Length of program 1 year in Barcelona and 1 optional year in Boston
Timetable Some Tuesdays from 18.00 to 21.00, Thursdays from 18.00 to 21.00, Fridays from 16.00 to 21.00, and some Saturdays from 10.00 to 14.00.
Credits 60 ECTS
Degree DirectorDr. Enric Ordeix Rigo, Dr. Carles Cascante-Serratosa.
CoordinationÀngels Rotllant
Price 8450€
masters-i-postgraus-url

Module 1. Key aspects of global communication strategic management (8 ECTS)

Leadership and change management through global communication

  • Management vs. Leadership in Global Communication and Public relations.
  • Strategic planning and process of management. The functions of the Chief Communication Officer (CCO) and Chief Executive Officer (CEO). The structure of global communication in an international organization or business.
  • The basic profession of communication: the challenge of creativity (content, storytelling and experiences).
  • Interactivity and ICT in global environments.
  • Project management and communication of innovation. Change management. “Selling” new projects using fundraising strategies.
  • Research methods in global communication and strategic planning.
  • Stakeholder relations and global communication: commitment to audiences and social legitimacy.

Module 2. Management techniques in global organizational communication (8 ECTS)

Internal communication, culture and values, knowledge management and commitment to employees and suppliers

  • Management of human resources vs. leadership of people. Internal communication and employee commitment.
  • Organizational culture and values.
  • The identification of needs for knowledge in an organization: how to provide the necessary resources. Creation of training programs.
  • The attraction and retention of talent.
  • The concept of a knowledge hub. The management of knowledge and the role of global communication and public relations.
  • The commitment of external suppliers.

Module 3. Trends and challenges in the management of global corporate communication (8 ECTS)

Corporate social responsibility, corporate diplomacy, commitment to the community and social legitimacy

  • Confidence building in organizations. Reputation and legitimacy. Alignment with the 17 sustainable development objectives.
  • Negotiation, mediation and team building.
  • Corporate social responsibility: special events and campaign management in the media.
  • The importance of social media and bottom-up focus: symmetry in communication. The importance of social media in the creation of grass roots global communication campaigns.
  • Social legitimation and commitment to the community.
  • Global brands and reputation management.
  • Risk management and crisis communication.
  • Corporate diplomacy and public affairs. Leadership and advocacy in a global context. The concept of cross cultural communication in a global world.
  • Strategic diplomacy and the aim of social legitimacy in companies and organizations.

Module 4. Relations with the media in a global environment (8 ECTS)

An overview of relationships with the media in the digital age

  • Global communication and the changing media and social media landscape in the digital age. Creating the optimal mix of digital and analogical tools in global communication strategies.
  • The construction of alliances with interest and lobby groups, with an emphasis on communication media. The distribution of content.
  • The empowering of people via the new media and social networks.
  • Relationships with the media: media relations and public opinion.
  • Symmetrical communication. Giving a voice to the organization: media training and training to speak in public.

Module 5. Public relations and marketing communication in the global environment of the New Economy (8 ECTS)

  • Marketing communication from the perspective of global communication and public relations. The architecture of the system constituted by an organization, its identity, image, and brands.
  • The importance of symmetry in marketing communication.
  • Global communication and e-commerce: the role of experience in digital marketing.
  • Creating experiences: public relations and marketing via events.
  • Brand content, storytelling and experiences in marketing communication.
  • Global communication and customer relationship management (CRM).
  • The relationship between humans and machines: the solutions of artificial intelligence.
  • Commitment to the customer and the consumer.

Module 6. Study trip and international professional stay in United States, the UK, and/or another country (10 ECTS)

Working Conference in USA

Students will be taught to develop practical study methods in order to manage, lead and implement global communication projects in a cross-disciplinary project. At the same time they will be taught to recognize, select and manage talent in workshops and professional sessions in global businesses and organizations, and also at centers of innovation and development in the USA, the UK; and/or another country over a maximum of two weeks. 

enlightenedThe organization of visits and the program will be covered by the Master’s program but the cost of trips and the stay abroad will be covered by students, who will pay for it directly, and independently of the Master’s program fees.

Module 7. Final Master’s Project (10 ECTS)

Presentation of a project that may consist of either a theoretical piece of research or a real process of global communication involving an organization or business, and puts the knowledge acquired during the Master’s into practice. Individual tutorials will be provided throughout the course to provide guidance and to monitor the development of the project.