A program created for professionals who aspire to excellence that will allow you to acquire new skills and strategies in a smooth and effective way"

Political communication is an essential factor when it comes to a party rising to power. For this reason, all formations and government alternatives surround themselves with the best communication team, on which they rely to win the favor of the citizens and, therefore, their votes. Nevertheless, the work of political communicators is not as simple as it may seem, it is essential to possess extensive knowledge of political history, communication tools, ideologies, public figures, etc. Exhaustive knowledge in different political branches that will be useful to achieve an effective communication, which manages to sway public opinion and gain their vote.

Ideologies, relations with power and institutions, information flows and their intentionality, fake news, as well as many other factors, become the key to essential knowledge for journalists in this sector, so it is of vital importance to have a high level of knowledge in the field. As a result, professional political communication becomes one of the sectors that requires greater specialization and expertise in order to differentiate and offer the quality information that citizens should receive. 

This Advanced master’s degree is a highly academic course created specifically for political communication professionals who, in a single specialization program, will find the most complete knowledge in these areas of work. Through a highly educational program, the student will be able to take a solid step forward in this field, achieving the personal and professional skills required to practise as an expert in the field. A complete and effective Advanced master’s degree that will propel you to the highest level of competence.

For this, TECH will not only take the student through the theoretical knowledge, but will also show them another way of studying and learning, one which is more organic, simpler and more efficient. TECH will work to keep them motivated and to develop a passion for learning within them. And will push them to think and develop critical thinking skills. 

In addition, as it is a 100% online program,  students themselves decide where and when to study. Without the restrictions of fixed timetables or having to move between classrooms, this course can be balanced with work and family life. 

We offer you the opportunity to learn the action and communication strategies that contribute to persuade citizens and voters of the best government alternative, and all this in this Grand Master that will launch your career to the highest levels of competence"

This Advanced master’s degree MBA in Professional Political Communication Management contains the most complete and up-to-date program on the market. The most important features of the program include:

• The latest technology in e-learning software  
• Intensely visual teaching system, supported by graphic and schematic contents that are easy to assimilate and understand
• Practical case studies presented by practising experts  
• State-of-the-art interactive video systems  
• Teaching supported by telepractice  
• Continuous updating and recycling systems  
• Self-regulated learning: full compatibility with other occupations  
• Practical exercises for self-assessment and learning verification  
• Support groups and educational synergies: questions to the expert, debate and knowledge forums  
• Communication with the teacher and individual reflection work
• Content that is accessible from any fixed or portable device with an Internet connection  
• Complementary resource banks that are permanently available  

A high-level scientific program, supported by advanced technological development and the teaching experience of the best professionals"

The teaching staff is composed of a team of working professionals. In this way, TECH ensures that it delivers the goal of constant updating that it intends. A multidisciplinary team of doctors training and experience in different environments, who will develop the theoretical knowledge in an efficient way, but above all, they will bring their practical knowledge from their own experience to the course.  

This command of the subject is complemented by the effectiveness of the methodological design used in this Advanced master’s degree program. Developed by a multidisciplinary team of e-learning experts, the program integrates the latest advances in educational technology. As such, the student will be able to study with a range of easy-to-use and versatile multimedia tools that will equip them with the skills they need te specialize in this field.

The design of this program is based on Problem-Based Learning, an approach that views learning as a highly practical process. To achieve this remotely, TECH uses telepractice. With the help of an innovative interactive video system and learning from an expert, the student will be able to acquire the knowledge as if they were facing the scenario they are studying at that moment. A concept that will allow you to integrate and fix learning in a more realistic and permanent way.

A comprehensive program that will allow you to achieve intensive specialization in each and every aspect of professional political communication"

We have the best teaching methodology and a multitude of simulated cases that will help you train in real situations"

The contents of this specialization program have been developed by the different teachers of this Advanced master’s degree, with a clear purpose: to ensure that our students acquire each and every one of the skills they require to become true experts in this field. The content of this Advanced master’s degree enables the student to learn all aspects of the different disciplines involved in this field. A comprehensive and well-structured program will take you to the highest standards of quality and success. 

Our syllabus has been designed with teaching effectiveness in mind: so that you learn faster, more efficiently, and on a more permanent basis"

Module 1. Leadership, Ethics and CSR

1.1. Globalization and Governance 

1.1.1. Globalization and Trends: Market Internationalization
1.1.2. Economic Environment and Corporate Governance
1.1.3. Accountability

1.2. Leadership

1.2.1. Intercultural Environment
1.2.2. Leadership and Business Management
1.2.3. Management Roles and Responsibilities

1.3. Business Ethics 

1.3.1. Ethics and Integrity
1.3.2. Ethical Behavior in Companies
1.3.3. Deontology, Codes of Ethics and Codes of Conduct
1.3.4. Fraud and Corruption Prevention

1.4. Sustainability 

1.4.1. Business and Sustainable Development
1.4.2. Social, Environmental, and Economic Impact
1.4.3. The 2030 Agenda and the SDGs

1.5. Corporate Social Responsibility 

1.5.1. Corporate Social Responsibility
1.5.2. Roles and Responsibilities
1.5.3. Implementing Corporate Social Responsibility

Module 2. Strategic Direction and Executive Management 

2.1. Organizational Analysis and Design 

2.1.1. Organizational Culture
2.1.2. Organisational analysis
2.1.3. Designing the Organizational Structure

2.2. Corporate Strategy 

2.2.1. Corporate-Level Strategy
2.2.2. Types of Corporate-Level Strategies
2.2.3. Determining the Corporate Strategy
2.2.4. Corporate Strategy and Reputational Image

2.3. Strategic Planning and Strategy Formulation 

2.3.1. Strategic Thinking
2.3.2. Strategic Planning and Formulation
2.3.3. Sustainability and Corporate Strategy 

2.4. Strategy Models and Patterns 

2.4.1. Wealth, Value, and Return on Investments 
2.4.2. Corporate Strategy: Methodologies
2.4.3. Growing and Consolidating the Corporate Strategy 

2.5. Strategic Management 

2.5.1. Strategic Mission, Vision, and Values
2.5.2. The Balanced Scorecard
2.5.3. Analyzing, Monitoring, and Evaluating the Corporate Strategy
2.5.4. Strategic Management and Reporting

2.6. Implementing and Executing Strategy 

2.6.1. Strategic Implementation: Objectives, Actions and Impacts
2.6.2. Supervision and Strategic Alignment
2.6.3. Continuous Improvement Approach

2.7. Executive Management 

2.7.1. Integrating Functional Strategies into the Global Business Strategies
2.7.2. Management Policy and Processes
2.7.3. Knowledge Management

2.8. Analyzing and Solving Cases/Problems 

2.8.1. Problem Solving Methodology
2.8.2. Case Method
2.8.3. Positioning and Decision-Making

Module 3. People and Talent Management 

3.1. Organizational Behavior 

3.1.1. Organizational Theory
3.1.2. Key Factors for Change in Organizations
3.1.3. Corporate Strategies, Types, and Knowledge Management

3.2. Strategic People Management 

3.2.1. Job Design, Recruitment, and Selection
3.2.2. Human Resources Strategic Plan: Design and Implementation
3.2.3. Job Analysis: Design and Selection of People
3.2.4. Training and Professional Development

3.3. Management and Leadership Development 

3.3.1. Management Skills: 21st Century Skills and Abilities
3.3.2. Non-Managerial Skills
3.3.3. Map of Skills and Abilities
3.3.4. Leadership and People Management

3.4. Change Management 

3.4.1. Performance Analysis
3.4.2. Strategic Approach
3.4.3. Change Management: Key Factors, Process Design and Management
3.4.4. Continuous Improvement Approach

3.5. Negotiation and Conflict Management 

3.5.1. Negotiation Objectives: Differentiating Elements
3.5.2. Effective Negotiation Techniques
3.5.3. Conflicts: Factors and Types
3.5.4. Efficient Conflict Management: Negotiation and Communication 

3.6. Executive Communication 

3.6.1. Performance Analysis
3.6.2. Leading Change. Resistance to Change
3.6.3. Managing Change Processes
3.6.4. Managing Multicultural Teams

3.7. Team Management and People Performance 

3.7.1. Multicultural and Multidisciplinary Environment
3.7.2. Team and People Management
3.7.3. Coaching and People Performance
3.7.4. Executive Meetings: Planning and Time Management

3.8. Knowledge and Talent Management 

3.8.1. Identifying Knowledge and Talent in Organizations 
3.8.2. Corporate Knowledge and Talent Management Models 
3.8.3. Creativity and Innovation 

Module 4. Economic and Financial Management 

4.1. Economic Environment 

4.1.1. Organizational Theory 
4.1.2. Key Factors for Change in Organizations 
4.1.3. Corporate Strategies, Types, and Knowledge Management 

4.2. Executive Accounting 

4.2.1. International Accounting Framework
4.2.2. Introduction to the Accounting Cycle
4.2.3. Company Financial Statements
4.2.4. Analysis of Financial Statements: Decision-Making

4.3. Budget and Management Control 

4.3.1. Budgetary Planning 
4.3.2. Management Control: Design and Objectives 
4.3.3. Supervision and Reporting 

4.4. Corporate Tax Responsibility 

4.4.1. Corporate Tax Responsibility
4.4.2. Tax Procedure: A Case-Country Approach

4.5. Corporate Control Systems 

4.5.1. Types of Control 
4.5.2. Regulatory Compliance 
4.5.3. Internal Auditing 
4.5.4. External Auditing 

4.6. Financial Management 

4.6.1. Introduction to Financial Management 
4.6.2. Financial Management and Corporate Strategy 
4.6.3. Chief Financial Officer (CFO): Managerial Skills

4.7. Financial Planning 

4.7.1. Business Models and Financing Needs
4.7.2. Financial Analysis Tools
4.7.3. Short-Term Financial Planning
4.7.4. Long-Term Financial Planning

4.8. Corporate Financial Strategy 

4.8.1. Corporate Financial Investments
4.8.2. Strategic Growth: Types

4.9. Macroeconomic Context 

4.9.1. Macroeconomic Analysis 
4.9.2. Economic Indicators 
4.9.3. Economic Cycle 

4.10. Strategic Financing 

4.10.1. The Banking Business: Current Environment 
4.10.2. Risk Analysis and Management

4.11. Money and Capital Markets 

4.11.1. Fixed Income Market 
4.11.2. Equity Market 
4.11.3. Valuation of Companies 

4.12. Analyzing and Solving Cases/Problems 

4.12.1. Problem Solving Methodology
4.12.2. Case Method

Module 5. Operations and Logistics Management 

5.1. Operations Management 

5.1.1. Define the Operations Strategy
5.1.2. Supply Chain Planning and Control
5.1.3. Indicator Systems

5.2. Purchasing Management 

5.2.1. Stocks Management
5.2.2. Warehouse Management
5.2.3. Purchasing and Procurement Management

5.3. Supply Chain Management(I) 

5.3.1. Costs and Efficiency of the Operations Chain
5.3.2. Change in Demand Patterns
5.3.3. Change in Operations Strategy

5.4. Supply Chain Management(II). Implementation 

5.4.1. Lean Manufacturing/Lean Thinking
5.4.2. Logistics Management
5.4.3. Purchasing 

5.5. Logistical Processes 

5.5.1. Organization and Management by Processes
5.5.2. Procurement, Production, Distribution
5.5.3. Quality, Quality Costs, and Tools
5.5.4. After-Sales Service

5.6. Logistics and Customers 

5.6.1. Demand Analysis and Forecasting
5.6.2. Sales Forecasting and Planning
5.6.3. Collaborative Planning, Forecasting, and Replacement

5.7. International Logistics 

5.7.1. Customs, Export and Import processes
5.7.2. Methods and Means of International Payment
5.7.3. International Logistics Platforms

5.8. Competing through Operations 

5.8.1. Innovation in Operations as a Competitive Advantage in the Company
5.8.2. Emerging Technologies and Sciences
5.8.3. Information Systems in Operations

Module 6. Information Systems Management 

6.1. Information Systems Management 

6.1.1. Business Information Systems 
6.1.2. Strategic Decisions
6.1.3. The Role of the CIO

6.2. Information Technology and Business Strategy 

6.2.1. Company and Industry Sector Analysis
6.2.2. Online Business Models
6.2.3. The Value of IT in a Company

6.3. IS Strategic Planning 

6.3.1. The Process of Strategic Planning
6.3.2. Formulating the IS Strategy
6.3.3. Strategy Implementation Plan

6.4. Information Systems and Business Intelligence 

6.4.1. CRM and Business Intelligence
6.4.2. Business Intelligence Project Management
6.4.3. Business Intelligence Architecture

6.5. New ICT-Based Business Models 

6.5.1. Technology-Based Business Models
6.5.2. Innovation Abilities
6.5.3. Redesigning the Value Chain Processes

6.6. E-Commerce 

6.6.1. E-Commerce Strategic Plan
6.6.2. Logistics Management and Customer Service in E-Commerce
6.6.3. E-Commerce as an Opportunity for Internationalization

6.7. E-Business Strategies

6.7.1. Social Media Strategies
6.7.2. Optimizing Service Channels and Customer Support
6.7.3. Digital Regulation

6.8. Digital Business 

6.8.1. Mobile e-Commerce
6.8.2. Design and Usability
6.8.3. e-Commerce Operations

Module 7. Commercial Management, Marketing, and Corporate Communications 

7.1. Commercial Management 

7.1.1. Sales Management 
7.1.2. Commercial Strategy 
7.1.3. Sales and Negotiation Techniques 
7.1.4. Management of Sales Teams 

7.2. Marketing 

7.2.1. Marketing and the Impact on the Company 
7.2.2. Basic Marketing Variables 
7.2.3. Marketing Plan 

7.3. Strategic Marketing Management 

7.3.1. Sources of Innovation
7.3.2. Current Trends in Marketing 
7.3.3. Marketing Tools 
7.3.4. Marketing Strategy and Communication with Customers 

7.4. Digital Marketing Strategy 

7.4.1. Approach to Digital Marketing 
7.4.2. Digital Marketing Tools 
7.4.3. Inbound Marketing and the Evolution of Digital Marketing

7.5. Sales and Communication Strategy 

7.5.1. Positioning and Promotion 
7.5.2. Public Relations 
7.5.3. Sales and Communication Strategy 

7.6. Corporate Communication 

7.6.1. Internal and External Communication 
7.6.2. Communication Departments 
7.6.3. Communication Managers: Managerial Skills and Responsibilities 

7.7. Corporate Communication Strategy 

7.7.1. Corporate Communication Strategy 
7.7.2. Communication Plan 
7.7.3. Press Release/Clipping/Publicity Writing 

Module 8. Innovation and Project Management 

8.1. Innovation 

8.1.1. Conceptual Framework for Innovation 
8.1.2. Types of Innovation 
8.1.3. Continuous and Discontinuous Innovation 
8.1.4. Training and Innovation 

8.2. Innovation Strategy 

8.2.1. Innovation and Corporate Strategy 
8.2.2. Global Innovation Project: Design and Management 
8.2.3. Innovation Workshops 

8.3. Business Model Design and Validation

8.3.1. The Lean Start-up Methodology 
8.3.2. Innovative Business Initiative: Stages 
8.3.3. Financing Arrangements 
8.3.4. Model Tools: Empathy Map, Canvas Model, and Metrics 
8.3.5. Growth and Loyalty 

8.4. Project Management 

8.4.1. Innovation Opportunities 
8.4.2. Feasibility Study and Proposal Specification 
8.4.3. Project Definition and Design 
8.4.4. Project Implementation 
8.4.5. Project Closure 

Module 9. Society, Citizenship and Politics 

9.1. Citizens and Society 

9.1.1. Concept of Society
9.1.2. Citizen's Rights and Duties
9.1.3. Types of Citizens

9.2. Social Change 

9.2.1. Concept of Social Change
9.2.2. Factors of Social Change
9.2.3. Social Change Transformation

9.3. Citizen Participation 

9.3.1. Social and Citizen Participation
9.3.2. Collective Decision Making
9.3.3. Forms of Citizen Participation

9.4. Public Opinion 

9.4.1. Forms of Public Opinion
9.4.2. Pressure Groups
9.4.3. Population Groups in Public Opinion

9.5. Society, Politics and Power 

9.5.1. Power in Society
9.5.2. Policy Reality
9.5.3. Political Behavioral Factors

9.6. Ideologies and Political Action 

9.6.1. Concept and Dimensions of Ideology
9.6.2. Ideological Groups
9.6.3. Manifestations of Ideology

9.7. Policy Dimensions 

9.7.1. Political Regimes
9.7.2. Political Systems
9.7.3. Public Policy Factors

9.8. Political Systems 

9.8.1. Concept and Characteristics
9.8.2. Types of Policy Systems

9.9. Democracy: Representation and Participation 

9.9.1. Definition of Democracy
9.9.2. Types of Democracy
9.9.3. Levels of Citizen Participation

9.10. International Political Scenarios 

9.10.1. Policy Scenarios in Europe
9.10.2. Policy Scenarios in North America
9.10.3. Policy Scenarios in Central America
9.10.4. Policy Scenarios in Latin America

Module 10. Management and Strategy of Companies and Organizations 

10.1. General Management 

10.1.1. The Concept of General Management
10.1.2. The Role of the Director
10.1.3. The CEO and their Responsibilities
10.1.4. Transforming the Work of Management

10.2. Planning and Strategy 

10.2.1. The Plan in a Strategy
10.2.2. Strategic Positioning
10.2.3. Strategy in Companies
10.2.4. Plan

10.3. Digital Strategy 

10.3.1. Technology Strategy and its Impact on Digital Innovation
10.3.2. Strategic Planning of Information Technologies
10.3.3. Strategy and The Internet

10.4. Corporate Strategy and Technology Strategy 

10.4.1. Creating Value for Customers and Shareholders
10.4.2. Strategic IS/IT Decisions
10.4.3. Corporate Strategy vs Technology and Digital Strategy

10.5. Strategy Implementation 

10.5.1. Indicator Systems and Process Approach
10.5.2. Strategic Map
10.5.3. Differentiation and Alignment

Module 11. Strategic and Operational Marketing 

11.1. Fundamentals of Marketing 

11.1.1. The Concept of Marketing
11.1.2. The Basic Elements of Marketing
11.1.3. Marketing Activities in Companies

11.2. Marketing Management 

11.2.1. The Concept of Marketing Management
11.2.2. New Trends in Marketing
11.2.3. A New Marketplace: Consumer and Business Capabilities
11.2.4. Holistic MK Orientation
11.2.5. Update on the 4 Ps of Marketing 
11.2.6. Marketing Management Tasks

11.3. The Function of Strategic Marketing 

11.3.1. The Concept of Marketing Strategic
11.3.2. Concept of Strategic Marketing Planning
11.3.3. Stages of the Strategic Marketing Planning Process

11.4. Marketing Strategy Dimensions 

11.4.1. Marketing Strategies
11.4.2. Types of Marketing Strategies

11.5. Marketing Mix 

11.5.1. Marketing Mix Concept 
11.5.2. Product Strategies 
11.5.3. Pricing Strategies 
11.5.4. Distribution Strategies 
11.5.5. Communication Strategies 

11.6. Digital Marketing 

11.6.1. Digital Marketing Concept
11.6.2. Digital Marketing Strategies

11.7. Inbound Marketing 

11.7.1. Effective Inbound Marketing
11.7.2. The Benefits of Inbound Marketing
11.7.3. Measuring the Success of Inbound Marketing

11.8. Developing the Marketing Plan 

11.8.1. Marketing Plan Concept
11.8.2. Situation Analysis and Diagnosis
11.8.3. Strategic Marketing Decisions
11.8.4. Operational Marketing Decisions

11.9. Managing Marketing Groups 

11.9.1. Marketing Groups
11.9.2. The Creation of Marketing Groups
11.9.3. Guidelines for Managing a Marketing Group
11.9.4. The Future of Marketing Groups

11.10. Social Business 

11.10.1. Web 2.0 Strategic Vision and its Challenges
11.10.2. Convergence Opportunities and ICT Trends
11.10.3. How to Monetize Web 2.0 and Social Media

Module 12. Corporate Communication 

12.1. Communication in Organizations

12.1.1. Organizations, People and Society
12.1.2. Historical Evolution of Organizational Behavior
12.1.3. Bidirectional Communication

12.2. Trends in Business Communication 

12.2.1. Generation and Distribution of Corporate Content
12.2.2. Business Communication on the Web 2.0
12.2.3. Implementation of Metrics in the Communication Process 

12.3. Advertising Communication 

12.3.1. Integrated Marketing Communication
12.3.2. Advertising Communication Plan
12.3.3. Merchandising as a Communication Technique

12.4. Media Effects 

12.4.1. Efficiency of Commercial and Advertising Communication
12.4.2. Theories on the Effects of the Media
12.4.3. Social and Co-creation Models

12.5. Online Agencies, Media, and Channels 

12.5.1. Integral, Creative, and Online Agencies
12.5.2. Traditional and New Media
12.5.3. Online Channels
12.5.4. Other Digital Players

12.6. Communication in Crisis Situations

12.6.1. Definition and Types of Crises
12.6.2. Phases of the Crisis
12.6.3. Messages: Contents and Moments

12.7. Digital Communication and Reputation 

12.7.1. Online Reputation Report
12.7.2. Netiquette and Good Practices on Social Media
12.7.3. Branding and Networking 2.0 

12.8. Internal Communication 

12.8.1. Motivational Programs, Social Action, Participation and Training with HR
12.8.2. Internal Communication Support and Tools
12.8.3. Internal Communication Plan

12.9. Branding 

12.9.1. The Brand and its Functions
12.9.2. Branding 
12.9.3. Brand Architecture

12.10. Integral Communication Plans 

12.10.1. Audit and Diagnosis
12.10.2. Elaboration of Communication Plan
12.10.3. Measuring results: KPIs and ROI

Module 13. Organizations: Crisis Management and Social Responsibility 

13.1. Organisational Design 

13.1.1. Concept of Organizational Design
13.1.2. Organizational Structure
13.1.3. Types of Organizational Designs

13.2. Organizational Structure 

13.2.1. Main Coordination Mechanisms
13.2.2. Departments and Organization Charts
13.2.3. Authority and Responsibility
13.2.4. Empowerment

13.3. Corporate Social Responsibility

13.3.1. Social Commitment
13.3.2. Sustainable Organizations
13.3.3. Business Ethics

13.4. Social Responsibility in Organizations 

13.4.1. CSR Management in Organizations
13.4.2. CSR Towards Employees
13.4.3. Sustainable Action

13.5. Reputation Management 

13.5.1. Corporative Reputation Management
13.5.2. Focus on Brand Reputation
13.5.3. Leadership Reputation Management

13.6. Reputation Risk and Crisis Management 

13.6.1. Listening to and Managing Feedback
13.6.2. Procedures, Crisis Manual and Contingency Plans
13.6.3. Spokesperson Training in Emergency Situations

13.7. Conflicts in Organizations 

13.7.1. Interpersonal Conflicts
13.7.2. Conflict Conditions
13.7.3. Consequences of Conflicts

13.8. Lobbies and Pressure Groups 

13.8.1. Opinion Groups and their Actions in Businesses and Institutions
13.8.2. Institutional Relations and Lobbying
13.8.3. Areas of Intervention, Regulatory Instruments, Diffusion Strategies and Media

13.9. Negotiation 

13.9.1. Intercultural Negotiation
13.9.2. Negotiation Focuses
13.9.3. Effective Negotiation Techniques
13.9.4. Restructuring

13.10. Corporate Brand Strategy 

13.10.1. Public Image and Stakeholders
13.10.2. Corporate Branding Strategy and Management
13.10.3. Corporate Communication Strategy in Line with Brand Identity

Module 14. Marketing and Institutional Communication 

14.1. Political Action in Institutions 

14.1.1. Concept of Institution
14.1.2. Types of Institutions and Social Groups
14.1.3. Institutional Actions

14.2. Institutional Marketing 

14.2.1. Institutional Markets: Citizens and Entities
14.2.2. Institutional Offering
14.2.3. Citizen Satisfaction

14.3. Marketing Plans in Institutions

14.3.1. Institutional Environment Analysis
14.3.2. Objectives of the Institution
14.3.3. Strategic and Operational Actions

14.4. Public Communication 

14.4.1. Political Communication Agents
14.4.2. Formal Media: Press and Institutions
14.4.3. Informal Media: Networks and Opinion Makers

14.5. Institutional Communication Strategies 

14.5.1. Institutional Information Contents
14.5.2. Institutional Communication Objectives
14.5.3. Main Communication Strategies

14.6. Institutional Policy Agenda Planning 

14.6.1. Development of the Institutional Agenda
14.6.2. Design of Institutional Campaigns
14.6.3. Target Groups of the Campaigns

14.7. Government communication: Open Government 

14.7.1. Open Government Concept
14.7.2. Media
14.7.3. Types of Messages

14.8. Political Communication in Democracies 

14.8.1. Demand for Information in Democratic Societies 
14.8.2. Institutions as Sources of Information 
14.8.3. The Media 

14.9. Digital Democracy 

14.9.1. Digital Democracy Concept 
14.9.2. Social Dialogue on the Internet 
14.9.3. Elements of Use on the Internet 

14.10. Social Responsibility in Institutions 

14.10.1. Human Rights and Social Responsibility 
14.10.2. Climate Change and Social Responsibility 
14.10.3. Institutional Ethics 

Module 15. Political Marketing 

15.1. Social Marketing 

15.1.1. Social Marketing
15.1.2. Socially Responsible Marketing
15.1.3. Social Cause Marketing

15.2. Introduction to Political and Electoral Marketing 

15.2.1. Political Marketing
15.2.2. Election Marketing
15.2.3. Political Market Components

15.3. Citizens 

15.3.1. Social Organizations
15.3.2. Organizations and Parties
15.3.3. Affiliates and Supporters

15.4. Social and Political Research 

15.4.1. Contents of Social and Political Research
15.4.2. Social Research Techniques
15.4.3. Social and Political Research Results

15.5. Social and Political Situation Diagnosis 

15.5.1. Social and Political Demand Analysis
15.5.2. Analysis of Political Offers
15.5.3. Social and Political Expectations

15.6. Political Marketing Plan 

15.6.1. Introduction
15.6.2. Advantages of the Political Marketing Plan
15.6.3. Stages of the Political Marketing Plan

15.7. Analysis of the Political Organization 

15.7.1. Internal Analysis of the Political Organization
15.7.2. Analysis Political Competition
15.7.3. Social and Political Environment Analysis
15.7.4. SWOT Political Organization

15.8. Political Marketing Plan Objectives and Strategies 

15.8.1. Definition of Objectives
15.8.2. Determination of Strategies

15.9. Political Strategy Action Plan 

15.9.1. Contents of the Action Plan
15.9.2. Share Measurement Criteria
15.9.3. Monitoring Indicators

15.10. Implementation of the Political Marketing Plan 

15.10.1. Tasks of the Steering Committees
15.10.2. Execution of the Action Plan
15.10.3. Plan Contingencies: Contingencies

Module 16. Electoral Marketing 

16.1. Electoral Market Components 

16.1.1. Introduction to the Electoral Market
16.1.2. Electoral Roll
16.1.3. The Electoral Offer: Parties and Coalitions

16.2. Electoral Behavior 

16.2.1. Introduction
16.2.2. Voting Trends
16.2.3. Voting Motivations

16.3. Electoral Market Research 

16.3.1. Research Contents
16.3.2. Qualitative Techniques
16.3.3. Quantitative Techniques

16.4. Voting Intention Studies 

16.4.1. Pre-Election Studies
16.4.2. Exit Polls
16.4.3. Vote Estimates

16.5. Electoral Situation Diagnosis 

16.5.1. Analysis of the Electoral Demand
16.5.2. Match Offer Analysis
16.5.3. Candidate Offer Analysis

16.6. Electoral Campaign Plan 

16.6.1. Introduction
16.6.2. Stages of the Electoral Campaign
16.6.3. Election Campaign Deadlines

16.7. Electoral Product 

16.7.1. Electoral Program
16.7.2. Candidates
16.7.3. Political Branding

16.8. Electoral Campaign Organization 

16.8.1. Electoral Campaign Committee
16.8.2. Work Teams

16.9. Electoral Actions in Campaign Plan 

16.9.1. Personal Actions
16.9.2. Virtual Actions
16.9.3. Electoral Publicity Actions
16.9.4. Electoral Action Monitoring

16.10. The Electoral Result 

16.10.1. Post-Electoral Analysis
16.10.2. Interpretation of Electoral Results
16.10.3. Political and Electoral Consequences of the Result

Module 17. Leadership and Personal Communication 

17.1. Communication and Leadership

17.1.1. Leadership and Leadership Styles
17.1.2. Motivation
17.1.3. Skills and Abilities of the Leader 2.0

17.2. Interpersonal Communication 

17.2.1. Body Language
17.2.2. Assertive Communication
17.2.3. Interviews

17.3. Personal and Influential Skills 

17.3.1. Impact and Influence
17.3.2. Stress Mastery
17.3.3. Time Management

17.4. Strategic Leadership 

17.4.1. Leadership Models
17.4.2. Coaching
17.4.3. Mentoring
17.4.4. Transformational Leadership

17.5. Public Speaking and Spokesperson Training 

17.5.1. Interpersonal Communication
17.5.2. Communication Skills and Influence
17.5.3. Barriers to Personal Communication 

17.6. Power in the Organization 

17.6.1. Power within Organizations
17.6.2. Structural Power Sources
17.6.3. Political Tactics

17.7. The Managerial Role and CSR 

17.7.1. Strategic Vision and Corporate Social Responsibility
17.7.2. Systems and Models for Implementing CSR
17.7.3. Organization of CSR Roles and Responsibilities

17.8. Emotional Intelligence 

17.8.1. Emotional Intelligence and Communication
17.8.2. Assertiveness, Empathy, and Active Listening
17.8.3. Self-Esteem and Emotional Language

17.9. Psychological Profile of the Candidate 

17.9.1. Psychology of Leadership
17.9.2. Politicians' Personality Typology
17.9.3. Expectations About the Ideal Candidate

17.10. Personal Branding 

17.10.1. Strategies for Personal Brand Development
17.10.2. Personal Branding Laws
17.10.3. Tools for Creating Personal Brands

Module 18. Construction of the Political and Electoral Strategy 

18.1. Electoral Systems 

18.1.1. Regulatory Framework
18.1.2. Electoral Regulations

18.2. Data Science and Big Data 

18.2.1. Business Intelligence
18.2.2. Methodology and Analysis of Large Volumes of Data
18.2.3. Data Extraction, Processing, and Loading

18.3. Political Coaching 

18.3.1. Coaching Concept
18.3.2. Political Coaching Methodologies
18.3.3. Advantages of Political Coaching

18.4. Political Innovation 

18.4.1. Benefits of Innovation
18.4.2. Sources of Idea Generation
18.4.3. Innovative Ideas and Supports

18.5. Voter Behavior 

18.5.1. Political Information Processing
18.5.2. Message Evaluation
18.5.3. Voting Decision Models
18.5.4. Voting Decision Times

18.6. Voter Segmentation 

18.6.1. Voter Characteristics
18.6.2. Mobilized Voters: Loyal and Volatile
18.6.3. Targeting & Microtargeting

18.7. Political Branding 

18.7.1. Political Brand Building
18.7.2. Importance of the Political Brand
18.7.3. Political Brand and Candidate Brand

18.8. Political Leadership 

18.8.1. Definition
18.8.2. Leadership Styles in Politics
18.8.3. Candidate Positioning

18.9. Political Messages 

18.9.1. Creative Process in Electoral Campaigns
18.9.2. Central Message: Positioning of the Organization
18.9.3. Tactical Messages: Positive and Negative

18.10. Content and Storytelling Strategies 

18.10.1. Corporate Blogging
18.10.2. Content Marketing Strategy
18.10.3. Creating a Content Plan
18.10.4. Content Curation Strategy

Module 19. The Electoral Campaign: Conventional Tools for Action 

19.1. Electoral Communication 

19.1.1. Image in Electoral Campaigns
19.1.2. Political Advertising
19.1.3. Electoral Communication Plan
19.1.4. Electoral Communication Audits

19.2. Communication Cabinets 

19.2.1. Identifying Opportunities and Information Needs
19.2.2. Management of Reports and Interviews with Spokespersons
19.2.3. Virtual Press Room and e-Communication
19.2.4. Buying Advertising Space

19.3. Public Relations 

19.3.1. PR Strategy and Practice
19.3.2. Protocol and Ceremonial Rules
19.3.3. Event Organization and Creative Management

19.4. The Political Discourse 

19.4.1. Narrative Structure
19.4.2. NLP-Based Storytelling
19.4.3. Political Oratory

19.5. Electoral Debates 

19.5.1. Preparation: Topics, Speeches and Replies
19.5.2. Candidate Image
19.5.3. Verbal and Non-Verbal Communication

19.6. Meetings with Voters 

19.6.1. Central Campaign MeetingMeeting
19.6.2. Sectoral Events
19.6.3. Segmented Meetings

19.7. Electoral Advertising: 360º Campaigns 

19.7.1. Claim Central and Campaign Complementary
19.7.2. Election Photos and Videos
19.7.3. Media Outlets

19.8. Campaign Logistics 

19.8.1. Organization of Events
19.8.2. Physical Distribution of Content
19.8.3. Human Resources in Electoral Logistics

19.9. Electoral Propaganda and Merchandising 

19.9.1. Institutional Announcements
19.9.2. Election Canvassing
19.9.3. Gift Material

19.10. Campaign Fundraising and Fund Management 

19.10.1. Arguments for Collection
19.10.2. Collection Activities
19.10.3. Crowdfunding Platforms
19.10.4. Ethical Management of Funds

Module 20. The Electoral Campaign: Online Performance Tools 

20.1. Social Media Platforms 

20.1.1. General, Professional, and Microblogging Platforms
20.1.2. Video, Image, and Mobility Platforms

20.2. Social Media Strategies 

20.2.1. Corporate PR and Social Media
20.2.2. Defining the Strategy to Be Followed in Each Medium
20.2.3. Analysis and Evaluation of Results

20.3. Social Web 

20.3.1. Organization in the Age of Conversation
20.3.2. Web 2.0 Is All About People
20.3.3. Digital Environment and New Communication Formats

20.4. Developing e-Mail Campaigns

20.4.1. Lists of Subscribers, Leads, and Customers
20.4.2. E-Mail Marketing Tools and Resources
20.4.3. Online Writing for E-Mail Marketing Campaigns

20.5. Mobile Marketing 

20.5.1. New Consumption and Mobility Habits
20.5.2. The SoLoMo Model
20.5.3. The 4 Ps of the Marketing Mix in Mobility

20.6. Trends in Mobile Marketing 

20.6.1. Mobile Publishing
20.6.2. Advergaming and Gamification
20.6.3. Mobile Geolocalization
20.6.4. Augmented Reality

20.7. Counter-Communication: Fake News 

20.7.1. Targets of Fake News in Campaigns
20.7.2. Fake News Creation
20.7.3. Fake News Dissemination
20.7.4. Fake News Legislation

20.8. Inbound Political Marketing 

20.8.1. How Inbound Political Marketing Works
20.8.2. Attraction of Traffic to Political Brand
20.8.3. Content Marketing
20.8.4. Conversion of Leads to Voters or Constituents

20.9. Web Analysis 

20.9.1. The Fundamentals of Web Analytics
20.9.2. Traditional Media vs. Digital Media
20.9.3. The Web Analyst's Basic Methodology

20.10. Digital Metrics 

20.10.1. Basic Metrics
20.10.2. Ratios
20.10.3. Setting Objectives and KPIs

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