1 MASTER IN CORPORATE COMMUNICATION Increasing corporate value in today s complex digital world through reputation management and communication with stakeholders. COURSE DESCRIPTION
2 At a Glance COURSES ANALYTICAL -Research Intelligence -Digital and Global Context MANAGERIAL -Management -Managerial Skills STRATEGIC -Communication -Communication Skills Final Consulting Project Personal and Career Development Terms
3 MASTER IN Analytical Gone are the days when evaluating a communication campaign was enough. Today executives expect communication professionals to provide analyses that help to understand business from the point of view of communication. Also, they expect to hire communicators who know how to use communication to create business value and how to anticipate future trends in communication. Analytical courses are designed to prepare people to face these challenges by linking analysis, communication and business.
4 Research Intelligence Learning how to measure intangibles and to generate insights as a basis for strategic recommendations. E-AUDIENCE MEASUREMENT Today it is crucial for corporations to evaluate the effectiveness of their communications, their online campaigns and their programs. E-Audience Measurement will familiarize students with the methods and tools used to measure audiences online, and will provide an overview of classic audience measurement. Also, the course will debate technical or privacy implications in order to place e-audience measurement tasks within the economic, historical and institutional context in which corporations live today. RESEARCH METHODS IN CORPORATE COMMUNICATION A first-class communication manager knows not only how to deal with communication issues, but also how to detect them. This course provides an overview of research methods (e.g. survey design, focus groups, interviewing, netethnography) and of how they can be used in corporate communication situations. In addition, it addresses key questions such as how to plan and initiate research within large scale organizations, and how to choose key areas to assess.
5 Digital and Global Context Understanding how to manage digital global issues in Corporate Communication in the 21st century. NEW MEDIA COMMUNICATION AND BUSINESS Having a good social media campaign is not enough. Corporations need to be ready to support such campaigns with all operations if they want to avoid creating unfulfilled expectations in audiences. This course will address the impact of new media (digital and social media) on business. We will explore the specific characteristics of new media and their impact on corporate and marketing communication strategy. The focus will be on how corporations need to become social media enterprises ready to involve consumers and stakeholders in content generation and social networking. GLOBALIZATION Transnational corporations (including media corporations) have grown in size, scope, influence, and geographical reach, and so have social movements opposing them. They operate in a globalized context in which economic, political, social, and cultural relations transcend international boundaries. Corporations need to understand this situation if they want to manage their communication and business. This course invites students to debate, analyze and comprehend issues surrounding globalization in order to answer questions such as: Who are the winners and losers from globalization? Is it really a zero-sum game? Are nation states really losing their importance? How important are global non-state actors? How do governments manage globalization? What are the cultural responses to globalization? What role does communication and media play in globalization? CULTURAL INDUSTRIES AND NEW TECHNOLOGIES Ethical practice in communication requires professionals to understand the history, structure, and changing nature of cultural industries and new technologies. This course helps students to develop such understanding in two steps. First, it provides the big picture about the historical role and importance of cultural industries in society. Second, it exposes students to empirical case studies of workers in various cultural industries, including public relations, advertising, and new media. Students will have the opportunity to reflect critically on the practice and ethics of corporate communication. CORPORATE SOCIAL RESPONSIBILITY This course introduces students to the fundamental issues that arise from the intersection of business and society and that challenge corporations and businesses today: unfair globalization, the exploitation of workers in the Third World, environmental degradation, ethical conduct of corporations, etc. Special emphasis will be placed on the role of corporate communication and its relation to Corporate Social Responsibility (CSR) and Creating Shared Value (CSV) in terms of achieving or maintaining corporate legitimacy and reputation among various stakeholders. We will use case studies and professional as well as academic texts to explore the topics and to develop a comprehensive understanding of CSR and CSV communications as a co-practice for dialogue and stakeholder engagement.
6 MASTER IN Managerial Communication professionals in the past used to support a strategy that was already decided and implemented. Training in basic management topics was not essential, as communication professionals were responsible mainly for implementing advertising campaigns and manage media relations. The landscape of corporate communication has changed. Corporate communication professionals are very often crucial to avoid a crisis or reputational risks. Thus, they are more often involved in basic management processes and policies. Courses in the managerial area train participants in the basic management topics that are relevant to manage communications in today s corporations. Since these topics are typically taught in MBAs, this course is offered in collaboration with IE Business School and its faculty.
7 Management Understanding how to unite corporate communication with other management functions. STRATEGY Communication professionals willing to shape a corporate strategy need first to understand how to generate value in business. Through the discussion of case studies, case simulations and current articles, this course focuses on strategic analysis and on how to build competitive advantage at the business and corporate levels. The main theories, models and tools within the field of strategy will be studied with a strong emphasis on their application to real situations. Students will be introduced to various models, theories and tools that will enable them to analyze complex competitive circumstances and take decisions that increase a firm s competitive standing vis-à-vis its competitors. ENTREPRENEURSHIP Communication professionals willing to open their own business or being employed by corporations need to understand how a business is run. This course aims to provide students with the essential knowledge, skills and tools required to plan, create and manage a business. Students will learn how to evaluate entrepreneurs and their business plans and will work in teams to write a business plan for their own original business venture. Ultimately, they will acquire a greater understanding of the entrepreneurial process, which is a process of opportunity recognition, resource marshalling and team building driven by communication, creativity and leadership. STRATEGIC MARKETING This course is designed to provide students with an understanding of the fundamental principles of marketing strategy and planning and the role of marketing in the modern corporation. Students will explore several techniques for defining and segmenting a target market for goods or services and will learn how to integrate product, price, promotion and distribution to offer a superior marketing mix leading to a long-term competitive advantage. Some of the topics covered in this course are: the marketing concept, marketing planning and strategy, market segmentation and positioning, consumer behaviour, product planning, new product development and product life cycles, pricing strategies and implementation, understanding shopping experience for competitive advantage. ETHICS AND CORPORATE GOVERNANCE Top communication professionals need to understand the corporate governance structure in order to manage proactively reputational risks related to corporate corruption and inter-organizational stakeholder issues. Through case study discussions and business simulation, this course takes a global perspective to business ethics, provides students with an understanding of how corporate decisions might create reputational risks, and highlights how to handle corporate decisions differently.
8 Management Skills Hands-on personal managerial skills. TEAM WORK Globalization and the new worldwide economic developments pose new challenges to organizations that now operate in an ever so competitive environment. To respond to current demands many organizations are replacing the traditional pyramidal, hierarchical structures with more horizontal, flatter organizational forms. In the new structures teams are the axis around which most organizational processes are designed. In this context, the success of executives lies in their capacity to create, design and develop effective work teams. Turning a group of people into an effective team is not easy. This workshop provides the theory and the practices behind building and leading winning teams. COACHING In today s business world it is not enough to be an excellent manager or even a leader. You need to be an excellent coach. Why? Motivating people is key, and if you are a good coach you know will know how to engage others as well as how to feel in control and make your own choices. This course will introduce you to the basics of coaching and will allow you to acquire a life skill that will bring unlimited rewards to you and to those you work with.
9 MASTER IN Strategic Communication Managing communication entails managing corporate gaps of various kinds, for example, the gap between the internal and external corporate context, the gap between communications (promises) and corporate behaviors (reality), and the gap between creating value for business and value for society. The complexity of managing communication increases if one realizes that it also entails managing paradoxical situations, for example, to build a unique and coherent image and identity for the corporation while fulfilling plural and multiple stakeholder expectations, or to influence consumers through advertising while engaging in co-creation with them. Courses in this knowledge area give participants an overview of specialized corporate communication for managing the multiple corporate gaps and paradoxes.
10 Communication Management A complete study of the core, specialized areas in corporate communication and how they are connected. BRANDING AND CORPORATE IDENTITY Today corporations undergo constant change. They merge, de-merge, and enter new markets and businesses. They send out heterogeneous communications to the various stakeholders. In this fragmented context, branding allows corporations to present themselves in a consistent and coherent way through communications. This course revolves around a series of practical exercises (replicating the work done by agencies in real situations) and teaches students how to: create a brand (brand positioning, brand architecture, brand personality, brand tone), approach branding in different industries, and write a communication plan that supports a brand strategy (key objectives, key partners and stakeholders, media context). BRAND AND REPUTATION MANAGEMENT A brand is not only built through communications. It is also built through corporate signals that consumers experience when they interact with the corporation (e.g. product quality, employee interaction, etc.). These signals may build strong emotional ties between consumers and corporations, and may be the basis upon which a corporate reputation is built. Through the presentation of a portfolio and real case studies of multinational companies, this course will teach students how to manage the image, reputation and corporate brand of top organizations. Specifically, practical exercises include: how to build a brand essence and brand authenticity, how to signal quality to consumers through brand associations (what consumers want and why), how to leverage on consumer s brand identification, how to decide and manage a brand extension. INTERNAL AND EXTERNAL COMMUNICATION Today s corporations face an extraordinary challenge: how to orchestrate and integrate their internal and external communications in such a way that they are transparent in the eyes of their stakeholders, build sustainable reputations, and engage with their stakeholders on an equal footing. This course provides a comprehensive overview of the models, principles and practices of such integrated corporate communications across different organizational and institutional contexts and focuses specifically on the concepts of identity and reputation management. It also explores processes of strategic framing and storytelling that connect internal and external communications and can help companies to speak with one coherent voice to a variety of internal and external stakeholders. The course includes practical exercises on strategic messaging and on the alignment of internal and external communication procedures, practices and outputs. Students will gain a broad understanding of concepts and principles in corporate communication and will acquire the skills to put this knowledge to use in specific organizational contexts. STRATEGIC SPONSORING This course teaches how to plan, negotiate, implement and control sponsorships and partnership strategies in the field of sports, entertainment, culture and media. 95% of sponsorship money is invested in these areas. Students will acquire an understanding of the key concepts, theories, fundamental principles, and best practices. The lectures will provide insights into different approaches to sponsoring, including strategic corporate philanthropy, commercial sponsorships, affinity and cause-related marketing, celebrity endorsement, marketing partnerships, media partnerships using integrated advertisements, product placement, editorial partnerships, etc. Students will also learn to plan and manage sponsorships and partnerships.
11 ADVERTISING MANAGEMENT This course focuses on advertising processes in advanced markets characterized by the integration of traditional and digital tools. Students will be given a comprehensive overview of the way the present advertising industry operates. This will help them understand how to manage a cross-media advertising campaign. Students will learn to develop and judge ideas, to decide which media channels are appropriate for particular creative tactics, and to strategically develop advertising concepts for a range of products, services and media. They will also acquire the necessary media fundamentals to understand how different media are used to enhance the persuasive power of the advertising message. ISSUES, CRISES AND STAKEHOLDER MANAGEMENT Communication is an important, boundary-spanning domain for corporate strategists and decision makers. It is critical to identify how and why key issues and stakeholders may affect companies negatively. This course is designed to provide students with the survival package of a communications professional who knows how to strategically manage stakeholders and issues, avoid corporate crises, and strengthen the reputation of a company in the long run (i.e. building stakeholder dynamic grids, contingency plans and issue-management plans). Students will also learn how to deliver powerful messages during crises (how to deal with Q&A during press conferences and client phone calls, and how to frame corporate messages for employees and consumers). COMMUNICATION MANAGEMENT AND CONSULTING Dealing with clients is anything but easy, especially for professionals providing communications solutions to corporations. This course prepares students to deal with client communication. The lectures, under the structure of presentations, will outline key communication consulting concepts, tools and frameworks, and bring them to life within a wide array of real world examples. Practical case studies will complement the lectures and will teach how to apply the concepts. Topics and exercises include understanding the necessary skills and techniques to be a consultant, demonstrating proficiency in facilitating training exercises, case studies, simulations, games, and other active learning experiences, and understanding how to evaluate consulting and training activities, identifying their strengths and weaknesses. SOCIAL MEDIA AND COMMUNITY MANAGEMENT This course complements the New Media, Communication and Business course, and covers the most practical side of social media campaigns and community management. It provides an overview of the different platforms and social media, and teaches how to plan and launch online, trans-media brand campaigns, and how to build a community online. INTERNAL COMMUNICATION AND CHANGE MANAGEMENT Internal communication is often thought of as the nervous system of an organization. Good, efficient, internal communication systems make organizations more effective and even facilitate external communication (marketing, PR). But what is internal communication exactly? How do organizations manage effective internal communication? This course will help students to answer these questions through in-depth discussions around case studies on topics such as corporate culture, organizational change, and the linking of organizational behaviour to communication.
12 Communication Skills Hands-on, personal and applied communication skills. COMMUNICATION ABILITIES Career advancement depends not only on being good at what you do, but also on how well you manage your image in your field. The way you communicate yourself and your products, services and ideas matters a great deal. This course will help you develop effective communication abilities and attitudes. You will learn to manage your relationships with your colleagues, your boss, your collaborators, and your friends for greater success in your profession. Throughout the course you will identify and practice the skills that will help you become a more effective communicator. MEDIA RELATIONS AND MEDIA TRAINING Today s professionals need to be aware of the power of media and must be able to manage it effectively. Companies invest heavily in the process of communication, from the planning of strategies, to that of press releases, press conferences, and interviews. The first part of this course focuses on the strategic management of Media Relations within an organization (how to plan media content and press kits, understanding how media think). Part two takes place in a TV studio and has been designed to teach students how media production works and how to communicate with journalists. PUBLIC SPEAKING Public speaking is often defined as the art of speaking to audiences in order to inform, influence or entertain them. But public speaking is much more than that. It is about expressing one s own identity, building a personal image, finding one s own cognitive filters and, consequently, empathizing with others. It is about framing more than about influencing. This course will help you to become aware of your own mental models and will teach you how to deliver a successful sales pitch and powerful speeches. VISUAL STORYTELLING The purpose of this course is to introduce students to the world of visual storytelling applied to communication and design for businesses and institutions. Today there are multiple opportunities to apply visual storytelling in many of the activities of a company: presentations, internal communication, team work, advertising, brand messaging, etc. In some cases business people need to be conversant with visual storytelling techniques to produce their own communication pieces i.e. presentations or reports. In other cases, they will need to know how to work with creative agencies responsible of developing promotional materials that use visual storytelling i.e. advertising, brand content, etc. By telling stories we transform information into something meaningful and compelling to our audiences. Images can inform, inspire and persuade. The formal and visual aspects of these acts of communication need to be optimized to ensure effective communication.
13 MASTER IN Final Project The final project is the last stage of the program. It gives students the opportunity to apply the knowledge acquired throughout the course. Working in small teams under the guidance of IE strategy coaches, they will be required to act as consultants and to manage their project accordingly. One of the projects will receive a special award presented to the winning team by global public relations leader Weber and Shandwick. The MCC students have worked on consulting projects for the following companies: Google, Mc Donald s, National Geographic, BBVA, BNP Paribras, Air Europa, Hoss Intropia, Vitalia, Westin Hotels & Resorts, among others.
14 Personal and Career Development POSITIVE LEADERSHIP Positive Leadership is designed to (i) provide students with an overarching mental framework for their professional development during the Master s program, (ii) raise students awareness of the importance of professional development, (iii) help students understand the specific behavioural competencies involved in professional development, and (iv) establish the critical connections between behavioural competencies and students ability to succeed in graduate school and in their careers. SOCIAL NETWORKING IN PROFESSIONAL CAREERS Networking is an effective strategy for building one s business and professional career. Networking is considered to be the business of trading favours with strangers for business reasons while cultivating relationships and sharing ideas, information and resources. Through this workshop participants will realize that networking is a two-way process by which one has, first, to let people know what one does and, second, why anyone should be one s connection in order to improve his or her career prospects and opportunities. Participants will learn how to create an honest environment where all the parties involved benefit from the exchange, whether immediately or in the future. DESIGN THINKING Very often designing brands and strategy is the task of communication professionals. Thus, they often find themselves thinking and designing for multinational corporations. This workshop teaches the skills necessary to develop design thinking projects. The ultimate goal is to train participants in leading brainstorming sessions to bridge the gap between design and strategic decision-making. CAREERS: PERSONAL BRANDING AND EMPLOYABILITY Today, competition among professionals in the job market is higher than ever. Working on your own personal brand is crucial to stand out from the mass of other potential candidates. These workshops will teach students how to build an attractive CV, how to create their online presence, and how to manage their personal brand.