Postgraduate Program in Advertising and Public Relations

INTRODUCTION

The Postgraduate Program in Advertising and Public Relations is intended for all those who want to establish relations and communication links between organizations and their audiences while promoting a positive image of the company. Its objectives depend on the sector and type of project the students are working on, but they are generally both human and social; which generates the need for a climate of understanding, trust and respect between people. PR as a profession poses multiple challenges because of its numerous facets.

The convergence among new forms of advertising, public relations, marketing and social networks makes companies seek profiles that fit in with the current times and that are prepared to develop actions both online and offline.

This Postgraduate program will help you find the most efficient and appropriate methods to make the most of new communication opportunities offered by new markets.

Start your academic career with ENEB; one of the most important distance business schools of Europe that allows you to gain education at the highest level, from any place and with the daily support of all our teachers and tutors.

OBJECTIVES

• Mastering the different aspects of the marketing strategy formulation, covering the entire process of analysis and the definition of strategies.
• Getting to know the consumer and the target audience.
• Understanding the communication process and the key elements in the advertising world.
• Interpreting the information provided in a briefing and planning an advertising campaign.
• Developing a media strategy and understanding the advantages and disadvantages of each platform.
• Learning about the psychology of consumers and creative ways to attract them.
• Gaining an in-depth knowledge about the role of the new advertising alternatives to conventional means of communications and developing online campaigns.
• Introducing the PR as a profession, analysing the work of a Public Relations professional and presenting a brief introduction and historical development of the PR as well as identifying the specializations that exist within this profession.
• Getting a better understanding of the PR strategy process and providing a view of its objectives and main tactics in order to carry out different functions as a PR.
• Gaining a thorough knowledge of the two different major Public Relations: Internal PR(company employees and managers) and external PR (public and media).
• Understanding the world of event organization as major area of Public Relations, which is gaining more and more importance in the development of a good PR.
• The practice has become part and parcel of an increasing number of companies that require it to establish relations with the public, press and public authorities.
• Adding value to brands in the management of virtual communities through the development of plans for Social Media.
• Developing plans for the online reputation of a company, as well as managing online communities.
• Using the appropriate tools to attract followers and create relevant interactions between brand and consumer.
• Taking on the role of a leader in Strategic Marketing and recognizing the importance of loyalty and customer service.
• Dealing thoroughly with the market research so as to be able to decide on product design based on the needs of the current market.
• Succeeding in satisfying consumer needs, tastes and objectives.
• Achieving a substantial increase in sales and business development.

PROFESSIONAL OUTINGS

The Postgraduate Program in Advertising and Public Relations is aimed at all those people who aspire to achieve positions such as Project Managers, Marketing Directors, Directors of the corresponding departments related to Public Relations, Event Organizers, Communication Directors, Campaign Managers. Marketing, Account Executives, Analysts and Consultants,

Developers, Information Architects, Designers, Layout Designers, Copywriters, Product Managers, as well as creators of their online communication business.

ADMISSION

To access any of our Postgraduate Programs, applicants must meet the following requirements:

• Students holding a degree certificate.
• Students currently studying for an graduate degree or equivalent higher education tittle.
• Foreign students having an equivalent degree documented.
• Professionals that already have a recognized position in the field.
• In the unlikely event that you do not meet any of the above requirements, please contact the school and the admissions department will assess your case individually.

DOUBLE CERTIFICATION

At the end of your studies, you will earn two diplomas issued by ENEB Business School and the Universidad Isabel I:

– Postgraduate Program in Advertising and Public Relations.

– Spanish for Business Program

All our training programs come with an optional Spanish for Business Program, which will allow our students to succeed in an international working environment. In case the student does not follow the program, they will get a postgraduate certification.

SYLLABUS

The Postgraduate Program in Advertising and Public Relations has the following syllabus:

SECTION 1. ADVERTISING

• Module 1. Introduction to Advertising
• Module 2. Advertising Basis
• Module 3. Development of the Campaign
• Module 4. Consumers and Advertising Psychology
• Module 5. The New Advertising
• Module 6. Study case

SECTION 2. PUBLIC RELATIONS

• Module 7. Introduction to Public Relations
• Module 8. PR as a Strategic Process
• Module 9. Internal PR
• Module 10. External PR (Press)
• Module 11. Event Planning
• Module 12. Study case

SECTION 3. MARKETING

• Module 13. Strategic Marketing
• Module 14. Direct Marketing
• Module 15. Integrated Marketing Communication
• Module 16. Sales Promotion
• Module 17. Quantitative Analysis of Business Decisions
• Module 18. Prices
• Module 19. Study case

SECTION 4. COMMUNITY MANAGER

• Module 20. Introduction to Community Management
• Module 21. Social Web and Social Media
• Module 22. Social Networks
• Module 23. Social Multimedia and Other Platforms
• Module 24. Social Media Plan
• Module 25. Study case

SECTION 5. WEB POSITIONING

• Module 26. SEO Basics
• Module 27. Optimisation and Tools
• Module 28. Mobile SEO
• Module 29. Content and Marketing
• Module 30. SEO Campaign and Measurement
• Module 31. Study case

DISTANCE LEARNING METHOD

EVALUATION

• Presentation, design, visual richness and spelling.
• Development of the topic, complexity of the statement, logic and consistency with the results obtained in the case study.
• Added value in the analysis and development of the proposed case.
• It needs to be pointed out that all the self-assessments and final papers must be given a minimum grade of 5 to pass each of the subjects.

GRANTS AND SCHOLARSHIPS

In ENEB, we believe that education should be available to everyone. This is why we have a scholarship system for our Master and Postgraduate students. Vacancies are limited and they are granted in order of enrolment. The list of scholarships is as follows:

Direct Scholarship: Without requirements or limitations in each enrolment period. Get your Direct Scholarship now without administrative procedures.

Scholarship for Academic Excellence: Intended for those students whose academic and professional qualifications have a profile of excellence.

Entrepreneurial Talent Scholarship: Designed for all those entrepreneurs who wish to study a Master’s or Postgraduate degree in order to apply it to their professional career.

Women and Equality Scholarship: Designed for female candidates who want to grow professionally and achieve the highest level of education. In ENEB, we are committed to gender equality and we encourage woman’s integration into the workforce.

Management Scholarship: Intended for all those professionals whose roles of responsibility requires them to continually grow and evolve.

Corporate Scholarship: Intended for all those professionals who want to boost their career and opt for higher positions.

Scholarship for self-employed professionals: Intended for self-employed professional who wish to pursue a Master’s or Postgraduate degree to gain an in-depth knowledge of their sector or to acquire the necessary skills to grow their business.

SMEs Scholarship: Designed for entrepreneurs who wish to increase their knowledge to contribute to the growth of their company.

Scholarship for the unemployed: Intended for all those who wish to pursue further studies in order to re-enter the job market.

Geographical Mobility Scholarship: Intended for all applicants who wish to study from anywhere in the world and thus, acquire a global view of the business world.

In addition, we help finance our students’ tuition. We have three different modes of payment:

• By debit/credit card. We will give you a 10% discount if you choose to pay by card.
• Bank transfer. We offer the possibility of paying in two instalments.
• Direct debit in 11 instalments. We finance your studies without a deposit or interest applied.