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Title: La figura del Director/a de Comunicación Corporativa (Dircom) en el nuevo paradigma reputacional. Una fusión de estrategia, gestión y comunicación en torno a los activos intangibles
Author: Torreiro Rojo, Adrián
Tutor: Campo Fernández, Jordi
Abstract: This final degree thesis aims to demonstrate the value of the figure of the Dircom as responsible and protector of brand value through reputation, which must have a transversal scope in organizations, with the ability to relate, involve and inspire all functional areas and departments, acting in a coordinated manner in the management of relationships with stakeholders. Through a theoretical analysis of the evolution of the role in organizations, and specifically, around the management of intangible assets, as well as empirical research, a starting point is established to help students and future professionals in the Corporate Communication sector to have a transversal vision of the challenges they will have to face as leaders of change in companies and organizations in the current and future context.
Keywords: corporate communication
business intangibles
cross-cutting scope
Document type: info:eu-repo/semantics/bachelorThesis
Issue Date: 12-Jun-2022
Publication license:  
Appears in Collections:Treballs finals de carrera, treballs de recerca, etc.

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