Development, documentation, writing and publication of original academic texts of high quality.
Awareness of and correct handling of the relevant academic documents, and the databases providing access to those documents, for writing academic papers.
Apply the theories, scientific method and key concepts of public relations and communication management to produce significant academic research work to support decision-making in professional practice.
Design and execute a research project on strategic communication and public relations, using the appropriate methodologies and framing the project in the context of recent scientific theories.
Relate to different audiences through strategically designed forms and systems of communication.
Produce and structure corporate narratives, tales and messages using the appropriate techniques, for dissemination to previously identified audiences within the strategic planning of communications and public relations.
Distinguish the influence of different ethnic, cultural and organizational contexts in the practice of public relations and communication management based on the application of the related theories.
Adapt the strategic communication process to different specialized sectors, tailoring messages and communication techniques to each of the audiences in those specialized fields.
Create budgets for strategic communication projects by choosing the correct items after assessment of their suitability and acceptability.