International Executive Program

  • Study Mode Presential
  • Language Spanish
  • Date From 08th to 12th June 2020
  • Timetable From Monday to Friday / 09:00h to 20:00h
  • Duration Two weeks
  • Enrollment Open

International Executive Program

“Global Trends in Organizational Communication” addresses the most innovative and relevant issues that are currently of interest to communicators and shows the key aspects where all communication professionals who have managerial responsibilities should focus.

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  • Why choose this Program
  • Content
  • For whom?
  • Faculty
  • Methodology and degree
  • Duration and calendar
  • Scholarships and special conditions
  • Price, access and admission
  • Additional Information

The International Executive Program is designed to provide attendees with a high level of qualification, in addition to building leadership capacity in knowledge and practical skills.

In particular, it seeks to train the student to:

  • Obtain an international perspective of the main issues of interest for professionals in the communication sector through knowledge of social reality and the challenges facing a globalized world.
  • Acquire the knowledge and skills necessary to build viable strategies based on the demands of different interest groups.
  • Improve the skills and aptitudes to promote the positioning of the manager and / or director of Communication as a figure that participates in strategic decision making, continuously advising senior management.
  • Highlight the importance of communication as a strategic resource that incorporates a vision of transformation and continuous improvement.
  • Analyse the latest concepts, methodologies and instruments that allow innovation in communication management.
  • Strengthen professional relationships with expert communicators from different countries.

In this edition of 2020 there are two transversal axes that give consistency to the program:

  • The relationship of the company with society that is increasingly relevant in the face of a permanent crisis of confidence on the part of the different interest groups motivated by diverse and numerous episodes of corporate misconduct. This new context changes the way of thinking and doing of the company, but also its ethical codes, its values ​​or its purpose. And it is a complex and disruptive process that must focus on people, acting on leadership, groups and the environment.
  • The digital transformation that is one of the pillars on which the new business ecosystem is built and that currently generates a certain convulsion because there are new demands that push organisations of all kinds to define a new corporate culture and a rethinking of the processes towards new management models.



The digital transformation of companies is a necessity. However, it is not an easy process to carry out or that everyone understands perfectly. The fear of change is usually established in many organizations and it is common to find companies that still carry out almost obsolete work processes. Therefore, a new company culture must be created. And that goal goes far beyond giving digital training to employees in the knowledge of digital tools. It is also about being a brand recognized and backed by a good digital reputation and establishing continuous disruptive innovation. All this improves communication with customers and extends the life of companies.


The future of our interaction with machines no longer goes through a keyboard or the touch of a screen. The ways of interacting with technology are multiplied: voice, movement or virtual reality interfaces move us to a future full of possibilities to improve user experiences, effectively communicate or transfer more up to now physical experiences. Areas such as product communication, tele presence or augmented reality can be used successfully in corporate communication actions.


Cybersecurity has become an increasingly common issue in our lives. But what does it really mean beyond the technological element? Cybersecurity is a decisive element for conducting business safely and for establishing relationships with our organization's stakeholders in a reliable manner. It has become a common term in the Boards of Directors and a key to understanding current geopolitics. Protection against identity theft, cyber attacks on critical infrastructure, espionage, cybercrime, attacks on social stability. It is a variable that will be increasingly relevant for departments and communication strategies.


In an increasingly digital and interconnected world, a more human and humanist leadership is demanded that helps to recover and strengthen trust between companies and society. In this context, the CEO's reputation stands out as an asset with a great capacity to generate (or destroy) value for organizations. Its high impact on the company, makes the management of this intangible not optional or voluntary, being necessary to institutionalize and professionalize it. Placing the reputation of the CEO and, also, the steering committee, at the service of the company is an unstoppable trend in which the communication director has a leading role.


The network society generates legitimation logics in which social support is essential. It is already an essential component of institutional representation strategies. For a long time this social legitimization has been limited to the field of public opinion, but the intrinsic hyper connection to the information society has radically changed the scenario. Today, it is essential to build and maintain it over time, not only to guarantee political influence but also to guarantee the success of the companies' own actions. This legitimization is built through tools and procedures where technology plays an important role but where the logic of creating and maintaining communities of people is essential.


The network society generates legitimation logics in which social support is essential. It is already an essential component of institutional representation strategies. For a long time this social legitimization has been limited to the field of public opinion, but the intrinsic hyper connection to the information society has radically changed the scenario. Today, it is essential to build and maintain it over time, not only to guarantee political influence but also to guarantee the success of the companies' own actions. This legitimization is built through tools and procedures where technology plays an important role but where the logic of creating and maintaining communities of people is essential.


In the development of a new concept of global, sustainable and digital citizenship, the role of the private sector is and will be increasingly relevant. Thus, given the constant changes in the socio-economic environment, the commitment to corporate responsibility and sustainable development are the strongest responses to new social demands and expectations. Knowing the main trends in sustainability, managing the impacts that our activity generates in our interest groups and meeting social expectations and needs are key in the new coordinates of the company.


Obtaining the skills necessary to synthesize key trends, in terms of technology, and in turn, providing the necessary tools to lead the changing digital world is a challenge. An organization that does not work today in the digital framework correctly is predestined not to survive in the future. Therefore, it is necessary to study the continuous change to which brands, platforms or organizations are subjected to reach their #CoreTarget (potential customers or users). Likewise, the new forms of communication in social networks allow opportunities to reach a greater qualified public, defining differentiating and specific strategies for networks, and loyalty to our related end users.


In the last twenty years, corporate communication has gone from being a summary (somewhat boring) of business values and objectives, to becoming a vibrant story capable of reaching millions of people. The need to compete in this emotional field through multiple digital channels raises many questions: Is it necessary for everyone? How are these types of stories constructed and which ones work? How is return measured? What relationship should exist between those stories built for reputational objectives and those generated for marketing campaigns? What role does ethics and responsibility play in the "post-truth world"? These are questions to answer, while determining the criteria to follow for the development of an effective corporate storytelling.


Sustainability is currently a challenge for all mankind and there are many challenges ahead. It is essential to analyze how evolution and the role of society and its entities are changing. How it is essential to carry out a dialogue process and work on joint projects of interest: promotion of recycling, cleaning of natural environments, fight against plastics at sea, etc. The analysis of relevant cases can serve as a model to apply that experience in other countries. ECOEMBES is an entity that manages the collection, recycling, awareness and eco-design of packaging and paper / cardboard throughout Spain. The involvement, participation and dialogue with social, environmental and society entities is one of the keys to the success of this initiative.


Through the empirical findings of the Latin American Communication Monitors, the overview of the practice of communication management in the region in relation to the realities of the practice throughout the world will be drawn. The influence of communication and on the communication of the peculiar moment of changes in the region will be discussed, with highly complex political and economic processes, such as the latest changes of governments in several countries or the political situation in Venezuela. The trends in communication management in Latin America will also be projected, incorporating the most innovative aspects of the practice such as the use of big data or the incorporation of processes and technologies for the detection of fake news. The Comparative Framework of Excellence and the Leadership Card that allow auditing the performance of communication departments will also be addressed.


The customer experience is the new workhorse for brands. To win in a market that moves through experience, you have to give absolute priority to the customer and have the agility necessary to offer new and connected experiences that adapt to individual needs. In order to offer these new experiences, organizations have to evolve, defining new value propositions, building new capabilities and changing the way they work. Through different examples we will discover which are the main axes of the transformation of the marketing area, and how large companies have managed to improve their business results by designing and offering new experiences.


It is important to know in first person the reality of companies, media, and consultants to know how they are managing their communication policies and how they have managed to maintain their leadership position within their sector. This knowledge is very useful as a subsequent reference in the design of their respective action plans.


For whom?

  • The “Global Trends in Organizational Communication” Program is a highly specialized course designed for managers and managers of communication, brand, reputation and public affairs, interested in gaining visibility against their professional objectives and developing their potential.
  • Attendees to this program are professionals in the world of communication with at least seven years of experience in positions of maximum responsibility within the area of corporate or similar communication who are interested in developing their knowledge and skills, and in expanding their leadership potential in the team itself and its organization.
  • The group is limited to a maximum of twenty students to ensure personalized treatment and participation and debate by the attendees.


The faculty is made up of active professionals with extensive international experience, who combine a prestigious career with a proven teaching activity.

Alberte González Patiño

Director de Comunicación


Alejandro Álvarez Nobell

Assistant Professor - Researcher

(Facultad de Ciencias de la Comunicación Universidad Nacional de Córdoba (Argentina))

Alfredo Orte Sánchez

Insight Manager


Augusto Leiva

Brand Manager

(Corporate Excellence)

Carlos Molina

Director General

(Best Relations)

Carlos Salas

Formador en Comunicación y Storytelling

David Álvaro

Area Manager & dircom


Isabel López Triana

Socia Fundadora

(Canvas Estrategias Sostenibles)

Juan Antonio Gómez Bule

Security and Cybersecurity Advisor España, Portugal, Israel e Hispanoamérica


Miguel Aguado

Socio Director


Miriam García Armesto

Directora General


Ramiro McTersse



Sandra Sotillo

Fundador e Diretor Executivo

(TrustMaker. Confianza y Estrategia de Negocio)

Methodology and degree


The course approach involves the use of dynamic and interactive methodologies that will allow participants to take full advantage of the proposed sessions and activities..

In particular, they will be carried out:

* Sessions to address the different subjects of the program through key theoretical content, case presentation and group discussions.

* Corporate visits to meet first-hand innovative initiatives and the reality of different organizations presented by their own protagonists. These experiences can be used as a subsequent reference in the design of different action plans.
* Working lunches to meet and share cases with different personalities from the world of corporate communication in a closer and more enjoyable way.

* Networking spaces to share experiences between students and the faculty, as well as other professionals in the sector.


International Executive Program in Organizational Communication Diploma

Duration and calendar

  • Duration: 1 week
  • Start date: June 08th, 2020 (a welcome Afterwork and Networking will be held on June 07th, in the afternoon) ** Attendees must arrive in Madrid on Friday or Saturday before
  • End date: June 12th, 2020
  • Timetable: from Monday to Friday, from 09.00 to 20.00h ** Some afternoons / nights will be held cultural activities of voluntary assistance
  • Reading load: 60 hours / 2 ECTS

Scholarships and special conditions

  • 20% discount for early registration before May, 22nd
  • 25% scholarship for agreements with universities and associations
  • Scholarship of 30% for graduates and alumni of EIC

In the case of applying scholarships and special conditions:

  • Tuition payment must be made before May 25th, 2020
  • The remaining payment (all) must be made before June 01st, 2020

** The registration fee (€ 350) is exempt from discount

** Scholarships and discounts are not cumulative

Our courses are financed totally or partially by means of bonuses in social security business contributions. For more information:

Price, access and admission

€ 2.350 (€ 350 enrolment fee)

For the evaluation of your candidacy as a student of this program, the following documents must be submitted:

  • Application for admission to the PIEC program, correctly completed
  • Updated curriculum vitae

* With at least seven years of experience in positions of responsibility in the area of corporate communication
* Additionally postgraduate training will be assessed

    To request more information on how to enroll write

    Additional Information

    Making an international program is a unique and stimulating experience. We are aware that you have the maximum support and have the best guarantees of success to make this experience an unforgettable trip. Due to the fact that you are enrolled in the International School of Communication, you have the right to a personalized advisory service to meet the needs of traveling and looking for accommodation in Spain. The program: 

    It includes:

    • Welcome afterwork
    • Training sessions
    • Transfers to corporate visits and cultural activities
    • Coffee breaks
    • Documentation
    • Diploma

    Does not include:

    • Flight ticket
    • Hotel and maintenance
    • Transfers (except those included in the program)

    The place reservation will be fully refunded up to 15 days before the start of classes if you decide not to take the course.

    The final completion of the course on the planned dates is subject to the configuration of a minimum group of attendees.

    In case of cancellation or variation in the start dates of the program by EIC, the full amount paid will be refunded.

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