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http://hdl.handle.net/10609/146688
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: | http://creativecommons.org/licenses/by-nc-nd/3.0/es/ |
Appears in Collections: | Treballs finals de carrera, treballs de recerca, etc. |
Files in This Item:
File | Description | Size | Format | |
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atorreiro2TFG0622memoria.pdf | Memoria del TFG | 2,44 MB | Adobe PDF | View/Open |
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