Head of Communication and Marketing, Dircom, Media Planner or Online Planner

Directors of communication are responsible for designing and managing the communication strategy of the organization for which they work. Their main objective is to ensure the quality of the company¿s corporate image through the optimal management of the target audience and the online media, and the positioning oh the brand, or other advertising actions in progress (promotions, campaigns, joint ventures or merchandising).
These professionals lead and coordinate the communication department and their human team. Depending on the people who make up the team and the size of the company, their role will only be directive, planning and managing teams, or their role will be executive, managing relations with the press, advertising media plan or performing tasks of spokesperson.
As communication directors, they may be in charge of the communication of the company in the different media, managing the budget allocated for a campaign or advertising action according to the guideline set by the media strategy (online and offline). It is about knowing and analysing the alternatives offered by the various media and supports to achieve the best broadcast conditions for the campaign, organizing, scheduling and controlling the broadcast of chosen pieces.
The communication department also manages the crises they face (strikes, product adulteration, chemical leaks, disasters, discrimination, mismanagement, etc.) that endanger an organization¿s corporate reputation and natural balance. Their work will focus on curbing the crisis, by designing communication strategies and anticipating future scenarios to assess relevant risks and actions.
Communication directors may work in a wide variety of fields. In the hotel sector, their duties will be linked to marketing and they will oversee more commercial communication that seeks to achieve annual sales targets. On the other hand, if they work on cultural communication, their objective will be to stimulate the historical, artistic and cultural heritage through attractive projects and actions and management that enhances the social and economic profitability of culture.

• Compile a deep knowledge of the company or the institution, its culture, and its values, as well as the profile of the target audience and their needs.
• Study and analyse the company¿s image and positioning in its sector.
  Establish the objectives that the company wants to achieve in terms of communication and set the tools and strategies that will be used to achieve them.
• Design and manage the internal and external communication of the company, both online and offline.
• Develop, plan, implement and supervise campaigns, the launch of new services and/or products in the company.
• Design the advertising strategy and select or buy the most suitable communication elements (media, supports, formats).
• Negotiate with the different communication groups in order to establish agreements (product exclusivity, preferential treatment, etc.).
• Follow up all the actions to evaluate the communication strategies applied and the results, correcting and improving them if necessary.
• Define, position and consolidate a distinctive brand or sign that distinguishes a service or organization and sets it apart from others.
• Manage sponsorship and patronage actions.
• In charge of singular events and specific actions, as well as performing spokesperson tasks.
• Prepare and manage the communication department budget, guaranteeing the optimization of resources, both financial and human.
• Coordinate the staff of the communication department.
• Involve the entire company, especially the governing bodies, in the communication strategy, making them aware of its importance.
• Design and manage the crisis communication plan, inventorying scenarios, alliances and stakeholders to create a crisis manual and adapted strategic plan.
• Establish strategic alliances with other organizations.

Regulated training and graduates

• Certificat de Professionalitat de la Família Comerç i Màrqueting: Assistència a la investigació de mercats (Nivell 3)
• Professionalism Certificate: Implementation and enlivenment of commercial spaces (Level 3)
• Certificat de Professionalitat de la Família Comerç i Màrqueting: Gestió comercial de vendes (Nivell 3)
• Certificat de Professionalitat de la Família Serveis Socioculturals i a la comunitat: Dinamització, programació i desenvolupament d'accions culturals (Nivell 3)
• Professional Training Course(s) in the field of Trade and Marketing - Advanced Level: Trade and Marketing
• Professional Training Course(s) in the field of Trade and Marketing - Advanced Level: Sales and commercial spaces management
• Grau: Administració d'empreses i gestió de la innovació
• Grau: Administració i direcció d'empreses
• Grau: Audiovisual i multimèdia
• Grau: Ciències empresarials-management
• Grau: Comunicació
• Grau: Comunicació cultural
• Grau: Comunicació i industries culturals
• Grau: Comunicació audiovisual
• Grau: Comunicació i periodisme audiovisuals
• Grau: Continguts digitals interactius
• Grau: Direcció hotelera
• Grau: Direcció d'empreses tecnològiques
• Grau: Economia
• Grau: Economia i gestió
• Grau: Empresa i tecnologia
• Grau: Enginyeria multimèdia
• Grau: Gestió hotelera i turística
• Grau: Gestió d'empreses en comerç i distribució
• Grau: Periodisme
• Grau: Publicitat i relacions públiques
• Grau: Publicitat, màrqueting i relacions públiques
• Grau: Màrqueting
• Grau: Màrqueting i comunicació empresarial
• Grau: Màrqueting i direcció comercial
• Grau: Màrqueting i investigació de mercats
• Grau: Màrqueting i comunicació digital
• Grau: Màrqueting i comunitats digitals
• Grau: Mitjans audiovisuals
• Grau: Multimèdia
• Grau: Negocis i màrqueting internacionals
• Grau: Turisme
• Grau: Turisme i oci

Complementary training

Other specific skills

Planning and organisation: Level 3

People management: Level 3

Leadership: Level 4

Strategic orientation: Level 4

Communication: Level 4

Communication

Those who show a preference for the field of communication are interested in the generation and dissemination of information. This information, however, can have various purposes: provide information on events and occurrences, generate public opinion on a certain topic or promote and publicise a service or product. Carrying out these activities requires knowledge of various techniques aimed at communication, persuasion and marketing.

Management

The organisation, administration and control of a company or entity are the main interests of people related to the management field. Activities included in this field of interest vary from effective resource management, feasibility analyses and solving business problems to the development of skills and fostering of motivation in relation to human resources. Knowledge regarding specific techniques of strategic administration and business management are required to carry out these activities.

Tourism product marketing and concept manager

E-commerce manager

Marketing consultant

Online advertising expert

Public Relations Manager

• Work hours

  Generally. there is a fixed schedule for the professionals responsible for the communication management of a company or institution. Often, this schedule corresponds to a full day, 40 hours / week, distributed in what is understood as "office hours".
  However, the type of company or institution and its work routines greatly affect the schedule of this profile. For example, if the company operates on weekends, there will need to be someone available from the communications department. It should also be noted that any incident that occurs in the course of the company's activity or from media demands, implies to be always personally available, or through a member of the communication team.

• Salary

  Depends on the experience and training provided. Remuneration varies greatly depending on the position held within the organization, its size and the kind of economic activity. Although the level of wages is subject to continuous fluctuations, the salary ranges between 53,083 and 73,549 euros gross per year. The average salary is around 62,483 euros gross per year.
  
  Source: Estudi "Observatori d'Ocupacions i Salaris del Mercat de Treball Actual. Barcelona Activa", by ICSA Grupo. Abril 2015.

• Professional category

  Manager