Objectives: Deepen the concepts of strategy and strategic planning in the context of organizational communication, Operationalize these concepts through practical tools able to help both technical and the communication managers to manage with efficiency and effectiveness the business investments in the communication of a public or private organization, Deepen theoretically the role of organizational communication (internal and external) in its relationship with the leadership and organizational development and as a socializing process, Understand the influence of digital media and the impact of the Social Media landscape on the field of brand communication and marketing processes, Implement digital and social media tools in the marketing communication mix, Operationalize both the online and offline value creation processes through branding, products and services management.