WPP Master class

This course aims to provide students a broad understanding of communication from three complementary disciplines: marketing and communication with purpose, media with a purpose, reputation and crisis management. The world is changing rapidly, and brands need to change along - demographics and urbanization, technology and connectivity, work and life balance, careers, the break in hierarchies and trust in governments. Brands need to listen and to adapt to the new consumers journeys. Consumers that are citizens. That are prosumers. We all experience life through media so it is a huge responsibility for media people to develop strategies that help us to better understand the world. The purpose of media and the new challenges targeting consumers will be the major topics. It will be a reality check with a variety of examples, supported by local and international case studies from the industry. When approaching crisis and reputation, we will be evaluating the significant impact on both issues protecting and growing private and public companies which, in modern and technological based societies as ours, are one of the key barometers of a business health. Both theoretical and practice approaches will be stimulated during the course.