The School of Communication of the University of Navarra is launching a new program in Master's Degree Executive in Corporate Reputation (MERC) to be held in Madrid. The program will be directed by Yago de la Cierva, professor at IESE; and Teresa Sádaba, professor at School Communication, who will be the academic director of Master's Degree. MERC is offered in partnership with Corporate Excellence and Dircom, the association of Communication Executives.

This postgraduate program is aimed at professionals who need to have a managerial vision of communication, a good knowledge of reputation tools and metrics, and the ability to analyze social phenomena. For us," explains Yago de la Cierva, "it is essential to work on improving the training of the communication manager so that, in addition to performing his work with excellence, he understands the corporate strategy and knows how to align it with his activity. In such a way that the top management and the Communication department work together for the long term deadline. At that point, communication becomes strategic and can begin to manage reputation".

The Master's Degree Executive in Corporate Reputation has an executive format (Friday afternoons and Saturday mornings) and consists of 60 academic credits that will be taught over ten months, with face-to-face classes that combine the case method with activities at group, seminars, sessions at discussion, conferences and master classes; in addition to an intensive week of work in London.

training management, story generation and social analysis

MERC will focus on three aspects: training management, storytelling and social analysis, with the support of professors from three centers of the University of Navarra: IESE, School of Communication and Institute for Culture and Society (ICS), respectively.

Teresa Sádaba, who in addition to being academic director of MERC is a professor at School of Communication, stresses the importance of combining communication and a vision multidisciplinary with IESE's contribution, "because we believe it is essential that communication is exercised with a managerial vision. Similarly, ICS researchers will contribute "a vision of the context in which organizations live, what we call having social intelligence: avoiding superficiality and knowing how to read social phenomena in order to make the right decisions. "With a good training in these three aspects, the corporate reputation manager can anticipate change for his institution," concludes Yago de la Cierva.