The Master in Corporate and Strategic Communication is structured into two large modules and a Master's Final Project that is developed throughout the course. Module 1 focuses on Corporate Communication, develops essential communication skills, and has its common thread in the communication plan. This module corresponds to the Postgraduate in Corporate Communication. Module 2 focuses on Strategic Communication and adds strategic competencies and managerial skills, with an eye toward long-term professional development and strategic decision-making.
Desarrollarás las habilidades necesarias para crear y difundir relatos corporativos impactantes y memorables. Nos adentraremos en técnicas avanzadas de creatividad y storytelling, explorando sus diversas aplicaciones en el ámbito corporativo, de marketing y transformacional.
Contenidos
Creatividad. Desbloquea tu potencial innovador.
1. Etapas creativas. Del concepto a la realidad. Explora el viaje desde la concepción de una idea hasta su implementación práctica. Aprende a navegar por cada fase del proceso creativo, desde la inspiración inicial hasta la ejecución exitosa.
2. Técnicas de creatividad. Herramientas para la creatividad/innovación. Domina las técnicas más efectivas para fomentar la creatividad, como el brainstorming, el pensamiento lateral y el SCAMPER. Descubre cómo aplicar estas herramientas en diversos contextos para resolver problemas de manera original y efectiva.
3. Herramientas tácticas de la comunicación corporativa. Conviértete en un experto en el uso de la creatividad como una herramienta estratégica en la comunicación corporativa. Aprende a diseñar campañas que no solo comuniquen, sino que también inspiren y generen un impacto duradero.
4. La creatividad individual. Potencia tu capacidad de innovar. Desarrolla tu potencial creativo personal. A través de ejercicios y técnicas específicas, aprende a liberar tu imaginación y a aplicar tu creatividad en cualquier ámbito profesional y personal.
Storytelling corporativo
1. Estructuras narrativas: Construcción de historias coherentes y atractivas.
2. Relatos de impacto: Técnicas para crear eventos y narrativas de alta resonancia en medios de comunicación.
3. Relatos corporativos: Estrategias para comunicar la identidad y valores de una organización.
4. Relatos de marketing: Cómo utilizar historias para fortalecer marcas y conectar con clientes.
La asignatura se divide en tres partes. En la primera conocerás las claves de la dirección de proyectos (Project Management) con un enfoque muy aplicado que permite convertir las ideas en cambios efectivos. También aprenderás cuáles son las habilidades directivas necesarias para liderar proyectos de mejora, así como las estrategias más innovadoras para la gestión de equipos. En la segunda parte, reflexionarás sobre lo que significa, en la práctica, aprender a liderar y generar cambios, tanto en ti mismo como en otras personas (colaboradores, clientes, colegas, etc.), preparándote para ser un agente de transformación efectiva en tu entorno profesional. En la tercera parte aprenderás de forma práctica y asequible conceptos de contabilidad y finanzas para no financieros.
Contenidos
Primera parte:
1. Historia y conceptos básicos de Project Management
2. Técnicas y herramientas para la gestión óptima de proyectos
3. La metodología Agile para adaptarse a los cambios
4. Habilidades directivas: Los seis estilos de liderazgo de Daniel Goleman
5. Claves organizativas para mejorar el desarrollo del talento
Segunda parte:
1. Trabajar las propias habilidades directivas ¿por qué?
2. La automotivación como punto de partida
3. Conductas de los líderes inspiradores… ¿se pueden adquirir?
4. Las cinco etapas de carrera directiva
5. Las bases de la “eficacia” profesional
Tercera parte:
En la tercera parte, se explican el ciclo contable, la cuenta de explotación y el balance de situación. Todo ello orientado a la comprensión, análisis e interpretación de estos estados financieros, y no tanto a su formulación. A continuación, se explican las herramientas de la contabilidad de costes necesarias para preparar, presentar y negociar un presupuesto.
El Trabajo Final de Máster consiste en un proyecto de gestión comunicativa, o plan de comunicación, enfocado a resolver un reto, caso o situación concreta que puede ser aportada por los participantes o bien elegida entre varias que serán propuestas y presentadas por directores de comunicación de distintas empresas y entidades. Cuando se trata de contribuciones de los participantes, el enfoque del proyecto se acuerda con la dirección del Máster. En todos los casos, se trata de situaciones reales.
Para preparar el trabajo final de Máster, se imparten una serie de sesiones en las que se trabajan competencias fundamentales para desarrollar proyectos de comunicación estratégica, desde su conceptualización hasta su implementación y posterior evaluación. Se tratan aspectos como metodología de innovación, project management, preparación de presupuestos y cálculo de costes, etc. También se incluyen en este apartado la realización del briefing y contrabriefing del proyecto, así como distintas prácticas y dinámicas (estudio de casos, juegos de rol, sesiones de socialización, etc.) encaminadas a facilitar a los participantes el desarrollo de sus trabajos.
El trabajo se realiza en equipos de dos personas. Se sugiere que los equipos estén formados por personas con edades, procedencia, formación y experiencia profesional distintas para que la heterogeneidad y la diversidad aporten un valor añadido. Aquellos participantes que deseen realizar el proyecto de forma individual podrán hacerlo previa aprobación de la dirección del Máster. En todos los casos, se contará con el apoyo de un profesor que ejercerá como mentor.
En la elaboración del TFM se seguirán las pautas facilitadas en las distintas asignaturas del Máster, de modo particular en la dedicada al Plan de Comunicación. El TFM deberá caracterizarse por un enfoque global y estratégico de la comunicación corporativa en la organización de referencia, aunque podrá dedicar un foco especial a determinados aspectos o ámbitos concretos (digital, interno, crisis, RSC, etc.) si el proyecto lo requiere. En el trabajo, los participantes aplican los conocimientos adquiridos, y ponen en práctica habilidades directivas relacionadas con la presentación oral y escrita.
Las soluciones se presentan ante un tribunal que incluye tanto profesores del Máster como el director de Comunicación que propuso el encargo, cuando corresponda. La presentación oral transmite, de forma sintética, los resultados del proyecto al resto de participantes, forma parte de la asignatura y es de asistencia obligatoria para todos los participantes. Asimismo, si el autor o los autores lo autorizan, el trabajo, formará parte del repositorio digital de TFMs.
En ediciones anteriores del Máster han participado aportando casos para el TFM directores y directoras de comunicación de empresas e instituciones como Airbnb, Allianz, Baleària, Banc dels Aliments, Banc Sabadell, BASF, Bayer, Caprabo, Cellnex, Coca-Cola, Col·legi d’Arquitectes de Catalunya, Col·legi de l’Advocacia de Barcelona, Cuatrecasas Advocats, F.C. Barcelona, Fira de Barcelona, Fluidra, Fundació “La Caixa”, Fundació F.C. Barcelona, Fundación Colacao, Gran Teatre del Liceu, Institut Català de la Salut, Laboratorios Uriach, Mercabarna, Nissan, Petronor, RACC, Sagrada Família, Sanofi, SEAT, Universitat Oberta de Catalunya, VidaCaixa y Vueling, entre otras.
Once you have passed the program, you will receive the following electronic degree certification (eTítulo©): Lifelong learning master's degree in Corporate and Strategic Communication, awarded by the Pompeu Fabra University. The eTítulo© will be issued in Catalan, Spanish and English.
The electronic degree certification (eTítulo© ) is an authentic digital degree, issued in pdf format and electronically signed, with the same legal validity as if it were in paper format.
The Master in Corporate and Strategic Communication also includes the possibility of participating in practical activities and activities for personal and professional growth such as:
- UPF-BSM Inside: is a group of interdisciplinary subjects (applied data, communication, creativity, innovation and project management, sustainability and leadership among others) that, if you take this program, you can access at no additional cost. They are 100% online and you can take them throughout the academic year at your own pace, as they have been designed as self-study subjects.
- International mobility: The UPF Barcelona School of Management offers you the possibility of expanding your training and international vision through the International Mobility Programme. Extend your studies extracurricularly, during the academic year following the completion of your Master's, at a top-level institution. Limited places.
In order to access the Master in Corporate and Strategic Communication you need to have a university degree or a higher degree.
Those participants who do not have Spanish as one of their mother tongues or who did not have it as a teaching language in their training studies, must prove that they have at least a B2 level of Spanish (Common European Framework of Reference), as well as fluently take part in a personal interview with the academic director, if necessary.
Our admission process consists of a rigorous evaluation of each application to preserve the quality of the group as well as the training, experience, and work capacity of all students.
The UPF Barcelona School of Management offers you different means of financing so that you can take any of our programs without worry. We offer you the opportunity to finance part of your program, either by rewarding your talent through scholarships, through grants from entities dedicated to promoting education or through collaboration agreements with financial entities.
The Master in Corporate and Strategic Communication brings together participants from all over the world who want to project or boost their professional career towards the field of corporate communication, corporate identity, social responsibility, business communication, event organization, etc.
Training with a clear practical and professional orientation will provide you with the necessary tools to develop quality work in the field of business communication.
The Master in Corporate and Strategic Communication prepares people who are going to lead and manage the communication of all types of organizations, from the inside, as members of the organization, or from the outside, in an agency or communication consultancy.
During the lifelong learning program you will learn to develop communication strategies for all types of organizations and to turn them into a communication plan ready to apply in a real environment. You will boost your knowledge of the different areas of communication management: internal, digital, media, crisis management, public relations, branding, or social and ethical responsibility. You will explore the possibilities offered by different tools, platforms, and technologies. You will see your leadership, story building, event organization, interpersonal, professional, or media communication skills grow, as well as making impactful public presentations.
All this with a practical and participatory methodology, under the guidance of teachers and communication professionals with great experience, and with the collaboration of different companies and institutions that will allow participants to work on real management and communication challenges.
The Master in Corporate and Strategic Communication is endorsed by Pompeu Fabra University, the 1st Spanish university and the 15th best university in the world (of those with less than 50 years), according to the Times Higher Education ranking. In addition, UPF Barcelona School of Management has EQUIS accreditation, the most prestigious institutional recognition for business schools globally.
The Master in Corporate and Strategic Communication will provide you with the necessary knowledge to develop your professional career in the field of corporate communication, either in the communication department of a company or in institutions, agencies and communication consultancies.
The master's degree includes extracurricular internships.
The Master in Corporate and Strategic Communication was taught for the first time in 1997. Throughout these years it has trained hundreds of professionals from around the world, continuously adapting to the evolution of the profession and the needs of the market.
It has a teaching staff made up of professionals who are, in turn, experienced teachers and who share their day-to-day knowledge and valuable reflections, the result of many years of practice.
The master has the collaboration of directors of corporate communication of prominent companies that allow participants to develop their project based on real communication challenges.
The long history of the master's allows us to have a consolidated program of professional internships in companies for those profiles who wish to gain experience.
Study at a school accredited by EQUIS, an international distinction that guarantees the quality of our institution and makes us the 1st school of management linked to a public university with this accreditation in our country.
The Master in Corporate and Strategic Communication is aimed at university graduates of any speciality.
For people who are starting their professional career or who want to reorient it towards this area, the master's offers a path for specialization, and expansion of knowledge and skills of great utility to join the world of corporate communication.
For professionals from institutions or companies, the program is a key opportunity to update skills and systematize the acquired experience that will place them at an optimal point to boost their career.
UPF Barcelona School of Management has EQUIS accreditation, the most prestigious institutional recognition for business schools globally, and places itself among the top business schools in the world.
The master brings together students with degrees mainly in Communication, Journalism, Advertising, Marketing, and Public Relations. However, it is open to multiple studies and there are also students from Law, Political Science, Philology, and Business Administration, among others.
The master has an international reputation and welcomes participants from more than 12 countries.
The Master in Corporate and Strategic Communication is a professionalizing master's degree. It has a teaching staff made up of professionals who are, in turn, experienced teachers who share their knowledge and valuable reflections, the result of many years of practice.
The Master's Final Project and its defence before a committee is one of the pillars of the program's evaluation system. The assignments and activities (individual or team) that are commissioned in the different subjects, multiple choice exams, and class attendance are also used.
- Communication and Strategy Department
- Public/External Relations Department
- Institutional Relations Department
- Internal Communication Department
- Head of Communication and Strategic Projects
- Head of Press Office/Relations with the Media
- Head of digital projects
- Community Manager
The Master in Corporate and Strategic Communication has an eminently practical approach and is aimed at promoting active learning.
The teachers are active professionals with extensive teaching experience that guarantees a high level of teaching. It also has, on an occasional basis, guests and experts who will provide you with complementary views from different fields and sectors.
During the course the exposition is combined with case methods, presentations made by students, role plays, and workshops.
Corporate communication represents a pillar of organizations, with a transversal role that affects corporate identity, stories, reputation, and people. The Master in Corporate and Strategic Communication, a program designed for an international audience, prepares people who have to manage and lead communication strategies in an exciting and constantly changing environment.
- Daniel Ayuso
Partner and creative director at Clase BCN Comunicació. Bachelor of Arts in Design from the Winchester School of Arts at Southampton University. Professor at Elisava. Former president of the ADG at FAD. - Belén Badia
Chief People & Culture Officer at Uriach, with responsibility for the global management of People, Communication and IT.
Degree in Psychology from the University of Barcelona. Master in European Training at the Polytechnic University of Catalonia, Executive in People Management at ESADE and PDG at IESE, ESADE-CEOE Senior Management Program for Women. - Josep Maria Brugués
Consultant specialized in corporate and crisis communications. He holds a degree in Information Sciences from the Universidad Autónoma de Barcelona and a postgraduate degree in Public Relations from the University of Washington at Seattle (USA). He has been Director of Communication at Roche Diagnostics, University of Girona, Blanquerna Communication Faculty, BBDO Group and Port Aventura. - Santiago Cabrera
Founder and CEO of Solo Advertising.
Degree in Information Sciences from the Universidad Autónoma de Barcelona. Master in Marketing from ESADE (1988). - Joan Còdol
General Manager of Projects and Events at Grupo Focus. - Anna Diloy
Director of Tinkle Consultants Barcelona. Degree in Journalism from Pompeu Fabra University. - Gisela Enseñat
Office of External Relations and Protocol of the President’s Office of the Generalitat of Catalonia - Ariel Guersenzvaig
Independent consultant. PhD in Design Theory from the School of Management and Law at Southampton University. Head of the Graphic and Interactive Design Area at Elisava School of Design and Engineering. Director of the Master in Design and Project Management for Internet at Elisava. - Samanta Júdez
General Manager DDB Barcelona.
Degree in Advertising from the Autonomous University of Barcelona. Professor of Communication at the University of Barcelona. Former head of Advertising Research at Ipsos. Master in Internet Business and PDG by IESE. - Aurora Masip
Journalist and communications consultant.
Degree in Journalism from Pompeu Fabra University. Former Director of Communications at the Blood and Tissue Bank. Former spokesperson for the Government of the Generalitat de Catalunya. - Jordi Mateu
Founding partner and CEO of Summa. Degree in Business Administration and MBA from ESADE and degree in Services & Cultural Industries Management from IESE. - Mich Micenmacher
Communication consultant and professor at Elisava. - Eric Mottard
Co-founder and CEO of the Eventoplus Group. - Ana Palencia
Director of Communication and Sustainability at Unilever. - Ferran Pastor
Public relations manager of Futbol Club Barcelona. - Eva Pedrol
Senior Director at LLYC Barcelona, where she leads the area of Corporate Communication and Crisis and Risks.
Master in Communication Management from UPF-Barcelona School of Management. She has worked at the EFE news agency and at the UNICEF Regional Office for Latin America and the Caribbean. - Víctor Puig
Founder and director of the online marketing and communications agency Zinkdo Digital and Vice President of Consultancy & Content Services at Adsmurai.
He holds a degree in Information Sciences from the Universidad Autónoma de Barcelona and a European Master in Interactive Communication, Telecommunications and Multimedia from the same university. - Ferran Ramon-Cortés
Director of the 5 Fars Institute of Communication. MBA from ESADE. Specialist in interpersonal communication and writer. - Genís Roca
Expert in digital transformation in organizations, digital strategy and environmental analysis. Archaeologist specialized in Lower Paleolithic and MBA from ESADE. Director of the Postgraduate in Digital Transformation of Organizations at UPF-Barcelona School of Management. He has been general director of Infonomia and, previously, he was in charge of the internet area of the Universidad Oberta de Cataluña. - Joaquim Romañach
Technical Director of Institutional Events and Protocol at the Barcelona City Council. - Núria Rodríguez
Head of External Relations and Protocol of the Department of Research and Universities of the Generalitat de Catalunya. - Anna Sánchez
Director of the brand's area in Atrevia. Bachelor in Information Sciences from the University of Barcelona. - Álex Santos
Director of Communications at FC Barcelona. - Pilar Yépez
Partner and executive creative director at ÚbicaBelow, an agency specializing in digital marketing and communication. Degree in Advertising and Public Relations from the University of Seville. Professor at ICEMD.
Master in Corporate and Strategic Communication
