Checking date: 26/09/2019

Course: 2019/2020

Institutional Information
Study: Dual Bachelor in Journalism and Film, Television and Media Studies (231)

Coordinating teacher: MOLINA CAÑABATE, JUAN PEDRO

Department assigned to the subject: Department of Communication

Type: Compulsory
ECTS Credits: 6.0 ECTS


Students are expected to have completed
Given that this is a subject that is offered during the final year of degree should have passed all the previous courses. In addition, the student should be familiar with the tasks that are performed in the editorial and journalistic techniques, as well as organization and management of companies and institutions, technical marketing and digital media.
Competences and skills that will be acquired and learning results. Further information on this link
Knowledge and skills which enable the future performance of the functions and skills of a communications director of an institution and / or company. Ability to create, manage and work in a communication department. Develop a valid model, universal and realistic Comprehensive Communication Plan with various sub-plans (C.interna, external crisis "). Manage the efficient and thorough internal communication, communication plans for the Internet environment and digital networks. Develop and implement the tools and resources appropriate journalistic external communication. Identifying and managing corporate image and identity with particular attention to corporate reputation and social responsibility . Aplicate well-defined stringent criteria on the communication plan 2.0 and the presence of organizations in social networks
Description of contents: programme
To acquire the skills described will be underpinned by the following contents: PROGRAMME 1.-Basis of information and institutional communication in organizations. Conceptual framework (domain of the map of key concepts used in corporate communications and its real meaning), 2.-Direction and management of communication. Communication as a strategic tool of modern organizations, both public and private, that provides value to organizations and society benefits of training in business management and marketing; 3 .- The internal communication. Direction and management of internal communication. General principles of management and company culture. Building confidence in organizations: how to enable employee participation?. Management principles and starting points. The internal communication tools in the Web 2.0 environment: Intranet, blogs, videoblogs, wikis, use of IP TV, electronic journals and publications management. The upward and downward communication. How will the intranet of the future. Methodologies to measure the feedback to employees: Employee satisfaction surveys and how to use. 4.-The external Communication . So called "source journalism" and the relationship between journalists and their sources. The "return period" and building a relationship of trust based on ethical principles between journalist and source. Partial plans or plans for media communication: how to help set the agenda of the media? The media relations: specific treatment for press, radio, TV and Internet. The public and institutional communication process. Map and analysis of the different audiences. How to set different segmentations and what techniques to use to reach them. 5.-Relations with the media. How to build relationships with the media. Specificity of each medium. Have press releases dead? Location in the current context. The role of communication facilities and alternative channels (YouTube, IPTV). How to build and sell stories for radio and television. Press appearances. Press and press conferences . 6 .- The external Communication Audit. Concept and scope. Objectives. Methodologies to develop an Audit. The different kinds of audits: audit image, corporate identity, internal communication, corporate communication, Sponsorship, CSR, crisis communication, online communication. 7.-The spokesmen. The spokesperson for companies and institutions. Who can be a spokesperson? Qualities that are required this figure: empathy with the public. Speakers Training: nonverbal communication: clothes, makeup and technical issues on television. The sitting in photography. The live radio. The press spokesman. How to build and disseminate positive messages in public appearances. 8.-The political communication. Political communication: building a model. Strategies, actors and devices. The contradictions of political communication. The role of spokespersons and the construction of their arguments and messages in television debates. The image of political leader: Obama Sarkozy. The dangers of hypervisibility. The storytelling: the revelation of private media policy. 9.-Institutional information on the Internet and social networking. Social web tools. What is the role of a company or institution in social networks?. The online reputation management. How to improve the visibility of the institution on the Web?. The social networks and their presence in them. Is it required their presence and use? Have you replaced the twits at the news agencies? Should companies and institutions to maintain a profile on Facebook, Twenties and other social networks?. How can we use YouTube as a channel? 10.-The management of intangibles assets. The image of intangibles and brand management. How do you build a brand better?: PR actions against publicitarias.Patrocinio strategies and patronage merely as an expression of values and identity of the sponsorship..El and their use in organizations. Its use to build, promote and provide visibility to a brand.
Learning activities and methodology
Combination of theoretical (3ECTS) and case studies (3ECTS). Case studies are based on the commitment to practical development of the program by dividing students into groups (mean three students) to work collaboratively in the design, development and, as far as possible, implementation of concrete plans communication for companies or institutions. These works are presented in class in a gradual and subject to discussion and analysis. This core activity is complemented by short courses in the schedule of class, spokesperson training, and individual rehearsals on theoretical concepts and basic headings of the subject, as well as specific work on sources and bibliography. It is intended to hold meetings (at least two) with professional management of corporate communication and business institutions. The personal tutorials and group meeting will serve as the active avoidance of doubt, set to advance knowledge and course work. Suggests three tutoring sessions two hours each over the course.
Assessment System
  • % end-of-term-examination 50
  • % of continuous assessment (assigments, laboratory, practicals...) 50
Basic Bibliography
  • AMADO SUAREZ,A . Auditoría de comunicación. La Crujía. Buenos Aires. 2008
  • ARROYO, L. y MAGALI, Y. . Los cien errores de la comunicación de las organizaciones. ESIC Madrid. 2008
  • CELAYA, JAVIER. La empresa en la web 2.0. El impacto de las redes sociales y las nuevas formas de comunicación on line en la estrategia empresarial.. Gestión 2000.Madrid. 2008
  • CERVERA FANTONI, A.L. . Comunicación total. 4ª edic. ESIC Madrid. 2010
  • Campos Freire, F. (Coord.) . El cambio mediático. Comunicación Social. Zamora. 2010
  • FRANCESCUTTI,P (EDIC). Comunicación de riesgo, comunicación de crisis. . URJC./Dykinson. Madrid. 2008
  • Fita,S. La comunicación perfecta. Stonberg Editorial. 2010
  • GARCIA OROSA, B. Gabinetes de comunicación on line. . Comunicación Social. Sevilla. 2010
  • Grau,F. Twitter. Gestión 2000. Barcelona. 2011
  • Kotler, PH y Kartajaya, S. Marketing 3.0. Lid. Madrid. 2011
  • LOSADA DÍAZ, J.C. . Comunicación en la gestión de crisis. Lecciones prácticas. UOC Barcelona. 2010
  • MATILLA, K. . Conceptos fundamentales en la planificación estratégica de las Relaciones Públicas. UOC Barcelona. 2009
  • Orihuela,J.L.. Mundo twitter. Alienta. 2011
  • Rojas, P.. Community Management. Gestión 2000.Barcelona. 2011
  • Sanchez Herrera,J y Pindado Blanco,T. Nuevas tendencias en comunicación. Esic. Madrid. 2010
  • Túñez,J.M.. La gestión de la comunicación en las organizaciones. Comunicación Social. Zamora. 2011
  • VILLAFAÑE, J. . La comunicación empresarial y la gestión de los intangibles en Latinoamérica y en España. Pearson Educación Madrid. 2010
  • VVAA . La responsabilidad social de la empresa (RSE). . Real Academia de Ciencias Económicas y Financieras. Madrid.. 2007
  • WHEELER, A.. Diseño de marcas. Espacio de diseño. 2018
Additional Bibliography
  • ALMANSA MARTÍNEZ, Ana. Del gabinete de prensa al gabinete de comunicación. La dirección de comunicación en la actualidad. Comunicación Social. Sevilla. 2011
  • ALONSO, Carlos. Las claves de la comunicación en la empresa. Almuzara. 2011
  • ALVAREZ, Jesús Timoteo. Manejo de la comunicación organizacional. Díaz de Santos. 2013
  • ARROYO, Luis. El poder político en escena. Historia, estrategia y liturgia de la comunicación política. RBA. 2012
  • CANEL, María José. "Comunicación política. Una guía para sus estudio y práctica". Tecnos, Madrid. 2016
  • CASTELLÓ, A.. Estrategias empresariales en la web 2.0. Las redes sociales on line. Club Universitario. 2010
  • CASTILLO ESPARCIA, Antonio y G.PONCE, Damián.. "Comunicación de crisis 2.0". Fragua, Madrid. 2015
  • CEBRIÁN HERREROS, Mariano. Periodismo empresarial e institucional. Comunicación Social. 2012
  • GUTIÉRREZ RUBÍ, Antonio. La política vigilada. La comunicación política en la era de Wikileaks. OUC. 2012
  • MORAN ROMÁN , Yolanda. "La estrategia de comunicación de las startups en España. UOC. 2016, Barcelona
  • XIFRA, Jordi. Manual de Relaciones Públicas e Institucionales. Tecnos. 2011

The course syllabus and the academic weekly planning may change due academic events or other reasons.

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