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.

The Bachelor of Arts in Communication & PR at EU Business School Barcelona is a seven-semester, three-year program (240 ECTS) with start dates in October, February, June and August. Students may choose to fast track their degree to graduate earlier by taking summer semesters.

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. Develop 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, November, February, June, August
You can do it in
Barcelona
Schedule
Full-time
DEGREE AWARDED
  • A state-recognized university bachelor’s degree accredited by Universidad Católica San Antonio de Murcia (UCAM), Spain, (título propio)
  • A bachelor’s degree from EU Business School Switzerland that is internationally accredited by ACBSP, IACBE, IQA and certified by eduQua
  • A state-accredited BA (Hons) in Business Management degree from University of Derby, U.K.

 

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

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 introduces the principles of business management within a modern organizational environment. Students will explore the major theories of management and critically examine the various management functions, including planning, organizing, human resource management, leading and controlling as well as the various environment frameworks under which organizations operate. Students are also given insights into in-depth, specialist areas which are the basis of subsequent courses.

  • This prepares the student to become an effective manager, overseeing marketing activities in an increasingly competitive environment. Students will enrich their understanding of how the various functional areas of marketing interface with the company. Students are encouraged to examine different cases critically. They also receive insight into areas of more depth, specialist areas which are the basis of subsequent courses. Emphasis is placed on the complex role marketing plays within an organization as well as the impact on the stakeholders of the company.

  • The focus of this course is divided between written communication in the business world and academic writing for university studies. It introduces the communication skills required by those preparing for a business or management position, as well as developing skills for academic purposes. The course will deal with the theory of business communication while at the same time providing practical examples and assignments to improve the effectiveness of written communication skills. Additionally, students will gain an understanding of university writing standards, research and citation skills and standard academic writing practices.

  • The objective of the course is to give an overview of financial accounting and external reporting, including the basic accounting concepts and principles. Students will be shown how to prepare the basic financial accounting statements - the income statement, balance sheet, and cash flow statement - as well as their interpretation. This is the first of a two-part course, and covers the accounting cycle, the journal, basic ledger accounts, balance sheet, income statement, statement of retained earnings, accruals and deferrals and reporting financial results.

  • Students are introduced to the fundamentals of microeconomics within a participative environment. The different microeconomic concepts are explained, including supply and demand analysis, the concept of elasticity, welfare economics, the theory of the firm, competitive markets and market failures. Within these frameworks the behavior of different market players, namely individuals, households and businesses, are studied. Students are introduced to these aspects of microeconomics and their applications to address current economic policy problems through case studies and class exercises.

  • This course is designed to introduce the principles of calculus and to familiarize students with the mathematical thinking. The course focuses on calculus topics that are relevant to students in the managerial and business sciences. Students will develop technical skills and tools to formulate, analyze and implement a simple quantitative model to support a business analysis and decision making. Students must have a good understanding of algebra and arithmetic, as well as mathematical functions and their applications to practical problems.

  • Students will learn about the array of software generally used in contemporary business environments, including new trends in data management and emerging future developments in IT software. These include business-specific applications for word processing, text-editing/design, spread sheet software, presentation software, internet OSS and trending mobile application software for assisting business and data management control. Additionally, new and innovative business IT structures are introduced in order to prepare students for advanced courses related to IT.

  • The primary objective of the course is for students to understand (and be able to describe) the environmental risks and uncertainties that the world is facing today and in the coming decades. Climate change, the increasing population, decreasing fossil fuels, food and water insecurity, the loss of biodiversity and the acidification of the oceans will all have a significant impact on the way people live and work. The course explores these challenges and examines the role of business in ensuring a sustainable future for the planet.

  • This two-part personal and professional development program prepares postgraduate students for becoming next generation leaders. Each session involves different learning methods, spanning both theoretical and experiential learning, and includes self-assessment tools, self-awareness techniques, role-playing, peer-interviewing, journaling, meditation and goal setting, among others. Students will find their purpose and meaning during their EU journey, hone their emotional and social intelligence skills, and determine their career anchors and occupational types.

Second Semester (22 CH | 30 ECTS)
  • This course discusses the role of ethics in business and the foundations of business ethics. It considers how to integrate ethics into business practice and management theory, and the role of virtues in leading organizations. Ethical behavior contributes to personal development and to human excellence in business. Business ethics enhance corporate reputation and minimize the risk of the souring of relations between society and the company. Society, which gives businesses license to operate, increasingly demands ethical and responsible conduct from firms. This course discusses ethical dilemmas and practical difficulties that can arise in decision-making as companies try to harmonize profits with social, sustainable and ethical responsibilities.

  • This course provides the skills for successful communication within the workplace, which is essential for business leaders to be effective. These skills include listening, identifying and interpreting verbal and nonverbal cues as well as the foundations of intercultural communication, of analyzing rhetorical situations, preparing oral presentations, and developing personal poise and confidence when delivering presentations. Students learn to analyze how, when and in which format to send messages, how to speak at meetings and how to handle question and answer sessions or complaints from interlocutors. These skills are combined with theoretical approaches to communication in the business environment.

  • The primary objective of this course is to understand the measurements and the presentation of the assets, liabilities and owner’s equity in a public company’s balance sheet. The students will also learn how to prepare and interpret the statement of cash flows. This, the second part of a two-part course, covers the statement of cash flows, including explaining the purpose of operating cash flows and their potential impact on a business’ survival.

  • The course provides an overview of major macroeconomic issues and studies the economy through its main performance indicators: national income/output, employment, unemployment and inflation. Fiscal and monetary policy, including fiscal stimulus, taxation, the interest rate and the money supply, are also discussed to understand government interests and decision-making. The course aims at using students’ own experiences and observations to enrich their understanding of the various external environments including macroeconomic decisions and economic growth.

  • The course introduces students to the core concepts of business law vis-à-vis the main legal issues facing entrepreneurs, organizations and business managers when running a business. Topics include key aspects/fields of business laws, including the law of contracts, company law, insurance law, taxation law and the law of intellectual property. Students will learn about the formation of a company, the rights and responsibilities of its directors and shareholders, as well as dispute settlement mechanisms. In addition, the changing face of global business and the ethical issues surrounding it will also be addressed.

  • Mathematical finance is a field within applied mathematics, concerned with mathematical modeling of financial markets. This course reviews the basic theory of financial mathematics, covering the rate of return, interest rates and their use in discounting future cash flows. Other concepts that are studied in detail are the effects of compounding interest, the pricing and evaluation of bonds and perpetuities and annuities. The course concludes with the concept of future value and the effects of regular savings and pricing of pension plans and other future cash flows.

  • Statistics are at the base of most business sciences. The ability to present, analyze and interpret data is crucial in the modern business world, and to be able to use Excel is paramount. This course on applied statistics provides a working knowledge of skills and tools in three main areas: data analysis, data production and statistical interference. The course introduces the science of learning from data. Information, in the form of numerical data, is analyzed and applied within a context of business operations to support managerial decision making. Data analysis concerns methods and strategies for exploring, organizing and describing data using graphs and numerical summaries.

  • The increasing diversity and complexity of media turns advertising into a versatile art. 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 develop an understanding of trends, visual thinking, advertising brief development, marketing principles, brand communications, media relations and client/agency work.

  • This two-part personal and professional development program prepares postgraduate students for becoming next generation leaders. Each session involves different learning methods, spanning both theoretical and experiential learning, and includes self-assessment tools, self-awareness techniques, role-playing, peer-interviewing, journaling, meditation and goal setting, among others. Students will find their purpose and meaning during their EU journey, hone their emotional and social intelligence skills, and determine their career anchors and occupational types.

Third Semester (21 CH | 30 ECTS)
  • Strategic marketing is the process of creating satisfied customers through the integration of all business functions and the continuous search for a sustainable competitive advantage. Students learn the importance of strategic marketing planning in the overall business plan. The course looks at strategic marketing from the customer and brand perspective and examines marketing strategy: targeting, achieving a sustainable competitive advantage and brand positioning.

  • This provides an introduction to the fundamentals of business finance and their application to the usual financial issues and decision-making of business enterprises. This will familiarize students with the role of financial management in maximizing the value of the firm.

  • Students will analyze the key functions of human resource management and explores the strategic importance of attracting, developing, motivating and retaining employees. The course covers topics such as recruitment and talent acquisition; training; employee development, mentoring and promotion; appraisals; fair compensation; conflict resolution and legal issues. It looks at the role of HR in creating innovative business practices and sustainable sources of competitive advantage, as well as the standard administrative functions of HR. It will also examine HR practices and regulatory labor issues in various national markets.

  • Production and operations management are introduced in this course, which focuses on productivity analysis for improving business process orientation and creating a competitive edge. Key issues examined and discussed include inventory control systems, the planning of materials requirements and manufacturing resources and quality controls. Students undertake a production project throughout the semester in order to put the theory they learn into practice.

  • This course explores the complexities of starting and developing a new business, including an assessment of personal strengths and weaknesses and analysis of existing opportunities and threats. It covers the following areas: opportunity analysis; basic requirements of a feasibility study; entrepreneurial management; and preparing a feasibility plan. The course is delivered through a mix of theory, case analysis, written assignments, readings and group and class discussion.

  • Students are introduced to the principals of technology and information systems in today’s business environment. The course provides insight into how contemporary businesses leverage information technologies and systems to achieve corporate objectives. It provides an up-to-date and comprehensive overview of information systems used by businesses today, including real-world cases and discussion of significant contemporary topics, from big data and artificial intelligence, to data security and internet governance.

  • The digital economy has unlocked new opportunities for businesses, while simultaneously creating new areas of competition in both traditional and new sectors of the economy. Companies are increasingly digitalizing in order to capture value from innovations, cut costs, enhance performance and deliver new services. This course provides insight into the emergence of digital business, key concepts, technologies, applications and strategic organization.

  • This course is an introduction to the basic foundations of public relations (PR), its development over time and its growing importance and influence as a communications medium between entities and their publics. Coursework covers a wide variety of public relations principles and concepts within the controlled organizational structure as well as within uncontrolled media such as peer-to-peer social channels. The tools and techniques of PR are introduced. The differences between classic one-way communication solidly based in traditional marketing and journalism are compared to the utilization of third-person endorser structures.

  • Students will explore the different types of communication and personal relations that help in shaping the social environment. Effective interpersonal communication builds and maintains productive personal, social, intellectual and work relationships. This course develops and applies approaches to effective interpersonal communication with topics that include self-concept, perception, language, listening, conversation, self-disclosure, friendship, and conflict management. Students apply communication skills that develop and maintain relationships occurring in work, social and non-public settings.

  • This mandatory course, entitled Research Methods I, is designed specifically for all bachelor’s students in their second year of studies. The course is delivered as a skill-based seminar over a period of two semesters and is intended to enhance and improve their academic and research skills. The course acts as a guide and a practical stepping-stone to conducting real world business and management research. Students could utilize the array of academic and transfer skills acquired in this course in their coursework; independent research; cases; business plans; and in their dissertations. The current course deals primarily with academic writing; authorship; referencing and bibliography; and contains a brief introduction to the EU Business School’s dissertation process.

  • It is important to start with self-identification when embarking on a path of growth and development, whether personal or professional. This provides the basis for effective goal setting, planning, management and self-regulation, which take individuals to goal-directed behavior and achievement. This course takes students on a journey of exploration through which they will understand themselves better, including their characteristics, skills, competences, strengths and areas to develop. Each session involves diverse methods of learning, from theoretical information to experiential learning, self-assessment tools, self-awareness techniques, role-playing, peer-interviewing, journaling, goal setting, and many more.

Fourth Semester (21 CH | 30 ECTS)
  • As a result of globalization, the public and private sectors, input and output markets, businesses, households and individuals are all linked, with the consequence that individual decisions have a far-reaching impact. The course introduces students to the main concepts of international economics, the economic principal through a multidisciplinary approach. Globalization and international trade and finances (which are the two main building blocks of the global economy) are introduced through the analysis of basic theories, an overview of the role of international organizations such as the World Trade Organization and the International Monetary Fund, as well as a discussion of current global challenges.

  • Making sound financial decisions requires an understanding of modern finance theory. Throughout this course, a theoretical framework will be developed and applied to a wide range of practical problems. Specific objectives include the calculations of free cash flows, understanding of investment in long-term assets with heavy emphasis on the capital budgeting techniques. The course also includes financial forecasting and the importance of managing a firm’s liquidity and the understanding of the effective cost of short-term borrowing. Capital structure and dividend policy will also be explored.

  • Social media is an integral component in almost all successful marketing strategies, and marketing professionals and organizations require end‐to‐end social media expertise. In this course, students will learn best practices and develop the skills to connect business objectives with social media strategy, platforms and tactics. Social media has disrupted communication channels and created challenges for marketing in the digital age. Control of the brand has shifted from the company to the consumer. In this course, students will learn how to manage their brand (either personal or business) on social media and how to create a social media strategy.

  • This course will study the major financial intermediaries and the instruments that are traded in financial markets. This include to study the effects of financial markets, such as bond and stock markets, which are crucial to promoting greater economic efficiency by channeling funds from people that do not have a productive use form them to those who do. Activities in financial markets have direct effects on personal wealth, the behavior of business and consumers, and the critical performance of the economy. This course strives to offer understanding on how interest rates, foreign exchange rates and the stock market play a prominent role in our financial and economic lives.

  • Can we capture tomorrow’s consumer behavior? 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 needs and the impacts that these processes have on the consumer and society. This course introduces students to the influence that consumer behavior has on marketing activities. The course proceeds in steps, starting with the consumer profiles behind the PLC, classical and non-classical segmentation, ethological behavioral analysis, psychological typologies, impulsive and compulsive behaviors, consumer profiling, typologies and consumer profiles fitting the trends of the future.

  • This course is to introduce the exciting world of sales and purchasing management. Effective management of salespeople and purchasing functions is critical to business success because of the pressure on cost optimization, globalization and resource efficiency. The course focuses on Business-to-Business (B2B) relationships. The new salespeople are engaged in consultative relationships with their customers. They are expected to solve customer problems, not just to sell products. Today’s customers demand higher quality and greater levels of service. This course provides students with an understanding of personal selling. The course discusses the important relationships between personal selling and organizational strategies. The course focuses on supervisory and leadership roles necessary for successful sales management. The course also focuses on some of the best purchasing practices and its role in the companies as a new edge to gain a competitive advantage.

  • Communication strategies, like marketing plans, cannot be designed and public relations campaigns cannot be planned or carried out without in-depth research and knowledge. Research is necessary to create effective, relevant and compelling public relations programs. Designed to provide students with experience and knowledge of the techniques and tools of the public relations practitioner, this course will enable students to perform and supervise preliminary and detailed research and manage environmental assessment in contemporary public relations practice.

  • This course takes students through the complete process of event management, from developing a concept to planning, organizing and managing an event. In addition, students will also learn how to report on an event's results. Students will create and present an event concept to a client. At the end of the semester students will organize and execute a live event to bring together the entire course content.

  • Sustained, well-planned and executed public relations campaigns can help drive strategic organizational change. PR campaigns can build positive public perceptions and drive reputation. They are a cost-effective means of changing perceptions and increasing stakeholder value for an organization. By fitting the campaign to core business priorities as well as project objectives, a solid campaign design reinforces key messages and organizational strategy. This course uses a problem-solving approach: students develop the skills to design, plan, cost, deliver, measure and evaluate campaigns using a range of PR media and channels in a variety of situations.

  • It is important to start with self-identification when embarking on a path of growth and development, whether personal or professional. Effective goal-setting, planning, management and self-regulation are essential for goal-directed behavior and achievement. This course takes students on a journey of exploration through which they will understand themselves better, including their characteristics, skills, competencies, strengths and the areas they wish to develop. Each session involves diverse methods of learning, from theoretical information to experiential learning, self-assessment tools, self-awareness techniques, role-playing, peer-interviewing, journaling, goal setting, and many more.

  • This mandatory course is designed specifically for all bachelor’s students in their second year of studies who have successfully completed Research Methods I. The course focuses on research designs; research philosophies; methodologies; ethical consideration; and research findings. The course focuses on how to design a real-world business research project. The module will provide students with the essential theory and practice of research – namely quantitative and qualitative research; how to conduct qualitative and quantitative research; and how to present the research findings.

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, government, and business structures in our 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. Theory is completed by the Capsim® Global DNA computer simulation as part of the class. Through a realistic, hands-on learning experience, students explore why companies choose to compete internationally.

  • In this course, a broad framework for using financial statement analysis to evaluate a firm’s current business operations and to predict its future condition is presented. Students learn to compare companies financially and grasp basic profitability issues. To achieve these objectives, important tools and skills are taught throughout the course with cases based on actual companies’ financial statements. Topics include profitability analysis, analysis of the statement of cash flows, ratio and trend analysis. The course is delivered through a mix of theory, class exercises, problems and cases.

  • How often will you negotiate in your career, in business and in life? The need for negotiation skills arises wherever joint decision-making is necessary. The aim of effective negotiation is to create maximum value in the deal-making process. Differences are the basis for negotiation; without them there is no need for negotiation. This practical and experiential course looks at theory and research on negotiation in different scenarios and then puts learning into practice which is later reflected upon.

  • The course provides students with a clear vision of small business management today. The goal of the companies discussed is to provide personal independence and financial security, rather than market dominance and extreme wealth. We will focus on the small businesses that students are planning to start, and consider the challenges facing entrepreneurs and small business owners. A business plan is one of the keys to successfully managing and growing a small business, particularly if outside capital is required. The development of a specific business plan for small businesses is covered in the course, as well as organizational structures, important legal issues, sources of capital and managing and growing the venture.

  • This course looks at the big picture issues related to corporate finance including capital structure, dividend policy and the cost of financing. The course also examines how corporations issue securities, leasing, mergers and acquisitions and the concept of financial distress. Students also discuss the most important goal of the firm: maximize shareholder’s value.

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

  • This course addresses public relations issues on an international scale and provides students with an understanding of the classical and contemporary theoretical debates. The course also examines the ways that organizations communicate on the world stage, as well as evaluates the ways that nations communicate and develop appropriate images. By studying public relations practices around the world, students expand their understanding of international business and develop their ability to operate in the world’s major markets.

  • The globalization of the business environment means that interactions between people of different cultural backgrounds in the workplace have grown exponentially. As a result, global managers must learn how to communicate in a cross-cultural context. Awareness and intercultural skills in communication are keys to the career success of aspiring managers and professionals. This course combines theory, cases 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 are discussed to facilitate communication in the global environment.

  • This course analyses the theory and practice of persuasion and the effects that different media may have on the delivery of the message. The choice of media is critical when dealing with persuasive messages and may also influence which persuasion techniques are applied and how the message is structured. The practical side of the course will also include oral and written presentations from students. The course will also cover lobbying and its functions, including its potential for positive outcomes, as well as the ethical underpinnings of modern lobbying.

  • This course prepares students for their professional lives by exploring career types and callings. It is an experiential learning process from job application to employment. Students are familiarized with responsible business practice and learn about branding their personal identity for employability. Each session involves diverse methods of learning, from theoretical information to experiential learning, self-assessment tools, self-awareness techniques, role-playing, peer-interviewing, journaling, meditation, goal setting, and many more. Students will be practicing and mastering today’s pivotal skills, such as empathy, compassion, ethical behavior, reading the phenomena within personal and social contexts.

Sixth Semester (30 ECTS)
  • Improvements to processes, services, products, people, and systems are core to the strategy of organizations. Improvements bridge the gap between current and required performance to add value and achieve and sustain a competitive advantage in the long-term. Effective consultation and project management using appropriate business improvement and research methodologies is key to the successful implementation of change.

     

    In this two-part module students will explore how to plan, organize, motivate, and control resources to achieve defined goals, on time and to agreed cost and quality criteria. Using a consultative approach, students will be challenged to make decisions based on their own research to provide practical advice and solutions to real-life scenarios taking into consideration the organization’s constraints. They will liaise with employers, establish agreed objectives and present their findings in a clear, business-focused report and presentation.

  • This module studies global business using a combined strategic and economic approach. The recent major global economic shifts are explored, and current international business events are analyzed. Students will study the key theoretical underpinnings, trends and challenges of international trade and foreign direct investment. They will analyze the importance of government and institutions in controlling/regulating international business behavior. The long-term sustainability of businesses in the ever-changing, and often hostile, global business environment is considered, in order to understand the critical role played by strategic management.

  • Students will gain a thorough understanding of the added complexities involved in global marketing and how these impact on the formulation of marketing plans and strategies through this module. It builds on the knowledge and concepts acquired earlier in the program. This model familiarizes students with a range of issues and concepts encountered by international marketers and provides the theoretical framework for analyzing and implementing them in a real-life business situation.

     

    Assessment is coursework-based, designed to enable students to demonstrate their ability to approach a business challenge as a marketer and business manager. The assessment methods used on this module will also help develop key skills desired by employers, such as critical analysis, business report-writing and presentation skills.

Seventh Semester (30 ECTS)
  • Improvements to processes, services, products, people, and systems are core to the strategy of organizations. Improvements bridge the gap between current and required performance to add value and achieve and sustain a competitive advantage in the long-term. Effective consultation and project management using appropriate business improvement and research methodologies is key to the successful implementation of change.

     

    In this two-part module students will explore how to plan, organize, motivate, and control resources to achieve defined goals, on time and to agreed cost and quality criteria. Using a consultative approach, students will be challenged to make decisions based on their own research to provide practical advice and solutions to real-life scenarios taking into consideration the organization’s constraints. They will liaise with employers, establish agreed objectives and present their findings in a clear, business-focused report and presentation.

  • This module examines the concepts of leadership and management. It explores the similarities and differences in the roles and responsibilities of leaders and managers in the workplace and the development of leadership theoretical approaches as well as the practical application of these within organizations. Students will analyze the skills and competencies of effective organizational leaders and examine alternative methods of leadership development to enhance these.

  • This module seeks to develop your understanding of the emerging area of International Entrepreneurship and how you can apply that knowledge in a real-life situation. In recent years, international business and entrepreneurship have been coalescing into a single cognate area that is now becoming regarded as cohesive in its own right. Trading blocs such as the EU have placed emphasis on entrepreneurship as an engine of economic growth and the trend towards greater international involvement of SMEs is accelerated by technological advances. At the same time globalization has prompted the re-emergence of local cultures which influence the growth of entrepreneurship in diverse ways. We can therefore see a tension between the global and local elements. Creating an in-depth appreciation of these elements will enable you to apply theory to inform, evaluate and enhance potential international entrepreneurial ventures. Ultimately all organizations need to be aware of the development of international business and that they can no longer rely simply on national trade. The purpose of this module is therefore for you to explore entrepreneurial activity across boundaries paying attention to cultural and political differences, choice of markets, supply chain relations and appropriate marketing implementation. You will apply your learning to a local SME to produce an international market entry strategy and critically evaluate the process you have undertaken.

 
  • 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 previous courses, students will also have to successfully complete the above for a total of 23 CH | 30 ECTS
Eight Semester (22 CH | 30 ECTS) - Diploma of Advanced Studies
  • This explores the problems faced by the senior management of an organization. It considers the nature and complexity of strategic management, develops a suitable framework for problem analysis, deals with the concept of strategy and addresses the challenges of external and internal constraints. Emphasis is placed on the complex role people play within an organization as well as the impact of the external environment on business activities.

  • Students will study management accounting systems, the basic concepts of cost accounting systems and the creation and use of budgets. The course provides an understanding of management accounting with emphasis on cost-volume-profit analysis operational budget. Students will attain a clear understanding of cost-volume-profit relationships and how they can be useful for business decisions. Students will develop an understanding and working knowledge of real-world budget issues including variances in input, labor and other prices and costs of finance. Students will be equipped to create production, inventory and cash-flow budgets for manufacturing companies and identify constraints and the difference between in and out of control budget elements. Finally, students will be equipped to analyze and discuss variances from budgeted performance.

  • The course develops the fundamental skills of communicating within the workplace: students will learn about the functions of the communications director / department, the communications audit, the design and implementation of a corporate communications plan, the purpose of internal communication campaigns for PR and HR and related topics such as organizational culture, ethics, communication flows as well as dealing with challenging situations and contexts. There will be a significant practical element to the course that will require full student participation and will include the preparation and/or analysis of a corporate communications audit, plan, manual and internal communication campaigns.

  • The course is designed to prepare the student to clearly evaluate different marketing cases, its problems, and questions, based on specific case studies. The course is meant to enhance the logical and analytical skills of the students. Students are encouraged to examine different cases critically and come up with viable solutions. They also will have to write their own marketing case, including an overview of the problem to be solved, the background of the case and an overall in-depth description of the problem. The case will be solved in a separate document and the solutions presented in front of a 2-member committee. Emphasis is placed on the complex role marketing plays within an organization. The course will help students review and integrate the material they have studied in the business major. The course is delivered through a mix of theory, case analysis, written assignments, and group and class discussion as well as the writing of the individual case.

  • Public relations can serve a wide variety of institutions in society. Students learn how to create effective relationships with different audiences and how to plan and implement the organization’s efforts to influence or change public policy. Emphasis is placed on setting objectives and planning and executing the whole PR process. 

  • This course introduces students to the theory and practice of social, company and state protocol. Protocol is vitally important in our business and social lives today as it lays down a framework of mutual respect covering different cultures and practices. The course discusses the rules governing a wide range of activities, from business meetings and diplomatic receptions to charitable or sport events. As well as face-to-face encounters, the course covers written communications, telephone, email and social and electronic media protocols. Rules may differ from country to country and it’s important to understand their relationship with the underlying business culture.

  • A survey of media law and ethical frameworks related to the practice of journalism, public relations, broadcast and digital media, as well as issues of privacy and cyber security. A historical examination of the concepts of freedom of speech and freedom of the press and the limitations imposed by statute and common law. The case study approach is used with an emphasis on the principals and the ethics that underlie the landmark cases.

  • This course tries to shed some light on the bewildering world of communications technology. It looks at the impact of these new technologies on current and future business communication. New technologies are examined, focusing on the way they impact current business culture and future strategies. Their influence also includes the business applications and social architecture which provide new tools for predicting future trends and innovative communication. It is an eminently practical course, aimed at preparing future communications professionals with some of the tools they may use.

     

  • It is often difficult to attract a substantial audience for any one vehicle in the crowded media sector today. Not only are viewers’ media choices more diverse, but the audience is more diverse as well. The media landscape is changing, with new media. This course looks at media effects theory and its implications, the components of a media plan and the negotiation of media packages. Students will learn to identify the most suitable media and advertising strategy and be able to develop a media plan and strategy for different cases and competitive situations in businesses and organizations, developing a deeper understanding about how to build reputations and brands effectively.

     

  • This course prepares students for their professional lives by exploring career types and callings. It is an experiential learning process from job application to employment. Students are familiarized with responsible business practice and learn about branding their personal identity for employability. Each session involves diverse methods of learning, from theoretical information to experiential learning, self-assessment tools, self-awareness techniques, role-playing, peer-interviewing, journaling, meditation, goal setting, and many more. Students will be practicing and mastering today’s pivotal skills, such as empathy, compassion, ethical behavior, reading the phenomena within personal and social contexts.

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 our campuses – Barcelona, Geneva, Montreux, Munich and online. We encourage students to diversify their education by participating in our inter-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 comprises entrepreneurs, consultants and business leaders to provide students with the perfect educational balance between classroom theory and real life experiential learning.

ADMISSIONS

Our admissions process is quick and straightforward and our admissions department is here to help guide you through the process

Ask for more information
If your application is successful, you’ll be joining a leading business school of the highest caliber. Request information on our programs!