- To know the spectrum of application, characteristics and original benefits of each discipline and communication tools;

- To understand the mutation process that each and every one of the disciplines have been suffering;

- To think critically about the emergence of a new paradigm in the relationship between brands and stakeholders;

- To know the origin, evolution and trends of strategic planning of communication;

- To operationalize models and tools of strategic planning;

- To develop the ability to design communication actions integrated in time, evaluating them in a reasoned way, based on different data and knowledge and formulating alternative frameworks of decisions.