Learn how to generate effective digital communication for companies and position yourself as an expert in the sector"

Digital communication and crisis management is a fundamental area in any business and, for this reason, companies are increasingly contributing more resources to its development. Understanding it requires the interdisciplinary study of basic concepts of Communication Sciences as a starting point for the development of all the skills required to work in this area. Therefore, this Professional master’s degree will explore the concepts that affect the psychology of communication, an area of compulsory knowledge for any communicative approach in the professional field.

Likewise, one of the primary objectives of the program is the understanding and knowledge of the use of digital resources applied to communication: from the search for information to its dissemination. Corporate identity and its creation will also be developed in the Professional master’s degree with a global vision of the requirements that companies may need.

Specifically, it is a comprehensive and fully analytical tour that will lead students to know the ways of creating public opinion, its flows, forms of movement and, above all, its link with power and its capacity for historical influence. In this context, knowledge of the functioning of the media in the local and global context will be one of the most current topics of the program.

In addition, it must be taken into account that nowadays the Internet is the most powerful communication channel that exists, since it offers companies and users new ways of communication, sales, participation and knowledge exchange.

For this reason, the program will include rigorous Masterclasses given by a prestigious International Guest Director that will provide graduates with advanced skills to experience a significant leap in quality in their careers as Communication Directors.

A renowned International Guest Director will offer disruptive Masteclasses that will delve into the most innovative strategies in the field of Communication and Digital Reputation Management"

This MBA in Communication and Digital Reputation Management contains the most complete and up-to-date program on the market. The most important features include:

• The use of the latest technology in e-learning software
• The intensely visual teaching system, 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 teacher 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

This program will open doors to new avenues for your professional advancement"

The teaching staff of this program is made up of professionals from different fields related to this specialty. In this way, TECH is able to offer students the most effective way to update their knowledge, which is one of the primary objectives of the program. A multidisciplinary team of experienced professionals in different environments who will develop theoretical knowledge efficiently, but above all, will put their practical knowledge derived from their own experience at the students’ service.

This mastery of the subject matter is complemented by the effectiveness of the methodological design. Developed by a multidisciplinary team of e-learning experts, it integrates the latest advances in educational technology. As a result, students will be able to study with a range of comfortable and versatile multimedia tools that will give them the operational capacity they need in their study process.
 
The design of this program focuses on Problem-Based Learning. An approach that conceives learning as a highly practical process. To achieve this remotely, telepractice will be used. Therefore, with the help of an innovative interactive video system, and Learning from an Expert, the student will be able to acquire the knowledge as if they were facing the very cases being studied. A concept that will allow students to integrate and memorize what they have learn in a more realistic and permanent way.

A Professional master’s degree that will enable you to work in all areas of digital communication and crisis management, with the credibility of a high-level professional"

A unique opportunity to study while continuing to work, thanks to its 100% online format"

The objective of this TECH program is to provide journalism and communication professionals with the most relevant information so that they are able to create digital strategies to publicize the company's image and, at the same time, know how to resolve any type of crisis that may arise with customers through virtual communities. This program will certainly be an indispensable basic guide for professionals in the sector.

If your objective is to reorient your work capacity towards new paths of success and development, this is the program for you"

General Objectives

• Acquire the necessary knowledge to carry out an adequate advertising communication using the most advanced digital tools
• Learn to manage organizational and corporate communications in times of crisis

Specific Objectives

Module 1. Social Communication Theory

• Enable the student to understand the main debates and media events arising from the current situation and how they are generated and disseminated according to communication strategies and interests of all kinds
• Prepare the student to identify the methods and problems of the different branches of research in the field of Communication Sciences
• Prepare the student to be able to integrate the knowledge and skills acquired in the program, developing a sufficiently complex and specialized study in one of the specific fields of advertising and public relations

Module 2. Introduction to the Psychology of Communication

• Enable the student to relate advertising and public relations in a coherent manner with other social and human sciences
• Enable the student to understand the basic concepts and theoretical models of human communication, its elements and characteristics, as well as the role it plays in the psychological processes of advertising and public relations
• Prepare the student to identify and analyze the psychosocial, cognitive and emotional processes of advertising and public relations communication

Module 3. Fundamentals of Communication in the Digital Environment

• Use information and communication technologies and techniques in the different combined and interactive media or media systems
• Take advantage of computer systems and resources in the field of advertising and public relations, as well as their interactive applications
• Understand the importance of the Internet in the search and management of information in the field of advertising and public relations, in its application to specific cases
• Have the ability to analyze, process, interpret, elaborate and organize digital communication
• Enable the student to analyze and optimize the use of new communication channels and strategies of digital media by the advertising and public relations professional

Module 4. Corporate Identity

• Enable the student to relate advertising and public relations in a coherent manner with other social and human sciences
• Enable the student to foster creativity and persuasion through different formats and media
• Understand the main debates and media events arising from the current situation and how they are generated and disseminated according to communication strategies and interests of all kinds
• Prepare the student to know the significant and appropriate tools for the study of advertising and public relations
• Know the communications department within companies and institutions
• Be able to apply the necessary techniques for the management of a communications department within companies and institutions
• Know how to organize events in the private and public sphere following protocol guidelines

Module 5. Public Opinion

• Recognize the basic concepts and theoretical models of human communication, its elements and characteristics, as well as the role it plays in the psychological processes of advertising and public relations
• Know how to reflect with theoretical soundness and empirical rigor on the processes by which the advertising and public relations professional helps build and express public opinion
• Identify multiple expressions, phenomena and processes of public opinion.
• Relate advertising and public relations in a coherent manner with other social and human sciences

Module 6. Structure of the Communication

• Recognize the basic concepts and theoretical models of human communication, its elements and characteristics, as well as the role it plays in the psychological processes of advertising and public relations
• Enable the student to adequately contextualize the media systems and in particular the global communication structure
• Describe the main research trends in social communication, as well as their different models: behaviorist, functional, constructivist, and structuralist
• Know how to define action frameworks of large media groups and their concentration processes

Module 7. Written Communication

• Know how to express oneself fluently and effectively in oral and written communication, taking advantage of the most appropriate linguistic and literary resources
• Identify similarities and differences between the oral code and the written code
• Know and master the strategies of coherence, cohesion and adequacy in the elaboration of texts
• Recognize the different phases of the writing process
• Know how to distinguish the main structural and linguistic properties of the different textual models
• Know how to write texts based on the structural and linguistic conventions of each textual typology, as well as respecting the basic textual properties and linguistic correctness

Module 8. Social Media and Community Management

• Understand the importance of the Internet in the search and management of information in the field of advertising and public relations in its application to specific cases
• Have the ability to analyze, process, interpret, elaborate and organize digital communication
• Enable the student to analyze and optimize the use of new communication channels and strategies of digital media by the advertising and public relations professional
• Understand the importance of social media and e-mobile as a support and commercial revolution and use these tools to achieve advertising and public relations objectives

Module 9. Lobbying and Persuasion

• Be able to relate advertising and public relations coherently with other social and human sciences
• Encourage creativity and persuasion through different supports and different means of communication
• Recognize the main debates and media events arising from the current situation and how they are generated and disseminated according to communication strategies and interests of all kinds
• Recognize significant and appropriate tools for the study of advertising and public relations

Module 10. Research in Digital Media

• Understand the importance of the Internet in the search and management of information in the field of advertising and public relations, via its application to specific cases
• Have the ability to analyze, process, interpret, elaborate and organize digital communication
• Be able to analyze and optimize the use of new communication channels and strategies of digital media by advertising and public relations
• Know how to apply advertising communication research techniques
• Organize research and communication work in digital media
• Master the strategies and tools for Internet research, knowing the different formats, supports and data storage sites in the service of advertising and public relations
• Know and understand the importance of the Internet in the research work in the field of advertising and public relations

Module 11. Leadership, Ethics and Social Responsibility in Companies  

• Analyze the impact of globalization on corporate governance and corporate management
• Evaluate the importance of effective leadership in the management and success of companies
• Define cross-cultural management strategies and their relevance in diverse business environments
• Develop leadership skills and understand the current challenges faced by leaders
• Determine the principles and practices of business ethics and their application in corporate decision making
• Structure strategies for the implementation and improvement of sustainability and social responsibility in business

Module 12. People and Talent Management

• Determine the relationship between strategic direction and human resources management
• Delve into the skills required for effective competency-based human resources management
• Delve into the methodologies for performance evaluation and performance management
• Integrate innovations in talent management and their impact on employee retention and loyalty
• Develop strategies for motivation and development of high performance teams
• Propose effective solutions for change management and conflict resolution in organizations

Module 13. Economic and Financial Management

• Analyze the macroeconomic environment and its influence on the national and international financial system
• Define information systems and Business Intelligence for financial decision making
• Differentiate key financial decisions and risk management in financial management
• Evaluate strategies for financial planning and obtaining business financing 

Module 14. Commercial Management and Strategic Marketing

• Structure the conceptual framework and the importance of commercial management in companies
• Delve into the fundamental elements and activities of marketing and their impact on the organization
• Determine the stages of the marketing strategic planning process
• Evaluate strategies to improve corporate communication and the digital reputation of the company 

Module 15. Executive Management

• Define the concept of General Management and its relevance in business management
• Evaluate the roles and responsibilities of the manager in the organizational culture
• Analyze the importance of operations management and quality management in the value chain
• Develop interpersonal communication and public speaking skills for the formation of spokespersons

A path to achieve training and professional growth that will propel you towards a greater level of competitiveness in the employment market"