Master in Corporate & Digital Communication

• Ethics and Corporate Social Responsibility.
• Ethical quality in organizations: purposes and resources of organizations with ethical quality.
• What is the organization responsible for? Ethical legitimacy
• Who is the organization responsible to?
• How to act with Social Responsibility: Ethical social action.
• Ethics in organizations: Building trust.
• Communication as a tool: Persuading versus convincing and manipulating.
• Work teams. Effective formation and leadership of work teams.
• Motivating people and teams. The ethical dimension of motivation.
• Commitment in organizations with ethical quality.
• Parameters of ethical behaviour in the new Human Resources Management.
• Empowerment.
• Coaching as an imaging creating tool.
• Creating a culture and working atmosphere focused on ethics and CSR.
• Occupational wellbeing and healthy organizations.
• Personal brand development and own career management.
• Time management.
• Project presentation and meeting management.

• Corporate governance, social responsibility and sustainability.
• Compliance management.
• Good governance systems.
• Profitability of ethic behaviour for companies.
• Identifying responsible economic management criteria for the business.
• The value of intangibles.
• Branding and positioning.
• Strategic design for innovation.
• Social responsibility and social business innovation.
• The impact of CSR on competitive strategies.
• The impact of CSR on corporate strategies.
• Social and environmental commitment and decisions regarding growth, diversification and restructuring.
• Defining target markets, differentiation and positioning goals. Marketing planning and strategies and strategic product decisions.
• Reasons to research for a CSR perspective.
• Detecting opportunities and threats related to CSR.
• Emerging markets in terms of sustainability.
• Blue oceans: redefining market borders.
• Competitive intelligence tools for market analysis.

• Traditional and digital marketing strategy and planning.
• Marketing and ethical conduct: Regulation and self-regulation.
• Principles and regulations for responsible marketing.
• Responsible consumption.
• Corporate culture and marketing. Ethical principles and marketing.
• Background of corporate reputation.
• Reputation analysis in organizations.
• Identifying, gathering, analysing and evaluating key reputation factors.
• Strategic reputational plan.
• Identifying, evaluating and weighting key reputation elements.
• Formulation of the reputational vision, mission and objectives, based on the prioritization and relationships with the stakeholders.
• Choosing the way to approach and manage reputation.
• Planning actions based on optimizing available resources with the aim of enhancing the efficacy and efficiency of reputation management.
• Identifying, gathering, analysing and weighting internal reputation variables.
• Internal reputation plan.
• Reputational risk prevention.
• Identifying points of uncertainty regarding weaknesses or potential threats in relation to reputation.
• Weighted scoring of reputational risk.
• Strategies for managing and mitigating reputational risk.
• The role and degree of involvement of all the resources available for the organization.
• Reputation metrics.
• Reputation dashboard.
• Reputation audits.
• Reputation rankings.

• Fundamental foundations of the brand. Difference with the product.
• Brand dimensioning. Values, attributes and personality.
• Brand equity.
• The brand construction and management process: Branding.
• Corporate communication guidelines: Corporate image and identity.
• The corporate identity charter. Brand identity versus brand image.
• Corporate identity, strategic positioning and reputation.
• Corporate image audiences.
• Corporate identity management guidelines.
• Foundations of naming and briefing.
• Corporate visual identity: Logos and isotypes.
• Visual identity and style guide.
• Brand strategies.
• Co-branding. Tools for boosting positioning between two brands.
• Emotional branding and brand experiences.
• Brand ambassadors.
• Corporate image auditing.
• Coolhunting and trends applied to the corporate image.
• Corporate image consultancy.
• The image consultant as an events organizer.
• Aligning the personal brand and the corporate identity
• Registering trade marks and legal effects.

• Types and models of organizational culture.
• Influence of the culture on value creation in the company.
• Corporate culture, talent attraction and retention.
• Corporate volunteering and pride of belonging.
• Wearing the company t-shirt: Employee identification.
• Corporate culture and brand management.
• Employees as brand champions.
• Construction of the corporate culture.
• Developing the mission, vision and values.
• The relationship between values, decisions and behaviours.
• Personal and corporate values: alignment and conflict.
• Identifying core values.
• From values to commitment.
• Managing cultural differences.
• Committed companies and organizational learning.
• Negotiation and cultural conflict resolution.
• Engagement in work.
• Elements that harm wellbeing in the workplace. Toxic organizations.
• Occupational health and safety.
• Occupational stress, aggression in the workplace and psychological bullying.
• Burnout syndrome.
• Workaholism and the mental workload.
• Occupational clinical psychology.
• The American Psychological Association’s Psychologically Healthy Workplace Program.
• Organizational tools for achieving organizational health.
• Psychosocial risk assessment as a management tool.
• Occupational risk prevention policy. Certification systems.
• Proposals for intervention on the decisive aspects of occupational quality of life in organizations.
• Work-life balance policies and structures.
• Stress reduction programs.
• Equal opportunity and non-discrimination programs for gender or other reasons.
• Positive tools for building healthy organizations. Appreciative inquiry. Resilience and occupational health.
• Cultural change plans.
• Cultural change management models.
• Internal branding. Strategies for boosting employer loyalty.
• Internal branding strategy planning.
• Auditing the culture and internal branding

• The four basic pillars of communication.
• The role of the communication manager.
• The Director of Communication (DIRCOM)
• The role of the organization’s spokesperson.
• Creativity and message strategy.
• Storytelling management
• Creating an audience map.
• Creating the communication plan.

• Planning a media strategy.
• Negotiation and media buying.
• Key factors of strategic on/off planning.
• External communication instruments.
• Internal communication instruments.
• Offline and online communication tools.
• Social briefing.
• Communication 2.0. Social media.
• Alternative communication. Buzz marketing, cross marketing and street marketing.
• Crisis communication. Pre-crisis management. Mid-crisis communication.
• Commercial and promotional strategies.
• Contracting advertising in industrial markets.
• Digitization, interactivity and audience fragmentation. Smart television.
• Conditioning factors of advertising efficacy. Measuring the return on investment.
• Legislation.
• The public relations program. Events organization.
• Personal communication techniques. Public speaking.

• Online communication strategy.
• Community Manager: Functions and tools.
• Social media strategy.
• Corporate blog strategy.
• New media strategy. Mobile marketing.
• Internet marketing: viral marketing, social marketing and geolocation marketing.
• Search engine positioning: Display, SEO, SEM and SMO.
• Web monitoring tools. Social monitoring tools.
• Web and social media analytics platforms and tools. Blog analytics.
• Online reporting. Dashboard and KPIs

• Stakeholder dialogue.
• Stakeholder identification and relation methodologies.
• Selecting the best tools for each stakeholder.
• Guiding principles for stakeholder relations.
• Description, understanding and prioritization of stakeholders.
• Identifying key issues.
• Consumer communication: positioning and generating loyalty.
• Employee communication. Internal communication plan.
• Institutional communication. Media relations management.
• Institutional relations, events and protocol. Organizing public events.
• Introduction to the concepts of lobbying and public affairs.
• Community relations. Licence to operate.
• Local and international development.
• Investor relations. Trust management.
• Reaching stakeholders through sponsorship, patronage and philanthropy.

• CSR development.
• Concept of CSR and related terms.
• Foundations and principles of CSR. Applicable regulatory and legislative framework.
• Benefits and risks of CSR.
• Strategic and tactical integration of CSR in the company.
• Opinion-leading bodies in the field of CSR.
• CSR management systems.
• Main CSR standards and directives.
• CSR regulations and codes of conduct: Accountability (AA1000), standard SA8000, Global Reporting Initiative (GRI), standard SGE 21, ISO 26000, Aenor’s IQNET SR 10. SA 8000, Global Compact

• Dimensions of CSR
• The social dimension of CSR
• New ways of generating loyalty: equality and work-life balance plans, professional development plans.
• Diversity and equality management.
• Work-life balance plans.
• Fair operating practices.
• Respecting human rights.
• The economic dimension of CSR.
• Socially responsible investment. Sustainable finance. Ethical banking. Microfinancing.
• Supply chain management from a sustainability perspective.
• Quality management systems.
• Occupational health and safety.
• Green economy and reverse logistics.
• Environmental responsibility and sustainability.
• System standardization and certification.
• Integrated quality, environmental and occupational risk prevention systems.

• Social auditing.
• Corporate diplomacy: Professional profile and implementation.
• Legal and regulatory framework of non-financial information.
• Non-financial information reporting standards.
• Integration of financial and non-financial information.
• Corporate responsibility communication plan.
• The brand reputation code.
• Current reporting as part of the corporate information system.
• Environmental reports and certifications.
• Communicating sustainability.
• The process of drafting a sustainability report in line with GRI.
• The G4 standard and the transition towards the SRS (Sustainability Reporting Standards).
• Sustainability reports.
• The non-financial balance sheet.
• The Transparency and Access to Public Information Act.
• Governance and accountability in public administrations.

• The world 3.0. Companies responding to the challenge of the digital economy.
• Key-trends in e-marketing.
• Online reputation structure and determining factors.
• Construction and destruction of the online reputation,
• Customer-oriented management: Using Customer Relationship Management (CRM) to create value.
• Branding and positioning on search engines and social media.
• Introduction to Online Reputation Management (ORM).
• Types/classification of online reputation.
• Agents, tools and platforms involved in and influencing online reputation.
• Formats and media.
• User-Generated Content (UGC)/Consumer-Generated Media (CGM).
• Types of user.
• Evaluating the message and level of impact.
• Extension: scope of impact, speed.
• Online Reputation Management techniques and tools.

Master’s Thesis – 15 ECTS