This executive course helps students acquire knowledge and skills on communication processes in the current context, fostering apprehension of the challenges of organisational communication and seeking to adequately exploit the potential of digital communication, social media and public relations. All companies, large or small, commercial, governmental, nonprofit, linked to education, need to communicate with all its stakeholders. Consumers today have to make choices from hundreds of product and service offerings.
Marketing communication provides a nuclear activity so that all parties can understand the intentions of others and above all they can appreciate the value of products and services offered. In the current context, communication plays a key role in brand differentiation, but for this, the communication has to be planned, coherent and consistent even in crisis situations. In this perspective the communication skills of the managers themselves are also a key element for organisations.