As the nature of communications rapidly evolves within the digital world where the lines are blurred between businesses and consumers, it is becoming a vital component of any business. Our Bachelor of Arts in Communications & Public Relations in Barcelona provides students with the necessary skill set to strengthen a company's communication messages.

ABOUT THE PROGRAM

This program will provide students with an understanding of the various topics surrounding public relations such as structuring a PR campaigns, media strategy, organization communication and ethics, while addressing a wide range of communication and publicity concerns.

 

During this program, students will:

 

  1. Proficient oral and written communication skills.
  2. In depth knowledge of the main public relations theories and how to apply them to real life scenarios.
  3. A thorough understanding of how to create and implement communications strategies.
Program Duration
3 years
Credits
240
Teaching Language
English
Start Dates
October, February, June, August
You can do it in
Barcelona
Schedule
Full-time
DEGREE AWARDED

Upon the successful completion of the program, you graduate with a private internationally accredited bachelor’s degree from EU Business School Switzerland and a state-accredited BA (Hons) in Business Management from the University of Derby. These bachelor’s programs are additionally accredited by the Chartered Management Institute (CMI), which gives you the possibility of achieving an extra international qualification: CMI’s Diploma in Management and Leadership.

 

Students who wish to further their knowledge can take an additional semester and earn a Diploma of Advanced Studies (30 ECTS) which is accredited and state-recognized (título propio) from Universidad Católica de Murcia (UCAM), Spain.

PROGRAM

STRUCTURE

 

The Bachelor of Arts in Communication & Public Relations is a seven-semester, three-year program with the structure indicated below. Students who have completed this program have the option to take an additional eighth semester and earn a Diploma of Advanced Studies (DAS).

 

Academic YearFallSpringSummer
Year 1Semester 1
Core courses
Semester 2
Core courses
Semester 3
Core & specialization courses
Year 2Semester 4
Core & specialization courses
Semester 5
Core & specialization courses
 
Year 3Semester 6
Business Management
Semester 7
Business Management
Semester 8
Diploma of Advanced Studies
in specialization (optional)

 

First Semester (22 CH | 30 ECTS)
  • This course explores the dynamic organizational environment in which businesses operate and provides students with an overview of functional areas such as human resources, marketing, public relations, financial management, operations management, as well as purchasing and supply management. Students develop an understanding of the theory underlying key management principles including planning, organizing, leading and controlling. Students are introduced to and use the case study method to critically examine business management practices.

  • Marketing involves understanding the marketing mix and making decisions about product, distribution, promotion and price. This course introduces students to the basic concepts, analyses and activities that comprise marketing management, including the study of the marketing environment framework, target market, market segmentation, marketing ethics and the marketing mix. Students analyze cases reflecting marketing successes and failures to acquire the fundamentals of marketing management.

  • This course provides students with theoretical and practical application of communication principles that relate to the production of written messages in the business world. The principles studied and applied in this course come from cases involving business letters, reports and memoranda. Emphasis is put on the production of effective messages which project the brand, achieve desired outcomes and generate positive working relationships.

  • The course is an introduction to the basic accounting theories and principles like: the accounting cycle; the recording and reporting of accounting data; adjusting entries; closing entries; subsidiary ledgers; and financial statements like the accounting for assets is covered in detail. The course also explores new accounting technologies and their use in the preparation of financial information.

  • This course builds skills and proficiency in calculus and focuses on the understanding and application of areas of calculus that are relevant to managerial and business sciences. Students revisit the theory and practice of limits, continue with derivatives and explore applications and integration; including multi-variable scenarios, differential equations, series and optimization.

  • This course builds skills and proficiency in calculus and focuses on the understanding and application of areas of calculus that are relevant to managerial and business sciences. Students revisit the theory and practice of limits, continue with derivatives and explore applications and integration; including multi-variable scenarios, differential equations, series and optimization.

  • Computer literacy is fundamental to the learning process and a mandatory component for a successful career. This course helps students understand computer hardware, software and network systems. It focuses on the Microsoft Office suite and the use of the internet. Special emphasis is given to MS Excel, as it is an essential tool for other subjects taught during the programs.

  • Environmental sustainability means meeting the needs of the present generation without compromising the ability of future generations to do the same. Students examine the objectives and best sustainability practices of leading non-profit and for-profit organizations. In addition, the course looks at “green” business initiatives throughout the world. Topics include carbon and water markets; green buildings; design; and sustainable management systems.

  • Personal & Professional Development Seminars/Company Visits
    1 CH / 1 ECTS
Second Semester (22 CH | 30 ECTS)
  • This course is an introduction to ethical theory and how it is applied to business issues. Students use case studies to identify ethical issues, analyze them using learned principles and make recommendations to resolve them. The course also prepares students for the social responsibility challenges and opportunities they will face throughout their careers.

  • The fundamental skills for communicating within the workplace and on behalf of an organization are the basis upon which students develop the skills necessary to be effective business executives. These skills include listening, interviewing, speech evaluation, poise and confidence. Students learn to analyze how, when and in which format to send messages, and develop critical analysis skills in order to enhance their oral communication skills.

  • Key accounting concepts and analytical techniques are applied as students gain an in-depth understanding of concepts such as stockholders’ equity, retained earnings and cash flow. The course also examines different tools used in financial statement analysis as well as the basic concepts of budgeting and cost accounting systems used in management accounting.

  • Macroeconomics studies the larger picture and, as such, some of the most important issues that affect our daily lives - income, inflation, unemployment, interest rates, GDP and the business cycle. Students also investigate the role of economics in relation to government policy, international trade and the international monetary system.

  • This course introduces students to the main legal issues that entrepreneurs, organizations and business managers face when running an operation. Students learn about key concepts of business law through situational analysis and discussions on topics including statutory, common and case law. Topics such as setting up a company, trust or partnership, contracts, mercantile, tax, civil, agency and commercial law are covered. The relationship between ethics and the law is a common thread running through the course.

  • This course enables students to perform all the analyses required in day-to-day transactions involving value (time and/or money). Students learn to make business investment decisions in an objective manner. The course explores mathematical concepts and procedures required in financial management and analysis.

  • This course provides students with hands-on experience in the techniques related to the collection and use of statistical data and their evaluation and application in managerial situations. Subjects covered include means, distribution, dispersion and sampling. Keys to statistical inference are highlighted and the importance of random sampling is investigated.

  • This course introduces students to the key concepts and practices that underpin successful advertising and brand communications. Students learn how to select appropriate media for these communications and also develop an understanding of trends, visual thinking, advertising brief development, marketing principles, brand communications, media relations and client/agency relationships.

  • Personal & Professional Development Seminars/Company Visits
    1 CH / 1 ECTS
Third Semester (21 CH | 30 ECTS)
  • Strategic marketing is the process of ensuring customer satisfaction through the integration of business functions and the continuous search for a sustainable competitive advantage. Students discuss where strategic marketing fits within the overall business plan. The course views strategic marketing from the customer and brand perspective and examines the concept of marketing strategy: targeting, achieving a sustainable competitive advantage and brand positioning.

  • This course introduces students to core financial areas and issues that provide a basis for more specific learning in other courses. Students are introduced to financial instruments and techniques used in financial decision making. Concepts such as asset valuation, financial health, future investment planning, risk and return are explored through case studies.

  • Effective human resources management is a key function in successful organizations. The course examines theories and explores the dynamic relationship between strategy, people, technology and the processes that drive organizations. Key topics include profiling; recruitment and development of staff; employment laws; motivation; job satisfaction; performance management; and fair compensation.

  • This course covers production and operational management, focusing on productivity analysis that contributes to improving business processes and creating a competitive edge. Inventory control systems, procurement, manufacturing and quality control systems are key issues examined and discussed.

  • This course explores the complexities of starting and developing a small business. Students examine the management skills necessary to succeed as independent business owners and learn how to assess personal strengths and weaknesses in order to form effective work teams. The course uses cases to explore key topics such as opportunity analysis, feasibility studies and start-up finance, as well as comparing entrepreneurial management with professional management.

  • This course looks at the foundations, technology and applications of management information systems (MIS) in today’s competitive business environment. Students identify the major management challenges to building and using information systems. Practical cases are used to examine, analyze and compare systems which serve the information needs of organizations.

  • Digital business is an interdisciplinary topic encompassing both business and technology. The course is an introduction to this rapidly-changing mode of doing business. It examines commonly-used and emerging technologies, as well as discussing the organizational impacts and management implications of moving into digital business. A number of specific applications are reviewed through case studies.

  • This course introduces students to the field of public relations and the way that organizations communicate with society. The principles of public relations are then applied to practical situations, detailing the procedures for planning and implementing campaigns. Theoretical concepts are illustrated using cases from corporate, governmental and non-profit sectors.

  • Effective interpersonal communication is essential to building and maintaining productive personal, social, intellectual and business relationships. This course develops and applies approaches to effective interpersonal communication with topics which include self-concept, perception, language, listening, conversation, self-disclosure, friendship and conflict management. Students practice communication skills that develop and maintain relationships occurring in work, social and non-public settings.

  • Personal & Professional Development Seminars/Company Visits
    1 CH / 1 ECTS
  • Research Methods
Fourth Semester (21 CH | 30 ECTS)
  • All economies, regardless of their size, depend on other economies to some extent. In this course, students examine the forces, processes and actors that shape economic globalization. Topics include the effectiveness of trade organizations such as the WTO, the theory of comparative advantage, modern trade theory, intra-industry trade and the impact of protectionism tools such as tariffs on global trade. The course also examines the impact of international trade on labor and the environment; the balance of payments; exchange rates and the exchange rate systems; open economy macroeconomics; past international financial crises; NAFTA; and the impact of the European Union on the global economy.

  • This course explores and assesses financial issues affecting markets, companies and management. Students are invited to examine and reflect on current and past cases to strengthen learning. Topics include measuring efficiency, valuation of debt, financial analysis and planning and working capital.

  • In the rapidly-evolving world of search engine optimization and viral marketing, social media plays a leading role. This course explores social media marketing tools, techniques and strategies and examines how to use them to build valuable, lasting relationships with customers and other stakeholders. Students learn how to improve online campaign performance and combine social media with other components of a marketing or communications campaign.

  • Financial institutions support entrepreneurs and help them manage the economic risks they take on. This course teaches students the strengths and imperfections of tools and institutions such as banking, insurance, securities, futures, bonds and other derivatives markets, focusing on the recent past, the present and the near future.

  • Understanding consumers enables marketers to more effectively meet the needs of buyers in the market. This course investigates the processes that individuals, groups and organizations use to select, secure, use and dispose of products, services and experiences. It also covers the process of generating ideas to satisfy the needs and impacts that these processes have on the consumer and society. Students develop an understanding of the way people interact with products or services and their marketing environment, as well as an appreciation of the social, cultural and marketing factors that influence the selection and use of products and services.

  • The course focuses on business-to-business relationships. Students learn how to apply their knowledge of sales and purchasing concepts to solve business problems. Effective management of salespeople and purchasing functions is critical to business success because of the constant pressure to improve cost optimization and resource efficiency.

  • This course studies the research tools available to support public relations objectives, focusing on selecting and applying the appropriate tools in each situation. Students learn how to design and conduct preliminary research, as well as how to select and apply different data collection techniques; the findings are then communicated in a final report.

  • This course is an introduction to the events industry in a broad business context, with the aim of developing an understanding of the key areas involved in planning and managing events. Different types of events are covered, with a special emphasis on conference organization and management.

  • This course focuses on the theories, ideas and concepts that are integral to the development of a successful public relations campaign, from the planning phase to the evaluation phase. Business cases are critically examined to highlight organizational successes and failures. Students are encouraged to think strategically and creatively about a range of issues and objectives that can arise. Concepts are applied by developing proactive and reactive communication plans and campaigns to address different situations.

  • Personal & Professional Development Seminars/Company Visits
    1 CH / 1 ECTS
  • Research Methods
Fifth Semester (21 CH | 30 ECTS)
  • This course introduces students to the world of international business and management and examines contextual factors, administrative mechanisms, organizational processes, cultural influences and government and business structures in the global economy. Students explore the challenges facing modern corporations when organizing cross-border activities that span multiple stages of the value chain. Topics include trade relations and missions; international finance; legal and labor agreements; information needs; production systems; marketing; and promotion.

  • In this course, students learn how to evaluate company performance and value based on financial information. Students interpret the income statement, balance sheet and cash flow in addition to learning how to apply ratio analysis. At the end of the course students are able to prepare financial projections based on a company’s financial reports.

  • This course helps students build their negotiation skills and develop an analytical understanding of negotiations and conflict management so that they can become more effective problem solvers. Through role play, simulation and observation, students examine, evaluate and apply negotiation techniques, learning to identify tricks and distracters used by counterparts.

  • The course explores the complexities of managing and developing a small business and gives students practical information concerning small and medium-sized enterprises (SME). This involves exploring the practical implications of self-employment and being part of a family-run business. Topics include areas of marketing, finance and labor management specific to the SME sector.

  • The course addresses three main issues in corporate finance: how a corporation should invest its funds; how it should finance its investments; and to what extent it should distribute some of its assets to its owners. Students look at practical examples of how this balance is achieved in order to maximize the value of the organization.

  • The course introduces the key elements of business-to-business (B2B) marketing and analyzes the differences between industrial and consumer markets. Topics include business buyer behavior, steps in business-buying decisions, B2B marketing strategies, the role of events and B2B marketing campaigns.

  • This course addresses public relations issues on an international scale. It examines how organizations communicate on the world stage and also how nations need to communicate and develop an appropriate image. By studying public relations practices around the world, students accelerate their understanding of international business and develop their ability to operate in the world’s major markets.

  • This course combines theory, case studies and exercises to provide students with a foundation for understanding, managing and interacting effectively in multicultural situations. Values, beliefs, expectations, customs and attitudes of various cultural groups are studied, and techniques and strategies used to facilitate communication in the global environment are discussed.

  • This course analyzes the theory and practice of persuasive communication and examines the effect that media may have on the delivery of a message. The choice of media is critical when dealing with persuasive messages, and may also influence how the message is structured and which techniques of persuasion are applied. Practical oral and written examples are used to illustrate how persuasion can be both ethical and effective.

  • Seminar/Industrial Visits/Dissertation Seminar
    1 CH / 1 ECTS
Sixth Semester (30 ECTS)
  • This module encompasses many of the skills required of accountants in various differing international environments and considers areas of ethics, both business, professional and personal. It uncovers the importance of clear and transparent work practices, through a comprehensive analysis of corporate governance and corporate social responsibility. Students are challenged to make decisions based on their own research into contexts, ultimately providing practical advice and solutions to real-life scenarios.

  • International Entrepreneurship develops students’ appreciation of globalization trends and technological advances that enables them to apply theory to and then evaluate and enhance potential international entrepreneurial ventures. They explore entrepreneurial activity across boundaries, taking into account cultural and political differences; choice of markets; supply chain relations; and appropriate marketing implementation. They apply what they have learned to a local SME to produce an international market entry strategy and critically evaluate the process they have undertaken in a real-life situation.

  • Over recent decades there has been a fundamental shift in the world’s economy. Once self-contained national economies now partake in cross-border business activities and are thus much more inter-dependent on each other. This module unites elements of the global business environment with the strategy-making process and encourages students to both study and critically evaluate the global business environment. Participants graduate with an awareness of the relevance of theory; an appreciation of the differing cultural and political systems; and an understanding of how they impact upon the way international business is conducted.

Seventh Semester (30 ECTS)
  • People have been described as an organization’s most valuable asset. The performance of individuals in companies is not just the concern of the HR Department, it is the concern of every employee who wants the company to succeed. This module explores how organizations use performance management, reward and development policies to maximize the performance of employees and the organizations they work within. From the development perspective this includes activities that mirror real-life situations to experience the difficulties faced by companies in developing the skills, knowledge and attitudes needed for sustainable competitive advantage.

  • The analysis of financial statements can tell us a great deal about the health of a company and its ability to deal with future challenges; a key skill in any business environment, whether profit is the primary motivation or not. This module concentrates on using the financial, economic and non-quantitative information available to assess the relative strengths of entities and their ability to react to the impact of outside forces on their performance.

  • Over recent decades there has been a fundamental shift in the world’s economy. Once self-contained national economies now partake in cross-border business activities and are thus much more inter-dependent on each other. This module unites elements of the global business environment with the strategy-making process and encourages students to both study and critically evaluate the global business environment. Participants graduate with an awareness of the relevance of theory; an appreciation of the differing cultural and political systems; and an understanding of how they impact upon the way international business is conducted.

 
  • Research Methods (with a pass)
  • Dissertation Seminar
  • Final Case: Marketing (10%)
  • Final Case: Communication & Public Relations (10%)
  • Dissertation (80%)
To graduate, in addition to the above courses, students will also have to successfully complete the following for a total of 23 CH | 30 ECTS
Eight Semester (22 CH | 30 ECTS) - Diploma of Advanced Studies
  • This course examines how firms gain and maintain a competitive advantage. It explores the corporate environment and looks at the challenges entrepreneurs and senior management face when transmitting the vision and mission so that these permeate all departments and functional areas. The course takes a general management point of view of an organization and analyzes decisions and strategies in light of the total business. Students relate strategy to the future development of the organization and discuss how to implement strategic plans.

  • In this course students learn how to create company budgets in line with business policy and, from a management perspective, to understand their purpose, the advantages and disadvantages of budgetary control, and the concept of responsibility centers. The need for detailed information is highlighted and students become familiar with the main concepts, tools and techniques for budgeting and for analyzing budgeting variances.

  • This course concentrates on the fundamental skills of communicating effectively and optimizing synergies in the workplace. Students explore, understand, improve and develop their ability to judge and apply effective strategies, such as two-way communication, events and other social media tools, in the area of organizational communication. Students also learn to analyze how, when and in which format to send messages and develop critical analysis in order to enhance their communication and add value to an organization.

  • This course brings together the skills and knowledge that students will have acquired in the area of marketing. Students thoroughly analyze cases illustrating a variety of situations in which a wide range of companies find themselves, discuss the issues and search for creative solutions. Students identify market opportunities and learn to define strategies compatible with the organization’s marketing plan. This course helps students to understand the strategic and integral role of the marketing department in a business.

  • This course focuses on practical business situations encountered by organizations within the field of public relations. It is important to study how different situations can be handled in a way that will contribute to mutual understanding among groups and institutions. Specific objectives include handling crisis situations and achieving institutional goals.

  • Protocol is of vital importance in today’s business world as it aids mutual understanding of different cultures and practices. The course discusses the main rules governing a wide range of activities, from business meetings and diplomatic receptions to charitable events. Attention is paid to face-to-face encounters, as well as written, telephone, e-mail and social media communications. Rules may differ from country to country and it is important to understand various business cultures.

  • This course provides the student with a clear and concise overview of the law governing mass communication. It is largely based on court decisions and the mass media has not escaped the flood of litigation. Broadcasters, cable and satellite television providers, newspapers, magazines, wire services, internet providers and advertising agencies frequently find themselves fighting legal battles. Moreover, working journalists and other mass communicators run foul of the law regularly, facing lawsuits and even jail sentences. To get an understanding of how mass media law works, students are encouraged to examine different cases critically. This course provides the basis for more in-depth, specialist areas of study covered in subsequent courses.

  • The world of communications technology can appear confusing and difficult to understand to the non-technical user. This course aims to clarify some of the confusion by providing clear definitions and dispelling misconceptions. New technologies are examined, focusing on the way they have been developed over time impact current business culture and future strategies. Their influence stretches wider, to include the business applications and social architecture which provide new tools for predicting future trends and innovative communication.

  • A wide range of media options are available to organizations today. With so many to choose from, it is often difficult to attract a substantial audience to any one particular medium. Along with the diverse choice of media, we find that the audience is also increasingly diverse. The Internet and its many applications have changed the landscape, which continues to evolve. Students examine the options available and use real case studies to learn which media tool to choose for each purpose and how to plan media requirements.

  • Personal & Professional Development Seminars/Company Visits
    1 CH / 1 ECTS
EMPLOYABILITY

Communications and public relations professionals are an integral, yet challenging part of any business, and students who graduate from this communications program in Barcelona can go on to help brands build their corporate identity in areas such as:

 

  • Information management
  • Media relations
  • Employee communications and/or web-based communications
EXCHANGE OPPORTUNITIES

Some of our courses are available across all five of our campuses. We encourage students to diversify their education by participating in our campus exchanges. Choose the perfect location for you and gain international experience while expanding your global network.

In our campuses
CHECK OUR FACULTY

Our experienced academic department is comprised of entrepreneurs, consultants and business leaders to provide students with the perfect educational balance between classroom theory and real life experiential learning.

ADMISSIONS

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