🎓 Diploma Marketing for Professional Offices | Universitat Abat Oliba CEU

The diploma in Marketing and Communication has a main goal to train professionals in communication tools for professional offices. 

Diploma in Marketing and Communication for Professional Offices
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Diploma in Marketing and Communication for Professional Offices

Academic Area

Law and Political Science


20 hours




On-site classes



Student profile

Lawyers, economists, architects, engineers, doctors, etc., that seek to improve their offices' management, which have to be conceived as companies.

Admission and Enrolment

Enrolment application via website, sending of the documents and formalisation of admission at the University.

Calendar and timetables

From the 2nd to the 30th of November. Five consecutive Wednesdays from 16.00 h to 20.00 h.

Academic Calendar

Programme intended to design a marketing plan, by means of efficient and consistent communication.

Why study at the UAO CEU?

1. Specialisation, differentiation and professional projection

Catalonia is one of the areas in Europe with the highest number of professional offices. The ratio of professional offices per 1,000 inhabitants (2.63) is above the figure of Germany or France. Does this mean that professionals in Catalonia are condemned to having fewer clients? Far from it. At the same time, we are one of the continent’s regions with the highest number of SMEs and micro-SMEs. There is double the amount of companies in Catalonia than there are in Belgium, and more than in all of the Scandinavian countries put together.

In this context, professional practices: lawyers, economists, architects, etc., have in recent years developed marketing and communication policies together with new forms of commercial relationships with clients. However, the lack of experience in this area, for which professionals who are at the helm of their professional firms and offices are not trained, means that in many occasions they make mistakes which hamper the development of the professional practice, due to an error concerning costs or as a result of poor positioning in the market.

This programme aims to show students, through experts and practical and real life case studies, how to develop a brand, obtain a good position in the market and create and implement a marketing and communication plan which is efficient and in line with the professional practice scope and objectives.

2. Faculty

Our faculty is composed by well-known professionals with a wide teaching and professional experience.

3. Professional development

Strategical approach of the marketing and communication in the medium and long-term for the business development.

4. Employability

The average work placement rate is 95% in the postgraduate studies of the CEU.

5. Information resources

The Library Service is conceived as a support unit for study and research. Its most important objective is to meet the educative and scientific demands. It has convenient opening hours, including weekends, with the best computer equipment. In addition, the UAO CEU offers to all the University community a vast digital storage, with free access to its publications from its docent, research or institutional activities carried out by teachers, students or former students from the University.


Study Plan

Sesión 1 y 2 Marketing en los despachos profesionales

Herramientas para atraer y retener a los clientes rentables:

  • El Marketing de los despachos profesionales
  • Planificación estratégica de Marketing
  • El Plan de Marketing
  • Segmentación y posicionamiento
  • La selección de clientes vitales
  • La satisfacción del cliente
  • La lealtad del cliente

Ponentes: Javier Gracia y José Luis del Olmo.



Sesión 3

El mundo de la red

  • La web: cómo organizarla para crear marca
  • ¿Cómo posicionarla?
  • ¿Cómo mantenerla?
  • Las redes sociales
  • ¿Cuáles hay?
  • ¿Qué es un community manager?
  • ¿Qué hacer y puedes esperar de una red social?
  • Saber distinguir entre el uso de las redes sociales profesionales y las redes sociales personales
  • La figura del ciudadano-periodista

Ponentes: Regina Pacheco Pérez y Joan López



Sesión 4 - 5

El valor de la presencia en los medios de comunicación:

  • ¿Cómo salir en los medios?
  • ¿Qué relación mantener con los mismos?
  • La diferencia entre prensa general, prensa económica y prensa especializada
  • ¿Quién es quién en la comunicación jurídica? Los rankings y guías de abogados
  • La prensa digital
  • La reputación y el rumor
  • La comunicación de crisis. Presunción de inocencia vs derecho a la información: la pena del telediario
  • Publicidad. ¿Qué hacer o no hacer? ¿Qué invertir? ¿Dónde, cómo y cuándo?
  • La imagen de marca personal cada vez pesa más
  • Profesionales que se convierten en referencia

Ponente: Joan López



Material Docente (incluido en matrícula)

Marketing en los despachos profesionales: herramientas para atraer y retener a los clientes rentables. Jose Luis del Olmo Arriaga , Eiunsa. Ediciones Internacionales Universitarias, S.A., 2011



  • Dr. José Luis del Olmo Arriaga. Doctor en Comercialización e Investigación de Mercados. Licenciado en Publicidad y Relaciones Públicas. Profesor de Marketing en la Universitat Abat Oliba CEU. Autor del Libro El Marketing en los Despachos Profesionales. jlolmo@uao.es
  • Joan López Alegre. Licenciado en Historia. Director de Strategycomm. Colaborador de medios como Televisió de Catalunya y ABC
  • Xavier Gracia. Director de Marketing del Ilustre Colegio de Abogados de Barcelona. Licenciado en Derecho
  • Regina Pacheco Pérez. Licenciada en Filología Hispánica y Curso Superior de Marketing en Internet (ICEMD). Profesional de contenidos y marketing digital desde el año 2000 en empresas como Bertelsmann y Grupo Planeta.

Prices and scholarships




Those attending the Diploma in Marketing and Communication for Professional Offices will have to pay the total fee of the course before it starts. To apply for the Diploma in Marketing and Communications for Professional Practices at the UAO CEU, please contact: masters@uao.es


Postgraduate and University Extension
Bellesguard, 30. 08022 Barcelona
Tel. +34 932 540 900

Quality and regulations


This programme is aimed at liberal professionals: lawyers, economists, architects, engineers, doctors, etc., who want to improve the management of their offices, legal practices or consulting rooms, which must be conceived as businesses.


  • Training and studying in-depth the marketing and communication plan in mid and long-term in order to develop a business. In particular, defining the professional practice strategy and the marketing objectives.
  • Training the professional in marketing and communication techniques, so they are able to optimise client management and promotional activities.
  • Training the professional in specific communication skills for professional offices.
  • Measuring profitability and productivity within the office, with a particular focus on the financial management of the office.
  • Providing the key to improve processes and provide professional services.
  • Making the most of new tools in the Net to gain more clients and improve loyalty through the Internet.