At present, a communication director profile has emerged that is much more in line with new trends and stands out for having technological knowledge, practicing active listening with its workers and being self-critical with its work"

Why Study at TECH?

TECH is the world's largest 100% online business school. It is an elite business school, with a model based on the highest academic standards. A world-class center for intensive managerial skills education.   

TECH is a university at the forefront of technology, and puts all its resources at the student's disposal to help them achieve entrepreneurial success”

At TECH Global University

Innovation

The university offers an online learning model that balances the latest educational technology with the most rigorous teaching methods. A unique method with the highest international recognition that will provide students with the keys to develop in a rapidly-evolving world, where innovation must be every entrepreneur’s focus.

Microsoft Europe Success Story", for integrating the innovative, interactive multi-video system.  

The Highest Standards

Admissions criteria at TECH are not economic. Students don't need to make a large investment to study at this university. However, in order to obtain a qualification from TECH, the student's intelligence and ability will be tested to their limits. The institution's academic standards are exceptionally high...  

95% of TECH students successfully complete their studies.

Networking

Professionals from countries all over the world attend TECH, allowing students to establish a large network of contacts that may prove useful to them in the future.  

+100.000 executives prepared each year, +200 different nationalities.

Empowerment

Students will grow hand in hand with the best companies and highly regarded and influential professionals.TECH has developed strategic partnerships and a valuable network of contacts with major economic players in 7 continents. 

+500 collaborative agreements with leading companies.

Talent

This program is a unique initiative to allow students to showcase their talent in the business world. An opportunity that will allow them to voice their concerns and share their business vision. 

After completing this program, TECH helps students show the world their talent.

Multicultural Context

While studying at TECH, students will enjoy a unique experience. Study in a multicultural context. In a program with a global vision, through which students can learn about the operating methods in different parts of the world, and gather the latest information that best adapts to their business idea. 

TECH students represent more than 200 different nationalities.   

Learn with the best

In the classroom, TECH’s teaching staff discuss how they have achieved success in their companies, working in a real, lively, and dynamic context. Teachers who are fully committed to offering a quality specialization that will allow students to advance in their career and stand out in the business world. 

Teachers representing 20 different nationalities.

TECH strives for excellence and, to this end, boasts a series of characteristics that make this university unique:

Analysis

TECH explores the student’s critical side, their ability to question things, their problem-solving skills, as well as their interpersonal skills.    

Academic Excellence

TECH offers students the best online learning methodology. The university combines the Relearning method (postgraduate learning methodology with the best international valuation) with the Case Study. Tradition and vanguard in a difficult balance, and in the context of the most demanding educational itinerary. 

Economy of Scale

TECH is the world’s largest online university. It currently boasts a portfolio of more than 10,000 university postgraduate programs. And in today's new economy, volume + technology = a ground-breaking price. This way, TECH ensures that studying is not as expensive for students as it would be at another university.   

At TECH, you will have access to the most rigorous and up-to-date case analyses in academia”

The Advanced master’s degree #MBA in Political Communication Management is a tailor-made program that is taught in 100% online format so you can choose the time and place that best suits your availability, schedules and interests. A program that takes place over 24 months and aims to be a unique and stimulating experience that lays the foundation for your success as director of political communication.  

Our program has been designed with contextual learning in mind to acquire the necessary skills to develop professionally"

Syllabus

The Advanced master’s degree MBA in Political Communication Management of TECH Global University is an intensive program that prepares you to face challenges and business decisions at both national and international levels. Its content is designed to promote the development of managerial skills that enable more rigorous decision-making in uncertain environments. 

Throughout 3,000 hours of study, you will analyze a multitude of practical cases through individual work, achieving a deep learning that will allow you to be more effective in your daily practice. It is, therefore, an authentic immersion in real business situations.  

This Advanced master’s degree MBA in Political Communication Management deals in depth with the main areas of the company, and is designed for managers to understand the direction of political communication from a strategic, international and innovative perspective. 

A plan designed for you, focused on improving your career and preparing you to achieve excellence in leadership and business management. A program that understands both yours and your company's needs through innovative content based on the latest trends, and supported by the best educational methodology and an exceptional faculty, which will provide you with the skills to solve critical situations, creatively and efficiently. 

This program takes place over 24 months and is divided into 20 modules: 

Module 1. Leadership, Ethics, and CSR
Module 2. Strategic Direction and Executive Management 
Module 3. People and Talent Management 
Module 4. Economic and Financial Management 
Module 5. Operations and Logistics Management 
Module 6. Information Systems Management 
Module 7. Commercial Management, Marketing, and Corporate Communication 
Module 8. Innovation and Project Management
Module 9. Society, Citizenship and Politics
Module 10. Management and Strategy of Companies and Organizations
Module 11. Strategic and Operational Marketing
Module 12. Corporate Communication
Module 13. Organizations: Crisis Management and Social Responsibility
Module 14. Marketing and Institutional Communication
Module 15. Political Marketing
Module 16. Electoral Marketing
Module 17. Leadership and Personal Communication 
Module 18. Construction of the Political and Electoral Strategy 
Module 19. The Electoral Campaign: Conventional Tools for Action
Module 20. The Election Campaign: Online Tools for Action

Where, When and How is it Taught?

TECH offers you the possibility of taking this program completely online. Throughout the 24 months of training, you will be able to access all the contents of this program at any time, allowing you to self-manage your study time.

Module 1. Leadership, Ethics, and CSR. 

1.1. Globalization and Governance  

1.1.1. Globalization and Internationalization Trends in the Market
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
1.2.2. 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
2.2.2. Determining the Corporate Strategy
2.2.3. 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: Methods
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. Implementing the Strategy: 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: 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. 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. Stock Management
5.2.2. Warehouse Management
5.2.3. Purchasing and Procurement Management

5.3. Supply Chain Management (1)

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 (2). Implementation

4.4.1. Lean Manufacturing/Lean Thinking 
4.4.2. Logistics Management 
4.4.3. 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

5.5.1. Technology-Based Business Models
5.5.2. Innovation Abilities
5.5.3. 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 Communication

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
7.3.3. Current Trends in Marketing  
7.3.4. Marketing Tools  
7.3.5. 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. Macro Concept of Innovation  
8.1.2. Types of Innovation  
8.1.3. Continuous and Discontinuous Innovation  
8.1.4. Training and Innovation  

8.2. Innovation Strategy

7.2.1. Innovation and Corporate Strategy  
7.2.2. Global Innovation Project: Design and Management   
7.2.3. Innovation Workshops  

8.3. Business Model Design and Validation

8.3.1. The Lean Startup 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 Execution  
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 General Manager's Action
10.1.3. The General Manager and its Functions
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. Planning

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. Marketing Digital

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 Crisis
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 Means of Communication: Press and Institutions
14.4.3. Informal Means of Communication: Networks and Opinion Takers

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. Marketing Social

15.1.1. Marketing Social 
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. Qualitative 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 Marks

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. Follow-Up of Electoral Actions

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 y 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: Positives and Negatives.

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. Narration Based on NLP. 
19.4.3. Political Oratory

19.5. Electoral Debates

19.5.1. Preparation: Themes, Interventions 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 Meeting 
19.6.2. Sectoral Events 
19.6.3. Segmented Meetings

19.7. Electoral Advertising: 360º Campaigns

19.7.1. Claim Central and Complementary Campaign 
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 Election Campaign: Online Tools for Action

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 4Ps 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. Creation of Fake News 
20.7.3. Spreading of Fake News 
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 Electors

20.9. Web Analysis

20.9.1. The Fundamentals of Web Analytics 
20.9.2. Classic 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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