Advances in new technologies favor the creation of communication channels that make it possible to reach a wider audience immediately"  

Business communication is a fundamental tool to improve the external image of any company and organization. Journalists must know and master the latest techniques in communication management to increase the number of followers and sales of the organization they are part of.

To do so, they must have a deep knowledge of the company's objectives, the organizational environment, as well as the company's surroundings. In addition, they must work on the corporate identity so that it is recognized and well valued, since it is the image that the company wishes to export to its clients, and this must always be positive. All these aspects can only be achieved with a good communication strategy.

One of TECH social commitments is to help highly qualified professionals specialize and develop their personal, social and work skills during the course of their studies.  

We will not only take you through the theoretical knowledge we offer, but we will introduce you to another way of studying and learning, one which is simpler, more organic, and efficient. We will work to keep you motivated and to create in you a passion for learning. And we will push you to think and develop critical thinking.  

This Advanced master’s degree is designed to give you access to the specific knowledge of this discipline in an intensive and practical way. A great value for any professional.  

Furthermore, as it is a 100% online specialization, the student decides where and when to study. Without the restrictions of fixed timetables or having to move between classrooms, this course can be combined with work and family life. 

A high-level scientific educational program, supported by advanced technological development and the teaching experience of the best professionals" 

This Advanced master’s degree in Advanced Master's Degree in Senior Management of Integrated Corporate Communications contains the most complete and up-to-date educational program on the market. The most important features of the program include:

• The latest technology in online teaching software
• A highly visual teaching system, supported by graphic and schematic contents that are easy to assimilate and understand
• Practical cases presented by practising experts
• State-of-the-art interactive video systems
• Teaching supported by remote training
• Continuous updating and retraining systems
• Autonomous learning: full compatibility with other occupations
• Practical exercises for self-evaluation and learning verification
• Support groups and educational synergies: questions to the expert, debate and knowledge forums
• Communication with the teacher and individual reflection work
• Content that is accessible from any, fixed or portable device with an Internet connection
• Supplementary documentation databases are permanently available, even after the program

An educational program created for professionals who aspire to excellence that will allow you to acquire new skills and strategies in a smooth and effective way"

Our teaching staff is made up of working professionals. This way, we ensure that we provide you with up-to-date knowledge, which is what we are aiming for. A multidisciplinary team of qualified and experienced professionals in different environments, who will develop the theoretical knowledge in an efficient way, but, above all, will provide the specialization with the practical knowledge derived from their own experience: one of the differential qualities of this Advanced master’s degree.   

This mastery of the subject is complemented by the effectiveness of the methodological design of this grand master. Developed by a multidisciplinary team of e-learning experts, it integrates the latest advances in educational technology. In this way, you will be able to study with a range of easy-to-use and versatile multimedia tools that will give you the necessary skills you need for your specialization.   

The design of this program is based on Problem-Based Learning: an approach that views learning as a highly practical process. To achieve this remotely, we will use telepractice. With the help of an innovative interactive video system and Learning from an Expert, you will be able to acquire the knowledge as if you were facing the scenario about which you are currently learning. A concept that will allow you to integrate and fix learning in a more realistic and permanent way.   

Advances in new technologies favor the creation of communication channels that make it possible to reach a wider audience immediately"

We have the best teaching methodology and a multitude of simulated cases that will help you prepare for real situations"

The contents of this program have been developed by the different teachers of thisAdvanced master’s degree, with a clear purpose: to ensure that our students acquire each and every one of the necessary skills to become true experts in this field. The content of this Advanced master’s degree enables you to learn all aspects of the different disciplines involved in this field. A complete and well-structured program that will take you to the highest standards of quality and success.

Through a very well compartmentalized development, you will be able to access the most advanced knowledge of the moment in Business Communication"

Module 1. Introduction. Communication Science as a Social Science

1.1. Introduction: The Study of Communication as a Social Science

1.1.1. Knowledge 
1.1.2. The Scientific Method 
1.1.3. Common Concepts in Scientific Research

1.2. Elements of Communication. Scientific Fields of Social Communication

1.2.1. Empirical Research on Communicative Phenomena 
1.2.2. Communication Concept 
1.2.3. Scientific Fields of Communication

1.3. Trajectories of Research in Social Communications

1.3.1. The Origins of the Study of Communication 
1.3.2. The Modern Period: The Split Between the Theory of Argumentation and the Art of Pronunciation 
1.3.3. The 20th Century: The Rhetoric of the Mass Media

1.4. Communicative Behavior

1.4.1. An Outline of the Concept of Communicative Behavior 
1.4.2. Animal Ethology and the Study of Human Communication 
1.4.3. The Biological Background of Communication 
1.4.4. Intrapersonal Communication 
1.4.5. Patterns of Communicative Behavior 
1.4.6. The Study of Non-Verbal Communicative Behavior

1.5. The Communicative Transaction

1.5.1. Symbolic Exchange and Human Culture 
1.5.2. Transactional Analysis 
1.5.3. Conciliatory Analysis

1.6. Identity, Self-Concept and Communication

1.6.1. Transactional Micropolitics and Self-Concept: Interaction as Negotiation of Identities 
1.6.2. The Presentation of Oneself in Everyday Rituals 
1.6.3. The Construction of the Self-Concept and its Expression 
1.6.4. Self-Concept Motivated to Interact 
1.6.5. Conversational Pragmatics

1.7. Communication in Groups and Organizations

1.7.1. The Social Group 
1.7.2. Social Networks, Sociometry and Intra- and Intergroup Communication 
1.7.3. Units and Levels of Analysis of Group Communication 1.7.4. The Theory of Diffusion of Innovations 
1.7.4. Communication in Organizations

1.8. Media Communication (I) Theories on the Powerful Effects of the Media

1.8.1. Media Communication 
1.8.2. Characteristics of the Media and its Messages 
1.8.3. The Powerful Effects of the Mass Media

1.9. Media Communication (II) Limited Effects

1.9.1. General Approach to the Relative Safety of the Media 
1.9.2. Selective Processing 
1.9.3. The Uses and Gratifications of Mass Communications

1.10. Computerized Communication and Virtual Reality as Emerging Objects of Study

1.10.1. Computer-Mediated Communication: The Problem of its Theoretical Integration 
1.10.2. Progress Towards the Consolidation of a Theoretical Corpus of Computer-mediated Communication

Module 2. Introduction to the Theories of Communication

2.1. History of Psychology

2.1.1. We Begin with the Study of Psychology 
2.1.2. Science in Evolution. Historical and Paradigmatic Changes 
2.1.3. Paradigms and Stages in Psychology 
2.1.4. Cognitive Science

2.2. Introduction to Social Psychology

2.2.1. Beginning with the Study of Social Psychology: The Influence of Social Psychology 
2.2.2. Empathy, Altruism and Helping Behavior

2.3. Social Cognition: The Processing of Social Information

2.3.1. Thinking and Knowing, Vital Necessities 
2.3.2. Social Cognition 
2.3.3. Organizing Information 
2.3.4. Prototypical or Categorical Thinking 
2.3.5. The Mistakes We Make in Thinking: Inferential Biases 
2.3.6. Automatic Information Processing

2.4. Personality Psychology

2.4.1. What is the Self? Identity and Personality 
2.4.2. Self-Awareness 
2.4.3. Self-Esteem 
2.4.4. Self-Knowledge 
2.4.5. Interpersonal Variables in Personality Shaping 
2.4.6. Macro-Social Variables in the Configuration of Personality

2.5. Emotions

2.5.1. What do we Talk about When we Get Excited? 
2.5.2. The Nature of Emotions 
2.5.3. Emotions and Personality 
2.5.4. From another Perspective. Social Emotions

2.6. Psychology of Communication. Persuasion and Attitude Change

2.6.1. Introduction to the Psychology of Communication 
2.6.2. Attitudes 
2.6.3. Historical Models in the Study of Persuasive Communication 
2.6.4. The Elaboration Probability Model (ELM) 
2.6.5. Communication Processes through the Media

2.7. The Sender

2.7.1. The Source of Persuasive Communication 
2.7.2. Source Characteristics. Credibility 
2.7.3. Source Characteristics. The Appeal 
2.7.4. Emitter Characteristics. The Power 
2.7.5. Processes in Persuasive Communication. Mechanisms Based on Primary Cognition

2.8. The Message

2.8.1. We Begin by Studying the Composition of the Message 
2.8.2. Types of Messages: Rational vs. Emotional Messages 
2.8.3. Emotional Messaging and Communication: Fear Inducing Messages 
2.8.4. Rational Messages and Communication

2.9. The Receiver

2.9.1. The Role of the Recipient according to the Elaboration Probability Model 
2.9.2. Recipient Needs and Motives: Their Impact on Attitude Change

2.10. New Perspectives in the Study of Communication

2.10.1. Subconscious Processing of Information. Automatic Processes 
2.10.2. Measuring Automatic Processes in Communication 
2.10.3. First Steps in the New Paradigms 
2.10.4. Theories of Dual Processing Systems

Module 3. Fundamentals of Communication in the Digital Environment

3.1. 360º Communication

3.1.1. Introduction 
3.1.2. What is 360º Communication? 
3.1.3. Consumer Insights 
3.1.4. Conventional and Non-Conventional Media 
3.1.5. Communicate, Always Communicate 
3.1.6. Business Case: Drink Fanta

3.2. Online Advertising Techniques and Web Presence

3.2.1. Introduction 
3.2.2. Online Programs 
3.2.3. E-Mail Marketing 
3.2.4. The Corporate Website

3.3. Social Communication in the Network

3.3.1. Introduction 
3.3.2. Blogs and the Blogosphere 
3.3.3. Types of Blogs 
3.3.4. Microblogs or Nanoblogs 
3.3.5. Social media 
3.3.6. Web 3.0 
3.3.7. Business Case: Johnnie Walker

3.4. Viral Communication and Buzz Marketing

3.4.1. Introduction 
3.4.2. Word Of Mouth (WOM) Communication 
3.4.3. Techniques Based on Word-of-Mouth Communication 
3.4.4. Ways to Generate Word-of-Mouth Communication 
3.4.5. Sub-Viral Marketing 
3.4.6. Prankvertising 
3.4.7. Buzz Marketing 
3.4.8. Aspects to Take into Account When Carrying Out a Buzz Marketing or Viral Communication Campaign 
3.4.9. Business Case: Campofrío or the art of Making a Campaign Become a Viral Hit

3.5. Communication Techniques on Mobile Devices

3.5.1. Introduction 
3.5.2. Internet in your Pocket 
3.5.3. Tablet: Touch Revolution 
3.5.4. Messaging as a Communication Tool 
3.5.5. Proximity Marketing 
3.5.6. Play and Communicate 
3.5.7. The Multiscreen Phenomenon and Other Forms of Mobile Communication 
3.5.8. The Present of Mobile Communication: Location Based Advertising 
3.5.9. Augmented Reality: Fiction or Reality?

3.6. New Trends in Internal Communication

3.6.1. Introduction 
3.6.2. The New Challenges of Internal Communication: Multidirectional Interaction and Collaborative Work 
3.6.3. Internal Communication A Tool with a High Strategic Value for the Company
3.6.4. Recruitment Through Social Networks 
3.6.5. Social Networks as Engagement Drivers 
3.6.6. Business Case: Dell Be The Reason

3.7. Communication and Content Marketing

3.7.1. Introduction 
3.7.2. What is Content Marketing? 
3.7.3. Branded Content 
3.7.4. Inbound Marketing 
3.7.5. Native Publicity 
3.7.6. Storytelling and Transmedia Storytelling 
3.7.7. Business Case: Coca-Cola and Content Marketing

3.8. The Importance of Advergaming as an Advertising Tool

3.8.1. Introduction: The Video Game Market 
3.8.2. What is Advergaming? Delimitation with Respect to Related Figures: In Game Advertising 
3.8.3. Evolution of Advergaming 
3.8.4. Advergaming as an Advertising Tool 
3.8.5. Case Study Magnum Pleasure Hunt

3.9. Big Data and Communication

3.9.1. Introduction 
3.9.2. What is Big Data?
3.9.3. How Do You Create Value with Big Data? 
3.9.4. Big Data Analyst Profile 
3.9.5. Big Data Techniques 
3.9.6. Business Case: Netflix

3.10. Emerging Trends in Communication

3.10.1. Introduction 
3.10.2. Tryverstising: Product Testing in Real-Life Situations 
3.10.3. Advertorial: The Advertisement that Simulates an Editorial Content 
3.10.4. Artvertising: Art in Advertisements 
3.10.5. Radical Marketing: The Evolution of Guerrilla Marketing 
3.10.6. Engagement Marketing 
3.10.7. Advertainment: Entertainment Advertising 
3.10.8. Ambush Marketing: Ambush Marketing or Parasitic 
3.10.9. Business Case: Advertainment and Fashion Films 
3.10.10. Evolution of the Theory of Uses and Gratifications 
3.10.11. Virtual Reality as an Emerging Object of Study

Module 4. Written Communication

4.1. Oral and Written Communication

4.1.1. Introduction 
4.1.2. Oral and Written Codes 
4.1.3. The Text and its Linguistics 
4.1.4. The Text and its Properties: Coherence and Cohesion

4.2. Planning or Prewriting

4.2.1. Introduction 
4.2.2. Writing Processes 
4.2.3. Planning 
4.2.4. Documentation

4.3. The Act of Writing

4.3.1. Introduction 
4.3.2. Style 
4.3.3. Lexicon 
4.3.4. Sentence 
4.3.5. Paragraph 
4.3.6. Connectors

4.4. Rewriting

4.4.1. Introduction 
4.4.2. The Review 
4.4.3. How to Use the Computer to Improve the Text

4.5. Spelling and Grammar Issues

4.5.1. Introduction 
4.5.2. Most Common Accentuation Problems 
4.5.3. Capitalization 
4.5.4. Punctuation Marks 
4.5.5. Abbreviations and Acronyms 
4.5.6. Other Signs

4.6. Textual Models: The Description

4.6.1. Introduction 
4.6.2. Definition 
4.6.3. Types of Description 
4.6.4. Description Types 
4.6.5. Techniques 
4.6.6. Linguistic Elements

4.7. Textual Models: Narration

4.7.1. Introduction 
4.7.2. Definition 
4.7.3. Features 
4.7.4. Elements: Action, Characters, Complication and Moral 
4.7.5. The Narrator
4.7.6. Linguistic Elements

4.8. Textual Models: The Exposition and the Epistolary Genre

4.8.1. Introduction 
4.8.2. The Exposition 
4.8.3. The Epistolary Genre

4.9. Textual Models: Argumentation

4.9.1. Introduction 
4.9.2. What is Argumentation? 
4.9.3. Elements and Structure of Argumentation 
4.9.4. Types of Arguments 
4.9.5. Fallacies 
4.9.6. Structure 
4.9.7. Linguistic Features

4.10. Academic Writing

4.10.1. Introduction 
4.10.2. Scientific Work 
4.10.3. Summary 
4.10.4. The Review 
4.10.5. The Trial 
4.10.6. Appointments 
4.10.7. Writing on the Internet

Module 5. Structure of the Communication

5.1. Theory, Concept and Method of the Communication Structure

5.1.1. Autonomy of the Discipline and Relationships with other Subjects 
5.1.2. The Structuralist Method 
5.1.3. Definition and Purpose of the «Communication Structure» 
5.1.4. Guide to the Analysis of Communication Structure

5.2. New International Communication Order

5.2.1. Control and Ownership of Communication 
5.2.2. Communication Marketing 
5.2.3. Cultural Dimension of Communication

5.3. Major Information Agencies

5.3.1. What is an Information Agency? 
5.3.2. Information and News Importance of the Journalist 
5.3.3. Before the Internet, the Great Unknowns 
5.3.4. A Globalized Map From Local to Transnational 
5.3.5. News Agencies Can Be Seen Thanks to the Internet 
5.3.6. The World’s Major Agencies

5.4. The Advertising Industry and its Relationship with the Media System

5.4.1. Advertising Industry, Consciousness Industries 
5.4.2. The Need of Advertising for the Media 
5.4.3. Structure of the Advertising Industry 
5.4.4. The Media and its Relationship with the Advertising Industry 
5.4.5. Advertising Regulation and Ethics

5.5. Cinema and the Culture and Leisure Market

5.5.1. Introduction 
5.5.2. The Complex Nature of Cinema 
5.5.3. The Origin of the Industry 
5.5.4. Hollywood, the Film Capital of the World 
5.5.5. The Power of Hollywood 
5.5.6. From the Golden Hollywood Oscars to the Photocall of New Platforms. 
5.5.7. New Displays

5.6. Political Power and the Media

5.6.1. Influence of the Media in the Formation of Society 
5.6.2. Media and Political Power 
5.6.3. Manipulation and (Political) Power

5.7. Media Concentration and Communication Policies

5.7.1. Theoretical Approach to External Growth Processes 
5.7.2. Competition and Communication Policies in the European Union

5.8. Communication Structure in Latin America

5.8.1. Introduction 
5.8.2. Historical Approach 
5.8.3. Bipolarity of the Latin American Media System 
5.8.4. U.S. Hispanic Media

5.9. A Prospective of the Structure of Communication and Journalism

5.9.1. Digitalization and the New Media Structure 
5.9.2. The Structure of Communication in Democratic Countries

Module 6. Introduction to the Psychology of Communication

6.1. History of Psychology

6.1.1. We Begin with the Study of Psychology 
6.1.2. Science in Evolution. Historical and Paradigmatic Changes 
6.1.3. Paradigms and Stages in Psychology
6.1.4. Cognitive Science

6.2. Introduction to Social Psychology

6.2.1. Beginning with the Study of Social Psychology: The Influence of Social Psychology
6.2.2. Empathy, Altruism and Helping Behavior

6.3. Social Cognition: the Processing of Social Information

6.3.1. Thinking and Knowing, Vital Necessities 
6.3.2. Social Cognition 
6.3.3. Organizing Information
6.3.4. Prototypical or Categorical Thinking 
6.3.5. The Mistakes We Make in Thinking: Inferential Biases
6.3.6. Automatic Information Processing

6.4. Personality Psychology

6.4.1. What is the Self? Identity and Personality 
6.4.2. Self-Awareness 
6.4.3. Self-Esteem
6.4.4. Self-Knowledge
6.4.5. Interpersonal Variables in Personality Shaping 
6.4.6. Macro-social Variables in the Configuration of Personality

6.5. Emotions

6.5.1. What do we Talk about When we Get Excited? 
6.5.2. The Nature of Emotions
6.5.3. Emotions and Personality
6.5.4. From another Perspective. Social Emotions

6.6. Psychology of Communication. Persuasion and Attitude Change

6.6.1. Introduction to the Psychology of Communication 
6.6.2. Attitudes
6.6.3. Historical Models in the Study of Persuasive Communication 
6.6.4. The Elaboration Probability Model (elm)
6.6.5. Communication Processes through the Media

6.7. The Sender

6.7.1. The Source of Persuasive Communication 
6.7.2. Source Characteristics. Credibility
6.7.3. Source Characteristics. The Appeal
6.7.4. Emitter Characteristics. The Power
6.7.5. Processes in Persuasive Communication. Mechanisms Based on Primary Cognition

6.8. The Message

6.8.1. We Begin by Studying the Composition of the Message 
6.8.2. Types of Messages: Rational vs. Emotional Messages 
6.8.3. Emotional Messaging and Communication: Fear Inducing Messages 
6.8.4. Rational Messages and Communication

6.9. The Receiver

6.9.1. The Role of the Recipient according to the Elaboration Probability Model 
6.9.2. Recipient Needs and Motives: Their Impact on Attitude Change

6.10. New Perspectives in the Study of Communication

6.10.1. Subconscious Processing of Information. Automatic Processes
6.10.2. Measuring Automatic Processes in Communication 
6.10.3. First Steps in the New Paradigms
6.10.4. Theories of Dual Processing Systems

Module 7. Business Strategy

7.1. Strategic Management

7.1.1. The Concept of Strategy 
7.1.2. The Process of Strategic Management
7.1.3. Approaches in Strategic Management

7.2. Planning and Strategy 

7.2.1. The Plan in a Strategy
7.2.2. Strategic Positioning 
7.2.3. Strategy in Companies 
7.2.4. Planning

7.3. Strategy Implementation

7.3.1. Indicator Systems and Process Approach
7.3.2. Strategic Map
7.3.3. Differentiation and Alignment

7.4. Corporate Strategy

7.4.1. The Concept of Corporate Strategy
7.4.2. Types of Corporate Strategies
7.4.3. Corporate Strategy Definition Tools

7.5. Digital Strategy

7.5.1. Technology Strategy and its Impact on Digital Innovation
7.5.2. Strategic Planning of Information Technologies
7.5.3. Strategy and The Internet 

7.6. Corporate Strategy and Technology Strategy

7.6.1. Creating Value for Customers and Shareholders
7.6.2. Strategic IS/IT Decisions
7.6.3. Corporate Strategy vs Technology and Digital Strategy

7.7. Competitive Strategy

7.7.1. The Concept of Competitive Strategy 
7.7.2. The Competitive Advantage
7.7.3. Choosing a Competitive Strategy 
7.7.4. Strategies based on the Strategic Clock Model
7.7.5. Types of Strategies according to the Industrial Sector Life Cycle

7.8. Marketing Strategy Dimensions

7.8.1. Marketing Strategies   
7.8.2. Types of Marketing Strategies

7.9. Sales Strategy

7.9.1. Sales Methods
7.9.2. Acquisition Strategies
7.9.3. Service Strategies

7.10. Social Business

7.10.1. Web 2.0 Strategic Vision and its Challenges
7.10.2. Convergence Opportunities and ICT Trends
7.10.3. How to Monetize Web 2.0 and Social Media
7.10.4. Mobility and Digital Business

Module 8. Corporative Communication, Brand Strategy and Reputation

8.1. Corporate Identity and Strategic Vision

8.1.1. Identity and Redefining Business Values
8.1.2. Corporate Business Culture
8.1.3. Communication Department Challenges
8.1.4. Public Image and Projection

8.2. Corporate Brand Strategy

8.2.1. Public Image and Stakeholders
8.2.2. Corporate Branding Strategy and Management
8.2.3. Corporate Communication Strategy in Line with Brand Identity

8.3. Reputation Theory

8.3.1. Reputation as a Paradigm of a Good Company
8.3.2. The Concept of Corporate Reputation
8.3.3. Internal Reputation
8.3.4. Influence of Internationalization on Corporative Reputation

8.4. Reputation Evaluation

8.4.1. Corporative Reputation Audit
8.4.2. Listed Companies Reputation Monitor
8.4.3. Reputational Good Governance Index
8.4.4. Analysis of Sectorial Reputation

8.5. Reputation Management 

8.5.1. Corporative Reputation Management
8.5.2. Focus on Brand Reputation
8.5.3. Leadership Reputation Management 

8.6. Reputation Risk and Crisis Management

8.6.1. Listening to and Managing Feedback
8.6.2. Procedures, Crisis Manual and Contingency Plans
8.6.3. Spokesperson Training in Emergency Situations

8.7. Ethical Sustainability

8.7.1. Sustainable Criteria and Strategies
8.7.2. Communication Campaigns with Sustainability Criteria
8.7.3. Sustainable Brand Positioning and Image

8.8. Brand Metrics and Analysis and Reputation

8.8.1. Introduction to the Metrics of Corporative Branding
8.8.2. Internal and External Measurement Indexes
8.8.3. Brand Management Tools
8.8.4. Brand Assessment and Ranking

Module 9. Strategic Planning in Corporate Communication

9.1. Strategic Planner

9.1.1. Strategic Planner: Origins and Functions
9.1.2. The Strategic Planner in Public Businesses, Strategic Consultancies and Communication Companies
9.1.3. Stakeholders Management

9.2. Planning Models and Schools

9.2.1. Models for Intangibles Management
9.2.2. Intangibles and Strategic Plans
9.2.3. Evaluation of Intangibles
9.2.4. Reputation and Intangibles

9.3. Qualitative Research in Strategic Planning

9.3.1. Insight Detection
9.3.2. Focus Groups for Strategic Planning
9.3.3. Planning of Strategic Interviews

9.4. Quantitative Research in Strategic Planning

9.4.1. Data Analysis and Drawing Conclusions
9.4.2. Use of Psychometric Techniques
9.4.3. Challenges of Applied Research in Business Communication

9.5. Creative Strategy Formulation 

9.5.1. Explore Alternative Strategies
9.5.2. Counter Briefing or Creative Briefing
9.5.3. Branding and Positioning

9.6. Strategic Use of Different Media

9.6.1. 360º Campaigns
9.6.2. Launching of New Products
9.6.3. Social Trends
9.6.4. Evaluation of Effectiveness

9.7. Trends in Business Communication

9.7.1. Generation and Distribution of Corporate Content
9.7.2. Business Communication on the Web 2.0.
9.7.3. Implementation of Metrics in the Communication Process

9.8. Sponsorship and Patronage

9.8.1. Sponsorship, Patronage and Social Advertising Action Strategies
9.8.2. Communication Opportunities and Tangible and Intangible Returns
9.8.3. Hospitality and Collaboration Actions

Module 10. Managing Aspects of Corporate Communication

10.1. Communication in Organizations

10.1.1. Organizations, People and Society
10.1.2. Historical Evolution of Organizational Behavior
10.1.3. Bidirectional Communication
10.1.4. Communication Barriers

10.2. Structure, Control and Challenges in Communication Management

10.2.1. Departmental Structure in Communication Management
10.2.2. Current Trends in Management Models
10.2.3. Integration of Intangibles
10.2.4. Communication Department Challenges

10.3. Integral Communication Plans

10.3.1. Audit and Diagnosis
10.3.2. Elaboration of Communication Plan
10.3.3. Measuring Results: KPIs and ROI

10.4. Effects of the Media

10.4.1. Efficiency of Commercial and Advertising Communication
10.4.2. Theories on the Effects of the Media
10.4.3. Social and Co-creation Models

10.5. Press Offices and Their Relationship with Communication Media

10.5.1. Identifying Opportunities and Information Needs
10.5.2. Management of Reports and Spokesperson Interviews
10.5.3. Virtual Press Room and e-Communication
10.5.4. Buying Advertising Spaces

10.6. Public Relations

10.6.1. PR Strategy and Practice
10.6.2. Protocol and Ceremonial Rules
10.6.3. Event Organization and Creative Management

10.7. Lobbies and Pressure Groups 

10.7.1. Opinion Groups and their Actions in Businesses and Institutions
10.7.2. Institutional Relations and Lobbying
10.7.3. Areas of Intervention, Regulatory Instruments, Diffusion Strategies and Media

10.8. Internal Communication

10.8.1. Motivational Programs, Social Action, Participation and Training with HR
10.8.2. Internal Communication Support and Tools
10.8.3. Internal Communication Plan

10.9. Branding & Naming

10.9.1. Brand Management and Coordination in Launching of New Products 
10.9.2. Brand Repositioning

10.10. Audience Forecasting and Data Sources

10.10.1. Measurement Units and Audience Profiles
10.10.2. Affinity, Sharing, Rating and GrPs
10.10.3. Current Suppliers in the Advertising Market

Module 11. Communication in Specialized Sectors

11.1. Financial Communication

11.1.1. Value of Intangibles
11.1.2. Financial Communication in Listed Companies
11.1.3. The Issuers of the Financial Communication
11.1.4. Public Objective in Financial Operations

11.2. Political and Electoral Communication

11.2.1. Image in Political and Electoral Campaigns 
11.2.2. Political Advertising
11.2.3. Political and Electoral Communication Plan
11.2.4. Electoral Communication Audits

11.3. Communication and Health

11.3.1. Journalism and Health Information
11.3.2. Interpersonal and Group Communication in the Field of Health
11.3.3. Communication Risk and Communicative Management in a Health Crisis

11.4. Digital Culture and Hypermedia Museography

11.4.1. Production and Diffusion of Art in the Digital Era
11.4.2. Cultural Spaces as a Paradigm of Hypermedia and Transmedia Convergences
11.4.3. Constructive Participation in the Digital Culture

11.5. Communication at the Forefront of Public Organizations

11.5.1. Communication in the Public Sector
11.5.2. Strategy and Creation in Public Organization Communications
11.5.3. Intangible Assets in the Public Sector
11.5.4. Information Policy of Public Organizations

11.6. Communications in Non-Profit Organizations

11.6.1. NPO and Relationship with Government Agencies
11.6.2. Corporative Reputation in Non-Profit Organizations
11.6.3. Diagnosis, Evaluation and Development in Communication Plans for These Types of Organizations
11.6.4. Different Figures and Communication Media

Module 12. Marketing and Communication

12.1. Product Placement y Branded Content

12.1.1. Unique Forms of Communication and Brand Placement
12.1.2. Concepts, Products and Services in User-Friendly Media

12.2. Digital Media Planning and Contracting

12.2.1. Real Time Bidding
12.2.2. Integrated Digital Campaign Planning 
12.2.3. Advertising Investment Control Scorecard

12.3. Promotional Marketing

12.3.1. Consumer Promotions
12.3.2. Sales Force, Channel, Point of Sale and Special Promotions 
12.3.3. Success and Cost-Effectiveness of Promotional Actions

12.4. Planning, Execution and Measurement of SEM Campaigns

12.4.1. Search Engine Marketing 
12.4.2. Conversion of Traffic to Qualified Traffic 
12.4.3. SEM Project Management

12.5. Metrics and Results Analysis in Public Digital Campaigns

12.5.1. Adservers
12.5.2. Traditional Metrics in Digital GRPs
12.5.3. CrossMedia and Interactions

12.6. Display Advertising, Rich Media and Viral Publicity

12.6.1. Media, Formats and Supports 
12.6.2. The Conversion Cycle 
12.6.3. Buzz Marketing and WOM

12.7. Mobile Marketing, Geo-localization and Internet TV

12.7.1. New Mobile Marketing Applications
12.7.2. Geo-localization
12.7.3. Applications which Integrate Websites, Geotagging and Mobile

12.8. Advertising Effectiveness

12.8.1. Research Techniques and Tracking Campaigns
12.8.2. Coverage and Effective Frequency Analysis
12.8.3. Notoriety and Time Distribution Patterns of Advertising Pressure

Module 13. Communication Company Management

13.1. The Industries of Communication

13.1.1. Mediamorphosis
13.1.2. Digital Transformation
13.1.3. Cybermedia

13.2. Legal and Economic Structure of Communication Enterprises

13.2.1. Individual Entrepreneur
13.2.2. Trading Companies 
13.2.3. Media Conglomerates

13.3. Structure, Administration and Challenges of Management 

13.3.1. Departmental Structure in Communication Management
13.3.2. Current Trends in Management Models
13.3.3. Integration of Intangibles
13.3.4. Communication Department Challenges

13.4. Strategic Analysis and Competitiveness Factors

13.4.1. Analysis of the Competitive Environment
13.4.2. Competitiveness Determinants

13.5. Business Ethics

13.5.1. Ethical Behavior in Companies
13.5.2. Deontology and Ethical Codes
13.5.3. Fraud and Conflicts of Interest

13.6. The Importance of Marketing in Communication Companies

13.6.1. Marketing Strategies in Traditional Media
13.6.2. Impact of Social Networks on the Media Agenda 

13.7. Strategic Thinking and Systems

13.7.1. The Company as a System
13.7.2. Strategic Thinking Derived from Corporate Culture
13.7.3. The Strategic Approach From a People Management Perspective

13.8. Branding

13.8.1. The Brand and its Functions 
13.8.2. Branding
13.8.3. Brand Architecture

13.9. Creative Strategy Formulation

13.9.1. Explore Alternative Strategies
13.9.2. Counter Briefing or Creative Briefing
13.9.3. Branding and Positioning

13.10. Design of a Crisis Manual/Crisis Communication Plan

13.10.1. Preventing the Crisis
13.10.2. Managing Crisis Communication
13.10.3. Recovering from the Crisis

Module 14. Media

14.1. Introduction to the Media

14.1.1. What is the Media?
14.1.2. Characteristics of the Media
14.1.3. Media Utility

14.2. Press

14.2.1. Introduction and Brief History of the Media
14.2.2. Main Features
14.2.3. From Paper to Digital

14.3. Radio

14.3.1. Introduction and Brief History of the Media
14.3.2. Main Features

14.4. Television

14.4.1. Introduction and Brief History of the Media
14.4.2. Traditional Television
14.4.3. New Forms of Television Consumption

14.5. Social Networks as a Means of Communication

14.5.1. The Network as a New Communication Environment
14.5.2. Communicative Possibilities of Social Networks

14.6. New Platforms and Devices

14.6.1. A Multi-Screen Environment
14.6.2. Second Television Screens
14.6.3. The Multitasker Consumer

14.7. Globalization

14.7.1. Local Media 
14.7.2. Proximity Journalism

14.8. Media Effects

14.8.1. Efficiency of Commercial and Advertising Communication
14.8.2. Theories on the Effects of the Media
14.8.3. Social and Co-creation Models

14.9. Media Convergence

14.9.1. A New Media Ecosystem
14.9.2. Convergence Culture

14.10. User-Generated Content

14.10.1. From Consumer to Prosumer
14.10.2. Participatory Culture
14.10.3. Collective Intelligence

Module 15. Information Product Management

15.1. Information Product Definition

15.1.1. Concept
15.1.2. Features
15.1.3. Types

15.2. Information Product Development Process

15.2.1. Phases of Information Production
15.2.2. Agenda Setting

15.3. Strategies for Launching New Information Products 

15.3.1. Tangible Strategies
15.3.2. Intangible Strategies
15.3.3. Product Portfolio Strategy

15.4. Competitor Strategy Study 

15.4.1. Benchmarking
15.4.2. Types of Benchmarking
15.4.3. Advantages

15.5. Information Product Portfolio Innovation Process

15.5.1. Transmedia Narrative
15.5.2. Fan Phenomenon

15.6. Innovation in Strategic Positioning

15.6.1. Gamification
15.6.2. New Narrative World

15.7. Journalistic Documentation

15.7.1. Essential Guides to Cultural Journalism Documentation
15.7.2. Historical Documentation
15.7.3. Current Documentation
15.7.4. The Raging News

15.8. Designing and Planning an Online Reputation Plan

15.8.1. Brand Reputation Plan
15.8.2. General metrics, ROI, and Social CRM
15.8.3. Online Crisis and Reputational SEO

15.9. The Importance of Communication in Today’s Organizations

15.9.1. Mechanisms and Systems for Communication with the Media
15.9.2. Errors in Organizational Communication

15.10. Inbound Marketing

15.10.1. Effective Inbound Marketing
15.10.2. The Benefits of Inbound Marketing
15.10.3. Measuring the Success of Inbound Marketing

Module 16. Market and Communication Environments

16.1. Company’s Macro-Environment

16.1.1. Concept of Macro-Environment
16.1.2. Macro-Environment Variables

16.2. Company’s Micro-Environment

16.2.1. Approach to the Concept of Micro-Environment
16.2.2. Actors in the Micro-Environment

16.3. New Competitive Environment

16.3.1. Technological Innovation and Economic Impact
16.3.2. Knowledge Society
16.3.3. The New Consumer Profile

16.4. Knowing the Market and the Consumer 

16.4.1. Open Innovation
16.4.2. Competitive Intelligence
16.4.3. Competitive Economy 

16.5. Developing the Marketing Plan

16.5.1. Marketing Plan Concept
16.5.2. Situation Analysis and Diagnosis
16.5.3. Strategic Marketing Decisions
16.5.4. Operational Marketing Decisions

16.6. Market Segmentation 

16.6.1. Market Segmentation Concept 
16.6.2. Utility and Requirements of Segmentation 
16.6.3. Consumer Market Segmentation 
16.6.4. Industrial Market Segmentation 
16.6.5. Segmentation Strategies 
16.6.6. Segmentation Based on Marketing Mix Criteria 

16.7. Competitive Positioning 

16.7.1. Positioning Concept on the Market
16.7.2. The Positioning Process

16.8. Commercial Segmentation

16.8.1. Analysis of Distribution Channels, Sales Areas, and Products
16.8.2. Preparing Commercial Areas
16.8.3. Implementing the Visiting Plan

16.9. Corporate Social Responsibility

16.9.1. Social Commitment
16.9.2. Sustainable Organizations 
16.9.3. Business Ethics

Module 17. Advertising Language

17.1. Thinking and Writing: Definition

17.1.1. Definition of Copywriting 
17.1.2. Historical Background of Advertising Copywriting and Phases of Professionalization

17.2. Copywriting and Creativity

17.2.1. Conditions of the Copywriting Process 
17.2.2. Linguistic Competence 
17.2.3. Functions of the Copywriter 

17.2.3.1. Definition of the Functions of the Copywriter

17.3. The Principle of Coherence and Campaign Conceptualization

17.3.1. The Principle of Campaign Unity 
17.3.2. The Creative Team 
17.3.3. The Conceptualization Process: Hidden Creativity 
17.3.4. What is a Concept? 
17.3.5. Applications of the Conceptualization Process 
17.3.6. The Advertising Concept 
17.3.7. Utility and Advantages of the Advertising Concept

17.4. Advertising and Rhetoric

17.4.1. Copywriting and Rhetoric 
17.4.2. Placing Rhetoric 
17.4.3. The Phases of Rhetoric 
17.4.3.1. Advertising Discourse and Classical Rhetorical Discourse 
17.4.3.2. Topoi and Reason Why as Argumentation

17.5. Fundamentals and Characteristics of Copywriting

17.5.1. Correction 
17.5.2. Adaptation 
17.5.3. Efficiency 
17.5.4. Characteristics of Copywriting 
17.5.2. Morphological: Nominalization 
17.5.3. Syntactics: Destructuring 
17.5.4. Graphics: Emphatic Punctuation

17.6. Argumentation Strategies

17.6.1. Description 
17.6.2. The Enthymeme 
17.6.3. Narration 
17.6.4. Intertextuality

17.7. Styles and Slogans in Copywriting

17.7.1. The Length of the Sentence 
17.7.2. The Styles 
17.7.3. The Slogan 
17.7.4. A Phrase of Wartime Origin 
17.7.5. The Characteristics of the Slogan 
17.7.6. The Elocution of the Slogan 
17.7.7. The Forms of the Slogan 
17.7.8. The Functions of the Slogan

17.8. Principles of Applied Advertising Copywriting and the Reason Why+USP Binomial

17.8.1. Rigor, Clarity, Accuracy 
17.8.2. Synthesis and Simplicity 
17.8.3. Advertising Text Constraints
17.8.4. Application of the Reason Why + USP Pairing

17.9. Copywriting in Conventional and Non-Conventional Media

17.9.1. The Division Above-the-line/Below-the-line 
17.9.2. Integration: Overcoming the ATL- BTL Controversy 
17.9.3. Television Copywriting 
17.9.4. Radio Copywriting 
17.9.5. Press Copywriting 
17.9.6. Copywriting for Outdoor Media 
17.9.7. Copywriting in Non-Conventional Media 
17.9.8. Direct Marketing Advertising Copywriting 
17.9.9. Interactive Media Copywriting

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

17.10.1. Classical Models of Advertising Analysis 
17.10.2. Impact and Relevance 
17.10.3. The Checklist of the Writer 
17.10.4. Translation and Adaptation of Advertising Texts 
17.10.6. New Technologies, New Languages 
17.10.7. Writing in Web 2.0
17.10.8. Naming, Guerrilla Advertising and Other Copywriting Cases

Module 18. Creativity in Communication

18.1. To Create is to Think

18.1.1. The Art of Thinking 
18.1.2. Creative Thinking and Creativity 
18.1.3. Thought and Brain 
18.1.4. The Lines of Research on Creativity: Systematization

18.2. Nature of the Creative Process

18.2.1. Nature of Creativity 
18.2.2. The Notion of Creativity: Creation and Creativity 
18.2.3. The Creation of Ideas for Persuasive Communication 
18.2.4. Nature of the Creative Process in Advertising

18.3. The Invention

18.3.1. Evolution and Historical Analysis of the Creation Process 
18.3.2. Nature of the Classical Canon of the Invention 
18.3.3. The Classical View of Inspiration in the Origin of Ideas 
18.3.4. Invention, Inspiration, Persuasion

18.4. Rhetoric and Persuasive Communication

18.4.1. Rhetoric and Advertising 
18.4.2. The Rhetorical Parts of Persuasive Communication 
18.4.3. Rhetorical Figures 
18.4.4. Rhetorical Laws and Functions of Advertising Language

18.5. Creative Behavior and Personality

18.5.1. Creativity as a Personal Characteristic, as a Product and as a Process 
18.5.2. Creative Behavior and Motivation 
18.5.3. Perception and Creative Thinking 
18.5.4. Elements of Creativity

18.6. Creative Skills and Abilities

18.6.1. Thinking Systems and Models of Creative Intelligence 
18.6.2. Three-Dimensional Model of the Structure of the Intellect According to Guilford 
18.6.3. Interaction Between Factors and Intellectual Capabilities 
18.6.4. Creative Skills 
18.6.5. Creative Capabilities

18.7. The Phases of the Creative Process

18.7.1. Creativity as a Process 
18.7.2. The Phases of the Creative Process 
18.7.3. The Phases of the Creative Process in Advertising

18.8. Troubleshooting

18.8.1. Creativity and Problem Solving 
18.8.2. Perceptual Blocks and Emotional Blocks
18.8.3. Methodology of Invention: Creative Programs and Methods

18.9. The Methods of Creative Thinking

18.9.1. Brainstorming as a Model for the Creation of Ideas 
18.9.2. Vertical Thinking and Lateral Thinking

18.10. Creativity and Advertising Communication

18.10.1. The Creative Process as a Specific Product of Advertising Communication 
18.10.2. Nature of the Creative Process in Advertising: Creativity and the Creative Advertising Process 
18.10.3. Methodological Principles and Effects of Advertising Creation 
18.10.4. Advertising Creation: From Problem to Solution 
18.10.5. Creativity and Persuasive Communication

Module 19. Creative Advertising I: Copywriting

19.1. Writing Concept

19.1.1. Writing and Editing

19.2. Fundamentals of Advertising Copywriting

19.2.1. Correction 
19.2.2. Adaptation 
19.2.3. Efficiency

19.3. Characteristics of Copywriting

19.3.1. Nominalization 
19.3.2. Destructuring

19.4. Text and Image

19.4.1. From Text to Image 
19.4.2. Text Functions 
19.4.3. Image Functions 
19.4.4. Relationship Between Text and Imaging

19.5. Brand and Slogan

19.5.1. The Brand 
19.5.2. Brand Characteristics 
19.5.3. The Slogan

19.6. Press Advertising: The Large Format Advertisement

19.6.1. Newspapers and Magazines 
19.6.2. Superstructure 
19.6.3. Formal Characteristics 
19.6.4. Editorial Characteristics

19.7. Press Advertising: Other Formats

19.7.1. Word Advertisements 
19.7.2. Superstructure 
19.7.3. The Claim 
19.7.4. Superstructure

19.8. Outdoor Advertising

19.8.1. Formats 
19.8.2. Formal Characteristics 
19.8.3. Editorial Characteristics

19.9. Radio Advertising

19.9.1. Radio Language 
19.9.2. The Radio Spot 
19.9.3. Superstructure
19.9.4. Wedge Types 
19.9.5. Formal Characteristics

19.10. Audiovisual Advertising

19.10.1. The Image 
19.10.2. The Text 
19.10.3. Music and Sound Effects 
19.10.4. Advertising Formats 
19.10.5. The Script 
19.10.6. The Storyboard

Module 20. Creative Advertising II: Art Management

20.1. Subjects and Object of Advertising Graphic Design

20.1.1. Related Professional Profiles 
20.1.2. Academic Context and Competencies 
20.1.3. Advertiser and Agency 
20.1.4. Creative Direction and Creative Idea 
20.1.5. Art Direction and Formal Idea

20.2. The Role of the Art Director

20.2.1. What is Art Direction? 
20.2.2. How Art Direction Works? 
20.2.3. The Creative Team 
20.2.4. The Role of the Art Director

20.3. Fundamentals of Advertising Graphic Design

20.3.1. Design Concepts and Design Standards 
20.3.2. Trends and Styles 
20.3.3. Design Thinking, Process and Management 
20.3.4. Scientific Metaphor

20.4. Methodology of Advertising Graphics

20.4.1. Graphic Creativity
20.4.2. Design Process

20.5. Graphic Strategy

20.5.1. Formal Apprehension 
20.5.2. Graphic Message

20.6. Graphic Architecture

20.6.1. Typometry 
20.6.2. Graphic Spaces 
20.6.3. Reticle 
20.6.4. Pagination Standards

20.7. Final Arts

20.7.1. Processes and Systems

20.8. Creation of Advertising Graphic Supports

20.8.1. Publigraphy 
20.8.2. Organizational Visual Image (OVI) 
20.8.3. Graphic Advertisements 
20.8.4. Packaging 
20.8.5. Websites

20.9. Fundamentals of Video Editing 
20.10. Tools of Video Editing

Module 21. Corporate Identity

21.1. The Importance of Image in Businesses

21.1.1. What is Corporate Image? 
21.1.2. Differences between Corporate Identity and Corporate Image 
21.1.3. Where can the Corporate Image be Manifested? 
21.1.4. Corporate Image Change Situations. Why Achieve a Good Corporate Image?

21.2. Research Techniques in Corporate Image

21.2.1. Introduction 
21.2.2. The study of the Company’s Image 
21.2.3. Corporate Image Research Techniques 
21.2.4. Qualitative Image Study Techniques 
21.2.5. Types of Quantitative Techniques

21.3. Image Audit and Strategy

21.3.1. What is Image Auditing? 
21.3.2. Guidelines 
21.3.3. Audit Methodology 
21.3.4. Strategic Planning

21.4. Corporate Culture

21.4.1. What is Corporate Culture? 
21.4.2. Factors Involved in Corporate Culture 
21.4.3. Functions of Corporate Culture 
21.4.4. Types of Corporate Culture

21.5. Corporate Social Responsibility and Corporate Reputation

21.5.1. CSR: Concept and Application of the Company 
21.5.2. Guidelines for Integrating CSR into Businesses 
21.5.3. CSR Communication 
21.5.4. Corporate Reputation

21.6. Examples of the Most Internationally Relevant Corporate Identities
21.7. Brand Image and Positioning

21.7.1. The Origins of Trademarks 
21.7.2. What is a Brand? 
21.7.3. The Need to Build a Brand 
21.7.4. Brand Image and Positioning 
21.7.5. The Value of Brands

21.8. Image Management through Crisis Communication

21.8.1. Strategic Communication Plan 
21.8.2. When it All Goes Wrong: Crisis Communication 
21.8.3. Cases

21.9. The Influence of Promotions on Corporate Image

21.9.1. The New Advertising Industry Landscape 
21.9.2. Promotional Marketing 
21.9.3. Features 
21.9.4. Dangers 
21.9.5. Promotional Types and Techniques

Module 22. Public Opinion

22.1. The Concept of Public Opinion

22.1.1. Introduction 
22.1.2. Public Opinion as an Individual and Collective Phenomenon 
22.1.3. Public Opinion as a Rational Phenomenon and as a Form of Social Control
22.1.4. Phases in the Growth of Public Opinion as a Discipline
22.1.5. The 20th Century: The Century of Public Opinion 
22.1.6. Main Public Concerns that Keep it as a Discipline

22.2. Theoretical Framework of Public Opinion

22.2.1. Main Orientations and Perspectives of the Discipline of Public Opinion in the 20th Century 
22.2.2. 20th Century Authors: Robert E. Park and the Spatial Conception of Public Opinion
22.2.3. Walter Lippmann: Biased Public Opinion 
22.2.4. Jürgen Habermas: the Political-Value Perspective 
22.2.5. Niklas Luhmann: Public Opinion as a Communicative Modality

22.3. Social Psychology and Public Opinion

22.3.1. Introduction: Psychosociological Characteristics and Public Opinion
22.3.2. Psychosocial Variables in the Relationship of Persuasive Entities with their Public 
22.3.3. Adaptation of Public Opinion to Persuasive Messages: Conformism

22.4. Media Influence Models

22.4.1. Types of “Effects” of the Media 
22.4.2. Research on Media Effects 
22.4.3. The Return to Media Power (Models from 1970 Onwards)

22.5. Public Opinion and Political Communication

22.5.1. Introduction: Public Opinion and Political Communication 
22.5.2. Electoral Political Communication. Propaganda
22.5.3. Government Political Communication

22.6. Public Opinion and Elections

22.6.1. Do Election Campaigns Influence Public Opinion? 
22.6.2. The Effect of the Media in Election Campaigns as a Reinforcement of Existing Opinions: The Selective Exposure Theory
22.6.3. Bandwagon and Underdog Effects
22.6.4. The Perception of Media Influence on Others: The Third-Person Effect 
22. 6.5. The Influence of Electoral Debates and Television Commercials

22.7. Government and Public Opinion

22.7.1. Introduction 
22.7.2. Representatives and their Constituents 
22.7.3. Political Parties and Public Opinion 
22.7.4. Public Policies as an Expression of the Government’s Action

22.8. The Political Intermediation of the Press

22.8.1. Introduction 
22.8.2. Journalists as Political Intermediaries
22.8.3. Dysfunctions of Journalistic Intermediation
22.8.4. Reliance on Journalists as Intermediaries

22.9. Public Sphere and Emerging Models of Democracy

22.9.1. Introduction: The Democratic Public Sphere
22.9.2. The Public Sphere in the Information Society
22.9.3. Emerging Models of Democracy

22.10. Methods and Techniques for Public Opinion Research

22.10.1. Introduction 
22.10.2. Opinion Polls
22.10.3. Quantitative Content Analysis
22.10.4. The In-depth Interview
22.10.5. Focus Groups

Module 23. Social Media and Community Management

23.1. Introduction and Typology of Social Media

23.1.1. Social Media Against Traditional Media 
23.1.2. What is a Social Network? 
23.1.3. Evolution of Social Networks on the Internet? 
23.1.4. Social Media Today 
23.1.5. Features of Social Media on the Internet 
23.1.6. Social Media Typology

23.2. Functions of the Community Manager

23.2.1. The Figure of the Community Manager and their Role in the Company 
23.2.2. Community Manager Guide 
23.2.3. The Profile of the Community Manager

23.3. Social Media within the Structure of the Business

23.3.1. The Importance of Social Media in the Company 
23.3.2. The Different Profiles that Work in Social Media 
23.3.3. How to Choose the Best Structure for Social Media Management 
23.3.4. Customer Care on Social Media 
23.3.5. Relationship of the Social Media Team with Other Departments in the Company

23.4. Introduction to Digital Marketing

23.4.1. The Internet: Making Marketing Infinite 
23.4.2. Objectives of Marketing on the Internet 
23.4.3. Key Concepts on the Internet 
23.4.4. Operative Marketing on the Web 
23.4.5. Search engine positioning
23.4.6. Social Media 
23.4.7. Community Manager 
23.4.8. e-Commerce

23.5. Social Media Strategic Plan and Social Media Plan

23.5.1. The Importance of Having a Social Media Plan Aligned with the Company’s Strategic Plan 
23.5.2. Previous Analysis 
23.5.3. Objectives
23.5.4. Strategy
23.5.5. Actions 
23.5.6. Budget
23.5.7. Calendar 
23.5.8. Contingency Plan

23.6. Online Reputation 
23.7. Main Social Media Outlets I

23.7.1. Facebook: Increase the Presence of Our Brand

23.7.1.1. Introduction: What Is Facebook and How Can it Help Us? 
23.7.1.2. Main Elements in the Professional Field 
23.7.1.3. Content Promotion 
23.7.1.4. Analytics:

23.7.2. Twitter: 140 Characters to Achieve the Objectives

23.7.2.1. Introduction: What Is Twitter and How Can it Help Us? 
23.7.2.2. Main Elements
23.7.2.3. Content Promotion 
23.7.2.4. Analytics:

23.7.3. LinkedIn. The Professional Social Network for Excellence

23.7.3.1. Introduction: What is LinkedIn and How Can it Help Us? 
23.7.3.2. Main Elements 
23.7.3.3. Content Promotion

23.8. Main Social Media Outlets II

23.8.1. YouTube: The Second Most Important Search Engine on the Internet 
23.8.2. Main Elements 
23.8.3. Advertising
23.8.4. YouTube Analytics 
23.8.5. Success Stories 
23.8.6. Instagram and Pinterest. The Power of Image 
23.8.7. Instagram
23.8.8. Success Stories 
23.8.9. Pinterest

23.9. Blogs and Personal Branding

23.9.1. Definition
23.9.2. Typology

23.10. Tools for the Community Manager

23.10.1. Monitoring and Programming. Hootsuite 
23.10.2. Specific Tools for Each Social Network
23.10.3. Active Listening Tools 
23.10.4. URL Shortening Tools 
23.10.5. Tools for the Generation of Content

Module 24. Lobbying and Persuasion

24.1. Introduction to Lobbying

24.1.1. Public Affairs Strategies

24.2. The Lobbyist

24.2.1. A Day in the Life of a Lobbyist 
24.2.2. Lobbying, Vocation or Training 
24.2.3. Ten Qualities of a Good Lobbyist

24.3. The Basics of Lobbying

24.3.1. Mobilization in Digital Environments 
24.3.2. Clients 

24.4. The Lobby in Small Businesses 
24.5. Case Study

24.5.1. Public-Private Collaboration: The Case of Foroppp 
24.5.2. A Success Story: Introduction to Hybrid Technology

24.6. Lobbying Strategies

24.6.1. A View of Lobbies from the Pre-Legislative Administration 
24.6.2. The Butterfly Effect 
24.6.4. Light and Stenographers

24.7. The Lobby in Democracy and Its Boundaries 
24.8. The Benefits of the Lobby for Democracy

24.8.1. The Boundaries of Lobbying

24.9. The Revolving Door Phenomenon

Module 25. Research in Digital Media

25.1. The Scientific Method and its Techniques

25.1.1. Scientific Method and Methodological Techniques 
25.1.2. Research Design and Phases 
25.1.3. Basic Rules for Bibliographic Selection, Verification, Citation and Referencing 
25.1.4. Research Approaches and Perspectives 
25.1.5. Ethical and Deontological Rules

25.2. Measurable Aspects: Quantitative Method

25.2.1. Quantitative Techniques 
25.2.2. The Survey: Design and Procedure 
25.2.3. Types of Surveys 
25.2.4. Preparation of the Questionnaire 
25.2.5. Field Work and Presentation of Results 

25.3. Measurable Aspects: Qualitative Method 

25.3.1. Qualitative Techniques 
25.3.2. Individual Interviews and their Typology 
25.3.3. Life History 
25.3.4. The Group Interview and Its Variants: Discussion Groups or Focus Groups 
25.3.5. Other Conversational Techniques: Philips 66, Brainstorming, Delphi, Participatory Intervention Cores, Problem and Solution Trees 
25.3.6. Participatory – Action Research

25.4. Revealing Communicative Behaviors and Interactions: Observation and its Variants

25.4.1. Observation as a Scientific Method 
25.4.2. The Procedure: Planning Systematic Observation 
25.4.3. Different Types of Observation 
25.4.4. Online Observation: Virtual Ethnography

25.5. Uncovering the Content of Messages: Content and Discourse Analysis

25.5.1. Introduction to Quantitative Content Analysis 
25.5.2. Sample Selection and Category Design 
25.5.3. Data Processing 
25.5.4. Critical Discourse Analysis 
25.5.5. Other Techniques for the Analysis of Media Texts

25.6. Knowing the Reactions: Experimenting in Communication

25.6.1. Introduction to Experiments 
25.6.2. What is an Experiment in Communication 
25.6.3. Experimentation and its Types 
25.6.4. The Practical Design of the Experiment

25.7. Digital Information

25.7.1. Problems and Methodological Proposals 
25.7.2. Online Press: Characteristics and Approach to its Analysis

25.8. The Internet as an Object of Study: Criteria for Assessing the Quality and Reliability of Internet Content

25.8.1. Internet as an Object of Study 
25.8.2. Criteria for Evaluating the Quality and Reliability of Content on the Internet

25.9. Research on the Internet and Digital Platforms

25.9.1. Searching and Browsing in the Online Environment 
25.9.2. Approach to Research on Digital Formats: Blogs 
25.9.3. Approach to Social Network Research Methods 
25.9.4. Hyperlink Research

25.10. Research Trends in Communication

25.10.1. Introduction to the Contemporary Environment of Research in Communication
25.10.2. The Readaptation of the Classic Objects of Communication Research
25.10.3. The Emergence of New Research Objects
25.10.4. Towards Interdisciplinarity and Methodological Hybridization

Module 26. Advertising law

26.1. Basic Notions of the Advertising Law

26.1.1. Concept and Emergence of the Law of Advertising
26.1.2. Subjects of the Advertising Relationship 
26.1.3. Personality Rights 
26.1.4. Advertising Work, Intellectual and Industrial Property 
26.1.5. Other Forms of Protection of Advertising Work

26.2. Sources of Advertising Law

26.2.1. Legal System and Rules
26.2.2. Sources of Advertising Law 
26.2.3. Limits to the Effectiveness of Rules

26.3. Unfair Advertising

26.3.1. Misleading Advertising 
26.3.2. Unfair Advertising 
26.3.3. Covert Advertising
26.3.3. Aggressive Advertising 
26.3.4. Comparative Advertising

26.4. Advertising Agreement

26.4.1. Legal Regime 
26.4.2. Birth of the Contract 
26.4.3. Ineffectiveness 
26.4.4. Noncompliance 
26.4.5. Common Provisions Specific to Advertising Agreements

26.5. The Advertising Creation Agreement

26.5.1. Concept
26.5.2. Characters 
26.5.3. Contents 
26.5.4. Noncompliance 
26.5.5. Extinction

26.6. The Advertising Broadcasting Agreement

26.6.1. Concept 
26.6.2. Characters 
26.6.3. Contents 
26.6.4. Noncompliance 
26.6.5. Extinction

26.7. The Sponsorship Agreement

26.7.1. Concept 
26.7.2. Characters
26.7.3. Contents 
26.7.4. Noncompliance 
26.7.5. Extinction

26.8. Advertising Ethics and Self-Regulation

26.8.1. Advertising Deontology: Concept, Purpose and Value of Codes of Conduct 
26.8.2. Self-Control

26.9. Jurisdictional

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