Double Degree in International Business, Marketing and Public Relations in Barcelona

Provides the essential mathematical foundations required to understand and solve problems within the economic and business context. The module covers key concepts in linear algebra, differential and integral calculus and their practical application to financial analysis and investment decision-making. Through the study of the time value of money, financial principles and methods for evaluating capital performance, students develop a robust framework for interpreting economic models with accuracy and sound judgement. In addition, the module fosters independent learning and logical reasoning, alongside the application of quantitative tools to business scenarios, in alignment with SDG 4 (Quality Education) and SDG 8 (Decent Work and Economic Growth).

Examines the functioning of the economic system as a whole, analysing the key indicators and phenomena that shape national economic activity. The module explores topics such as economic growth, inflation, unemployment, fiscal and monetary policy, and the interactions between different economic agents. Through the application of theoretical models and graphical and algebraic tools, students learn to interpret macroeconomic data and understand how public policy decisions influence overall economic equilibrium. The module also encourages critical reflection on the global economy and the role of international institutions, promoting awareness of SDG 8 (Decent Work and Economic Growth), SDG 9 (Industry, Innovation and Infrastructure) and SDG 10 (Reduced Inequalities).

Introduces students to the principles and procedures of business accounting, providing the foundations required to understand, record and analyse financial transactions within an organisation. The module covers the complete accounting cycle, from the collection of financial information to the preparation of financial statements, incorporating elements such as asset analysis, financial instruments, income, expenditure and profit determination. Through a balanced theoretical and practical approach, students develop the ability to interpret the economic and financial position of a business, applying ethical and technical criteria to decision-making processes. The module also promotes the use of digital tools and independent study as part of progressive learning. It aligns with SDG 8 (Decent Work and Economic Growth), SDG 9 (Industry, Innovation and Infrastructure) and SDG 10 (Reduced Inequalities).

Explores the foundations and strategies of public relations in international contexts, examining their historical development and role within global communication. The module addresses the strategic planning of public relations campaigns, from design and implementation to performance evaluation, integrating the use of storytelling, crisis management and risk communication. Through case studies and practical projects, students learn to design comprehensive communication plans, apply negotiation techniques and manage brand reputation across multicultural environments. The module fosters critical analysis, leadership and effective communication in English, promoting an ethical and sustainable approach aligned with SDG 12: Responsible Consumption and Production.

Provides a comprehensive overview of the legal framework governing business and commercial activities at an international level. The module examines the operation of commercial companies active in global markets, as well as international commercial contracting, with particular emphasis on contracts for the sale of goods, transport, insurance and banking operations. Through the study of national, European and international regulations, students gain an understanding of the legal implications of international trade and the processes of corporate restructuring linked to globalisation.

The programme combines theoretical foundations with practical application through the analysis of real case studies, strengthening students’ ability to interpret and apply commercial law within international contexts. In alignment with SDG 5 (Gender Equality), SDG 8 (Decent Work and Economic Growth), SDG 11 (Sustainable Cities and Communities) and SDG 13 (Climate Action), the module promotes an ethical, responsible and sustainable perspective on global trade.

Introduces the fundamental principles of statistics applied to data analysis within economic and business contexts. The module covers key concepts such as population, sample and variable, data types, descriptive measures and probability models, both discrete and continuous. Students learn to collect, organise, interpret and present quantitative information, applying statistical methods to support decision-making in international business.

The module also develops skills in the preparation of reports and presentation of findings, fostering analytical capability, scientific rigour and independent learning. In alignment with SDG 4 (Quality Education) and SDG 9 (Industry, Innovation and Infrastructure), it promotes the responsible and ethical use of information in business management.

Analyses the behaviour of economic agents—consumers, producers and regulators—and how their individual decisions influence the allocation of resources and the functioning of markets. The module explores key concepts such as supply and demand, elasticity, productivity, perfect competition and imperfect market structures (monopoly and oligopoly), as well as market failures and potential public sector interventions.

Through theoretical analysis and the resolution of practical case studies, students develop the ability to interpret pricing mechanisms, assess market efficiency and propose solutions to economic imbalances. In alignment with SDG 8 (Decent Work and Economic Growth), SDG 9 (Industry, Innovation and Infrastructure) and SDG 10 (Reduced Inequalities), the module fosters a critical and applied understanding of microeconomics.

Examines international economic relations from an economic, political and geostrategic perspective, analysing how globalisation and geopolitical tensions shape markets and national development. The module explores international economic growth, the principal global actors—Europe, the United States, Asia and Latin America—and the contemporary challenges arising from conflicts, energy resources and climate change.

Through the study of theoretical frameworks, emerging trends and practical case studies, students acquire the tools required to understand global economic interdependence and assess its impact on international business. The module also fosters critical thinking, analytical capability and a global outlook, in alignment with SDGs 1, 8, 9, 10, 16 and 17, promoting a responsible and sustainable understanding of the international environment.

Analyses the functioning of the international economic system through the study of the principal global and regional economic institutions and organisations. The module examines the role of the International Monetary Fund (IMF), the World Bank, the World Trade Organization (WTO) and other multilateral bodies such as the OECD, the G20 and UNCTAD, highlighting their influence on economic globalisation, international trade and sustainable development.

Through the analysis of real case studies and economic policies, students develop a critical understanding of the institutional, monetary and trade dynamics that shape the global economic environment. The module fosters analytical thinking, applied research and ethical reflection, in alignment with SDG 1 (No Poverty), SDG 8 (Decent Work and Economic Growth), SDG 9 (Industry, Innovation and Infrastructure) and SDG 16 (Peace, Justice and Strong Institutions).

Provides the theoretical and practical foundations of market research, equipping students to design, implement and analyse research projects in both national and international contexts. The module covers the principal qualitative and quantitative techniques—including in-depth interviews, focus groups, surveys and observation—and teaches students to translate business challenges into research questions that inform strategic decision-making.

Through the development of real-world projects, students learn to define objectives, collect and interpret data, and present findings with methodological rigour and commercial insight. The module also promotes professional ethics in research and critical reflection on the impact of information on business strategy. It aligns with SDG 4 (Quality Education), SDG 9 (Industry, Innovation and Infrastructure) and SDG 12 (Responsible Consumption and Production).

Provides an introduction to the social, geopolitical, economic, cultural, historical and religious dimensions of Chinese society, analysing its principal differences in comparison with Western societies. The module examines the evolution of China from the imperial system to the contemporary era, exploring its intellectual traditions, customs, social structures and cultural heritage.

Through an interdisciplinary approach, students develop communicative, intercultural and comparative analytical competencies that enhance their global outlook and adaptability within international environments. In alignment with SDG 4 (Quality Education), SDG 5 (Gender Equality), SDG 8 (Decent Work and Economic Growth) and SDG 16 (Peace, Justice and Strong Institutions), the module promotes a critical and respectful understanding of cultural diversity.

Analyses the legal aspects of taxation and employment relations within the context of international business, addressing both Spanish and European regulations as well as relevant international conventions. The module examines the principal taxes affecting international operations—personal income tax, corporation tax and VAT—together with key concepts such as tax residence, double taxation, non-resident income tax and customs duties.

It also explores the employment rights and obligations applicable to organisations and employees in global environments, including employment contracts, collective agreements and termination procedures. The course promotes an ethical and practical understanding of international taxation and employment law, in alignment with SDG 3 (Good Health and Well-being), SDG 5 (Gender Equality) and SDG 10 (Reduced Inequalities).

Provides the essential knowledge required to understand, analyse and apply cost systems that support efficient and strategic business management. The module combines accounting theory with practical business application, covering topics such as cost formation and analysis, budgeting, productivity and management control.

Students learn to design cost models adapted to different organisational environments, interpret financial results and use them as a basis for informed decision-making. Through practical case studies, they develop competencies in economic analysis, budget management and financial control, applying principles of transparency, sustainability and innovation. In alignment with SDG 8 (Decent Work and Economic Growth), SDG 9 (Industry, Innovation and Infrastructure) and SDG 10 (Reduced Inequalities), the module promotes a responsible and contemporary approach to business accounting.

Introduces the fundamental principles of international finance and the operation of global money and capital markets. The module examines the international financial system, foreign exchange risk management and financing and payment mechanisms in international trade, such as documentary credit and letters of credit.

Students learn to interpret international financial movements, understand the role of major financial centres and apply accounting and financial analysis tools at a global level. The module also develops competencies to make strategic decisions in international environments, assessing profitability and risk. Combining theoretical foundations with practical case studies, it fosters an ethical, analytical and sustainable perspective on finance, in alignment with SDG 4 (Quality Education), SDG 8 (Decent Work and Economic Growth), SDG 9 (Industry, Innovation and Infrastructure) and SDG 12 (Responsible Consumption and Production).

Analyses business internationalisation strategies and the key factors required to design, implement and consolidate a successful global expansion process. The module introduces the principles of strategic management and examines how organisations adapt their business models in response to the challenges of globalisation.

Through the analysis of real case studies, students learn to assess international environments, identify opportunities and threats, and apply analytical tools such as STEEP analysis, Porter’s Five Forces model and the VRIO framework. The course also addresses foreign market entry modes, strategic alliances and performance control indicators in global management. In alignment with SDG 9: Industry, Innovation and Infrastructure, it promotes an ethical, innovative and sustainable approach to international business growth.

Explores the dynamics of international trade and commercialisation within the context of globalisation and the internationalisation of the Spanish economy. The module analyses how organisations operate, compete and expand in global markets, with particular emphasis on the strategic management of multinational corporations.

Key topics include foreign direct investment, risk management, international distribution, global human resource management and the role of technological innovation in enhancing competitiveness. Through practical case studies and applied activities, students develop the skills required to design international commercial strategies, manage cross-border operations and interpret the global economic and legal environment. In alignment with SDG 4 (Quality Education), SDG 8 (Decent Work and Economic Growth), SDG 9 (Industry, Innovation and Infrastructure) and SDG 12 (Responsible Consumption and Production), the module promotes a global, sustainable and ethical perspective on international business activity.

Introduces students to the Chinese language, addressing its principal linguistic and cultural features. The module develops the foundations of phonology, morphology, syntax and vocabulary, enabling students to understand and produce everyday expressions in both personal and professional contexts.

Through practical activities such as dialogues, reading exercises, written tasks and listening comprehension, students learn to manage basic communicative situations and progressively build a functional vocabulary. The course combines theoretical input, oral practice and independent study, fostering autonomy, intercultural awareness and communicative competence within a global environment. In alignment with SDG 8: Decent Work and Economic Growth, it promotes language learning as a key tool for professional and international integration.

Addresses the strategic management of brands within a competitive global marketplace, exploring how to create value, differentiation and emotional connection with consumers. The module combines theoretical analysis with the practical application of tools to design, build and manage strong brands through coherent strategies of identity, positioning and communication.

The programme includes the evaluation of brand performance, the development of visual and verbal identity, brand architecture and the integration of digital channels and influencers in building brand equity. It also examines the challenges of rebranding, brand extension and global adaptation, incorporating principles of ethics, sustainability and innovation.

Through strategic and creative projects, students acquire the competencies required to lead and position brands with impact, consistency and purpose.

Prepares students to enter corporate communication departments and press offices within companies, institutions or agencies with a high level of professionalism, developing competencies in planning, managing and evaluating communication strategies. The module combines theoretical foundations with practical activities that simulate the real operation of a communication office, covering internal and external communication, media relations, crisis management and ethical and transparent communication.

Students learn to design comprehensive and targeted communication plans, draft press releases and official statements, and deliver persuasive public presentations. This approach promotes social responsibility, gender equality and sustainability, aligning with the Sustainable Development Goals and recognised best practice within the professional sector.

Provides an advanced exploration of international financial management, integrating financial analysis with the technological innovations of the fintech sector. The module combines theory and practice to address topics such as financial statement analysis, profitability and liquidity ratios, cash flow management and the impact of cryptocurrencies, blockchain, robo-advisers and digital banking on global financial markets.

Through the study of real case scenarios, students learn to assess the financial health of multinational corporations, apply technological tools and design investment strategies within dynamic and decentralised environments. The module also encourages reflection on the role of financial inclusion and innovation in reducing inequalities. In alignment with SDG 8 (Decent Work and Economic Growth), SDG 9 (Industry, Innovation and Infrastructure) and SDG 10 (Reduced Inequalities), it promotes an ethical and sustainable perspective on global finance.

Explores the theoretical and practical foundations of communication and information systems applied to the international business environment. The module develops the ability to communicate effectively within organisations, in both face-to-face and digital contexts, fostering competencies in presentations, negotiation, leadership and conflict management.

Students learn to structure oral and written discourse, plan communication strategies, interpret data and utilise technological tools for information management. The module also promotes ethical persuasion, multicultural teamwork and intercultural communication, which are essential in global settings. Through practical activities, it integrates values such as respect, equality and sustainability, in alignment with SDGs 3, 5, 7, 8, 10, 12, 13 and 17.

Analyses the structure, functioning and impact of international financial institutions and money markets within the context of global business. The module provides both a theoretical and practical understanding of the global financial system, addressing topics such as monetary policy, the role of central banks, money supply, inflation and the financial risks arising from globalisation.

Through the study of real case scenarios, students learn to evaluate interactions between markets, identify financial risks and design hedging strategies applicable to international environments. The module also examines recent financial crises and the role of multilateral institutions in their management. In alignment with SDG 1 (No Poverty), SDG 8 (Decent Work and Economic Growth), SDG 9 (Industry, Innovation and Infrastructure), SDG 10 (Reduced Inequalities) and SDG 16 (Peace, Justice and Strong Institutions), it promotes an ethical and sustainable understanding of the international financial system.

Analyses the logistical and production processes of organisations operating in international environments, with a focus on efficiency, planning and service responsiveness as key competitive factors. The module addresses inventory management, production planning, plant location decisions, distribution routes and project management through tools such as Just in Time (JIT), the PERT method and Gantt charts.

Students learn to optimise costs, prioritise tasks and design logistics strategies that enhance operational performance. Through practical case studies and collaborative projects, they develop competencies in analysis, leadership and decision-making within the global supply chain. In alignment with SDG 8 (Decent Work and Economic Growth) and SDG 9 (Industry, Innovation and Infrastructure), the module promotes efficient, sustainable and innovative management of international operations.

Analyses the legal framework and implications of foreign trade, addressing the principal aspects of international contracting and their practical application within business internationalisation processes. The module examines international commercial law, Incoterms, international sales contracts, payment mechanisms, trade finance and the resolution of disputes through arbitration or litigation.

It also introduces the International Chamber of Commerce (ICC) model contracts and risk management tools applicable to cross-border transactions. Through practical case studies, students develop the competencies required to design, analyse and implement international contracts from an ethical, strategic and global perspective. In alignment with SDG 8 (Decent Work and Economic Growth) and SDG 16 (Peace, Justice and Strong Institutions), the module promotes a responsible and sustainable legal understanding of global trade.

Develops the practical learning of the Chinese language through the expansion of vocabulary, grammatical structures and communicative skills required to operate effectively in professional and social contexts. The module integrates the use of spoken and written Chinese through activities such as dialogues, written assignments and presentations, fostering fluent comprehension and expression.

Business-related scenarios—such as meetings, invitations, negotiations and formal banquets—are addressed to enable students to apply the language in real commercial settings. The module also strengthens intercultural competence, highlighting cultural and communicative differences in comparison with Western contexts. In alignment with SDG 5 (Gender Equality) and SDG 10 (Reduced Inequalities), it promotes empathy, linguistic diversity and intercultural respect in global environments.

Develops an in-depth understanding of corporate and institutional communication through a theoretical and practical approach that integrates brand creation and management with comprehensive communication strategies. The module equips students to design and implement communication plans that strengthen an organisation’s identity, reputation and corporate image.

Through experiential marketing, students learn to build strong brands by managing visual identity, spatial design, internal communication, events and crisis communication. The programme fosters creativity, problem-solving and teamwork, linking theory and practice through business simulation projects. It also promotes ethical and sustainable communication aligned with the Sustainable Development Goals, particularly in relation to innovation, equality and institutional partnerships.

Introduces the fundamental principles and strategies of marketing, with particular emphasis on creating customer value and strategic planning focused on organisational performance. The module covers topics ranging from market analysis, segmentation and positioning to the development of marketing mix strategies (product, price, distribution and promotion) adapted to global environments.

It also explores the integration of traditional and digital marketing, applying analytical tools such as PESTEL analysis, Porter’s Five Forces model and the Business Model Canvas. Through practical projects and simulations, students learn to design international marketing plans, apply research techniques and present results in a professional manner. In alignment with SDGs 3, 5, 8, 9, 11, 12, 13 and 15, the module promotes an ethical, sustainable and innovative perspective on global marketing.

Explores the principles and processes of business internationalisation, addressing the strategic, economic and cultural factors that influence the global expansion of organisations. The module combines theoretical foundations with the analysis of real case studies to teach students how to design a robust and sustainable internationalisation plan.

Students learn to assess international environments, identify opportunities and risks, select target markets and define appropriate market entry modes. They also develop competencies in intercultural management, strategic planning and business communication in English. Through teamwork and applied projects, the module fosters innovation and effective decision-making in complex environments. In alignment with SDG 9: Industry, Innovation and Infrastructure, it promotes a global, ethical and sustainable perspective on business expansion.

Introduces the core principles of Game Theory and their application to the analysis of strategic behaviour in markets. The module examines how the decisions of individuals and organisations are interdependent and mutually influential, providing analytical tools to understand competitive and cooperative interaction in economic contexts.

Through the study of static and dynamic games, students engage with concepts such as Nash equilibrium, expected utility theory and auction and negotiation mechanisms. Case studies, debates and practical exercises foster rational decision-making, analytical thinking and conflict resolution within international business environments. In alignment with SDG 4: Quality Education, the module promotes learning grounded in strategic reasoning, ethics and cooperation.

Analyses the international management of human resources from a strategic and multicultural perspective, integrating approaches from business, psychology, sociology and employment relations. The module equips students to design and implement global talent management policies, addressing areas such as recruitment, training and development, performance evaluation, talent management and international compensation.

Through practical case studies, students examine the challenges of labour mobility, expatriation and cultural diversity, as well as the impact of globalisation on people management. The module promotes an ethical and strategic approach to leadership, focused on intercultural communication, sustainability and corporate responsibility. In alignment with SDG 4 (Quality Education), SDG 5 (Gender Equality) and SDG 8 (Decent Work and Economic Growth), it fosters the development of globally minded leaders committed to equity and organisational innovation.

Analyses the ethical principles and corporate social responsibility frameworks that guide business activity within a globalised environment. The module reflects on ethics as a central axis in decision-making, addressing the moral dilemmas that arise in the management of international business operations.

It examines the 2030 Agenda and the Sustainable Development Goals as a framework for responsible corporate conduct, promoting a business culture grounded in transparency, equity, sustainability and respect for human rights. Through practical case studies and structured debates, students develop critical thinking skills and the ability to identify ethical conflicts across diverse business contexts, proposing responsible and sustainable solutions.

In alignment with SDG 1 (No Poverty), SDG 8 (Decent Work and Economic Growth), SDG 10 (Reduced Inequalities) and SDG 12 (Responsible Consumption and Production), the module fosters a comprehensive and applied understanding of ethics in sustainable business practice.

Further develops the practical and communicative learning of the Chinese language, consolidating the linguistic competencies required to operate effectively in social and business contexts. The module expands knowledge of grammar, phonology, vocabulary and syntactic structures, integrating relevant cultural aspects of Chinese society.

Through the reading of articles and narratives, alongside the use of digital resources, students enhance their ability to maintain everyday conversations, interpret texts and express ideas with fluency and accuracy. The module also fosters intercultural empathy and adaptability within multicultural environments, strengthening communicative competence in international business settings.

In alignment with SDG 5 (Gender Equality) and SDG 10 (Reduced Inequalities), it promotes global communication, cultural respect and linguistic diversity.

Provides a comprehensive overview of the historical evolution of advertising and public relations from Antiquity to the digital era. The module analyses how technological, social and cultural transformations have shaped communication languages, strategies and media, from the earliest written advertisements to major global campaigns of the twenty-first century.

It also examines the professionalisation of the sector, the emergence of advertising agencies and the contribution of key figures to the consolidation of modern public relations. Through practical activities and research projects, students develop the ability to critically interpret the social and ethical impact of commercial communication, understanding its role in the construction of contemporary culture.

Explores the relationship between psychological processes and communication phenomena from a psychosocial perspective. The module examines the foundations of intrapersonal, interpersonal and mass communication, as well as the cognitive and emotional mechanisms involved in perception, persuasion and message construction.

Key topics include neuroscience applied to communication, socio-emotional competencies, personal branding and the impact of media and social networks on the formation of public opinion. Through practical activities and real case studies, students learn to apply psychological principles to marketing and advertising, strengthening their skills in assertiveness, empathy and emotional management within professional communication contexts.

Develops the competencies required to evaluate, plan and finance new business ventures, understanding the different sources of capital and their application throughout the life cycle of a start-up. The module introduces the foundations of entrepreneurial finance, from initial concept to business consolidation, covering topics such as business valuation, financial statements, financial planning and investment raising.

Students learn to prepare a robust business plan, assess the feasibility of new opportunities and make data-driven financial decisions. The module also explores mechanisms such as venture capital, public and private funding and exit strategies. In alignment with SDG 4 (Quality Education), SDG 8 (Decent Work and Economic Growth), SDG 9 (Industry, Innovation and Infrastructure) and SDG 12 (Responsible Consumption and Production), it promotes an ethical, sustainable and innovative approach to entrepreneurship.

Provides a comprehensive understanding of the principles, strategies and processes of international marketing, ranging from theories of internationalisation to the planning, coordination and implementation of global marketing plans. The module integrates analysis of the economic, cultural, political and legal environments with the application of ICT tools for the management of international marketing departments.

Through case studies and practical projects, students learn to design market entry strategies, define commercial objectives and adapt product, pricing, distribution and communication policies to diverse contexts. The module also strengthens intercultural negotiation skills and professional communication in English. In alignment with SDG 1 (No Poverty), SDG 4 (Quality Education), SDG 8 (Decent Work and Economic Growth), SDG 9 (Industry, Innovation and Infrastructure) and SDG 12 (Responsible Consumption and Production), it promotes an ethical, strategic and sustainable approach to global marketing.

Consolidates proficiency in the Chinese language in business and commercial contexts, integrating technical vocabulary, formal expressions and linguistic structures specific to international trade. The module focuses on oral and written communication applied to real-world situations, such as trade fairs, negotiation, product presentations and customer service. Students develop the ability to describe, argue and negotiate with precision, enhancing pronunciation, listening comprehension and fluency in professional interaction. Through practical tasks, oral presentations and collaborative activities, the module fosters intercultural empathy and communicative competence in multicultural environments. In alignment with the SDG 5 (Gender Equality) and SDG 10 (Reduced Inequalities), it promotes ethical, inclusive and globally responsible communication within the field of international business.

Examines the management of innovation in global environments, highlighting its role as a driver of sustainability, competitiveness and business growth. The module equips students to design and implement innovation strategies linked to research, development and international production, exploring management models, strategic partnerships and creativity tools applied across different sectors. Students learn to plan innovation projects, identify opportunities in global markets and overcome cultural, structural or technological barriers. Through case studies and collaborative projects, the module develops leadership, communication and the ability to work effectively in multicultural environments. In alignment with the SDG 8 (Decent Work and Economic Growth), SDG 9 (Industry, Innovation and Infrastructure) and SDG 12 (Responsible Consumption and Production), it promotes an ethical, sustainable and innovation-driven approach to international business management.

They constitute a key learning experience enabling students to apply the knowledge acquired throughout the degree within a real professional environment. The professional placement fosters the development of technical, social and ethical competences linked to international business, management and intercultural communication. Through collaboration with national and international organisations, students develop skills in planning, analysis, problem-solving and decision-making, integrating into professional teams and addressing real-world business challenges.

Under the supervision of both an academic tutor and a workplace supervisor, continuous monitoring is ensured alongside a joint assessment based on performance, the final placement report and the host organisation’s evaluation. In alignment with the Sustainable Development Goals, the placement promotes an ethical, responsible and professionally sustainable approach to career development.

Explores the principles and processes of entrepreneurship in international environments, focusing on the identification, analysis and management of the material, human, financial and intangible resources required to create and develop a viable business venture. The module fosters the ability to design global business plans, implement funding strategies and adapt business models to different economic and cultural contexts.

Through practical activities such as internal and external analysis, investor presentations and project development, students strengthen their entrepreneurial mindset, strategic thinking and professional autonomy. In alignment with the SDG 8 (Decent Work and Economic Growth), SDG 9 (Industry, Innovation and Infrastructure) and SDG 12 (Responsible Consumption and Production), the module promotes an ethical, innovative and sustainable vision of global entrepreneurship.

Provides an in-depth study of the principles, techniques and strategies of international logistics and operations management, with particular emphasis on the planning, design and optimisation of global production systems. The module addresses key areas such as supply chain management, process planning, quality management, demand forecasting, inventory control and Just-in-Time production.

It also examines the role of human resources, digital transformation and risk management in international logistics environments, incorporating a comparative and cross-cultural perspective. Through case studies, group projects and applied exercises, students develop the ability to plan, monitor and evaluate operational strategies within globalised contexts.

In alignment with the SDG 3 (Good Health and Well-being), SDG 5 (Gender Equality), SDG 8 (Decent Work and Economic Growth), SDG 12 (Responsible Consumption and Production) and SDG 13 (Climate Action), the module promotes a sustainable and innovative approach to international operations management.

Examines the economic, political, social and legal structures of countries in the Asia-Pacific and the Middle East, providing a comprehensive understanding of their role within the global economic system. The module explores the functioning of emerging markets, cultural dynamics, key institutions and regulatory frameworks shaping business activity in these regions.

Through case study analysis and the preparation of executive reports, students acquire the competences required to assess opportunities, manage international projects and design business strategies tailored to multicultural contexts. The module also develops advanced skills in analysis, communication and international negotiation, fostering a critical understanding of geoeconomic interactions and contemporary global challenges.

In alignment with the SDG 4 (Quality Education) and SDG 5 (Gender Equality), the module promotes inclusive and globally oriented learning, grounded in sustainability and international cooperation.

Provides a comprehensive overview of the economic, political, social and regulatory landscape of the American continent, analysing its regional specificities and its role within the global context. The module explores the differences between North, Central and South America, and how these shape business activity and internationalisation strategies.

Students learn to identify opportunities and challenges for business development in each region, gaining insight into the legal, cultural and economic environments that influence commercial operations. Through practical projects and case studies, the module fosters analytical, communication and multicultural negotiation skills, as well as strategic decision-making in international markets.

In alignment with the SDG 8 (Decent Work and Economic Growth), SDG 9 (Industry, Innovation and Infrastructure) and SDG 17 (Partnerships for the Goals), the module promotes a global, ethical and sustainable understanding of business across the Americas.

Focuses on the development of creative competences applied to advertising communication, integrating theory, analysis and professional practice. The module covers the foundations of creative thinking through to the full campaign development process across commercial, institutional and social contexts.

Through individual and group exercises, students learn to analyse advertising messages, formulate creative concepts and design campaign materials across multiple media platforms, fostering innovation and social responsibility. The module promotes the creation of campaigns aligned with the Sustainable Development Goals — including gender equality, reduced inequalities and climate action — encouraging students to transform ideas into communication projects with genuine social impact and ethical value.

Representa la etapa final del Grado en Negocios Internacionales y consiste en la elaboración individual de un proyecto, memoria o estudio aplicado en el que el estudiante pone en práctica los conocimientos adquiridos a lo largo del programa. Bajo la supervisión de un tutor académico, el alumno desarrolla un trabajo original orientado a la empresa y la negociación internacional, demostrando su capacidad de análisis, investigación y toma de decisiones en contextos globales. El proceso incluye la presentación y defensa pública ante un tribunal evaluador, integrando tanto el rigor metodológico como la creatividad y la proyección profesional. En coherencia con los Objetivos de Desarrollo Sostenible, el TFG fomenta la autonomía, la ética académica, la innovación y el compromiso con la calidad, consolidando las competencias necesarias para el ejercicio profesional en el ámbito internacional.

Enables students to design, develop and execute an independent research project within the field of marketing, advertising and public relations, applying both quantitative and qualitative methodologies. The module fosters the ability to formulate research questions, define structured objectives, select appropriate research tools and analyse data to inform strategic decision-making.

Throughout the term, students undertake an individual study culminating in the submission and oral defence of a final dissertation, integrating critical thinking and advanced written and verbal communication skills. The module also encourages engagement with the Sustainable Development Goals (SDGs), linking research to real social, economic and environmental challenges.

The project consolidates the professional competences required to conduct research, interpret findings and propose innovative solutions within contemporary business and communication contexts.

Provides a comprehensive overview of the communication phenomenon, from its theoretical foundations to its application in contemporary face-to-face and digital environments. The module examines classical and contemporary models and paradigms of communication — from Aristotle and Shannon to the critical, functionalist and interpretative schools — in order to understand their influence on the transmission of information, culture and social interaction.

It also promotes the development of critical thinking and prosocial ethics in the creation of messages and communication strategies, fostering students’ ability to interpret, design and evaluate communication processes with responsibility, creativity and social commitment.

Provides an in-depth exploration of the fundamental principles of graphic design and their application within advertising, marketing and public relations. The module aims to equip students with the skills required to create, plan and manage visual identities, develop advertising campaigns and apply the principles of typographic and compositional design.

Through practical workshops using industry-standard tools such as Adobe Photoshop, students develop competences in art direction, logo design, corporate identity and visual communication. The approach integrates theory and practice in order to foster creativity, innovation and technical precision, while also promoting gender equality and social responsibility in graphic design and production processes.

Examines the fundamental principles of persuasive communication and the techniques used to influence audiences ethically and effectively across a range of spoken and written contexts. Through the study of classical and contemporary rhetoric, the module explores the structure, content and stylistic devices of discourse, as well as the role of language, argumentation and non-verbal communication in persuasive processes.

It also considers practical applications in advertising, public relations and communicative leadership, promoting the development of competences in oral expression, critical thinking and message analysis. Students learn to design persuasive speeches and communication strategies tailored to different audiences, strengthening their ability to communicate with clarity, credibility and social responsibility.

Provides an in-depth study of the techniques and genres of journalistic writing, ranging from news reporting and feature articles to chronicles, interviews and editorials. The module develops the linguistic and narrative skills required to write with precision, clarity and rigour, applying the principles of journalistic ethics and professional standards.

It examines the digital transformation of the media sector and the adaptation of traditional genres to emerging multimedia formats. Students are encouraged to distinguish between fact and opinion, select reliable sources and produce high-quality informative content.

The module promotes responsible, inclusive communication aligned with the Sustainable Development Goals, particularly those related to equality, education and reduced inequalities.

Provides a global overview of the historical evolution of communication from prehistory to the present day, analysing its connection with the political, social, economic and cultural processes that have shaped societies. The module traces the major milestones in communication — from the invention of the printing press and the emergence of the press to the digital era — highlighting the influence of communication on phenomena such as the Reformation, revolutions, propaganda and globalisation.

Through lectures and practical activities, students learn to critically interpret the role of the media throughout history and its impact on the formation of public opinion. The module reinforces the values of equality, justice and sustainability, promoting an ethical and contextualised understanding of the development of communication.

Provides an in-depth exploration of the theoretical and practical methods of advertising creativity, equipping students with the tools required to develop original, effective and sustainable ideas across a range of formats and media. Through lectures and workshops, the module introduces techniques to stimulate creative thinking, strengthen conceptual and strategic skills and apply innovation processes within advertising campaigns.

The course integrates applied creativity with market research, copywriting, art direction and the incorporation of emerging technologies such as artificial intelligence. It also encourages the development of projects aligned with the Sustainable Development Goals, promoting an ethical, responsible and transformative creative practice within the field of communication.

Explores the strategies and tools of digital marketing and multimedia advertising applied to brand management and consumer engagement in the online environment. The module equips students to design and manage organisations’ digital presence, using tools and techniques such as SEO, SEM, inbound marketing and community management, alongside corporate reputation management.

It examines the evolving role of the consumer 2.0, the principles for building digital communities and the techniques underpinning viral advertising and content marketing. Through practical activities and group projects, students learn to plan and implement digital campaigns, measure their impact using tools such as Google Analytics and Looker Studio, and apply principles of innovation and sustainability in alignment with the Sustainable Development Goals (SDGs 4, 8 and 17).

Provides an in-depth examination of the concept, evolution and role of public opinion in contemporary societies, addressing its political, social and communicative dimensions. The module analyses how public opinion is formed, transformed and expressed through the media, social networks and emerging agents of influence, including think tanks and influencers.

It also explores the principal classical and critical theories — from Habermas to Noelle-Neumann — assessing their relevance to the interpretation of current phenomena. From a practical perspective, students acquire the tools required to research, interpret and manage public opinion in institutional, corporate and social contexts.

The module integrates the values of gender equality, justice, sustainability and climate action, in alignment with the Sustainable Development Goals, fostering a responsible and ethically informed approach to public discourse.

Examines the social value of communication and its role in shaping contemporary society from a sociological perspective. The module introduces the key concepts, authors and theories of classical and modern sociology — including Comte, Marx, Durkheim and Weber — and applies them to the study of the media and public opinion.

It addresses themes such as globalisation, the information society, media power and audiences, alongside social research methods and audience measurement in digital environments. The module promotes a critical understanding of the relationship between communication, culture and power, encouraging reflection on the social, economic and political effects of the media, as well as their contribution to the Sustainable Development Goals and to active citizenship.

Provides an in-depth study of the professional competences and tools required to manage strategic communication across a range of organisational contexts. The module enables students to understand the objectives, functions and key publics of public relations, applying both qualitative and quantitative research methodologies to inform decision-making and achieve organisational goals.

Through a practical approach, students learn to plan communication activities for public institutions, private companies, non-profit organisations and political parties, analysing audiences and implementing effective communication strategies and techniques.

The module also promotes values aligned with the Sustainable Development Goals, particularly those related to peace, justice and international cooperation, fostering an ethical, collaborative and results-oriented professional practice.

Prepares students in the functions, competences and responsibilities of the Account Management Department within an advertising or public relations agency. Through a practical and collaborative approach, the module develops the skills required to manage client relationships, coordinate teams and deliver integrated communication strategies from initial planning through to campaign execution.

The programme addresses strategic planning, the preparation of briefs, budget control and the evaluation of outcomes, fostering creativity, proactivity and leadership.

It also promotes an ethical, sustainable and responsible professional outlook, integrating the Sustainable Development Goals — particularly SDG 13: Climate Action — into project management and decision-making processes within the advertising environment.

Introduces students to the processes and techniques of graphic composition applied to advertising, combining theory, practice and creativity. The module develops skills in visual synthesis, analysis and composition through the use of tools such as Adobe Illustrator and Adobe Photoshop, fostering mastery of graphic language and its application in real-world contexts within agencies, marketing departments and communication teams.

The programme covers the design of corporate identities, the development of campaigns across conventional and non-conventional media, and the production of editorial and advertising materials.

It also promotes critical awareness and visual innovation, integrating the Sustainable Development Goals, particularly those related to gender equality and sustainable cities, preparing students to practise with professionalism and social responsibility in the fields of graphic design and visual communication.

Provides a comprehensive overview of the functioning and communication strategies of traditional media, examining their role within advertising and public relations. The module combines theory, practice and critical analysis, enabling students to design, plan and implement an effective media plan, with an understanding of the specific characteristics of radio, television and the press.

It also encourages reflection on the social and ethical impact of advertising in contemporary society, with particular emphasis on the Sustainable Development Goals, including gender equality, reduced inequalities and responsible consumption. Through the creation of branded content and the development of integrated campaigns, students acquire the competences to act with creativity, professional rigour and critical thinking in today’s media environment.

Provides an in-depth study of art direction applied to advertising, combining creativity, strategy and technical expertise. The module introduces students to the role of the art director, their responsibilities and competences within creative teams, and the use of advanced tools such as Adobe Illustrator, Photoshop and InDesign.

The programme covers strategic design, project management and production of graphic projects, the creation of corporate visual identities and the development of sustainable campaigns aligned with the Sustainable Development Goals — particularly quality education, decent work and climate action.

Through individual and group projects, students learn to conceptualise, design and execute visual campaigns across conventional and digital media, integrating innovation, social responsibility and critical thinking throughout the creative process.

Represents the culmination of the student’s academic programme, integrating the knowledge acquired throughout the Bachelor’s Degree in Advertising, Marketing and Public Relations. It involves the individual development of a project, dissertation or applied study demonstrating the ability to analyse, plan and propose innovative solutions within a professional context.

Under the guidance of a tutor, students must demonstrate mastery of research, communication, creativity and strategic thinking, adhering to ethical standards and academic originality. The dissertation concludes with a public defence before a review panel, where the quality of research, clarity of presentation and argumentative coherence are assessed.

Additionally, the final project integrates the Sustainable Development Goals — including health and well-being, gender equality, responsible consumption, climate action and partnerships — consolidating ethical, sustainable and professionally excellent training.

Constitute a key learning experience that enables students to apply the knowledge acquired in real professional environments and develop the competences necessary for future employment. Through partnerships with companies in the advertising, marketing and public relations sectors, students participate in tasks related to communication, brand management, media planning and campaign development.

These placements foster autonomy, responsibility and teamwork, while strengthening skills such as creativity, problem-solving and analytical ability. They also integrate the Sustainable Development Goals (SDGs) as a transversal framework, promoting a professional outlook that is ethical, innovative and committed to sustainability.