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Brand PR: Challenges of Marketing and Communication to new scenarios.

The Master in Marketing and Corporate Communication (hereinafter BrandPR), who was born in 2007 with the need to train professionals in the marketing and corporate and institutional communication, is today the only Master's Degree and of its kind in Spain, which is linked particularly Marketing and Corporate Communications.

Economic, social and business environment is changing at a dizzying rate to, among other realities, the current financial crisis, the new political and social scenarios, new digital communication platforms, globalization, representing undoubtedly new challenges in the way organizations communicate with their stakeholders. These new communication paradigms define the century. Companies and their marketing and communication departments have ceased to dominate the messages to be led to talks and dialogue with customers, users and market. So in the BrandPR program the student will learn to design a plan of digital communication, knowing the impact of Web 3.0 on the strategy of Corporate Communications, learn to manage online communities, to analyze the Web with the latest tools for measuring results, and manage campaigns Video Marketing and Video Blogging, to know the legal aspects of web 3.0 and the design and implementation of search engine campaigns. Besides, the student will learn and deepen the real and practical knowledge of new digital platforms (blogs, social networks, microblogging, etc.), all being aware of how this type of technology platforms spread messages and opinions in real time and global reach, causing both brand image, credibility and reputation of organizations are more exposed than ever.

Faced with the reality, organizations have to be more transparent and agile in environments that no longer dominate. All this represents a completely different way of understanding communication as we knew until now.

For the above figure of the Director of Communication (DirCom) it is becoming increasingly important in corporate organization charts. It has left the Department of Marketing, key business area and which also focuses this program BrandPR, teamwork within senior management. In some organizations marketing and communications responsibilities are often subsumed in the same department and even being shared goals related activities, techniques, most of the time, they are different. The student will know, in a specific module, the activities of a marketing department and its relationship with the communication strategy. Moreover, the DirCom understood as an integrated communication within the operational activities of the organization process. And this communication is bidirectional and interactive flow. the ability to listen, transmit and influence stakeholders with the aim of adding value to the organization is required. At the same time you must have a thorough understanding of the metrics of their decisions and activities. These economic and social changes require talented and competent people; innovative, creative, proactive and socially responsible to provide solutions to the problems and needs of the immediate future of organizations.

The university graduate program is designed for students to complete the program with capabilities and skills when performing their professional performance. As a student, will strengthen the competencies in line with demand trends of the global labor market and the requirements demanded by major companies seeking expert profile in marketing and communication from an essential vision of complementarity and interdependence, as well as some professional skills in the field of market research.

The program of university graduate has a solvent teaching staff and experienced that combines a broad academic experience practicing in the most prestigious universities in our area, with professionals from each of the areas taught in BrandPR and share with students the latest trends in these fields; thus providing the University Master of differential value that we consider very relevant and productive to train the best professionals of marketing and corporate communications.

The BrandPR program offers the most advanced knowledge in each subject through proven its effectiveness and implementation of a traineeship in companies and organizations in any of the select catalog of partner companies of the Master methodologies for this purpose.

The Master has OFFICER rating and meets the stringent requirements of the ANECA (National Agency for Quality Evaluation) evaluating teaching, faculty and institutions offering education programs; and allows access to the Doctorate in Communication.

Objectives and competences

  • Understanding the contribution of marketing and corporate communication strategic nature and functioning of organizations, and the value of intangible assets.
  • Measure the importance of integration in the management of strategic marketing planning brand (Brand) and public relations (Public Relations - PR) through corporate communication.
  • Play roles and functions of leadership and management in marketing and communications at the corporate level, area or operational departments, independent consultants or professionals.
  • proactively improve career opportunities for those with management experience in these areas of knowledge or undergraduate degrees, they want to develop and specialize in competencies and skills in marketing and corporate communications.
  • Identify new areas for research in these disciplines in order to successfully face a period of research PhD related to research groups in these areas of knowledge.

Program

MODULE KIND CREDITS
CORPORATE COMMUNICATION mandatory 10
CORPORATE COMMUNICATION AND INSTITUTIONAL WEB 2.0 mandatory 8
INTRODUCTION TO RESEARCH IN SOCIAL SCIENCES mandatory 8
WORK EXPERIENCE mandatory 6
PRINCIPLES AND MARKETING STRATEGIES mandatory 10
FINAL PROJECT mandatory 6
REPUTATION AND CORPORATE SOCIAL RESPONSIBILITY mandatory 4
STRATEGIC VISION OF THE ORGANIZATION mandatory 8
- Total 60
Program taught in:
Spanish

See 4 more programs offered by San Jorge University / Fundacion Universidad San Jorge »

This course is Campus based
Start Date
Oct. 2019
Duration
1 year
Full-time
Price
8,100 EUR
Deadline
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Start Date
Oct. 2019
End Date
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Oct. 2019

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