Know the scope, operation, planning and resources necessary to establish an efficient corporate communication that positively and strategically impacts the organization.

Benefits of the program

  • • You will know the field of corporate communication in a comprehensive and business context.
  • • Understand how the communication area is divided according to its internal and external audiences.
  • • You can establish the strategic role of the corporate communication area and the impact on the organization.
  • • You can design and implement corporate communication strategies according to their respective audiences.

Addressed to

Graduates in communication sciences, administration, labor relations, organizational psychology and graphic design.

Content of the program

The Diploma in Strategic Corporate Communication consists of ten modules, which total 116 hours of study.

Module 1. Scope of Corporate Communication (12 hours)

  • Corporate communication within organizations
  • Evolution and trends of corporate communication
  • Corporate communication area functions
  • Influence of corporate communication (internal / external)
  • The DirCom: profile, skills and functions

Module 2. Communication with employees (12 hours)

  • General context of internal communication in Mexico
  • Institutional image, guidelines, administration and management
  • Challenges of internal communication
  • Internal communication and its strategic function within the institutions
  • Organizational chart of the internal communication area

Module 3. Financial Communication (8 hours)

  • Definition and general
  • Investors, typology and catalog
  • List of investors with other areas of the company
  • Reporting models
  • Governance
  • Relationship with stockbrokers
  • Communication to investors

Module 4. Content Segmentation (12 hours)

  • What are the contents?
  • Shape and background
  • Content segmentation
  • Content style
  • Structure of contents
  • Content tone
  • Timing

Module 5. Communication with Government (12 hours)

  • General affairs of government
  • Relationship of government affairs with other areas of the company
  • Link (engagement) vs. Lobbying
  • Creation and management of the agenda
  • Stakeholders
  • Priority setting
  • Resources and communication

Module 6. Communication and CSR (12 hours)

  • Strategic goals of business organizations
  • Competitive advantage and added value of the RS
  • Approaches to CSR
  • Governance
  • CSR Communication Strategies

Module 7. Communication with Media (12 hours)

  • News from the mass media in Mexico
  • The written press and its business influence
  • Journalism for the business sector
  • Key messages and positioning in mass media
  • Management strategies with mass media

Module 8. Communication in Digital Environments (12 hours)

  • The Web 2.0
  • Social networks, Blogs and their corporate impact
  • Online reputation management
  • Indicators in digital environments

Module 9. Crisis Communication (12 hours)

  • Crisis scenarios
  • Crisis analysis
  • Attention protocols
  • War Room
  • Institutional positioning
  • Follow-up and crisis care
  • Closure of crisis

Module 10. Communication Planning (12 hours)

  • Importance of planning in internal communication
  • Brief
  • Identification of stakeholders
  • Segmentation of audiences
  • Methodology of planning and project management
  • Case study resolution

Program taught in:
  • Spanish

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Last updated October 29, 2018
This course is Campus based
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116 hours
48,500 MXN
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