CODIM24 - CORPORATE COMMUNICATION

In the first two modules, the course introduces the main strategic communication areas of organisations in general and of the enterprise in particular, and the ‘cold’ and ‘hot’ tools of internal communication, with an in-depth study of psycho-sociological intervention, and of external communication: brand communication, advertising, events and sponsor-ship, below-the-line communication, public relations. These tools are planned, managed and verified according to the specificity of objectives (commercial, institutional, social awareness and appreciation) and recipients (employees, collaborators, customers, consum-ers, the public, institutions, the media), the professional profiles involved, reference asso-ciations and codes of conduct. The third module considers corporate museums as an emerging case of both internal and external communication. The fourth module deals with so-called ‘unconventional marketing’, its identifying principles, strategies and application tools, such as Client Relationship, Market Environment, Market Niche, Subjective Expe-riences and Guerrilla Marketing. The fifth module deals with digitisation and networked interconnection condensed in the expression ‘cyberspace’, their general scope on the re-production of social systems and their implications for enterprises in terms of E-business and Social media marketing. The sixth and final module addresses the topics of artificial intelligence, particularly as applied to marketing, and the relationship between corporate communication, innovative ecosystems and creative processes.
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