Competencies and objectives

 

Course context for academic year 2021-22

P. Weil (1992:21); La Comunicación Global: “La empresa ha tomado la palabra. En unos cuantos años, la empresa, tradicionalmente, encerrada en el silencio de la producción, se ha desembarazado de los aspectos secundarios. Ha tomado la palabra, se ha erigido en animadora y ha cambiado de legitimidad: de estatus de empresa- productora, se ha convertido también en empresa-emisora.”

P. Capriotti (1992:16); Planificación Estratégica de la Imagen Corporativa: “El reconocimiento de esta situación ha hecho que la organización tenga necesidad de comunicarse por sí misma, buscando su integración no ya económica, sino social con el entorno.”

La asignatura de Comunicación Corporativa en la línea expuesta por éstos y otros muchos autores tratará de sistematizar de forma ordenada la comunicación que las empresas / corporaciones desarrollan como estrategia de excelencia en el nuevo mercado del siglo XXI, más allá de la comunicación comercial. El protagonismo de las empresas, su participación en la propia estructura social deja obsoleto el viejo concepto de la Sociedad Anónima que queda reducido a una fórmula legal. Las sociedades empresariales del siglo XXI nunca fueron menos anónimas. Su integración activa en la sociedad, su imagen global ante ésta, se convierte en una estrategia vital garante de su propia actividad empresarial.

La figura emergente del DIRCOM dentro de la corporación toma el relevo para acometer este objetivo.

 

 

Course content (verified by ANECA in official undergraduate and Master’s degrees)

UA Basic Transversal Competences

  • CGUA2 : Be able to use basic ICT tools at user level.
  • CGUA3 : Be able to express oneself correctly in one of the two official languages of the Region of Valencia (Spanish or Catalan) in the discipline concerned.

 

General Competences:>>Instrumental

  • CG1 : Capacity to analyse and synthesise.
  • CG2 : Capacity to put theoretical knowledge into practice.
  • CG4 : Basic understanding of the profession.
  • CG9 : Decision making.

 

General Competences:>>Interpersonal

  • CG10 : Ability to work in interdisciplinary teams.

 

Specific Competences:>>Knowledge (theoretical)

  • CES10 : Study the management of knowledge and the intangible assets of organisations and their communication programmes.
  • CES11 : Understand the specific communication of financial markets and products.
  • CES12 : Study the department of communication in companies and institutions and the skills and techniques needed to manage them.
  • CES13 : Understand the management of corporate communication in institutions and companies, both public and private.
  • CES9 : Study the configuration of the public image of organisations.

 

Specific Competences:>>Professional (practical)

  • CE17 : Ability to adapt to organisational aims.
  • CE18 : Ability to manage the internal communications of companies.
  • CE19 : Ability to identify, classify and communicate effectively with different audiences.
  • CE20 : Capacity and ability to create, apply and audit communications plans.
  • CE26 : Capacity to take strategic decisions.
  • CE29 : Capacity for the objective analysis of reality and the extraction of valid considerations.
  • CE32 : Capacity for creativity and innovation: capacity to evolve towards the unknown, starting with a solid understanding of the project and strategy to be followed.
  • CE37 : Ability to innovate and develop new media and vehicles.
  • CE40 : Capacity to communicate fluently and richly in a professional context (orally and in writing).

 

 

 

Learning outcomes (Training objectives)

No data

 

 

Specific objectives stated by the academic staff for academic year 2021-22

No data

 

 

;

General

Code: 22517
Lecturer responsible:
CABALLERO SUAREZ, ELOY RAMON
Credits ECTS: 6,00
Theoretical credits: 1,50
Practical credits: 0,90
Distance-base hours: 3,60

Departments involved

  • Dept: COMMUNICATION AND SOCIAL PSYCHOLOGY
    Area: AUDIOVISUAL COMMUNICATION AND ADVERTISING
    Theoretical credits: 1,5
    Practical credits: 0,9
    This Dept. is responsible for the course.
    This Dept. is responsible for the final mark record.

Study programmes where this course is taught