e-Repositori UPF :: Master of Arts in Communication Management

Recent Submissions

MyUNFPA Journey: an internal communication plan on career development in the United Nations population fund
(2022) Vargas, Katrina Zharlene V.
The changing nature of career paths and boundaries in the last decades enable professionals to be more flexible about their careers and explore different opportunities. Boundarylessness of career, however, also makes it more challenging for employees to build competence in their fields. myUNFPA Journey is a communication plan created to address the issue of lack of career development for staff in the United Nations Population Fund (UNFPA). The project is based upon a review of academic publications elaborating on the responsibility of organizations to support their employees’ careers. Relevant studies also explain internal communication’s role in the relationship between organization and staff, addressing the needs of both parties— including career development. Evidence gathered from surveys, content and web data analysis, and direct observation through an internship with the organization reveals that career development is one of the top factors of employee dissatisfaction in UNFPA. With the availability of internal human, physical, and digital resources in UNFPA, a strategic plan to actively communicate career development to employees globally is devised. Methods for evaluation are also proposed to measure the success and effectiveness of the communication plan. This applied project makes recommendations for implementation in UNFPA and further development of the strategy for similar organizations. It also contributes to communication professionals looking to improve organizational reputation and employee satisfaction. This project underlines the importance of internal communication management in maintaining diverse, international systems such as UNFPA.
A comprehensive strategic guide on how to successfully market to generation Z on TikTok: applied capstone project
(2022) Marrufo, Sofia
The following capstone project proposes a communication plan in the shape of a comprehensive strategic guide that focuses on how to successfully market to Generation Z through short videos on TikTok. This is achieved through a literature review focused on Generation Z, social media marketing and short video marketing as well as through primary research, a benchmark analysis of 20 successful campaigns focused towards Gen Z on TikTok and online interviews with TikTok strategists. The guide is broken up in three easy-to follow sections: campaign pre-production and concept, campaign production and execution, and post campaign launch. In each section there are strategies, tips and tools suggested on how to build the most suitable campaign considering generational characteristics and what works on the platform. The guide begins by stressing the importance of researching the target audience, in this case Gen Z, and also puts forth strategies and tools that guarantee success. Some of the strategies included in the guide are: branded hashtag challenge, branded effect, encourage user generated content, interesting storyline, key influencers, recognizable brand style, original soundtracks, and dynamic and easy motions, among others. The guide also emphasizes the importance of the video format like timing, colors, look and feel, and being entertaining as key factors for a generation that has a short attention span and wants to be entertained at all times. Finally, the guide suggests creating internal benchmarks and evaluating campaigns through SMART objectives to assess its success. By following the proposed strategic guide, brands can expect to create effective campaigns and improve their marketing on TikTok targeted to Gen Z.
A communication plan proposal for Heura: introducing a new product
(2022) Pujadas Gómez, Anna
This Capstone Project intends to design a Communication Plan in both, the strategic and creative field, for the plant-based brand “Heura”. A literature review is presented before the communication plan, and a context for the vegan food industry and everything that revolves around it is offered. After that, the body of this project develops a personalized communication plan for a hypothetical product that the brand could launch, more specifically, a new line is introduced: seafood, in particular, shrimps. This plan is presented in four different steps; Research, Planning, Actions and Communication, and Evaluation.
CSR Communication and its influence on employer attractiveness : Do millennials swipe right for German companie’s CSR Communication?
(2019) Maurice, Elsa Camille
Corporate Social Responsibility (CSR) is increasingly linked to enhance employer attractiveness (EA) when communicated correctly and to positively influence job pursuit intentions. However, a research gap has been identified concerning if the communicated CSR of companies matches the CSR expectations of the labour market. Therefore, research was conducted to investigate how companies communicate their CSR on the one hand, and on the other what the labour market expects from companies in terms of CSR in order to be perceived as an attractive employer. Hereby, the focus was on the millennial generation in Germany as they are a major part of Germany’s current labour force, and to identify unanimities or discrepancies between them and German companies. Based on a review of existing literature, CSR was categorised into five different dimensions: workplace economic-, legal-, ethical-, philanthropic-, and environmental responsibilities. These dimensions were applied to a quantitative online survey questioning German millennials, as well as a quantitative content analysis that investigated 20 German companies’ home- and career webpages. A confrontation and comparison of results showed that overall all five CSR dimensions significantly influence perceived EA, but that there is only a match for workplace economic responsibility among the communicated and expected CSR, whereas the other four CSR dimensions reveal discrepancies. Based on the outcomes of this study, it is recommended that companies expand and align their CSR communication on their websites to increase their EA and competitive advantage. Further qualitative research is needed to identify possible industry biased CSR categories and the frequency of CSR communication on corporate websites. Lastly, research should look deeper into millennials’ understanding of communicated CSR concepts.

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