
6.10.2. Opinion Polls
6.10.3. Types of Surveys
6.10.4. Analysis

Module 7. Advertising Language

7.1. Thinking and Writing: Definition

7.1.1. Definition of Copywriting
7.1.2. Historical Background of Advertising Copywriting and Phases of Professionalization

7.2. Copywriting and Creativity

7.2.1. Conditions of the Copywriting Process
7.2.2. Linguistic Competence
7.2.3. Functions of the Copywriter
7.2.3.1. Definition of the Functions of the Copywriter

7.3. The Principle of Coherence and Campaign Conceptualization

7.3.1. The Principle of Campaign Unity
7.3.2. The Creative Team
7.3.3. The Conceptualization Process: Hidden Creativity
7.3.4. What is a Concept?
7.3.5. Applications of the Conceptualization Process
7.3.6. The Advertising Concept
7.3.7. Utility and Advantages of the Advertising Concept

7.4. Advertising and Rhetoric

7.4.1. Copywriting and Rhetoric
7.4.2. Placing Rhetoric
7.4.3. The Phases of Rhetoric

7.4.3.1. Advertising Discourse and Classical Rhetorical Discourse
7.4.3.2. Topoi and Reason Why as Argumentation

7.5. Fundamentals and Characteristics of Copywriting

7.5.1. Correction
7.5.2. Adaptation
7.5.3. Efficiency
7.5.4. Characteristics of Copywriting
7.5.5. Morphological: Nominalization
7.5.6. Syntactics: Destructuring
7.5.7. Graphics: Emphatic Punctuation

7.6. Argumentation Strategies

7.6.1. Description
7.6.2. The Enthymeme
7.6.3. Narration
7.6.4. Intertextuality

7.7. Styles and Slogans in Copywriting

7.7.1. The Length of the Sentence
7.7.2. The Styles
7.7.3. The Slogan
7.7.4. A Phrase of Wartime Origin
7.7.5. The Characteristics of the Slogan
7.7.6. The Elocution of the Slogan
7.7.7. The Forms of the Slogan
7.7.8. The Functions of the Slogan

7.8. Principles of Applied Copywriting and the Reason Why+USP Pairing

7.8.1. Rigor, Clarity, Accuracy
7.8.2. Synthesis and Simplicity
7.8.3. Advertising Text Constraints
7.8.4. Application of the Reason Why + USP Pairing

7.9. Copywriting in Conventional and Non-Conventional Media

7.9.1. The Division Above-the-line/Below-the-line
7.9.2. Integration: Overcoming the ATL- BLT Controversy
7.9.3. Television Copywriting
7.9.4. Radio Copywriting
7.9.5. Press Copywriting
7.9.6. Copywriting for Outdoor Media
7.9.7. Copywriting in Non-Conventional Media
7.9.8. Direct Marketing Advertising Copywriting
7.9.9. Interactive Media Copywriting

7.10. Criteria for the Evaluation of an Advertising Text and Other Writing Cases

7.10.1. Classical Models of Advertising Analysis
7.10.2. Impact and Relevance
7.10.3. The Editor's Checklist
7.10.4. Translation and Adaptation of Advertising Texts
7.10.5. New Technologies, New Languages
7.10.6. Writing in Web 2.0
7.10.7. Naming, Guerrilla Advertising and Other Copywriting Cases

Module 8. Fundamentals of Communication in the Digital Environment

8.1. Web 2.0 or the Social Web

8.1.1. Organization in the Age of Conversation
8.1.2. Web 2.0 Is All About People
8.1.3. Digital Environment and New Communication Formats

8.2. Digital Communication and Reputation

8.2.1. Online Reputation Report
8.2.2. Netiquette and Good Practices on Social Media
8.2.3. Branding and 2.0 Networks

8.3. Online Reputation Plan Design and Planning

8.3.1. Overview of the Main Social Media
8.3.2. Brand Reputation Plan
8.3.3. General Metrics, ROI, and Social CRM
8.3.4. Online Crisis and Reputational SEO

8.4. General, Professional, and Microblogging Platforms

8.4.1. Facebook
8.4.2. LinkedIn
8.4.3. Google+
8.4.4. Twitter

8.5. Video, Image, and Mobility Platforms

8.5.1. YouTube
8.5.2. Instagram
8.5.3. Flickr
8.5.4. Vimeo
8.5.5. Pinterest

8.6. Content Strategy and Storytelling

8.6.1. Corporate Blogging
8.6.2. Content Marketing Strategy
8.6.3. Creating a Content Plan
8.6.4. Content Curation Strategy

8.7. Social Media Strategies

8.7.1. Corporate PR and Social Media
8.7.2. Defining the Strategy to be Applied in Each Medium
8.7.3. Analysis and Evaluation of Results

8.8. Community Administration

8.8.1. Roles, Tasks and Responsibilities of the Community Administration
8.8.2. Social Media Manager
8.8.3. Social Media Strategist

8.9. Social Media Plan

8.9.1. Designing a Social Media Plan
8.9.2. Schedule, Budget, Expectations and Follow-up
8.9.3. Contingency Protocol in Case of Crisis

8.10. Online Monitoring Tools

8.10.1. Management Tools and Desktop Applications
8.10.2. Monitoring and Research Tools

Module 9. Corporate Identity

9.1. The Importance of Image in Businesses

9.1.1. What is Corporate Image?
9.1.2. Differences between Corporate Identity and Corporate Image
9.1.3. Where can the Corporate Image be Manifested?
9.1.4. Corporate Image Change Situations. Why Achieve a Good Corporate Image?

9.2. Research Techniques in Corporate Image

9.2.1. Introduction
9.2.2. The Study of the Company's Image
9.2.3. Corporate Image Research Techniques
9.2.4. Qualitative Image Study Techniques
9.2.5. Types of Quantitative Techniques

9.3. Image Audit and Strategy

9.3.1. What is Image Auditing?
9.3.2. Guidelines
9.3.3. Audit Methodology
9.3.4. Strategic Planning

9.4. Corporate Culture

9.4.1. What is Corporate Culture?
9.4.2. Factors Involved in Corporate Culture
9.4.3. Functions of Corporate Culture
9.4.4. Types of Corporate Culture

9.5. Corporate Social Responsibility and Corporate Reputation

9.5.1. CSR: Concept and Application of the Company
9.5.2. Guidelines for Integrating CSR into Businesses
9.5.3. CSR Communication
9.5.4. Corporate Reputation

9.6. Corporate Visual Identity and Naming

9.6.1. Corporate Visual Identity Strategies
9.6.2. Basic Elements
9.6.3. Basic Principles
9.6.4. Preparation of the Manual
9.6.5. The Naming

9.7. Brand Image and Positioning

9.7.1. The Origins of Trademarks
9.7.2. What is a Brand?
9.7.3. The Need to Build a Brand
9.7.4. Brand Image and Positioning
9.7.5. The Value of Brands

9.8. Image Management through Crisis Communication

9.8.1. Strategic Communication Plan
9.8.2. When it All Goes Wrong: Crisis Communication
9.8.3. Cases

9.9. The Influence of Promotions on Corporate Image

9.9.1. The New Advertising Industry Landscape
9.9.2. The Marketing Promotion
9.9.3. Features
9.9.4. Dangers
9.9.5. Promotional Types and Techniques

9.10. Distribution and Image of the Point of Sale

9.10.1. The Main Players in Commercial Distribution
9.10.2. The Image of Retail Distribution Companies through Positioning
9.10.3. Through its Name and Logo

Module 10. Creativity in Communication

10.1. To Create is to Think

10.1.1. The Art of Thinking
10.1.2. Creative Thinking and Creativity
10.1.3. Thought and Brain
10.1.4. The Lines of Research on Creativity: Systematization

10.2. Nature of the Creative Process

10.2.1. Nature of Creativity
10.2.2. The Notion of Creativity: Creation and Creativity
10.2.3. The Creation of Ideas for Persuasive Communication
10.2.4. Nature of the Creative Process in Advertising

10.3. The Invention

10.3.1. Evolution and Historical Analysis of the Creation Process
10.3.2. Nature of the Classical Canon of the Invention
10.3.3. The Classical View of Inspiration in the Origin of Ideas
10.3.4. Invention, Inspiration, Persuasion

10.4. Rhetoric and Persuasive Communication

10.4.1. Rhetoric and Advertising
10.4.2. The Rhetorical Parts of Persuasive Communication
10.4.3. Rhetorical Figures
10.4.4. Rhetorical Laws and Functions of Advertising Language

10.5. Creative Behavior and Personality

10.5.1. Creativity as a Personal Characteristic, as a Product and as a Process
10.5.2. Creative Behavior and Motivation
10.5.3. Perception and Creative Thinking
10.5.4. Elements of Creativity

10.6. Creative Skills and Abilities

10.6.1. Thinking Systems and Models of Creative Intelligence
10.6.2. Three-Dimensional Model of the Structure of the Intellect According to Guilford
10.6.3. Interaction Between Factors and Intellectual Capabilities
10.6.4. Creative Skills
10.6.5. Creative Capabilities

10.7. The Phases of the Creative Process

10.7.1. Creativity as a Process
10.7.2. The Phases of the Creative Process
10.7.3. The Phases of the Creative Process in Advertising

10.8. Troubleshooting

10.8.1. Creativity and Problem Solving
10.8.2. Perceptual Blocks and Emotional Blocks
10.8.3. Methodology of Invention: Creative Programs and Methods

10.9. The Methods of Creative Thinking

10.9.1. Brainstorming as a Model of Idea Creation
10.9.2. Vertical Thinking and Lateral Thinking
10.9.3. Methodology of Invention: Creative Programs and Methods

10.10. Creativity and Advertising Communication

10.10.1. The Creative Process as a Specific Product of Advertising Communication
10.10.2. Nature of the Creative Process in Advertising: Creativity and the Creative Advertising Process
10.10.3. Methodological Principles and Effects of Advertising Creation
10.10.4. Advertising Creation: From Problem to Solution
10.10.5. Creativity and Persuasive Communication

Module 11. Leadership, Ethics and Social Responsibility in Companies 

11.1. Globalization and Governance 

11.1.1. Governance and Corporate Governance 
11.1.2. The Fundamentals of Corporate Governance in Companies 
11.1.3. The Role of the Board of Directors in the Corporate Governance Framework 

11.2. Leadership 

11.2.1. Leadership. A Conceptual Approach 
11.2.2. Leadership in Companies 
11.2.3. The Importance of Leaders in Business Management 

11.3. Cross-Cultural Management 

11.3.1. Concept of Cross-Cultural Management
11.3.2. Contributions to the Knowledge of National Cultures 
11.3.3. Diversity Management 

11.4. Management and Leadership Development 

11.4.1. Concept of Management Development 
11.4.2. Concept of Leadership 
11.4.3. Leadership Theories 
11.4.4. Leadership Styles 
11.4.5. Intelligence in Leadership 
11.4.6. The Challenges of Today's Leader 

11.5. Business Ethics 

11.5.1. Ethics and Morality 
11.5.2. Business Ethics 
11.5.3. Leadership and Ethics in Companies 

11.6. Sustainability 

11.6.1. Sustainability and Sustainable Development 
11.6.2. The 2030 Agenda 
11.6.3. Sustainable Companies 

11.7. Corporate Social Responsibility 

11.7.1. International Dimensions of Corporate Social Responsibility 
11.7.2. Implementing Corporate Social Responsibility 
11.7.3. The Impact and Measurement of Corporate Social Responsibility 

11.8. Responsible Management Systems and Tools 

11.8.1. CSR: Corporate Social Responsibility 
11.8.2. Essential Aspects for Implementing a Responsible Management Strategy 
11.8.3. Steps for the Implementation of a Corporate Social Responsibility Management System 
11.8.4. Tools and Standards of CSR 

11.9. Multinationals and Human Rights 

11.9.1. Globalization, Multinational Corporations and Human Rights 
11.9.2. Multinational Corporations and International Law
11.9.3. Legal Instruments for Multinationals in the Field of Human Rights

11.10. Legal Environment and Corporate Governance 

11.10.1. International Rules on Importation and Exportation 
11.10.2. Intellectual and Industrial Property 
11.10.3. International Labor Law  

Module 12. People and Talent Management 

12.1. Strategic People Management 

12.1.1. Strategic Human Resources Management 
12.1.2. Strategic People Management 

12.2. Human Resources Management by Competencies 

12.2.1. Analysis of the Potential 
12.2.2. Remuneration Policy 
12.2.3. Career/Succession Planning 

12.3. Performance Evaluation and Performance Management 

12.3.1. Performance Management 
12.3.2. Performance Management: Objectives and Process 

12.4. Innovation in Talent and People Management 

12.4.1. Strategic Talent Management Models 
12.4.2. Talent Identification, Training and Development 
12.4.3. Loyalty and Retention 
12.4.4. Proactivity and Innovation 

12.5. Motivation 

12.5.1. The Nature of Motivation 
12.5.2. Expectations Theory 
12.5.3. Needs Theory 
12.5.4. Motivation and Financial Compensation 

12.6. Developing High Performance Teams 

12.6.1. High-Performance Teams: Self-Managing Teams 
12.6.2. Methodologies for Managing High Performance Self-Managed Teams 

12.7. Change Management 

12.7.1. Change Management 
12.7.2. Types of Change Management Processes 
12.7.3. Stages or Phases in Change Management 

12.8. Negotiation and Conflict Management 

12.8.1. Negotiation 
12.8.2. Conflict Management  
12.8.3. Crisis Management 

12.9. Executive Communication 

12.9.1. Internal and External Communication in the Business Environment 
12.9.2. Communication Departments 
12.9.3. The Head of Communication of the Company. The Profile of the Dircom 

12.10. Productivity, Attraction, Retention and Activation of Talent 

12.10.1. Productivity 
12.10.2. Talent Attraction and Retention Levers 

Module 13. Economic and Financial Management 

13.1. Economic Environment 

13.1.1. Macroeconomic Environment and the National Financial System 
13.1.2. Financial Institutions 
13.1.3. Financial Markets 
13.1.4. Financial Assets 
13.1.5. Other Financial Sector Entities 

13.2. Executive Accounting 

13.2.1. Basic Concepts 
13.2.2. The Company's Assets 
13.2.3. The Company's Liabilities 
13.2.4. The Company's Net Worth 
13.2.5. The Income Statement 

13.3. Information Systems and Business Intelligence 

13.3.1. Fundamentals and Classification 
13.3.2. Cost Allocation Phases and Methods 
13.3.3. Choice of Cost Center and Impact 

13.4. Budget and Management Control 

13.4.1. The Budgetary Model 
13.4.2. The Capital Budget 
13.4.3. The Operating Budget 
13.4.5. The Cash Budget 
13.4.6. Budget Monitoring 

13.5. Financial Management 

13.5.1. The Company's Financial Decisions 
13.5.2. The Financial Department 
13.5.3. Cash Surpluses 
13.5.4. Risks Associated with Financial Management 
13.5.5. Risk Management of the Financial Management 

13.6. Financial Planning 

13.6.1. Definition of Financial Planning 
13.6.2. Actions to Be Taken in Financial Planning 
13.6.3. Creation and Establishment of the Business Strategy 
13.6.4. The Cash Flow Chart 
13.6.5. The Working Capital Chart 

13.7. Corporate Financial Strategy 

13.7.1. Corporate Strategy and Sources of Financing 
13.7.2. Corporate Financing Financial Products 

13.8. Strategic Financing 

13.8.1. Self-financing 
13.8.2. Increase in Shareholder's Equity 
13.8.3. Hybrid Resources 
13.8.4. Financing through Intermediaries 

13.9. Financial Analysis and Planning 

13.9.1. Analysis of the Balance Sheet 
13.9.2. Analysis of the Income Statement 
13.9.3. Profitability Analysis 

13.10. Analyzing and Solving Cases/Problems 

13.10.1. Financial Information on Industria de Diseño y Textil, S.A. (INDITEX) 

Module 14. Commercial Management and Strategic Marketing 

14.1. Commercial Management 

14.1.1. Conceptual Framework of Commercial Management 
14.1.2. Commercial Strategy and Planning 
14.1.3. The Role of Sales Managers 

14.2. Marketing 

14.2.1. The Concept of Marketing 
14.2.2. The Basic Elements of Marketing 
14.2.3. Marketing Activities in Companies 

14.3. Strategic Marketing Management 

14.3.1. The Concept of Strategic Marketing 
14.3.2. Concept of Strategic Marketing Planning 
14.3.3. Stages in the Process of Strategic Marketing Planning 

14.4. Digital Marketing and e-Commerce 

14.4.1. Objectives of Digital Marketing and e-Commerce 
14.4.2. Digital Marketing and the Media It Uses  
14.4.3. E-Commerce. General Context 
14.4.4. Categories of e-Commerce 
14.4.5. Advantages and Disadvantages of e-Commerce Compared to Traditional Commerce 

14.5. Digital Marketing to Reinforce a Brand 

14.5.1. Online Strategies to Improve Brand Reputation 
14.5.2. Branded Content and Storytelling 

14.6. Digital Marketing to Attract and Retain Customers 

14.6.1. Loyalty and Engagement Strategies Using the Internet 
14.6.2. Visitor Relationship Management 
14.6.3. Hypersegmentation 

14.7. Digital Campaign Management 

14.7.1. What Is a Digital Advertising Campaign? 
14.7.2. Steps to Launch an Online Marketing Campaign 
14.7.3. Mistakes in Digital Advertising Campaigns 

14.8. Sales Strategy  

14.8.1. Sales Strategy 
14.8.2. Sales Methods 

14.9. Corporate Communication 

14.9.1. Concept 
14.9.2. The Importance of Communication in the Organization 
14.9.3. Type of Communication in the Organization 
14.9.4. Functions of Communication in the Organization 
14.9.5. Elements of Communication 
14.9.6. Problems of Communication 
14.9.7. Communication Scenarios 

14.10. Digital Communication and Reputation 

14.10.1. Online Reputation 
14.10.2. How to Measure Digital Reputation? 
14.10.3. Online Reputation Tools  
14.10.4. Online Reputation Report 
14.10.5. Online Branding 

Module 15. Executive Management 

15.1. General Management 

15.1.1. The Concept of General Management  
15.1.2. The Role of the CEO 
15.1.3. The CEO and their Responsibilities 
15.1.4. Transforming the Work of Management 

15.2. Manager Functions: Organizational Culture and Approaches 

15.2.1. Manager Functions: Organizational Culture and Approaches 

15.3. Operations Management 

15.3.1. The Importance of Management 
15.3.2. Value Chain 
15.3.3. Quality Management 

15.4. Public Speaking and Spokesperson Education 

15.4.1. Interpersonal Communication 
15.4.2. Communication Skills and Influence 
15.4.3. Communication Barriers 

15.5. Personal and Organizational Communication Tools 

15.5.1. Interpersonal Communication 
15.5.2. Interpersonal Communication Tools 
15.5.3. Communication in the Organization 
15.5.4. Tools in the Organization 

15.6. Communication in Crisis Situations 

15.6.1. Crisis 
15.6.2. Phases of the Crisis 
15.6.3. Messages: Contents and Moments 

15.7. Preparation of a Crisis Plan 

15.7.1. Analysis of Possible Problems 
15.7.2. Planning 
15.7.3. Adequacy of Personnel 

15.8. Emotional Intelligence  

15.8.1. Emotional Intelligence and Communication 
15.8.2. Assertiveness, Empathy, and Active Listening 
15.8.3. Self- Esteem and Emotional Communication 

15.9. Personal Branding 

15.9.1. Strategies for Personal Brand Development 
15.9.2. Personal Branding Laws 
15.9.3. Tools for Creating Personal Brands 

15.10. Leadership and Team Management 

15.10.1. Leadership and Leadership Styles 
15.10.2. Leadership Skills and Challenges 
15.10.3. Managing Change Processes 
15.10.4. Managing Multicultural Teams

Plot the best communication strategy and grow professionally in the field of public relations with this university program"