ESIC Business & Marketing School

Master's Degree in Communication and New Technologies Management [DCNT]

• Digital Communication and Social Networks
• Technology Applied to Communication Strategies
• Critical Analysis of the Media Environment
• Design of Innovative Communication Strategies
• Metrics-Based Decision Making
• Reputation and Corporate Identity Management

goals

The studies aimed at the proposed degree respond to a need felt by society and companies, and which translates into a growing demand for professionals in the areas of Communication and New Technologies.

Companies and institutions transmit a multitude of messages, whether voluntary or involuntary. And it is precisely in communication - together with the human factor - where the real difference between success or failure is found in the relationship between companies and the rest of the agents involved in their activity.

Communication Sciences become the “spearhead” of technological innovation, making New Technologies change the world and the concepts we have about it. And digital media have led to new horizons never seen before in cultural, intellectual, semiotic and communicative terms, impacting the lives of millions of people, both individually and in societies as a whole, and at all levels: personal , social and business. In short, companies and organizations, regardless of their size, increasingly move in a globalized and interrelated world, and are forced to face more complex situations that require current solutions. In this sense, the Degree program is focused with a strategic vision, so that the Communication Department responds and adapts to the needs demanded by the company.

The specific objectives of the Master's Degree in Communication Management and New Technologies by ESIC University are:

• Provide adequate scientific training at Postgraduate level in relation to the Communication and New Technologies Department
• Provide the knowledge and tools necessary to successfully address the challenges posed by the world of Communication, both in companies and in any type of institutions (NGOs, Foundations, City Councils, etc.)
• Strengthen the proactive attitude in decision-making of the Communication Department (DirCom), in accordance with the evolution of the business environment
• Develop functions developed with the advertising management of any institution, whether in conventional media or in digital environments
• Provide comprehensive knowledge of the field of New Technologies, taking into account its implications on the culture, management and organization of the company
• Provide advanced management skills

Competencies

The European Higher Education Area, initiated in 1999 with the Bologna Declaration, promotes a change in teaching methodologies, which focuses the objective on the student's learning process, which extends throughout life and towards employability. For this reason, the study plans, leading to obtaining a degree, must have the acquisition of skills by students at the center of their objectives.

What is meant by Competition? The set of knowledge, skills and attitudes that are acquired or developed through coordinated training experiences, which have the purpose of achieving functional knowledge that efficiently responds to a task or problem of daily and professional life that requires a process of teaching and learning.

The skills that students of the Master's Degree in Communication Management and New Technologies from ESIC University must acquire are:

Basic and general skills

They are common to university degrees, but are adapted to the specific context of each Degree.

Basic

• CB6 Possess and understand knowledge that provides a basis or opportunity to be original in the development and/or application of ideas, often in a research context.
• CB7 That students know how to apply the knowledge acquired and their ability to solve problems in new or little-known environments within broader (or multidisciplinary) contexts related to their area of study.
• CB8 That students are able to integrate knowledge and face the complexity of formulating judgments based on information that, being incomplete or limited, includes reflections on the social and ethical responsibilities linked to the application of their knowledge and judgments.
• CB9 That students know how to communicate their conclusions and the ultimate knowledge and reasons that support them to specialized and non-specialized audiences in a clear and unambiguous way.
• CB10 That students possess the learning skills that allow them to continue studying in a way that will be largely self-directed or autonomous.

General

• CG01 Demonstrate a systematic understanding of communication management processes in organizations, mastering the skills and codes used in the communication of companies and institutions.
• CG02 Capacities and skills necessary to obtain and manage those sources of information useful to continue their own training development in the field of communication management and direction.
• CG03 Ability to carry out a critical analysis and evaluation and synthesis of new and complex messages in the fields of conventional (off-line) and digital (on-line) communication.
• CG04 Ability to promote, in academic and professional contexts, the advancement of trends applied to communication in the current information society.
• CG05 Ability to generate critical thoughts based on the knowledge acquired. The student will generate judgments that allow reflection on the form, content and ways of managing communication in organizations from managerial responsibilities.

Cross-disciplinary competences

They are common to all students of the same university center, regardless of the Degree they take.

• CT01 Promote and develop teamwork with responsibility and commitment.
• CT02 Promote and encourage interpersonal communication and the ability to speak in public. CT03 Promote flexibility and the ability to adapt to change.
• CT04 Enhance the ability to communicate and relate to colleagues, with the academic community as a whole and with society in general, promoting their social skills.

Specific competencies

They are specific to the Degree and are aimed at achieving a specific exit profile for the students.

• CE01 Master the codes and terms of conventional and digital communication between organizations and society.
• CE02 Apply internal and external communication tools, conventional and digital, in the interaction processes of companies and institutions.
• CE03 Analyze the situation of the Communication Department in relation to the field of Journalism and Marketing.
• CE04 Use of conventional and digital communication strategies, to try to evaluate the possible evolution of the sector.
• CE05 Know the responsibilities of the Communication Department regarding intangible assets, such as sustainability, internal communication or corporate social responsibility.
• CE06 Possess up-to-date knowledge of trends focused on the processing of information, knowing its significance at an international level.
• CE07 Define and work on the existing relationship between the different actors (stakeholders) that make up the conventional communication sector and new technologies.
• CE08 Make known and work on the different research methods and techniques used in Social Sciences.
• CE09 Address the brand valuation and audience measurement tools provided by new technologies in the field of business communication.
• CE10 Develop and enhance creative skills through tools linked to multimedia technologies, creativity and production.
• CE11 Ability to plan, direct, coordinate and effectively manage internal and crisis communication.
• CE12 Analyze the returns on advertising investment and knowledge of current sources of financing, both public and private, Spanish or foreign.
• CE13 Master the basic legal concepts and aspects that encompass jurisprudence applied to the sector, paying special interest in those basic competencies for professional practice.
• CE14 Know and recreate, in simulated practice, conventional and digital marketing and communication strategies for different audiences.
• CE15 Master the skills necessary for a Communications Director to develop and make strategic and tactical decisions in digital/web environments.
• CE16 Work with the necessary tools that allow, autonomously, to recreate the entire production process of advertising messages, from the generation of the idea to the moment of its dissemination and subsequent monitoring, emphasizing its return on investment and contribution to the organization.
• CE17 Ability to synthesize all the information and knowledge acquired throughout the Master, generating documentation of the language of advertising, marketing, Public Relations and new technologies.
• CE18 Know and use the technological tools necessary for editing content messages related to advertising and organizational communication.
• CE19 Master the technique of public speaking before a heterogeneous audience, applying dialectics to practical sessions and public exhibitions.
• CE20 Ability to work as a team and in a multidisciplinary environment with the specific objective of creating and developing a comprehensive communication campaign.
• CE21 Ability to develop, defend and argue a Master's Final Project; Therefore, the student will be qualified to present conclusions before a Commission of recognized prestige.

The Master's Degree in Communication Management and New Technologies is aimed at candidates who have recently completed their undergraduate studies and a basic distinction will be made between:

• Candidates whose academic background comes from the field of Journalism, Advertising, Communication, Marketing or similar, for whom their integration into the program will not require additional training, since it is adapted to the levels of knowledge at the exit of said degrees.
• Candidates from other fields of knowledge. In order for these candidates to adapt and integrate into the program, they must complete, prior to the start of the Master's program, supplementary training in the form of adaptation courses such as Fundamentals of Advertising and Introduction to Corporate Communication, both worth 3 ECTS credits.

The Master's in Communication Management and New Technologies prepares you to lead corporate communication in a constantly evolving digital environment. You will acquire advanced skills in digital communication, advertising, and technology management applied to marketing, enabling you to make strategic decisions that impact the organization.

TRANSFORMATIVE LEARNING METHODOLOGY:

A model centered on you that enhances your personal and professional development through:

• Practical application of business reality.
• Development of soft skills.
• Expert faculty.
• A diverse and international community.
• Access to all ESIC resources.
• It includes online materials, self-assessments, personalized tutoring, experiential activities and a supervised final project, all aimed at progressively putting what has been learned into practice.