Universitat Internacional de Catalunya

Institutional Communication

Institutional Communication
6
8532
2
Second semester
OB
Creación
Comunicación Institucional
Main language of instruction: Spanish

Other languages of instruction: Catalan, English

Teaching staff


Dra. BUIL GAZOL, Pilar - pbuil@uic.es

Office hours are  Tuesday 12.00 a 13.00 h.

Introduction

After 1945, corporate communication was consolidated in the United States as a professional activity in the information market, but this does not mean that it reached its final shape. In Europe, because of the cultural diversity that characterised it and the fact that not all nations lived under the same system of government in the twentieth century, institutional communication reached different levels of development and knowledge. However, at present, we can say that any institution, either public and private, seeking a certain permanence in time, has the figure of director of communication to convey its mission and corporate identity.

Pre-course requirements

No pre-course requirements are needed to enrol in this subject

Objectives

Master the communication strategy.

Understand the different steps in corporate communication programs.

Learn to use corporate communication tools.

Learn to use main institutional communication techniques.

Reflect on how institutions practice communication

Competences/Learning outcomes of the degree programme

  • 08 - The ability to organise time and workspace
  • 09 - Lingustic ability in Catalan, Spanish and English
  • 10 - The ability to develop an ethical attitude
  • 11 - The ability to make judgments and well-argued critical assessments
  • 77 - The ability and capacity to take responsibility for the communication area of an organisation
  • 78 - The ability and capacity to establish a plan of communication
  • 82 - The ability to define and manage a communication budget
  • 95 - The ability for economic and budgetary management in the field of activity

Learning outcomes of the subject

Study the principles applied in corporate communication.

Understand the principles of corporate culture.

Master the communication strategy.

Manage corporate communications programs.

Syllabus

1. Fonaments de la comunicació institucional.

2. Communication plan.

3. Programme and techniques

3.1. Employee communication

3.2. Crisis communication management

Teaching and learning activities

In person



TRAINING ACTIVITYECTS CREDITS
Lectures. In lectures, lecturers/professors not only transmit content or knowledge, but also, and above all else, attitudes, motivation, skills and values, etc. They also ensure that participants can express their opinions and arguments to the other students.
2,0
Practical workshop. A highly practical working activity, where students can acquire skills that are practical or also theoretical (intellectual skills, logical skills, critical skills, intellectual learning skills, study skills, quoting skills, etc).
1,2
Coaching. Monitoring how students learn the content of the subject, either individually or in groups. In the coaching sessions, mistakes will be corrected, queries answered, and exercises and activities to achieve the established objectives will be suggested.
1,0
Meeting Point. Meetings will be organised with notable people from the professional and scientific fields or the international field, and students. These sessions will take the form of conferences, work sessions, discussions, or interviews, etc.
0,6
Seminar. This activity will consist of taking an in-depth look at specific up-to-date topics in a monographic manner-in some cases these topics will have been debated socially-, via active work in small groups.
1,2

Evaluation systems and criteria

In person



 

1st and 2nd call:

40% Test. The test grade must be equal or greater than 5 in order to be eligible to calculate the final grade

60% Exercices (20% ejercicios de "focused praxis" y 40% presentación del plan de comunicación).

 

3rd, 4th or 5th call:

100% Test.

In all evaluation activities, the spelling and plagiarism regulations of the Faculty will be applied.

 

 

Bibliography and resources

Bibliografía Obligatoria:

ARGENTI, P. (2014). Comunicación estratégica y su contribución a la reputación, Biblioteca Corporate Excellence, LID Editorial. Capitulo 1

Buil, P, "La comunicación en tiempos de crisis", en Roger, O. y Buil, P. Manual de Comunicación Ambiental, Eunsa, Pamplona, 2014.

SOTELO, C. (2001), Introducción a la comunicación institucional. Ariel. Barcelona, Capítulo 1: "Delimitación conceptual".

Gregory, Anne y Willis, Paul (2019). Liderazgo estratégico y gestión de la comunicación. Ed. Eunsa.

Podéis encontrar estos materiales en la Biblioteca de la UIC.

Bibliografía Recomendada:

  • ARGENTI, P. (2014). Comunicación estratégica y su contribución a la reputación.

  • AUSTIN, E. y PINKLETON, B. (2003). Strategic public relations management. Planning and managing effective communication programs. Ed. Lawrence Erlbaum Associates. 

  • CORNELISSEN, J. (2011). Corporate Communication. A Guide to Theory and Practice. London: Sage. 

  • LOSADA, J.C. Gestión de la comunicación en las organizaciones, E. Ariel, 2004.

  • Informes anuales:

 European Communication Monitor:  http://www.communicationmonitor.eu/

 

Teaching and learning material


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