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1. To establish a general framework of corporate image within companies, with a particular focus on the changes taking place, especially in the context in which business activity develops, notably in matters of social responsibility. 2. To acquire knowledge of all the elements that make up the corporate image and to understand the importance of each of them in business activity and development, as well as in the advancement and innovation of corporate and institutional communication.

1. Fundamentals of corporate communication 2. Relations with the media 3. The spokesperson 4. Corporate visual identity 5. Crisis communication, strategic plans and latest trends 6. AI for RRPP 6. The communication plan

LEARNING ACTIVITIES Theoretical class Theoretical-practical class Group work Individual student work Exams and assessment tests TEACHING METHODOLOGY Lectures delivered by the professor with the support of digital and audiovisual media, in which the main concepts of the subject are developed and bibliographic references are provided to complement students learning. Critical reading of texts and viewing of audiovisual materials recommended by the course instructor, such as press articles, videos, advertising campaigns, reports, manuals, and/or academic papers, either for later discussion in class or to broaden and consolidate knowledge of the subject. Resolution of practical cases proposed by the professor on communication and advertising, carried out individually or in groups. Class presentations and discussions, moderated by the professor, on topics related to the content of the subject as well as on practical case studies. Preparation of assignments and reports, either individually or in groups.