1.Strategic Communication.
1.1.Strategic Communication Plan
1.2.Planning and the process.
1.3. Relations with the media.
2. Institutional Communication versus Corporate Communication.
2.1.The style book
2.2. The Brand Identity, the architecture.
23. Branding, brand, logo and symbol.
2.4. Phenomenology of the Brand treated from the Perspective of Design, Sociology and Communication Strategy.
3. The DIRCOM. The past and current role of the press officer.
4. External Communication.
4.1. Introduction to marketing and principles.
4.2. Marketing typologies: strategic, tactical, administrative and transformative of marketing.
4.3. Neuromarketing and strategies.
5. Public relations:
5.1. Events and meetings. Sponsorship and Protocol.
6. Digital Communication.
6.1 From web 1.0 to web 4.0
6.2. The role of social networks in the dissemination of messages and content creation.
6.3. Emotional intelligence in the discourse approach in digital communication.
6.4. Internal social networks.
7. Crisis Communication.
7.1. Need for a crisis manual.
8. OFF-LINE and ONLINE Communication in the Transversal Structure of the Communication Plan.
9. Guide to Good Practices and application to design the Communication Plan.