Checking date: 15/06/2021

Course: 2021/2022

Corporate Communication
Master in Advertising Communication (Plan: 359 - Estudio: 326)

Coordinating teacher: MOLINA CAÑABATE, JUAN PEDRO

Department assigned to the subject: Communication and Media Studies Department

Type: Compulsory
ECTS Credits: 3.0 ECTS


Requirements (Subjects that are assumed to be known)
COMPETENCES CB8, That students are able to integrate knowledge and face the complexity of making judgments based on information that, being incomplete or limited, includes reflections on social and ethical responsibilities linked to the application of their knowledge and judgments. CB9, That students know how to communicate their conclusions and the knowledge and ultimate reasons that sustain them to specialized and non-specialized audiences in a clear and unambiguous way. CE4, To plan emerging actions in the field of new advertising communication. CE10, To identify and define communication objectives and design the most appropriate strategies in the dialogue between brands and consumers. LEARNING OUTCOMES To acquire and apply knowledge about contemporary advertising and communication. To acquire knowledge to assess the implications of advertising strategies concerning the corporate image.
Skills and learning outcomes
Description of contents: programme
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. The communication plan
Learning activities and methodology
LEARNING ACTIVITIES Theoretical classes Practical classes Tutoring Group work Individual work TEACHING METHODOLOGY -Lectures in class by the lecturer with the support of audiovisual media, in which the main concepts of the course will be developed. Bibliography will be provideed in order to complement the knowledge of the students. -Critical review of readings and audiovisual material suggested by the lecturer: press articles, videos, advertising campaigns, reports, manuals and academic articles, either for class' discussion or for students to amplify and consolidate the courses's content. -Resolution of advertising and communication case studies posed by the lecturer, in an individual or group manner. -Presentation and discussion in class, under the lecturer's moderation, of topics related to the course as well as case studies. -Assignments and reports done by students in an indivisual or group manner.
Assessment System
  • % end-of-term-examination 50
  • % of continuous assessment (assigments, laboratory, practicals...) 50
Calendar of Continuous assessment
Basic Bibliography
  • ACED, C.:. Relaciones públicas 2.0: Cómo gestionar la comunicación corporativa en el entorno digital. UOC. 2013
  • David Meerman Scott. The New Rules of Marketing and PR: How to Use Content Marketing, Podcasting, Social Media, AI, Live Video, and Newsjacking to Reach Buyers Directly. Wiley. 2020
  • Joep Cornelissen. Corporate Communication: A Guide to Theory and Practice. SAGE. 2017
  • MOLINA CAÑABATE, J. P.:. Comunicación corporativa. Guía de supervivencia. Grupo 5. 2017
Recursos electrónicosElectronic Resources *
Additional Bibliography
  • WHEELER, A.. Diseño de marcas : una guía esencial para todo equipo de creativos de marcas. Espacio de diseño. 2918
(*) Access to some electronic resources may be restricted to members of the university community and require validation through Campus Global. If you try to connect from outside of the University you will need to set up a VPN

The course syllabus may change due academic events or other reasons.