Master in Corporate and Strategic Communication

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 prepares people who have to manage and lead communication strategies in an exciting and constantly changing environment.

  • Corporate Communication
  • Strategic Communication
  • Digital Communication
Next edition
Classes start
01 October, 2021
Program ends
02 July, 2022 (To be confirmed)
Schedule
Friday from 4 pm to 9 pm and Saturdays from 9 am to 2 pm. Starting in February, also on Thursdays from 6.30 pm to 9 pm.
Language
Spanish
Modality
On-campus&Live
ECTS credits
60
Price
9900 €

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 course 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.

 

Why choose this program

01

Consolidated path

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.

02

100% professionalizing program

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.

03

Project based on real communication challenges

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.

04

Professional internship program

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.

Who is it for?

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.

Admission and enrolment

Curriculum

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.

Module 1: Corporate Communication

Marketing and research techniques
Marketing and branding policies
Analysis of the environment: change and uncertainty
Business branding process in the digital economy
Advertising management
Research techniques in corporate communication
Communication plan
The context of corporate communication
Innovation and communication
Methodology and production process
Strategic Communication Canvas
Strategic agenda
Results measurement: KPI (Key Performance Indicator)
Strategy and content creation
Stakeholders, audiences, and messages
Projection in the media
Story construction: storytelling
Content Marketing, Branded Content and Brand Journalism
Dissemination and viralization
Internal communication
Descending, ascending, horizontal, and informal communication
Components and instruments of internal communication
The internal communication plan
Crisis communication
Perceptions, realities, and crisis
Vulnerabilities, characteristics of crises, and audiences
Strategy, tactics, and methodology for facing a crisis
The crisis plan and manual
The spokesperson in crisis situations
The role of the media
Online crises
Digital strategies and tools
The new digital communication paradigm
The social networks of corporations
The Social Media Plan
Multimedia networks and professional networks
From metrics to indicators
Social and ethical commitment
The 2030 Agenda and Sustainable Development Goals
CSR in the organization
Initiatives and standards for communication in CSR
Ethics in corporate communication
Reputation, credibility, and social licence
Events and protocol
Organization and management of events
Key points to innovate and impact with events
Personal image and company image
Rules of protocol and ceremonies
Impactful public presentations
Voice and oral expression techniques
Characteristics and functions of the spokesperson. Public speaking resources
The spokesperson in audiovisual media
Verbal, vocal (paralanguage), and non-verbal communication
Information presentation methodology
Graphic and presentation support resources
Key points and principles for impact presentations

Module 2: Strategic Communication

Communication management
Profile and functions of the communication director
Goals, organization, tasks, and values
Brand strategy and corporate identity
Identity and naming
Visual language
Identity manuals
Context and paradigm shifts
Brand Equity Management
How to form a brand strategy
Purpose and personality
Strategic direction
Strategic decisions
Innovation, consistency, and belonging
Strategy and personal skills
Reinventing strategy
Marketing, reputation, and digital identity
Reputation and visibility analysis
Digital brand identity
Online advertising and planning: web and social networks
Social networks, community management, and engagement
Measurement and monitoring
Interpersonal, professional, and media communication
Communication as a managerial skill
Interpersonal communication
Verbal, vocal (paralanguage), and non-verbal communication
Rhetoric
Improvisation
Influence and persuasion processes
Creativity, storytelling, and construction of the story
Creativity techniques
Creativity as a tactical instrument
Individual creativity
Visual thinking. Viewing content
The art of media noise
Discourse construction
Organizational story and transformation
Leadership and culture of change
Multiple intelligences. Emotional intelligence
From competitiveness to creative cooperation
Effectiveness and heterogeneous teams
Project Management
Communication as an agent of change
Master's Final Project
Project design methodology
Briefing and counterbriefing
Cost calculation and budgeting
Project Management

Complementary activities

The master includes BSM Inside, a transversal and interdisciplinary module, common to all master's and postgraduate degrees at UPF Barcelona School of Management, which has been conceived to work on a set of key competencies for professional development in conjunction with the real needs of today's organizations.

This module extends throughout the academic year and is made up of 3 areas of knowledge that constitute the identity traits of the UPF-BSM: Communication; Entrepreneurship and Innovation; and Planetary Well-being and Humanities.

All the subjects of the BSM Inside module are 100% online and have been designed as self-learning subjects: from the first day of the subject until the end of the term you will have all the teaching materials available on the eCampus and you can work with the material and the different activities that it contains at your own pace, according to your availability and in a self-organized way.

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.

Qualification obtained

Once you have passed the program, you will be awarded the degree of Máster en Comunicación Corporativa y Estratégica, issued by Pompeu Fabra University.

Faculty

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.

Academic directors

Joan Francesc Cánovas Tomàs

Lecturer BSM

Carles Singla Casellas

Associate Professor UPF

Faculty

Joan Francesc Cánovas Tomàs

Lecturer BSM

Xavier Marcet Gisbert

Adjunct professor BSM

Carles Singla Casellas

Associate Professor UPF

Ernest Solé Udina

Senior Lecturer BSM

Antonio Valls Roig

Lecturer BSM

  • Neus Arqués
    Writer and analyst.
    Master in International Politics from the John Hopkins University.
  • Daniel Ayuso
    Partner and Creative Director at Clase BCN Comunicació.
    Bachelor in Design from Winchester School of Arts (Southampton University). Lecturer at Elisava.
  • Belén Badia
    Director of Human Resources and Communication at Grupo Uriach.
    Bachelor in Psychology from the University of Barcelona.
  • Josep Maria Brugués
    Corporate communication and crisis consultant.
    Postgraduate in Public Relations from the University of Washington (Seattle).
  • Santiago Cabrera
    Director at Solo Advertising.
    Bachelor in Information Sciences from the Autonomous University of Barcelona.
  • Anna Diloy
    Director at Tinkle Consultants Barcelona and Lisbon.
    Bachelor in Journalism from Pompeu Fabra University.
  • Blanca Fullana
    Communications Manager at EINA.
    PhD in Social Communication from Pompeu Fabra University. Adjunct lecturer at the Department of Communication of Pompeu Fabra University.
  • Ariel Guersenzvaig
    Freelance consultant.
    PhD in Design Theory from the School of Management and Law of the University of Southampton (United Kingdom).
  • Samanta Júdez
    General Manager at DDB.
    Bachelor in Advertising from the Autonomous University of Barcelona. Lecturer of Communication at the University of Barcelona.
  • Gabriel Martínez
    Director of Communication and Corporate Image at Banc Sabadell.
    MBA from the Lasalle University of Philadelphia.
  • Aurora Masip
    Journalist and Communications Director at the Blood and Tissue Bank.
    Bachelor in Journalism from Pompeu Fabra University.
  • Jordi Mateu
    Partner and CEO at Summa.
  • Víctor Puig
    Manager at Zinkdo Digital.
    Master in Interactive Communication, Multimedia and Telecommunications from the Autonomous University of Barcelona.
  • Ferran Ramon-Cortés
    Director at the 5 Fars Communication Institute.
    MBA from ESADE Business School.
  • Genís Roca
    Expert in how the digital transformation is altering the personal and business environments. Recognized specialist in digital strategy, analysis of the environment and models of presence.
    Archeologist specialized in Lower Paleolithic Period and MBA from ESADE.
  • Ramon Rovira 
    Deputy to the president and Institutional Relations Director at Grupo Godó.
  • Anna Sánchez
    Director of the brand's area in Atrevia.
    Bachelor in Information Sciences from the University of Barcelona.
  • Pilar Yépez
    Partner and Executive Creative Director at ÚbicaBelow.
    Bachelor in Advertising and Public Relations from the University of Seville. Lecturer at ICEMD Digital Economy Institute, Madrid.

Methodology

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.

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01.

100% professionalizing

You will learn under the guidance of a teaching staff made up of active professionals with extensive professional and teaching experience.

02.

Practical and participatory methodology

The program combines lectures with real and current practical cases, workshops, and role-playing sessions.

03.

Project based on real communication challenges

The program has the collaboration of directors of communication of companies that allow participants to act as communication consultants through their Master's Final Project projects.

Through the project, participants will have to solve current, real and complex communication challenges, which they will later present to the directors of communication and other professors of the program.

04.

Collaborating companies on the Master's Final Project

Companies and institutions such as Nissan, Bayer, Agència de Salut Pública de Catalunya, Balearia, Cuatrecasas Advocats, BASF, Sanofi, SEAT, FC Barcelona, Col·legi d'Arquitectes de Catalunya, Grup Lavínia, Universitat Oberta de Catalunya, RACC, Mercabarna, Uriach, the Blood and Tissue Bank, the Barcelona Bar Association, the Liceu Theatre, Unilever, Nestlé, Banc Sabadell, the Sagrada Família and Caprabo, among others have contributed challenges for the Final Master's Thesis.

05.

Project mentoring

Each student is assigned a mentor who will act as a guide for their project and challenge the student's thinking and ideas.

Evaluation

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.

Tools

The On-Campus&Live methodology allows you to follow the program in person and also remotely.

In this modality, two stable subgroups are opened that will coexist throughout the course: one face-to-face and the other with 100% remote students. The remote students (a maximum of 15 places per course) will follow the program in a synchronous way with the face-to-face students. That is, they will share the same school calendar and schedule as the face-to-face students.

Project-oriented learning and the combination of lectures and active methodologies such as case studies, flipped learning, solving real problems, and professional simulations allow the student to connect theory and practice, acquire advanced skills, and achieve learning which is transferable to the job. The face-to-face modality is enriched with elements of online programs (virtual learning environment, multimedia resources, among others) so that the learning experience of the two subgroups is equally satisfactory.

You will have:

  • Master's or postgraduate work to learn by doing
  • A personal mentor to monitor your Master's Final Project (TFM) or Postgraduate Final Project (TFP)
  • Digital resources to achieve transversal skills
  • Interdisciplinary activities and workshops
  • Digital resources and audiovisual blocks for online learning
  • Active methodologies for transferable learning
 

Professional Future

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.

Student profile

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.

29

Average age

6

Average number of years of professional experience

13%

International students

Career opportunities

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.
 


  • 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

Admission and enrolment

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.

Who can apply?

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.

How to apply?

To apply for admission to this program, students must read and accept the Terms and Conditions of Contract once they start the application for admission through the following form.

Application for admission

Complete your application within the next admission rounds:

RoundApplication deadlineAdmission resolution
111/11/202026/11/2020
203/12/202018/12/2020
317/12/202031/12/2020
412/01/202128/01/2021
502/02/202117/02/2021
623/02/202110/03/2021
716/03/202131/03/2021
808/04/202123/04/2021
927/04/202112/05/2021
1013/05/202128/05/2021
1127/05/202111/06/2021
1208/06/202123/06/2021
1322/06/202107/07/2021
1406/07/202121/07/2021
1520/07/202130/07/2021
1602/09/202117/09/2021
1716/09/202101/10/2021
1805/10/202120/10/2021
1921/10/202105/11/2021

Applications for admission will be evaluated when you complete the following steps:

  • Complete the online admission form.
  • Pay the €120 admission fee. This amount will be returned if you are not admitted.
  • Send the following documents through the online platform e-registrar:
    • Presentation letter or video
    • CV
    • Scanned copy of university degree (if you are in the last year of your degree, you can provide your academic records)
    • Scanned copy of Transcript of Records. Make sure that it includes your GPA (Grade Point Average)
    • Scanned copy of ID Card or Passport
    • Passport-size photo (jpg format)

Additional documents may be requested in certain cases.
Application rounds are subject to the number of places available on the program.

Admission

  • The Admissions Committee will select the candidates on the basis of a personal or CV-based interview.
  • You will be notified of the admission decision in writing.

Enrolment

  • Registration must be paid within a 15 days after the admission.
  • Once the letter of acceptance to the program has been received, you will need to submit the following original documents before the course begins:
    • Stamped and/or authenticated photocopy of your university degree.
  • If you have a foreign degree you may need to submit additional documents.
  • Paying the reservation fee (25% of the program's tuition fees) is essential in order to reserve your place
  • If you pay the tuition fees by bank transfer you will be required to introduce the program code. The program code for this course is 1058.
  • The remaining tuition fees must be paid 2 weeks before the start of the course.

Grants, scholarships and financing

Scholarships

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.

Grants and discounts

Funding

Financing simulator

You can choose how to finance your studies by consulting our simulator and receive an answer in less than 24 hours.

Go to the simulator

Collaborating entities

In addition, UPF Barcelona School of Management collaborates with various banks and financial entities which provide study loans on favorable terms. For more information you can contact any of the following links (in Spanish).

Note, however, that in order to benefit from these special conditions you must have a NIE if you are not a European Citizen. Therefore, UPF Barcelona School of Management strongly recommends international students to seek first for students loans at bank entities of their country of origin, or to search for funding opportunities through international entities.

The Agency for Management of University and Research Grants of Catalonia (AGAUR, in Spanish) also offers loans to university students with legal residence in Catalonia through the PREPOST program.

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Application for admission
You are applying for admission to the program:
Master in Corporate and Strategic Communication
Modality: Presencial&Live
Language: Spanish
Price: 9900
Admission fee: 120
We will deduct this amount from the total registration fee if your application is accepted. If your application is rejected, we will reimburse you.
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Master in Corporate and Strategic Communication