Communication professionals, as well as entrepreneurs and content managers looking to incorporate podcasting as a strategic corporate communication tool. Also aimed at those interested in branded content and digital content creation.

Understand the value of corporate podcasts as a tool for communication, brand positioning, and business development.

Design a podcast strategy aligned with an organization's objectives.

Produce, edit, and distribute a podcast to professional quality standards.

If you take this intensive course, you will master audio as a strategic communication tool for institutions and companies, learning to translate brand values into sound parameters and coherent sonic identities. You will gain practical knowledge of a wide variety of formats—from audio logos and brand anthems to podcast production, distribution, and the use of AI—in addition to understanding the psychology of sound as applied to consumers. Finally, you will develop a personalized sound project for your organization, refined in live editing sessions, which will allow you to assess its real-world viability.

1. Sonic identity

Objectives: Companies and institutions have a sonic identity that they must consciously define. It is essential to recognize the brand's sonic potential. Audio is a highly valuable asset for brands and communication, thanks to its ability to establish an emotional connection. Therefore, it is crucial to understand how audio works in this context.

Contents: Audio as a personal and mass communication tool. Understanding audio. The tools and possibilities of audio: formats, values, examples, market data, and audiences. Practical project outline.

2. How my brand sounds I (from the audio logo to the audio briefing)

Origins. Types. Brevity. Distinctiveness: Association. Versatility. Evolutions. Examples.
Identify and produce suitable audio formats for the brand; integrate these formats and explore their transmedia possibilities; and define the brand's sonic identity through its values.

3. How my brand sounds II. An assortment of other custom audio formats

Brand Anthem, Soundscape, Product Sounds, Brand Voice. Music, playlists, how music works as an element of corporate communication; audio workshops for team building: pedagogy. Audio Briefing: Audio newsletter; targeted corporate capsules; Internal podcasts.

4. Podcast. Long-term branding; a deep-engagement format

Fiction, Documentary, Conversational, Experimental. Video Podcast. One shot. Serializations. Speech, effects, silence, music. Script. Production. Budget. Values. Distribution and dissemination. AI.

5. How to sell audio / why invest

Platform purchasing policy, etc. How to communicate an audio project, how to captivate with an audio storytelling project. Distribution. Return

6. Practical exercise project

Reflect on how your company or institution could sound. This reflection will translate into a practical exercise in which you choose specific audio formats. We will analyze the viability and impact of this choice to determine the real-world possibilities of audio for your professional interests.

Project contents I and II. Over two sessions, we will edit a draft audio project that each student will have prepared beforehand at home. During the two sessions, we will edit each project live to examine everything: successes, mistakes, solutions, alternatives...

By the first day of class, you should have already considered: think about how your institution or company could sound.

• Idea.
• Minimal script.
• Have material (audio files, etc.). It will be sent to the professor before the two sessions.
• Projects I and II: live editing and analysis of the projects, plus shared knowledge of the different projects, resulting in group learning.
• Limited to 1-2 minutes per project.
• Final result: after the two project sessions, the professor will polish the project and send it to the student.