A Postgraduate diploma that will enable you to work in all the fields of Advertising and Public Relations with the solvency of a high-level professional” 

Public Relations is a discipline which has an essential presence within organizations because it contributes to the strategic management of any organization's communication. This is a department that is becoming increasingly important, as it has been more than demonstrated that it has a significant influence on improving the income of companies. 

For this reason, access to these departments by professionals with extensive qualifications in the field is indispensable nowadays.  Many of the people who decide to work in this field are professionals in journalism and communications who, aware of their good command of the language, find a new career path in this field. 

For this reason, TECH has gone a step further to improve the qualifications of these professionals and has designed this specific program on advertising and public relations, with which they will be able to turn their careers around. Thus, thanks to this program, students will be able to go through the basics of advertising theory with a global vision of the advertising system, its history, its protagonists, the creative process, planning and its potential social effects.

Undoubtedly, a program of high educational level that will be essential to make the final leap to the labor level and that also has the advantage of being offered in a 100% online format, which will be an added plus for students who have to combine their study with the rest of their daily obligations, whether professional or personal. 

Thanks to this program you will be able to learn, in a practical way, how is the real work in the Advertising and Public Relations departments of companies” 

This Postgraduate diploma in Advertising and Public Relations contains the most complete and up-to-date program on the market. Its most outstanding features are:

• The use of the latest technology in e-learning software
• The teaching system, intensely visual, supported by graphic and schematic contents that are easy to assimilate and understand
• Practical case studies presented by practising experts
• State-of-the-art interactive video systems
• Teaching supported by telepractice
• Continuous updating and recycling systems
• Self-regulated learning, which makes the program completely compatible with other commitments
• Practical exercises for self-assessment and learning verification
• Support groups and educational synergies: questions to the expert, debate and knowledge forums
• Communication with the teaching team and individual reflection work
• Content that is accessible from any fixed or portable device with an Internet connection
• Complementary resource banks that are permanently available

The methodological design of this innovative program in Advertising and Public Relations will take you through different teaching approaches to allow you to learn in a dynamic and effective way” 

Its teaching staff includes professionals belonging to the world of written journalism, who bring to this program the experience of their work, as well as recognized specialists from prestigious reference societies and universities. 
Its multimedia content, developed with the latest educational technology, will enable the professional to contextual and situated learning, i.e. a simulated environment that will provide immersive learning programmed to prepare in real situations. 

This program is designed around Problem-Based Learning, whereby the professionals must try to solve the different professional practice situations that arise throughout the program. In order to do this, the professionals will be assisted by an innovative interactive video system developed by renowned experts in the field of written journalism and with extensive experience.  

Study with an active group of professionals who have compiled the latest information in this field"

Acquire the necessary qualifications to be able to access relevant positions in the field of Advertising and Public Relations"

This syllabus has been structured so that journalism and communication professionals delve into Advertising and Public Relations, a fundamental field in all companies that helps brand awareness and encourages purchases.  A program designed in online format so that students can conveniently access all the educational resources that will be essential to improve their knowledge in this field. 

A high level teaching program that will raise your qualification to the highest quality standards” 

Module 1. Fundamentals of Public Relations 

1.1. Theoretical Framework of Public Relations 

1.1.1. Introduction  
1.1.2. Public Relations Research 
1.1.3. Main Public Relations Theorists 
1.1.4. Public Relations and Related Items 
1.1.5. Definition of Public Relations 

1.2. Evolution Over Time 

1.2.1. Stages 
1.2.2. The Origin of Public Relations
1.2.3. Trends in Public Relations 

1.3. External Communication 

1.3.1. Characteristics and Audiences 
1.3.2. Media Relations
1.3.3. Provision of Information

1.4. Internal Communication 

1.4.1. Introduction 
1.4.2. Functions and Objectives 
1.4.3. Types of Internal Communication 
1.4.4. Internal Communication Tools 

1.5. Public Relations and Public Opinion 

1.5.1. Powerful Media Image 
1.5.2. The limited Influence of the Media 
1.5.3. Structural Effects on the Company 

1.6. International Public Relations 

1.6.1. Characteristics of the International Society 
1.6.2. Definition 
1.6.3. The Role of International Public Relations 
1.6.4. Types of Actions 

1.7. Public Relations and Crisis 

1.7.1. The Organization in the Face of a Crisis 
1.7.2. Characteristics of Crises
1.7.3. Crisis Typologies 

1.8. Stages of Crisis 

1.8.1. Preliminary Phase 
1.8.2. Acute Phase
1.8.3. Chronic Phase
1.8.4. Post-traumatic Phase

1.9. Preparation of a Crisis Plan 

1.9.1. Analysis of Possible Problems 
1.9.2. Planning
1.9.3. Adequacy of Personnel

1.10. Communication Technologies in Crises 

1.10.1. Advantages
1.10.2. Disadvantages
1.10.3. Data Science

Module 2. Advertising Theory 

2.1. Advertising Theory 

2.1.1. Introduction
2.1.2. Basic Notions on Advertising and Marketing 

2.1.2.1.  Marketing 
2.1.2.2.  Advertising 

2.1.3. Advertising, Public Relations and Publicity 
2.1.4. Dimensions and Social Scope of Contemporary Advertising 
2.1.5. Successful Advertising: KFC 

2.2. History of Advertising

2.2.1. Introduction
2.2.2. Origin 
2.2.3. The Industrial Revolution and Advertising 
2.2.4. The Development of the Advertising Industry 
2.2.5. Advertising in the Internet World 
2.2.6. Successful Advertising: Coca- Cola Case Study 

2.3. Advertising and its Protagonists I: The Advertiser

2.3.1. Introduction
2.3.2. How the Advertising Industry Works
2.3.3. Types of Advertisers
2.3.4. Advertising in the Company's Organization Chart
2.3.5. Successful Advertising: Facebook Case Study

2.4. Advertising and Its Protagonists II: Advertising Agencies

2.4.1. Introduction
2.4.2. The Advertising Agency: Advertising Communication Professionals
2.4.3. The Organizational Structure of Advertising Agencies
2.4.4. Types of Advertising Agencies
2.4.5. Fee Management in Advertising Agencies
2.4.6. Successful Advertising: Nike

2.5. Advertising and Its Protagonists III: The Advertising Recipient

2.5.1. Introduction
2.5.2. The Advertising Recipient and its Context
2.5.3. The Advertising Recipient as a Consumer
2.5.4. Needs and Desires in Advertising
2.5.5. Advertising and Memory: on Advertising Effectiveness
2.5.6. Successful Advertising: IKEA Case Study

2.6. The Advertising Creation Process I: From the Advertiser to the Media

2.6.1. Introduction
2.6.2. Preliminary Aspects of the Advertising Creation Process
2.6.3. The Advertising Brief or Communication Brief
2.6.4. Creative Strategy
2.6.5. Media Strategy

2.6.5.1.  Successful Advertising: Apple

2.7. The Advertising Creation Process II: Creativity and Advertising

2.7.1. Introduction 
2.7.2. Fundamentals of Advertising Creative Work
2.7.3. Advertising Creativity and its Communicative Statute
2.7.4. Creative Work in Advertising
2.7.5. Successful Advertising: Real Madrid Case Study

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

2.8.1. Introduction
2.8.2. Creative Conception and Strategy
2.8.3. The Creative Conception Process
2.8.4. The Ten Basic Ways of Creativity According to Lluis Bassat: Advertising Genres
2.8.5. Advertising Formats
2.8.6. Successful Advertising: McDonalds

2.9. Advertising Media Planning

2.9.1. Introduction
2.9.2. Media and Planning
2.9.3. Advertising Media and their Classification
2.9.4. Media Planning Tools
2.9.5. Successful Advertising: Pepsi

2.10. Advertising, Society and Culture 

2.10.1. Introduction
2.10.2. The Relationship between Advertising and Society
2.10.3. Advertising and Emotions
2.10.4. Advertising, Subjects and Things
2.10.5. Successful Advertising: Burger King

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 Old 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 the Second World War
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. T.V 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 Twentieth 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

A unique, key, and decisive educational experience to boost your professional development”