Brands, Reputation and New Communication Strategies I (taught in Spanish)

Course Description
Communication has had a great evolution and transformation in recent years.
The differences between marketing, advertising and communication and between brand and reputation
are increasingly less clear: in the strategies they are intermixed and there is talk of
global communication. Thus, a new way of communicating has been created, marked by the
transversality.

The objective of this course is to know, analyze and study the keys to the new
communication.

Methodology
The program is structured into two face-to-face sessions of an hour and a half per week. In
class the topics and theoretical concepts will be presented; there will be debates and there will be
analysis of cases and individual and group activities.
In addition to the main bibliography, other
references and the articles and videos that will have to be seen to work in
class.

Program
• Evolution of communication in Spain
• Image and reputation
• Brands and the relationship with the media
• New communication trends