Strategic Communications Management and Public Relations

This module is taught within the following program (s):

• Master in Marketing and Communication
• Master in Tourism and Hospitality Management

ESEI uses the project-based learning and assessment methodology across all modules taught in our master programs. This means that you will work together in groups to develop projects that require creativity, teamwork, and problem-solving skills.

The main benefit of Project-Based Learning is that by the time you graduate, you will essentially have a portfolio of work to show which will be directly applicable to what you’ll be doing as a future employee or business owner.

It’s up to the teacher to decide on the format of the project – it can be a case study, a written report, a video, a role-playing activity, a podcast, or any other kind of media that gets your point across. The teachers create the project briefs and oversee the progress that teams are making week after week with regular check-in points.

Final Project – 80%

• 40% GROUP Project submission
• 20% INDIVIDUAL Project submission
• 20% GROUP PRESENTATION of the Project and Q&A

Class Participation- 20%

• 20% of the grade will be based on how students participate/engage in class and with the virtual classroom space.

• Comprehend Communication Infrastructure: Understand the foundational elements of communication infrastructure, including channels, technologies, and frameworks that facilitate effective information dissemination within organizations.
• Strategically Manage Communication: Apply strategic thinking to the management of communication by aligning messaging with organizational objectives, identifying target audiences, and choosing appropriate communication channels.
• Define Communication Goals: Formulate clear and actionable communication goals that are aligned with an organization's mission, vision, and strategic priorities.
• Allocate Resources Strategically: Evaluate and allocate resources – both human and technological – in a strategic manner to achieve communication objectives efficiently and effectively.
• Analyze Case Studies: Examine real-world case studies to identify successful communication strategies, extract insights from their implementations, and apply lessons learned to new contexts.
• Integrate Business Functions: Recognize the interconnectedness of various business functions within a comprehensive communication strategy and appreciate how marketing, operations, HR, and other departments contribute to messaging cohesion.