It will not be necessary to take a previous subject.

1. Knowledge of the primary functions involved in any communication process. 2. Analysis of communication targets applied of business. 3. Processes that must be taken into account in any communication process: the different types of communication: Off-Line and Off-Line 4. Analysis and reflection on the rhetoric of discourse in the communication process in organizations. 5. Corporate and Brand Identity as a determining factor of the communication channel. 6. Skills to develop and design a Communication Plan for entities, institutions and research projects.

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.

The training activities linked to this subject are closely linked to the teaching units taught and the theoretical / practical sessions. Theoretical sessions DOCUMENTS METHODOLOGIES Presentations in the teacher's class supported by computer media and audiovisual resources, where the main concepts of the subject are found and bibliography is provided to complement the learning of the students. Reading academic articles, and other resources provided by the teacher, recommended during the course. Exhibition and debates in class, of applied analysis associated with the subject matter. Finally, A COMMUNICATION PLAN will be DESIGNED based on the content taught during the semester.