this is the summary of curriculum
Strategic communication is more than a shadow of corporate strategy. An organization’s objectives must actively shape and protect its reputation, positioning it as the preferred strategic partner among all of its stakeholders. In an increasingly interconnected information society, communication integrates and aligns the influences in the organization into a single function, central to strategic management.
Communication professionals taking part in the program are expected to tackle such complex challenges as elaborating a new brand strategy in a postmerger situation, changing communication in a difficult economic environment, integrating CSR into an organization’s DNA, or mastering storytelling across media. Today, communications professionals cannot just achieve objectives, they are expected to contribute to defining those objectives – as experts, with a solid theoretical and practical background.
Communications connect an organization’s decision-making to its surroundings, ensuring that it works as an organic part of its economic, social and political environment. Constant, intense dialog with all stakeholders, whether directly or indirectly related to the organization, is a vital source of new products and services, and may enhance evolutionary changes in corporate positioning.
While other Master’s programs limit themselves to teaching communications practice, the Executive Master of Science in Communications Management program (EMScom) prepares communications professionals to play a key role in their organization’s strategic management, bringing relationships with stakeholders and the public to the center of management policy.