The Corporate Narrative

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Interdisciplinary Learning CoursesThe Corporate Narrative

Building reputation and creating a corporate narrative is key in a world where misinformation and message saturation is growing exponentially.

Without a narrative, there is no story. Without a story, there is no knowledge of what you do. Communication teams are increasingly relevant in the day-to-day life of companies, public bodies, NGOs... in fact, of any group that interacts in an over-informed society.

In this course, we will value the work of communication professionals who contribute to developing the strategic plans of their companies, protecting their reputation and creating a corporate narrative that supports this positioning and to project an adequate image.

Learning Goals

Know the value of intangible assets for the development of a brand, company, institution.
Recognition of communication as a key tool to build reputation.
Discover the ecosystem of corporate content creation.
Distribution strategies, which are key for your message to reach the public.
Panorama and trends in corporate communication

Contents of the Subject

1. Introduction
2.- What is Corporate Communication
3.- Intangible assets
4.- Skills and profiles of the journalist in corporate communication. New roles and competences
5.- Attention economy: new audiences, new opportunities
6.- Content strategies: The creation and distribution of content
7.- Transmedia: The fight for content
8.- The post-truth era. Disinformation
9.- Corporate communication, advertising and marketing: differences
10.- The influence of digital marketing in corporate communication: SEO, Keywords, analytics.
11.- Data as a key element for decision-making
12.- Relationship with the media
13.- CSR: Corporate Social Responsibility
14.- Business communication crisis. Its risks
15.- Closing session

Professor

Professor de The Corporate Narrative

The Corporate Narrative

Building reputation and creating a corporate narrative is key in a world where misinformation and message saturation is growing exponentially.

Learning Goals

Contents of the Subject

The Corporate Narrative

Professor

Fernando Morales Jiménez