Specialisation in Political and Institutional Communication

Contents

- Communication and message creation: from institutions to parties and media: This focuses on the necessary tools for delivering messages to their intended audiences, covering all communicative aspects—from strategies and speeches to social media.
- Electoral campaigns: planning, implementation, and image: This examines the various elements involved in an electoral campaign, from its conception to execution.
- Governance and institutional communication: This delves into the basic elements of governance, including institutional and crisis communication, once parties and candidates are in office.
- Final Diploma Thesis: This represents the final academic work of the program, where students apply the knowledge gained throughout the course.

Itinerary

This diploma is part of the Master's in Continuing Education in Political Marketing and Political Communication Strategies.

Related programmes

Course in Communication and Message Creation: from Institutions to Parties and the Media
Course in Electoral campaigns: planning, implementation and image
Course in Governance and Institutional Communications

Specific skills

KT01: Conduct surveys and the characteristics derived from the analysis of political behavior
KT02: Identify the frameworks and theoretical-conceptual approaches that underpin electoral behavior and political communication
KT03: Identify, through discussion from a theoretical-applied perspective, the main political actors
KT04: Identify different types of political communication by adapting the message through practical and real cases
KT05: Identify the importance of the message and the organization of the strategies necessary for its dissemination
KT06: Carry out a complete electoral campaign through workshops and real practice
KT07: Identify the elements that constitute governance and institutional communication
KT08: Define a research or evaluation project in the field of political communication

ST01: Interpret surveys by analyzing different political scenarios, establishing strategies, and relating segmentation and voters
ST02: Analyze political actors such as parties, pressure groups, power, media, or political consultants
ST03: Analyze different public policies, with a gender perspective, in both their development process and implementation, evaluation, and explanation of tools and processes
ST04: Develop political speeches, arguments, slogans, or notes, working on oratory and writing, demonstrating creative capacity, flexibility, and originality
ST05: Apply strategies for creating political spokespersons and candidates with leadership, negotiation, teamwork, and conflict resolution skills
ST06: Develop conceptual frameworks for political communication and apply them in professional practice
ST07: Plan electoral campaigns to develop leadership skills
ST08: Organize governance and implement government cabinets, applying strategies to lead in crises and manage communication
ST09: Demonstrate self-learning and self-demand capabilities to achieve efficient work

CT01: Validate with quantitative and qualitative analysis techniques their application in research processes and the interpretation of surveys and scenarios
CT02: Design influence strategies with pressure groups applying negotiation techniques in establishing institutional relationships with lobbies, parties, institutions, and other political actors
CT03: Plan communication strategies for disseminating political messages, designing and systematizing speech and debate creation
CT04: Build candidates and spokespersons with storytelling and liquid communication strategies
CT05: Plan electoral campaign strategies, designing slogans, images, applying neuromarketing and psychology techniques
CT06: Conceptualize the creation of citizen participation campaigns and city-branding through trust-marketing techniques
CT07: Prioritize actions to manage communication crises and government action
CT08: Manage time effectively to be able to plan short, medium, and long-term tasks

Title obtained

Specialization Diploma in Political and Institutional Communication