Description. This 15-month, part-time program is designed to permit professionals to earn their degree online while continuing to work. The program combines online sessions with face-to-face sessions in Madrid spread over the duration of the program. The program is divided into three terms that focus on developing a range of key competencies, including Corporate Business and Management, Strategic Communication and Marketing, Communication and Marketing Plans, and Tools and Skills for Communication and Marketing. The skills gained through the program range from branding and corporate identity to digital marketing to measuring intangibles and KPIs. The program culminates in a final project where you’ll devise a solution to a communications dilemma faced by a real-world company.
TERMS. First term. 6 months. Entrepreneurship. Entrepreneurship is at the heart of changemaking and is the art of business. This course will provide you with the knowledge and skills needed to capitalize on your creativity and set up a successful business venture. This course addresses how to gather the resources needed to convert opportunities into businesses, and how to team up with others to establish a business plan and work toward a common objective. You will learn to recognize opportunities, understand the perspectives of various stakeholders, troubleshoot, lead a team, and write and present a business plan—all key components to success in the entrepreneurial process.. Branding. While manufacturing processes can be duplicated, the beliefs, attitudes, and emotions linked to brands cannot. Understanding how to build a brand is fundamental to the creation of a distinctive identity for a company. This course focuses on branding and identity management and examines how managers can increase consumer connection and marketers can develop consistent strategies by studying consumers’ behaviors and profiles. Students will learn to build powerful brands based on three all-important branding points: (a) building brand equity, (b) measuring brand equity, and (c) capitalizing brand equity. By the end of the course, you will have better marketing knowledge from a brand-equity perspective.. Building a Strategic Marketing Plan. Strategic marketing aims to develop effective marketing plans that detect opportunities, drive growth, and sustain business while respecting limited budgets. This course will familiarize students with traditional and contemporary marketing concepts and tools through discussions, case analyses, and a final case study exam. The course aims to provide students with an introduction to marketing fundamentals, including the current market landscape; marketing planning and strategy; market research and consumer behavior; market segmentation, positioning, and brand strategies; the customer journey; product planning, new product development, and product life cycles; pricing strategies and implementation; omnichannel strategies; and advertising and media strategies, including digital marketing.. Business Strategy. This course is an introduction to strategy that will provide you with a thorough, practical understanding of the issues underlying value generation in business. During the course, you will become familiar with the realities of general strategic management and various models, theories and tools to effectively analyze complex, competitive situations and make decisions that increase a firm’s competitive standing and its adaptability to current and future market situations. Through discussion of cases and current articles, the course focuses on strategic analysis and building competitive advantage at both the business and corporate levels.. GLOBAL MARKETS, BUSINESS AND MEDIA. Globalization is one of the most controversial phenomena of modernity. The aim of this course is to examine globalization from every angle, addressing its many economic, political, cultural, and social perspectives both independently and in conjunction with one another. In this course, you will fine-tune your understanding of how globalization is manifested in different societal domains. You will address the challenges and conflicts it has unleashed, media coverage of globalization and distinct socioeconomic and political angles, and the difficulties you may encounter in your professional life when building a communication framework that addresses burning globalization issues.. DIGITAL TRANSFORMATION AND AI. The marketing and communication function has been widely disrupted by the arrival of the Internet. New digital habits, data points, customer journeys, business models and how the marketing department operates. Digital Transformation overview. The Digital Customer Journey. New Digital Business Models. Digital Teams and Innovation. Technology trends. Martech stack. Innovation in Communication.. Reputation Management. Corporate reputation is one of the most valuable intangible resources of any organization, and reputation management, or aligning the perceptions and expectations of various stakeholders with the organization’s identity, has become a hugely important task. The aim of this course is to introduce students to the concept of corporate reputation and the ways in which reputations can be effectively managed. Students will learn theoretical concepts and apply them to real-life cases featuring a variety of organizations. The course will be taught through video sessions, virtual forums, and lectures. All sessions will be highly interactive, with students participating in classroom and online-forum discussions, case work, and group presentations.. FINANCE FOR COMMUNICATORS AND MARKETEERS. Financial Fundamentals examines the process through which relevant financial information concerning an economic entity is communicated to different parties (stockholders, creditors, tax authorities, investors, internal staff, etc.). Financial Fundamentals aims to provide the necessary knowledge to negotiate with finance departments, with a focus on marketing and communications expenses.. Digital Strategy. Marketing and communications have changed. More than 50% of marketing expenditure is now invested in digital channels and marketers are now forced to establish a consistent digital marketing strategy to reach the new digital consumer. Digital Marketing & Comms overview. User Experience (UX) vs. User Interface Design (UI). UX Research and Co-creation. Introduction to Design Thinking. Digital Media (earned, owned, paid) eCommerce.. MEDIA RELATIONS AND TRAINING. In today’s world, understanding how to communicate successfully and navigate a range of different media is extremely important. Whether for their own internal media channels or for a critical public interview, companies, organizations, and institutions need to establish strong strategies for handling the communication life cycle from planning to performance. This course introduces students to the fascinating world of crafting and communicating messages in the most effective way. Taking place over two days in the Media Lab in Segovia, it’s a practical, hands-on training workshop that’s designed to give students an introduction to producing a well-crafted message and delivering it in front of camera.. TEAM MANAGEMENT (I). In today’s world, understanding how to communicate successfully and navigate a range of different media is extremely important. Whether for their own internal media channels or for a critical public interview, companies, organizations, and institutions need to establish strong strategies for handling the communication life cycle from planning to performance. This course introduces students to the fascinating world of crafting and communicating messages in the most effective way. Taking place over two days in the Media Lab in Segovia, it’s a practical, hands-on training workshop that’s designed to give students an introduction to producing a well-crafted message and delivering it in front of camera.. Management & Leadership Skills. In today’s world, understanding how to communicate successfully and navigate a range of different media is extremely important. Whether for their own internal media channels or for a critical public interview, companies, organizations, and institutions need to establish strong strategies for handling the communication life cycle from planning to performance. This course introduces students to the fascinating world of crafting and communicating messages in the most effective way. Taking place over two days in the Media Lab in Segovia, it’s a practical, hands-on training workshop that’s designed to give students an introduction to producing a well-crafted message and delivering it in front of camera.. Second term. 5 months. BEHAVIORAL SCIENCE AND CUSTOMER INSIGHTS. This course addresses how to achieve consumer-driven business growth and combines elements of consumer behavior, market research, and applications of brand strategy and communications. Consumer behavior, attitudes, and ways of thinking are key to marketing. To drive business growth, you must discover what your customers think and do, as well as the most efficient ways to influence them. To accomplish this, it is important to first understand how and why your customers think rationally or irrationally and the different ways into their minds. Previous knowledge of strategic consumer insights/market research as applied to business growth is desirable but not compulsory.. Integrated Marketing Communication. This course aims to develop students' understanding of the practice of integrated marketing communication strategic development, and provide them with the tools to plan and develop integrated communication strategies, allowing for appropriate measurement and evaluation techniques to validate strategic and creative ideas. You will gain generic and transversal skills, including: Analysis and synthesis Problem-solving Applying analysis of problems and professional criteria based on the use of technical tools Motivation for quality and rigorous work Creativity, initiative, and enterprising spirit Interdisciplinary teamwork. Branded Content Strategy. Brands as powerful content producers are the new normal. Creating awareness and engaging audiences and communities go far beyond traditional advertising. From advertising to branded content B2B content marketing Brand and corporate communication editorial plans Integrated Marketing Communications Platforms & Formats. Customer Experience. In a changing technological customer landscape, we have to understand why great Customer Experience is critical to business survival and growth. The world of design has introduced new techniques to evaluate and improve the whole customer experience. The new Customer Journey CX and Omnichannel Strategy Loyalty and Customer Service CRO Buyer Personas and Journey Maps. SUSTAINABILITY IN MARKETING AND COMMUNICATION. Corporations are increasingly redefining their business strategies to embrace environmental and social issues. These efforts range from mainstream corporate social responsibility (CSR) actions to more business-related initiatives, such as reducing energy use in operations or supporting local producers. This course unites strategic direction, business, and society to both increase your awareness of ethical and social issues and dilemmas in decision-making and develop your skills to implement integrated CSR strategies with a long-term impact. You will be equipped to manage stakeholders’ expectations and understand the transformation of corporate responses, from peripheral activities and philanthropy to more strategic forms of CSR and creating shared value (CSV).. Communication & Brand Consulting. This course is comprised of lectures and practice regarding communication and branding. The lectures, in the form of presentations, outline key branding and communication consulting concepts, tools, and frameworks, bringing them to life with a wide array of real-world examples. The practices complement the lectures and offer you the opportunity to actively apply the concepts presented in the lectures (as well as in the reading materials) and to develop your own understanding of how to address branding and communication issues.. PAID, OWNED AND EARNED MEDIA. This course addresses the complexity of modern media buying, teaching you to integrate online and offline media for effective omnichannel messaging while optimizing reach and ad spending. You will learn about audience profiling and segmentation, paid media planning, and various media channels, including TV, radio, print, digital networks, display and programmatic advertising, SEM, paid social media, and platforms like YouTube, streaming, podcasting, video gaming, and affiliation. Additionally, the course explores the transformation of traditional media planning due to social media and influencer marketing. You will gain insights into owned and earned media, covering digital product and web design, inbound marketing, CRM and marketing automation, social media management, user-generated content, brand advocacy, brand communities, and influencer marketing.. Team Management (II). In today’s world, understanding how to communicate successfully and navigate a range of different media is extremely important. Whether for their own internal media channels or for a critical public interview, companies, organizations, and institutions need to establish strong strategies for handling the communication life cycle from planning to performance. This course introduces students to the fascinating world of crafting and communicating messages in the most effective way. Taking place over two days in the Media Lab in Segovia, it’s a practical, hands-on training workshop that’s designed to give students an introduction to producing a well-crafted message and delivering it in front of camera.. Internal Communication and Change Management. In our modern, fast-paced and complex global economy, organizations of all sizes must keep moving to survive while facing challenges triggered by change. With increased knowledge of change dynamics, managers can help individuals develop the resources and tools needed to prepare for and undergo change, while facilitating inter-departmental communication. This course focuses on developing a better understanding of the challenges, techniques and successes associated with internal communication. As well as exploring what internal communication is, you will explore: Its conceptualization Its organization and practice Its role in transformation, such as restructuring Its operations across borders in regionalization and globalization contexts. Data Visualization. Master the art of presenting complex marketing data through intuitive visual narratives in this Data Visualization course. Students will learn to employ advanced tools to translate marketing metrics into actionable insights and to design compelling visualizations that inform strategic decisions and convey stories effectively to stakeholders.. DISRUPTIVE MARTECH AND AI. This course dives into the necessity for strategic, organizational, and technological synergy in modern marketing channels to address the complexities of today's highly connected consumer base and competitive landscape. Students will delve into the nuances of various marketing channels, learning to harmonize digital and traditional marketing strategies within a business's overarching plan. The curriculum emphasizes: Mastery of distinct characteristics inherent to each digital marketing channel. Strategic integration of all channels for cohesive organizational marketing efforts. Evaluation of the creative, technological, and staffing demands tied to channel management. Proficiency in data analytics for assessing the impact and effectiveness of marketing campaigns. Development of cutting-edge marketing strategies tailored to specific business scenarios, leveraging the latest industry trends.. Storytelling For Brands. This course will introduce students to the world of visual storytelling for effective communication in a business context. Visuals are the language of the 21st century. Today, individuals, institutions and corporations communicate, think and represent reality largely through visual content. With the advent of digital media and new mobile technologies, the role of visuals in our lives is changing and increasing like never before. The traditional boundaries between media are becoming blurred, and the visual communication marketplace is evolving at an incredible pace. Mastering the visual language and developing the ability to read and write with images and sounds have become essential skills, because images powerfully inform, inspire and persuade. Through stories, we transform information into something meaningful and compelling to our audiences, engaging them and building deep relationships.. MANAGEMENT & LEADERSHIP SKILLS II. In today’s world, understanding how to communicate successfully and navigate a range of different media is extremely important. Whether for their own internal media channels or for a critical public interview, companies, organizations, and institutions need to establish strong strategies for handling the communication life cycle from planning to performance. This course introduces students to the fascinating world of crafting and communicating messages in the most effective way. Taking place over two days in the Media Lab in Segovia, it’s a practical, hands-on training workshop that’s designed to give students an introduction to producing a well-crafted message and delivering it in front of camera.. THIRD term. 4 months. Issues, Crisis and Stakeholder Management. The way leaders behave in a crisis helps determine whether they are effective managers. For this reason, crisis management and prevention is now seen as an invaluable leadership skill across all industries. This course acts as a masterclass into standing out as any first-class corporate communications professional. You will be able to intervene before a crisis arises (issues management) as well as during a crisis (crisis management) by learning to: • Develop strategies for issues management • Develop contingency plans • Manage strategic communication with the press or on social media. Communication Planning, Measuring Intangibles and KPIs. Measurement is a key element in corporate communication, with methods and models for program evaluation dominating the area. As a result, communicators focus on evaluating the outcomes of communication programs, rather than trying to translate communication results into performance measurement. This course will introduce you to various strategic communication-management best practices, frameworks and concepts. You will also learn to: Analyze a context performance management framework (CPM) to show the impact of communication on organizational performance Use core concepts of program evaluation applied to communication, and then focus on intangible communicative capital Develop a CPM framework, while analyzing case studies Learn to build proper communication plans to make results actionable. Ethics & Corporate Governance. This course will dive into a variety of topics and theories related to governance. These include: Introduction to Business Ethics Concerns and Wicked Problems Theories of Justice for Organization Utilitarianism, Fairness, Communitarianism Equality, Diversity and Inclusion in Organizations Business Ethics for the 21st Century: technology and freedom. Non-market Strategy and Public Affairs. Businesses operate in both a market and non-market environment, which consists of political and regulatory forces. Following the global financial crisis, there was increased government intervention and market regulation. Alongside globalizing markets and increased public scrutiny, this has created an increasingly challenging landscape where professional management of the non-market environment is crucial for the sustainability of any business. This course examines public policy and the regulatory factors that shape a company’s non-market environment. You will: Analyze these factors to design successful strategies Look at the everyday challenges that public affairs professionals face Discover the various techniques and tools used to overcome these challenges Be able to design public affairs strategies which can be implemented in the relevant political context. Strategic Sponsoring and Partnership Management. In this course you will explore the basic principles of corporate sponsorship and partnership management. You will learn how to develop different approaches to plan, negotiate and manage relations, while maintaining a focus on critical thinking. Some of these approaches include ambush marketing, product and message placements and buy-in sponsorships, to name a few. Other topics that you will discover in this course include: The role of persuasion in corporate sponsorship in rhetorical and scientific perspectives Theoretical and ethical aspects of sponsorship, with a focus on social influence and compliance gaining Social media as a form of influence Grassroots movements Traditional forms of partnership and sponsorship Key strategies across different areas including sports, entertainments and social causes. Data Strategy and Digital Analytics. Data is the new oil. And data-driven marketing is the new marketing. Data capture, storage and analysis becomes critical to understand user behaviour and deploy the right tactics to increase marketing ROI. From data lakes to web analytics. The data value chain Attribution models Data lakes Digital (web, app) Analytics. Performance-based Marketing and Communication. Integrating activities at both ends (top and bottom) of the funnel is relevant to the marketing and comms function. Results driven marketing has become imperative. Understanding the last click before buying, and how to combine content, usability and media buying to optimise the rate of sales conversion. Pay Per Click (PPC) Search Engine Optimisation (SEO) Conversion Rate Optimization (CRO) eCommerce and Direct to Consumer strategies. CUSTOMER ENGAGEMENT AND LOYALTY PROGRAMS. The Loyalty Programs course delves into creating and managing effective customer loyalty strategies that foster long-term relationships and brand commitment. Students will explore psychological principles behind loyalty, analyze successful program structures, and learn how to leverage data to personalize rewards, ultimately aiming to boost customer lifetime value and brand advocacy.. SALES MANAGEMENT AND BUSINESS DEVELOPMENT
Final Project. The objective of the final project is for students to put their skills and learning into practice. They will dive deeper into corporate and marketing communication by working as a team to design a strategy to overcome a real-life corporate communication challenge. By applying the knowledge they have acquired throughout the course, they will be able to: Develop project management skills Improve their teamwork and decision-making abilities Build upon their planning and evaluation skills Produce clear presentations and reports Display in-depth knowledge of managing multi-stakeholder communication Develop strategic and client-oriented consulting skills
