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.

Subject Credits Type

Communication and message creation: from institutions to parties and the media.

12 ECTS

Obligatory

Electoral campaigns: planning, implementation and image

12 ECTS

Obligatory

Governance and institutional communication

12 ECTS

Obligatory

Itinerary

This diploma is part of the Master's in Continuing Education in Political Marketing: Political Communication Strategies (1306)

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