Quel responsable de communication pour les entreprises de demain ?
Which communication manager for the companies of tomorrow?

Summary/Abstract: Communication in general and the function of the head of communication department in particular, is considered to be one of the vital activities of the company. Its mission is to promote the image of the company and its components (managers, products, employees...). Today, in the light of the rapid changes of the 21st century, business and corporate communication strategies have become more complex. Communication specialists have got to learn to live up to the expectations of targets that are better informed, more demanding and more volatile. The ever-increasing diversification of stakeholders of the company has placed the issue of communicative skills at the heart the head of communication department. This article aims to redefine the challenges of training for head of communication in Moroccan companies. It will also try to enhance the development of communication strategies through a reflection on the role of communication in ensuring sustainable competitive advantage of the company.

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