Political Communication puts into action specific strategies that require the journalist to have a deep knowledge of the political functioning and its message. This Advanced master’s degree will enable you to move with the efficiency of an expert in the sector"

Politics is the most specific activity of human beings and is linked to all the processes that surround societies. Political activity, in its attempt to shape society according to individual and collective ideals, has as its main objective the attainment of power, which represents, in modern democratic regimes, the attainment of a sufficient number of citizen support to be able to develop an organization of society close to its ideological approaches. 
In this context, journalism and Political Communication are of vital importance, through which citizens get to know their possible representatives, acquiring sympathies and dislikes that lead them to elect certain institutional representatives.

Ideologies, relations with power and institutions, information flows and their intentionality, Fake News, as well as many other factors, become the key to an essential knowledge for the journalist in this sector, so it is essential to have a high level of knowledge in the field. In this way, 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. 
Throughout this specialization, the student will learn all of the current approaches to the different challenges posed by their profession. A high-level step that will become a process of improvement, not only on a professional level, but also on a personal level.  

This challenge is one of those that TECH assumes as a social commitment: to help the specialization of highly qualified professionals and develop their personal, social and work skills during the development of the same.   

The student will not only be taken through the theoretical knowledge offered, but will understand another way of studying and learning, more organic, simpler and more efficient. TECH will work to keep them motivated and to create a real passion for learning, pushing the professional to think and develop critical thinking.   

This Advanced master’s degree is designed to give the student access to the specific knowledge of this discipline in an intensive and practical way. A great value for any professional. 

Furthermore, as it is a 100% online specialization, the student decides where and when to study. Without the restrictions of fixed timetables or having to move between classrooms, this course can be combined with work and family life.  

High level learning, supported by an advanced technological development and the teaching experience of the best professionals" 

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

• The latest technology in online teaching software   
• A highly visual teaching system, supported by graphic and schematic contents that are easy to assimilate and understand    
• Practical cases presented by practising experts   
• State-of-the-art interactive video systems   
• Teaching supported by remote education    
• Continuous updating and retraining systems   
• Autonomous learning: full compatibility with other occupations   
• Practical exercises for self-evaluation 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   
• The banks of complementary documentation are permanently available, even after training   

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

TECH's teaching staff is composed of working professionals. In this way, the university ensures that it provides the training update objective it intends. It also has a multidisciplinary team of trained and experienced professionals in different environments, who will develop the theoretical knowledge efficiently, but, above all, who will put at the service of the specialization the practical knowledge derived from their own experience.

This mastery of the subject is complemented by the efficiency of the methodological design of this Advanced master’s degree. Developed by a team of e-learning experts, it integrates the latest advances in educational technology. In this way, students will be able to study with a range of convenient and versatile multimedia tools that will give them the operational skills they need for their specialization.   

The design of this program is based on Problem-Based Learning, an approach that conceives 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 professional will be able to acquire the knowledge as if they were facing the scenario they are learning at that moment, a concept that will allow them to integrate and set the learning in a more realistic and permanent way.

We offer you a deep and complete immersion in the most updated strategies and approaches in this field"

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 have been developed by the different professors of this course, with a clear purpose: to ensure that students acquire each and every one of the skills necessary to become true experts in this field. The content of this Advanced master’s degree will allow the professional to learn all aspects of the different disciplines involved in this area. A comprehensive and well-structured program that will lead you to the highest standards of quality and success.

Through a very well compartmentalized development, you will be able to access the most advanced knowledge of the moment in Political Communication"

Module 1. Political Journalism, Propaganda and Philosophy of Thought

1.1. Greece and Rome. Classic Political Philosophy and the Birth of Public Opinion 

1.1.1. Greece, Cradle of Public Opinion and Political Thought 

1.1.1.1. The Pre-Socratics and the Political Idea 
1.1.1.2. Socrates, Father of Political Philosophy 
1.1.1.3. Plato and the Republic 
1.1.1.4. The Oratory of Demosthenes 
1.1.1.5. Aristotle and Politics 

1.1.2. Rome: Thought, Power and Oratory 

1.1.2.1. Greek Influences: Helenism 
1.1.2.2. Cicero: Speeches and Ideal State 
1.1.2.3. Seneca and Imperial Power 
1.1.2.4. Marcus Aurelius, Reflections of an Emperor 

1.2. From the Middle Ages to Machiavelli: Early Propaganda and Political Science

1.2.1. The Middle Ages. Ecclesiastical Propaganda is Born 

1.2.1.1. Augustine of Hippo and Thomas Aquinas 
1.2.1.2. The Church and the Control of the Masses 

1.2.2. High Middle Ages: Road to the Renaissance 

1.2.2.1. Dante’s Monarchy 
1.2.2.2. Marsilio of Padua 

1.2.3. Niccolo Machiavelli and Politics as a Field of Study 

1.3. Illustration: France, England and the Golden Age of Political Thought 

1.3.1. Precedents of the Thought Explosion 

1.3.1.1. Hobbes' Leviathan 
1.3.1.2. The French Revolution as a Starting Point 

1.3.2. France 

1.3.2.1. Montesquieu and the Spirit of the Laws 
1.3.2.2. Rousseau’s Social Contract 

1.3.3. England 

1.3.3.1. Locke's Letter on Tolerance 
1.3.3.2. Bentham and a Good Government 

1.3.4. Germany 

1.3.4.1. Schiller and Revolution without Violence 

1.4. 19th Century: Growth of Political Journalism Amidst Ideological Revolutions 

1.4.1. Consolidation of the press as a Fourth Power 

1.4.1.1. First Parties and their Related Media 

1.4.2. Start of Marxism 

1.4.2.1. Communist Manifesto 
1.4.2.2. Marxist Conception of the State 

1.4.3. Free Revolutions and Political Conception 

1.4.3.1. 1820 
1.4.3.2. 1830 
1.4.3.3. 1848 

1.5. First World War: Expansion of War Propaganda 

1.5.1. The Themes of Mass Propaganda: Patriotism as a Basis 

1.5.1.1. Economic Support 
1.5.1.2. Civil Support 
1.5.1.3. Military Enlisting 
1.5.1.4. Internal Military Propaganda 

1.5.2. Lippmann, Bernays and the Anti-German Campaign 
1.5.3. Expansion of Propaganda as a Multiuse Method 

1.5.3.1. Posters 
1.5.3.2. Radio 
1.5.3.3. Press 

1.5.4. The Consequences of the Development of Propaganda in Europe and the USA.

1.6. Between the World Wars and the Second World War: The Pinnacle of Propaganda and Trench Journalism 

1.6.1. The Defeated of the Great War 

1.6.1.1. Germany, Under Rubble and Debt 

1.6.2. The Rise of Authoritarianism through Political and Civil Symbols 

1.6.2.1. Nazism 
1.6.2.2. Fascism 

1.6.3. Outbreak of War and International Propaganda 

1.6.3.1. Black and White Propaganda 
1.6.3.2. Interior Propaganda 
1.6.3.3. Exterior Propaganda 

1.6.4. War Journalism, War Journalism, a Reporting Machine 

1.6.4.1. Journalists and Sides 
1.6.4.2. The Importance of Information in the Second World War

1.7. Spanish Civil War and Franco's Dictatorship: Journalism of Sides, Propaganda and Censorship 

1.7.1. Outbreak of Civil war and the Specialization of Sides 
1.7.2. Factional Propaganda 

1.7.2.1. Franco Regime Propaganda. National and International 
1.7.2.2. Republican Propaganda. National and International 
1.7.2.3. Comparison of Signage 

1.7.3. Journalists in the Trenches 

1.7.3.1. National Information 
1.7.3.2. International Information 

1.7.4. End of the War and First Franco Regime 

1.7.4.1. Selling the Victory. Lawfulness 
1.7.4.2. Propaganda in the Franco Regime 
1.7.4.3. Repression of Journalism During the Dictatorship and Media Conversion 

1.8. Cold War: Bloc Politics, Biased Reporting and Subversive Propaganda 

1.8.1. Specialization of Blocks after the War 

1.8.1.1. Information. Media at the Service of the Blocks 
1.8.1.2. Confrontational Propaganda 

1.8.2. Professional Journalism in Contrary Environments 

1.8.2.1. Witch Hunting in USA

1.8.3. Internal Subversive Communication and Propaganda 

1.8.3.1. Pro-Soviet Media and Outreach in the USA 
1.8.3.2. Pro-US Media and Broadcasting in the USSR 

1.9. Contemporary Political Thought and the Establishment of Political Journalism in the late 20th Century 

1.9.1. Philosophical Consequences after World War II and the Context of the Cold War 

1.9.1.1. Rawls and the Theory of Justice 
1.9.1.2. May '68 as a Starting Point for Left-Wing Thinkers 

1.9.2. Frankfurt School and Development of Thought 
1.9.3. Political Philosophy Linked to the Economy at the End of the Century 
1.9.4. Development of Political Journalism in Consolidated Democracies 

1.9.4.1. Political Journalism as the Main Sector 
1.9.4.2. Counter-Power or in the Service of Power? 

1.9.5. Journalism in the Late Franco Era. Fraga Law 

1.9.5.1. Top Political Journalism in the New Democracy

1.10. Political Journalism and Partisan Propaganda in the 21st Century 

1.10.1. Internet Revolutionizes Politics 

1.10.1.1. Parties and their Web Communication 
1.10.1.2. Online Propaganda Dissemination 
1.10.1.3. The Expansion of Social Media and its Importance 

1.10.2. Political Journalism in the 21st Century 

1.10.2.1. The Jump from Print to Online 
1.10.2.2. Dissemination of Information: The Immediacy of Websites and Social Media 
1.10.2.3. Journalists' Relationship with Politicians and Audiences 

Module 2. Ideologies and Political Parties

Block I. Political Analysis

2.1. Political Culture, Socialization and Ideologies 

2.1.1. Values, Beliefs, Attitudes and Ideologies in the Political System 
2.1.2. Political Culture and its Dimensions 
2.1.3. Political Socialization: Stages and Agents 
2.1.4. Political Orientations: Persistence or Change?
2.1.5. Political Generations (Cohorts) 
2.1.6. The Political System (D. Easton) 

2.2. The Actors and Parties in the Political System 

2.2.1. Political Action and its Diversity: Intensity and Specialization in Political Action 
2.2.2. Ways of Doing Politics: Conventional and Non-Conventional 
2.2.3. Approach to Actors and Political Parties 
2.2.4. Party Systems 
2.2.5. Interest Groups, Lobbies and Social Movements 
2.2.6. Media 

2.3. Political Behavior and Electoral Analysis: Party Identities and Ideologies 

2.3.1. Political Representation 
2.3.2. Electoral System: Models and Elements 
2.3.3. Party Identity or Political Identity 
2.3.4. Effects of Party Identity: Unmoved Mover or Running Tally
2.3.5. The Ambivalent (Partisan) Voter 
2.3.6. The Persuadable or Influenceable Voter 

Block II Political Parties and Ideologies

2.4. Political Parties, Party Families and Social Cleavage 

2.4.1. What is a Political Party? Functions and Origins 
2.4.2. Historical Evolution and Types of Political Parties 
2.4.3. Party Families and their Classification 
2.4.4. What is Understood by Social Cleavage? Elements and New Decisions 

2.5. Internal Structure and Organization of Political Parties 

2.5.1. The Iron Law of Oligarchy and the Law of Curvilinear Disparity. The Oligarchization Process
2.5.2. Democracy in Political Parties: Exit, Voice and Loyalty 
2.5.3. The Typology of Political Parties: Original Model and Institutionalization Model 
2.5.4. The Franchise Parties 
2.5.5. Beyond the Law of Curvilinear Disparity. Basic Steps and Ideology within the Parties: Extremist, Centrist and Deviant Leaders and Activists 

2.6. Party Identification and Ideologies 

2.6.1. Electoral Behavior. Long- and Short-Term Factors 
2.6.2. Party Identification. Schools and Models 
2.6.3. The Role of Ideology in Political Parties 

2.7. Criteria of the Party Systems and Crisis of the Political Parties 

2.7.1. Party System and Party Fragmentation 
2.7.2. Criterion 1: The Number of Parties and the Effective Number of Parties 
2.7.3. Criterion 2: Ideological Polarization 
2.7.4. Criterion 3: The Level of Institutionalization and its Dimensions: Electoral Volatility, Degree of Penetration and Coalition Patterns 
2.7.5. Criterion 4: Nationalization of the Party System 
2.7.6. Political Party Crisis. Anti-Party Feeling and its Three Dimensions 

2.8. Main Theory and Political Ideologies 

2.8.1. Ideological Positioning and the Spectrum 
2.8.2. Liberalism and Neoliberalism 
2.8.3. Conservatism (Utilitarianism) and Neoconservatism 
2.8.4. Utopic Socialism and Scientific Socialism 
2.8.5. Totalitarianism 

Block III Spanish Politics and The Spanish Political System: Political Parties and Ideologies

2.9. The Franco Dictatorship: Pillars and Cleavages 

2.9.1. The Process of Regime Change: Transition or Transaction? 
2.9.2. Political Parties During the Transition and Democracy

2.10. Types of Parties Present in the Spanish Partisan Offer  

2.10.1. The Ideological Structure of the Spanish Party System and its Evolution
2.10.2. Main Political Parties in the Current Party System 

Module 3. Parliamentary Journalism and Political Environments

3.1. Parliamentary Journalism: History and Evolution Since the Transition 

3.1.1. Newspaper Columns as a Necessary Genre 
3.1.2. Objectivity or Honesty 
3.1.3. From Dictatorship to the Twitter Chronicle 

3.2. Communication Networks in Congress 

3.2.1. Parliament Press Services 
3.2.2. Work Tools 
3.2.3. Installations and their Use 

3.3. Specifics of Parliamentary Activities 

3.3.1. Following Ordinary Activity: The Table, Board of Spokespersons and Committees 
3.3.2. Plenary Session 
3.3.3. Control Session 
3.3.4. Press Conferences 
3.3.5. Investitures 
3.3.6. Motion of Censure 
3.3.7. Events and Special Celebrations 

3.4. Press Structures in Parliamentary Environments 

3.4.1. Party Activities in Congress 
3.4.2. Contact Tools: Telegram, WhatsApp and Communication Directory 

3.5. Relations with Parties and Obtaining Sources and Information 

3.5.1. Dealing with Press Services 
3.5.2. Direct Sources and their Management 

3.5.2.1. Protecting Sources 

3.6. The Format of the Articles 

3.6.1. The Article in Print 
3.6.2. Writing for Digital Newspapers 
3.6.3. Radio and Television Reports 

3.7. Parliamentarism and Journalism for Social Networks 

3.7.1. Social Media and Political Parties 
3.7.2. Writing For and About Twitter 

3.7.2.1.Briefs in Networks: From Chronicle to Quartering 

3.8. Parliamentary Extremes. Extreme Right and Extreme Left 

3.8.1. The Minutes of Glory and the Argument 
3.8.2. Statement Journalism 
3.8.3. Fake News, Hoaxes and Risky Speakers 

3.9. Pressures and Censorship 

3.9.1. The Tentacles of Power: Parties (Direct and Indirect Pressures) and Companies 
3.9.2. Self-Censorship 
3.9.3. Respect for the Profession: Off the Record and Companionship 

3.10. Writing in Political Environments 

3.10.1. Electoral Campaign
3.10.2. Electoral Night 
3.10.3. Government Monitoring 

Module 4. Political and Institutional Communication

4.1. Political Communication 

4.1.1. There is No Politics without Communication 
4.1.2. The Attempts to Define Political Communication 
4.1.3. The Notion of the Message: Wide Conception of Actors and the Content of Communication 
4.1.4. Political Communication as a Confrontation of Messages 
4.1.5. The Areas of Study of Political Communication 
4.1.6. Model for the Study of Political Communication 

4.1.6.1. Dramaturgical Action and Communicative Action 

4.1.7. Communication, Politics and Public Opinion 

4.1.7.1. The Role of Communication in Democratic Elections: What Is It and What Is It For? 

4.1.8. Political Communication and New Media 

4.1.8.1. How do New Technologies/ New Media Change the Concept of Political Communication? 

4.1.9. Social Change and Technological Change 

4.1.9.1. How to Understand the Influence of New Information and Communication Technologies 

4.1.10. Mediatization and Personalization of Political Communication 

4.2. Persuasive Communication 

4.2.1. Persuasion: Theoretical Perspectives 
4.2.2. The Source of Persuasion: Credibility, Attractiveness, Power and Others 
4.2.3. The Persuasive Message: Types, Functions, Formal Aspects and Rhetorical Questions 
4.2.4. The Receptor: Persuasiveness, Processing the Message and Predicting Behavior? 
4.2.5. The Context of Persuasion: Channel and Means of Communication, the Person as Context and the Influence of Others 
4.2.6. Self-Persuasion: Cognitive Dissonance, Self-Perception, Commitment and Coherence 
4.2.7. Theoretical Models in Persuasion 

4.2.7.1. Learning Model 
4.2.7.2. Cognitive Response Model 

4.2.8. Multi-Process models 

4.2.8.1. The Elaboration Probability Model 
4.2.8.2. Metacognitive Model 

4.2.9. Resistance Before Persuasion: The Theory of Inoculation, Distraction and Prevention 
4.2.10. Persistence of the Persuasive Effects: The Dulling of the Persuasive Impact. The Numbing Effect 

4.3. New Actors of Political Communication 

4.3.1. Political Participation and Representation 

4.3.1.1. Relevant Concepts: Why Do Some Citizens Sometimes Participate in Institutions and Sometimes in the Streets or on Social Media?

4.3.2. The Rise of "Unconventional" Participation and the Politics of Protest in Contemporary Societies 
4.3.3. Changes in Political Communication: Professionalization 
4.3.4. Changes in Society I 

4.3.4.1. Fragmentation of the Audience and Globalization 

4.3.5. Changes in Society II 

4.3.5.1. New Priorities, Values and Issues 

4.3.6. Changes in the Media: Modifications in the Process of Gatekeeping 
4.3.7. Traditional Actors I 

4.3.7.1. Political Parties (Organization and Structure) 

4.3.8. Traditional Actors II 
4.3.9. Non-Traditional Actors I 

4.3.9.1. Social Movements 

4.3.10. Non-Traditional Actors II

4.3.10.1. Social Groups Whose Rights are Violated: Women and Minorities 

4.4. Techniques for Effective Communication: Topics, Discourse, Storytelling and Agenda 

4.4.1. Techniques for Making Communication More Effective 
4.4.2. The Importance of Values, Brands and Emotions 
4.4.3. The Speech 

4.4.3.1. Necessary Elements for Writing a Speech 
4.4.3.2. Structure and Parts to Include (Start, Development and Conclusion) 

4.4.4. Style and Types of Speech 
4.4.5. Rhetorical Techniques of Repetition and of Poetic and Rhetoric Eloquence; Uses of Quotations 
4.4.6. Storytelling or How to Tell Stories that Persuade
4.4.7. Non-Verbal Language 
4.4.8. Network of Topics and the Message: The Political Agenda 
4.4.9. Arguments and Slogans. Campaign Public Speaking 
4.4.10. Myths and Emotional Appeals 

4.5. Political Communication of the Institutions

4.5.1. Institutional Communication. Intangibles. Notoriety and Reputation. What is Being Communicated? 
4.5.2. Communication Management. Relationship with the Public 
4.5.3. The Director of Communications (Dircom) and the Communications Departments 

4.5.3.1. Roles and Responsibilities 

4.5.4. Communication Agencies

4.5.4.1. Organizational Chart, Functions and Main Communication Agencies 

4.5.5. Communication Plan I 

4.5.5.1. Briefing and Research 
4.5.5.2. Audit and Stakeholders 

4.5.6. Communication Plan II 

4.5.6.1. Objectives, Mission, Vision, Strategies and Tactics 

4.5.7. Calendar and Budget 

4.5.7.1. Evaluation and Measuring of Results 
4.5.7.2. Clipping and ROI 

4.5.8. Spokesperson Training 

4.5.8.1. Facing the Interview 

4.5.9. Press Room 

4.5.9.1. Social Media Management from the Institutional Point of View 

4.5.10. Types of Institutional Acts 

4.5.10.1. Organization and Diffusion 

4.6. Electoral Campaigns, Media and Voting Decisions 

4.6.1. Without Elections There is no Democracy!

4.6.1.1. Political Communication as a Confrontation of Messages 

4.6.2. What Do Electoral Campaigns Do? 

4.6.2.1. Effects of Electoral Campaigns on Voting Decisions, Political Participation and Demobilization 

4.6.3. Research on the Media Effects and Election Campaigns in Comparative Perspective 

4.6.3.1. Main Research Questions, Objectives, Theories and Findings (Agenda Setting, Framing and Priming) 

4.6.4. Candidate Profile Desired vs. Realistic 
4.6.5. Context Analysis: Delimitations, Legal Framework and Voter Segmentation
4.6.6. Creating the Electoral Message: The Partisan Component, the Programmatic Component, the Personal Component and the Fine-Tuned Balance of the Electoral Message 
4.6.7. The Communication of the Electoral Message I: Logo, Slogan and Event Organization
4.6.8. The Communication of the Electoral Message II: Electoral Advertising, the Relationship between Political Parties and The Media and Direct Marketing 
4.6.9. New Communication of Political Actors and the Media 
4.6.10. The Attack on Election Campaigns 

4.7. Candidates, Strategies and Organization of Political Campaigns 

4.7.1. Leadership

4.7.1.1. Skills that a Candidate Must Have in Order to be Successful 

4.7.2. Design and Planning of Campaigns 

4.7.2.1. How is an Electoral Campaign Done? 
4.7.2.2. Stages. Design, Planning and Implementation of the Campaigns 

4.7.3. Organizational Structure of the Campaign 
4.7.4. Mobilization Resources 

4.7.4.1. Centralization vs. Decentralization 
4.7.4.2. Professionalization vs. Amateurism 

4.7.5. Strategies 

4.7.5.1. Media, Programmatic and Clientelistic 

4.7.6. Campaign Implementation 

4.7.6.1. Physical Mobilization Tools: Focused on Personal Contact With the Voter vs. Focused on the Media 

4.7.7. Organizational Strategies I 

4.7.7.1. Campaigns Focused on the Candidate vs. Campaigns Focused on the Party 

4.7.8. Organizational Strategies II 

4.7.8.1. Campaigns Focused on Capital vs. Campaigns Focused on Intensive Work 

4.7.9. Territorial Dimension of Electoral Campaigns 
4.7.10. Digital Dimension of Electoral Campaigns 

4.8. Commercials, Debates and Negative Campaigns 

4.8.1. Analysis of Spots as a Way of Identifying Strategies and Understanding the Way in Which the Campaign are Run 
4.8.2.  Frame Analysis in the Study of Commercials 
4.8.3. Types: Framing Verbal, Visual and Aural 
4.8.4. What are Debates for?
4.8.5. Debate Formats 
4.8.6. Attack and Defence Strategies 
4.8.7. Discourse Styles 
4.8.8. Catchphrase 
4.8.9. Replication 
4.8.10. Negative Campaign: Attack and Contra-Attack Tactics 

4.9. Government and Crisis Communication 

4.9.1. "I Govern Well, but I Communicate Poorly". Definition of Government Communication 
4.9.2. The Objective of Government Communication and Public Politics: Legitimize Rather than Publicize 
4.9.3. The Government Myth 
4.9.4. The Paradigm Shift in Management and Convergent Processes 
4.9.5. Day-to-Day Management vs. Medium-Term Strategy 
4.9.6. Governauts and the Government-Citizen Relationship 
4.9.7. Definition of Crisis, Conflict and Controversy 
4.9.8. Public Scandals 
4.9.9. The Process of Personal and Institutional Reputation Management and its Relationship with Government Communication. Subjectivity 
4.9.10. Crisis Management Teams. The Surprise Factor 

4.10. Politics in the 21st Century 

4.10.1. Social media 

4.10.1.1. What Are They? What Are They For? Statistics and Data 

4.10.2. Social Network Analysis (SNA)

4.10.2.1. Networks, Influence and Metrics 

4.10.3. Assessment and Monitoring Tools 
4.10.4. Positioning and Optimization Techniques: SEO
4.10.5. Online Advertising (AdWords and New Platforms) 
4.10.6. Strategies for Attracting Followers 
4.10.7. Development and Implementation of Campaigns 2.0 
4.10.8. Cyber Politics and its Effects on the Participation and Mobilization of Young People and Citizenship
4.10.9. Challenges and Problems: Disinformation and Infoxication

Module 5. Political Discourse Analysis

5.1. Public Opinion and Democracy 

5.1.1. From Athenian Democracy to Representative Democracy 
5.1.2. The Organization of a Democratic State 

5.1.2.1. Division of Powers and Freedom of the Press 
5.1.2.2. Public Opinion Regime 
5.1.2.3. Human Rights and Equality 

5.1.3. The Role of Public Opinion in a Democratic System 

5.1.3.1. The Formation of Public Opinion 
5.1.3.2. The Sondeocracy 

5.2. Politics in Discourse 

5.2.1. Qualities of a Speech 

5.2.1.1. Discourse Classes and Genres 

5.2.2. What is Political Discourse? 

5.2.2.1. Political Discourse Objectives 
5.2.2.2. General Characteristics of Political Discourse 

5.2.3. Social Discourse 

5.2.3.1. Concepts of Interdiscourse and Situational and Cultural Preconstruction 
5.2.3.2. Discursive Memories. Hegemony in the Theory of Discourse 

5.2.4. Function and Dimension of Political Discourse 

5.2.4.1. Political The Discourse Classification 
5.2.4.2. Ideological Dimension and Power Dimension 

5.2.5. Radio, Television and Social Media. The Evolution of Political Discourse Over Time 
5.2.6. Psychological Theories of Language 

5.2.6.1. Cognitive Response Theory 
5.2.6.2. Relational Framework Theory 
5.2.6.3. Cognitive Dissonance Theory 

5.3. The Rhetoric 

5.3.1. Definition and Origin of the Rhetoric 

5.3.1.1. Greece: 

5.3.1.1.1. Classic Rhetoric of Aristotle 
5.3.2.1.2. Ethos, Pathos and Logos 

5.3.1.2. Rome 

5.3.1.2.1. Rhetoric According to Cicero 
5.3.1.2.2. Inventio, Dispositio, Elocutio, Memoria and Actio 

5.3.1.3. Middle Ages 
5.3.1.4. Contemporary Era 

5.3.2. The Narrativity or Storytelling: the Power of Metaphor 
5.3.3. Persuasion and Manipulation 

5.4. Public Speaking 

5.4.1. Introduction of Public Speaking 
5.4.2. Oral Expression 

5.4.2.1. Initial Keys 
5.4.2.2. Language: Words, Phrases and Technical Terms 

5.4.3. Non-Verbal Communication 

5.4.3.1. Gesturing (Arms and Hands) 
5.4.3.2. The Face (Smiling and Look) 
5.4.3.3. Body Movement 

5.4.3.3.1. Fields of Non-Verbal Communication: Proxemics, Kinesics  and Paralanguage 

5.4.4. Paraverbal Communication 

5.4.4.1. Tone, Modulation and Volume 
5.4.4.2. Speed, Pauses and Keywords 

5.4.5. Contextual Aspects of a Public Intervention 

5.5. Conformation and Definition of the Image of a Politician 

5.5.1. The Speech Matters, the Image Prevails 

5.5.1.1. Personal Context and Background 
5.5.1.2. Credibility, Charisma and Story 
5.5.1.3. Clothing 
5.5.1.4. Attitudes and Behavior 

5.5.2. Integration of the Rational and Emotional Component in Political Opinions 

5.5.2.1. Emotional Communication and Message 

5.5.3. The Importance of Framing 
5.5.4. Political Personalization: The Politician’s Image as an Electoral Strategy 

5.5.4.1. Television as a Form of Mass Media 
5.5.4.2. Erosion of Social and Partisan Identities 
5.5.4.3. Weakening of the Cleavage Structure 

5.5.5. The Electoral Influence of Leaders in Parliamentary and Presidential Democracies 
5.5.6. New Leaders 

5.5.6.1. Female References 

5.6. The Function of the Media in the Electoral Process 

5.6.1. The Media and Politics 
5.6.2. The Work of Informing the Public 

5.6.2.1. Dissemination of Information in a Fair and Equitable Manner 

5.6.3. Relations with Political Parties and Event Coverage 

5.6.3.1. Space and Time 
5.6.3.2. Caravan of Party Journalists 
5.6.3.3. Organization and Coverage of Electoral Debates 

5.6.4. Theories on the Effects of the Media and Social Media 

5.6.4.1. The Influence of the Media in the Electoral Process 

5.6.5. Surveys and Questionnaires on Public Opinion 

5.7. Political and Electoral Propaganda 

5.7.1. From Pompeii to the Present Day: A Historical Tour of Political Propaganda 
5.7.2. Communication Strategies in Political Propaganda 

5.7.2.1. The Negative Campaign 
5.7.2.2. Positive-Propositive Campaign 
5.7.2.3. Emotional Campaign 

5.7.2. Poster Discourse Analysis 

5.7.1.1. European Cases 
5.7.1.2. American Cases 

5.7.3. Analysis of Discourse in Electoral Advertising 
5.7.4. Analysis of Discourse on Social Media 
5.7.5. Institutional Propaganda 

5.8. Political Discourse. Tools for its Study 

5.8.1. Government Communication vs. Electoral Communication 
5.8.2. Internal Political Discourse and External Political Discourse 

5.8.2.1. Parliamentary Intervention 
5.8.2.2. Oral Communication 
5.8.2.3. Interview 
5.8.2.4. Rally 
5.8.2.5. Debate 

5.8.3. Specific Characteristics of Discourse in the Political Field 

5.8.3.1. Discursive Markers 
5.8.3.2. Euphemisms and Dysphemisms 
5.8.3.3. Formal and Informal Fallacies in Discourse 
5.8.3.4. Common Rhetorical Resources: Political Metaphor 

5.8.4. Use and Interpretation of Other Pragmatic Resources 

5.8.4.1. Sarcasm, Humor and Irony 

5.9. Elaboration of Discourse 

5.9.1. The llographs of Ancient Greece 

5.9.1.1. The SpeechwriterFigure 

5.9.2. The Three-Dimensional Character of the Message 

5.9.2.1. The Importance of the Issues or Topics 

5.9.3. Specific Strategies for Speech Writing 
5.9.4. The Structure of a Speech 

5.9.4.1. Introduction 
5.9.4.2. Development 
5.9.4.3. Closure 
5.9.4.4. Questions 

5.9.5. Common Mistakes 

5.9.5.1. Orality and Improvisation 
5.9.5.2. Neologisms, Foreign Words and Technical Terms 

5.9.6. Great Speeches and Speakers in History 

5.10. Inclusive and Non-Sexist Language 

5.10.1. The Importance of Language 
5.10.2. Inclusive and Non-Sexist Language: Conceptualization and Limits 
5.10.3. Sexist Use of Language 

5.10.3.1. False Generics 
5.10.3.2. Asymmetries 
5.10.3.3. The Masculine Prefix 

5.10.4. Techniques for Inclusive Use of the Language 

5.10.4.1. Discussion on the Splitting of Words and the Use of Other Elements Such as Slashes, Ats and the Vowel "E"

5.10.5. Inclusive Language as a Political and Social Demand 

5.10.5.1. Commitment to Gender Equality and Feminist Movement 

5.10.6. Inclusive Language in Public Administration 

Module 6. International Political Journalism and Global Structures

6.1. International Politics 

6.1.1. Latin America 
6.1.2. U.S. A 
6.1.3. China 
6.1.4. Russia 
6.1.5. Middle East and North Africa 
6.1.6. Europe 
6.1.7. Sub-Saharan Africa 

6.2. Globalization 

6.2.1. Concepts of Globalization/ Globalism/ Global 
6.2.2. Waves of Globalization 
6.2.3. International Communication 

6.2.3.1. Role of Communication in Globalization 

6.2.4. Cultures in Globalization and Supranational Identities 

6.3. Big International and Supranational Organizations 

6.3.1. EU 
6.3.2. UN 

6.4. Other International Organizations 

6.4.1. NATO 
6.4.2. OSCE 
6.4.3. OECD 
6.4.4. ASEAN 
6.4.5. African Union 

6.5. Open or Recent International Conflicts and International Terrorism 

6.5.1. Middle East (Iraq, Afghanistan, Syria, Yemen) 
6.5.2. Arab-Israeli Conflict 
6.5.3. Balkan War 
6.5.4. Hong Kong and Taiwan 
6.5.5. Guerrillas in Colombia 
6.5.6. Al Qaeda and ISIS 

6.6. Types of Regimes Around the World 

6.6.1. Current Types of Regimes 
6.6.2. Measurement of Regimes 
6.6.3. Country Report and Risk Assessment

6.7. Human Rights, International Aid and Development Cooperation 

6.7.1. Universal Declaration of Human Rights 
6.7.2. Human Rights on a European Level 

6.7.2.1. Convention for the Protection of Human Rights and Fundamental Freedoms

6.7.3. International Aid and Development Cooperation

6.8. Social Movements from the 1960s to the Present and Changes in Media Coverage 

6.8.1. May of 68 
6.8.2. Hippie Movement 
6.8.3. Civil Freedoms 
6.8.4. Fall of the Berlin Wall 
6.8.5. 8M 
6.8.6. Fridays for Future 
6.8.7. Black Lives Matter 

6.9. Media Coverage of New Politics and New Populisms 

6.9.1. Donald Trump 
6.9.2. Bolsonaro 
6.9.3. Brexit 

6.10. International Environmental Regime 

6.10.1. Global Environmental Issues 
6.10.2. International Actors Involved 
6.10.3. Sustainable Development (from the Stockholm Conference to the 2030 Agenda) 
6.10.4. UNFCCC 

Module 7. Communication in Diversity and Gender

7.1. Communication and Diversity. A conceptual approach 

7.1.1. Does Discrimination Exist in the Media?
7.1.2. Invisibilization is Also Discrimination 

7.2. Inclusive Communication 

7.2.1. Integration and Inclusion 
7.2.2. Why Is It Important?

7.3. The Evolution of Language in Media 

7.3.1. Changes in Communication 
7.3.2. From Homogeneity to Heterogeneity 

7.4. Regulation on Diversity in Political Communication 

7.4.1. Limits of Expressionism Freedom 
7.4.2. Types of Regulations 

7.5. Political Women in the Media 

7.5.1. The Glass Ceiling in the Communication Field 

7.6. Media Treatment of Sexual and Gender Diversity 

7.6.1. Beyond Stereotypes 

7.7. Racism and Cultural Diversity 

7.7.1. From Omission to Disqualification 
7.7.2. When to Belong

7.8. Social Movements Visibility 

7.8.1. The Value of Visibility 
7.8.2. Coexistence in Public Spaces 

7.9. Takeover of Media Spaces 

7.9.1. The Assignment of Spaces for Vulnerable Groups 
7.9.2. The Importance of Taking Space 

7.10. Good Practice Guides 

7.10.1. Social Responsibility of the Media 
7.10.2. Good Practices for Professionals 

Module 8. Analysis and Management of Social Media (RRSS) to Influence and Communicate

8.1. Welcome to the Matrix. History of Social Media 

8.1.1. A Very Recent History: Where does Social Media Come From (RRSS)?
8.1.2.  How Have They Been Used in Political History?

8.2. What is a Social Network?

8.2.1. Advanced Concepts of Social Media 
8.2.2.  What is There to Know about Social Media Algorithms?
8.2.3. One Algorithm for Each Social Media Platform. How do They Work?
8.2.4. Social Media Theory 

8.3. Which Social Media Platforms are Political 

8.3.1. Main Social Media for Political Communication 
8.3.2. Messaging: WhatsApp, Telegram, Signal and Others 
8.3.3. Mass Networks: Facebook, Twitter and Instagram 
8.3.4. What's Next: Tik Tok
8.3.5. Ideological Networks: GAB 

8.4. Has Social Media Been Put to Good Use? 

8.4.1. Manual for the Use of Different Social Media 
8.4.2. Common Mistakes on Social Media 
8.4.3. Examples of Good Communicative Use of Social Media 

8.5. Explore and Manage Social Media RRSS

8.5.1. What is the Purpose of Exploring and Managing Social Media 
8.5.2. How to Do It?
8.5.3. Practical Tools 

8.6. Influencers. Network Verification 

8.6.1. How has the Diffusion of Politics Changed with Social Media 
8.6.2. Everything is True Until you Can Prove It 
8.6.3. How to Verify and Contrast  Fake News on Social Media 
8.6.4. Tools for Verification 
8.6.5. How Each Social Media Platform Deal with Politics 

8.7. Measuring and Informing on Social Media 

8.7.1.  Why Measure Social Media
8.7.2. How to Measure the Impact We Have on Social Media 
8.7.3. Tools for Measuring and Monitoring 
8.7.4. Explain What We Have Explaining What We Have Measured to Experts and Non-Experts 

8.8. Advertising on Social Media (RRSS) 

8.8.1. Is Advertising Useful on Social Media 
8.8.2. Political Advertising on Social Media 

8.9. The Hashtag. Innovation in Social Media

8.9.1. Innovation in Political Communication on Social Media 
8.9.2. An Approach to Politics on Tik Tok and Other Apps that are Already a Communicative Factor in Politics 

8.10. The Future of Social Medica (RRSS) 

8.10.1. Technology of the Future, Innovation Networks in Communication 
8.10.2. Political Communication Prospecting on Social Media 

Module 9. Analysis of Political Data and Polls

9.1. Data and Politics 

9.1.1. Introduction of Data in Politics 
9.1.2. First Election Polls and Surveys 
9.1.3. The 20th Century and the Expansion of Data 
9.1.4. Types of Data: Structured and Non-Structured 
9.1.5. Demoscopy and Public Opinion 
9.1.6. Data Sources: From Administration to Networks 

9.2. Creating Surveys 

9.2.1. Data Extraction: The Survey and Election Polls 
9.2.2. Methods and Tools 
9.2.3. The Sample 
9.2.4. Sample Representation and Randomization 

9.3. Survey Predictive Capability 

9.3.1.  What Does the Survey Tell Us?
9.3.2. Confidence Intervals and Margins of Error 
9.3.3. Trend and Climate of Opinion 
9.3.4. Recent Examples 

9.3.4.1. Brexit 
9.3.4.2. Trump 
9.3.4.3. Colombia 
9.3.4.4. Spain 

9.4. Electoral Kitchen

9.4.1. Elements for the Electoral Kitchen 

9.4.1.1. Voting Intentions 
9.4.1.2. Sympathy 
9.4.1.3. Voting Recall 

9.4.2. The Loyal Vote 
9.4.3. Indecisive Vote 
9.4.4. Other Useful Indications of Votes
9.4.5. Is it a Mistake to “Cook” the Data? 

9.5. Big Data 

9.5.1. What is Big Data? 
9.5.2. Data on Social Media 
9.5.3. Bridging and Bonding  Capital Social 
9.5.4. Disinformation 

9.5.4.1. Bots 
9.5.4.2. Echo Chamber 
9.5.4.3. Lies 
9.5.4.4. NLP... and Beyond? 

9.6. Electoral Data 

9.6.1. Data as a Political Tool 

9.6.1.1. Segmentation

9.6.2. Electoral Campaigns in a Data-Driven World 
9.6.3. Hyperinformation: Problem or Advantage? 
9.6.4. Towards an Ethical Use of Data 

9.7. Data and Public Opinion 

9.7.1. The Public Debate as a Board 
9.7.2. Objective: Conditioning the Agenda 
9.7.3. Data and Communication Media 
9.7.4. Voters 
9.7.5. Loss of Confidence 
9.7.6. Other Ways of Analyzing Public Opinion: Qualitative Studies 

9.8. Data visualization 

9.8.1. Effective Communication of Data 
9.8.2. Aesthetic Recommendations for Graphs and Illustrations 
9.8.3. Geographical Maps and Visualizations 
9.8.4. Bad Practices in Data Visualization  
9.8.5. Nationalist Dimension 
9.8.6. Bipartisanship and the Emergence of New Parties 
9.8.7. Participation and Political Abstinence 
9.8.8. Two Gaps that Separate Us: Gender and Generation 

9.10. The World in the Age of Data 

9.10.1. Fake News 
9.10.2. More Information and More Polarized 

9.10.2.1. New Forms of Protest 
9.10.2.2. Globalization: The Elephant in the Room 

9.10.3. Two Crises Which Define Us: Economy and Culture 

Module 10. Source Journalism, Professional Ethics and Fake News

10.1. Sources of Information in Political Journalism 

10.1.1. Legitimacy of the Media 
10.1.2. Journalist's Relationship with Political Parties 

10.1.2.1. Relationship with the Party 
10.1.2.2. Relationship with the Politician 

10.1.3. Relationship of the Journalist with the Institutions 

10.1.3.1. Relationship with Communication Departments 

10.1.4. Problems with Sources 

10.2. Real and Legal Limits of Political Journalism 

10.2.1. Bases Applied to Information Law 
10.2.2. Political Resources for Journalists 
10.2.3. The Confrontation Between Political Power with Media Power 

10.3. Professional Ethics 

10.3.1. Conscience 

10.3.1.1. Ethical Dilemma and Moral Conscience 
10.3.1.2. Problems of Conscience 

10.3.2. Justice for Political Communication Professionals 
10.3.3. General Ethics Applied to Professional Ethics 
10.3.4. Profession and Professional Behavior 
10.3.5. Responsibility on the Consequences of Information 
10.3.6. Self-Regulation and Self-Censorship 
10.3.7. Codes of Ethics 

10.3.7.1. International Principles of Professional Journalism Ethics 
10.3.7.2. Declaration of Principles on the Conduct of Journalists 
10.3.7.3. Council of Europe Resolution 1003 on Ethics in Journalism 

10.4. Journalistic ethics in the Actual Performance of the Political Journalist 

10.4.1. Current Context. Is There a Lack of Ethics? 

10.4.1.1. Media Actions 
10.4.1.2. Party Actions 
10.4.1.3. Politicians’ Actions 

10.4.2. Ethical Problems in Current Political Information 
10.4.3. Political Journalists and Self-Censorship 

10.4.3.1. Examples: 

10.4.4. Ideological Differences with Their Own Publications 

10.5. The Age of Fake News 

10.5.1. Emergence of the Hoax with the Emergence of Journalism 

10.5.1.1. Yellow Journalism and its Development 

10.5.2. Historical Political Exploitation of Disinformation 
10.5.3. Why Fake News have Intensified in Recent Decades?

10.5.3.1. In the USA 
10.5.3.2. In Europe 

10.5.4. Intentional Disinformation from Sources 

10.6. Fraudulent Information and Hoaxes in Political Journalism 

10.6.1. Politics and Disinformation. A problem for Journalists 

10.6.1.1. U.S. and Media Rejection 

10.6.2. Disinformation Media 
10.6.3. Consequences and Beneficiaries of the Disinformation 

10.7. Contrast of Information and Verification 

10.7.1.  Fact CheckingCompanies and Verifiers

10.7.1.1. International 
10.7.1.2. Maldita and Newtral 

10.7.2. Institutional Verification 
10.7.3. Verification Work from the Media 

10.7.3.1. The Editor-Verifier 
10.7.3.2. The Implementation of Verification in Traditional Media 

10.7.4. Intentional Verification from Parties 

10.8. Legislation Against Disinformation: Censorship or Profit? 

10.8.1. Legislative Initiatives on Disinformation 

10.8.1.1. U.S.A 
10.8.1.2. Europe 

10.8.2. The Possibilities of Institutional Verification as a Weapon Against Hoaxes 

10.8.2.1. Parties 
10.8.2.2. Institutions 

10.8.3. Public Opinion on Official Verification 
10.8.4. Future Legislative Options Against Disinformation 

10.8.4.1. Relations 

10.8.5. The Danger of Censorship 

10.9. The Future of Disinformation 

10.9.1. Informative Processes of the Future 

10.9.1.1. In the Media 
10.9.1.2. In the Sources 
10.9.1.3. In the Receiver 

10.9.2. Journalistic Ideas on the Eradication of  Fake News 
10.9.3. The Impact of Social Media (RRSS) on the Propagation or Cutting Off of Hoaxes 
10.9.4. Society Against Disinformation 

10.9.4.1. Professional Options 
10.9.4.2. Social Options 

10.10. The Fact-Checking Journalist vs. The Hoax Writer

10.10.1. The Intellectual Vision of Disinformation Processes 
10.10.2. Professional Manipulation Against Malicious Manipulation 
10.10.3. Winning the Race to the Hoax 

10.10.3.1. Defence of Ethical and Contrasted Journalism 
10.10.3.2. Professional Rejection of the Media Propagators of Fake News 

10.10.4. The Future of Political Journalism 

Module 11. Society, Citizenship and Politics

11.1. Citizens and Society

11.1.1. Concept of Society 
11.1.2. Citizen's Rights and Duties 
11.1.3. Types of Citizens 

11.2. Social Change

11.2.1. Concept of Social Change 
11.2.2. Factors of Social Change 
11.2.3. Social Change Transformation 

11.3. Citizen Participation

11.3.1. Social and Citizen Participation 
11.3.2. Collective Decision Making 
11.3.3. Forms of Citizen Participation 

11.4. Public Opinion

11.4.1. Forms of Public Opinion
11.4.2. Pressure Groups 
11.4.3. Population Groups in Public Opinion 

11.5. Society, Politics and Power

11.5.1. Power in Society 
11.5.2. Reality of Politics 
11.5.3. Political Behavioral Factors 

11.6. Ideologies and Political Action

11.6.1. Concept and Dimensions of Ideology 
11.6.2. Ideological Groups 
11.6.3. Manifestations of Ideology 

11.7. Dimensions of Politics

11.7.1. Political Regimes 
11.7.2. Political Systems 
11.7.3. Public Policy Factors 

11.8. Political Systems

11.8.1. Concept and Characteristics 
11.8.2. Types of Policy Systems 

11.9. Democracy: Representation and Participation

11.9.1. Definition of Democracy 
11.9.2. Types of Democracy 
11.9.3. Levels of Citizen Participation 

11.10. International Political Scenarios

11.10.1. Policy Scenarios in Europe 
11.10.2. Policy Scenarios in North America 
11.10.3. Policy Scenarios in Central America 
11.10.4. Policy Scenarios in Latin America 

Module 12. Management and Strategy of Companies and Organizations 

12.1. General Management

12.1.1. The Concept of General Management 
12.1.2. The Role of the Director 
12.1.3. The CEO and their Responsibilities 
12.1.4. Transforming the Work of Management 

12.2. Management and Leadership Development

12.2.1. Concept of Management Development 
12.2.2. Concept of Leadership 
12.2.3. Leadership Theories 
12.2.4. Leadership Styles 
12.2.5. Intelligence in Leadership 
12.2.6. The Challenges of Today's Leader 

12.3. Planning and Strategy

12.3.1. The Plan in a Strategy
12.3.2. Strategic Positioning 
12.3.3. Strategy in Companies 
12.3.4. Educational 

12.4. Strategic Management

12.4.1. The Concept of Strategy 
12.4.2. The Process of Strategic Management 
12.4.3. Approaches in Strategic Management 

12.5. Digital Strategy

12.5.1. Technology Strategy and its Impact on Digital Innovation 
12.5.2. Strategic Planning of Information Technologies 
12.5.3. Strategy and The Internet 

12.6. Corporate Strategy

12.6.1. The Concept of Corporate Strategy 
12.6.2. Types of Corporate Strategies 
12.6.3. Corporate Strategy Definition Tools 

12.7. Corporate Strategy and Technology Strategy

12.7.1. Creating Value for Customers and Shareholders 
12.7.2. Strategic IS/IT Decisions 
12.7.3. Corporate Strategy vs. Technology and Digital Strategy 

12.8. Strategy Implementation

12.8.1. Indicator Systems and Process Approach 
12.8.2. Strategic Map 
12.8.3. Differentiation and Alignment 

12.9. Financial Management

12.9.1. Sector Opportunities and Threats 
12.9.2. The Concept of Value and Value Chain 
12.9.3. Scenario Analysis, Decision-Making and Contingency Planning 

12.10. Strategic Human Resources Management

12.10.1. Job Design, Recruitment, and Selection 
12.10.2. Specialization and Career Development 
12.10.3. Strategic Approach to People Management 
12.10.4. Design and Implementation of Personnel Policies and Practices 

Module 13. Strategic and Operational Marketing 

13.1. Fundamentals of Marketing

13.1.1. The Concept of Marketing 
13.1.2. The Basic Elements of Marketing 
13.1.3. Marketing Activities in Companies 

13.2. Marketing Management

13.2.1. The Concept of Marketing Management 
13.2.2. New Trends in Marketing 
13.2.3. A New Marketplace: Consumer and Business Capabilities 
13.2.4. Holistic MK Orientation 
13.2.5. Update on the 4 Ps of Marketing
13.2.6. Marketing Management Tasks 

13.3. The Function of Strategic Marketing

13.3.1. The Concept of Marketing Strategic 
13.3.2. Concept of Strategic Marketing Planning 
13.3.3. Stages of the Strategic Marketing Planning Process 

13.4. Marketing Strategy Dimensions

13.4.1. Marketing Strategies 
13.4.2. Types of Marketing Strategies 

13.5. Marketing Mix

13.5.1. Marketing Mix Concept
13.5.2. Product Strategies
13.5.3. Pricing Strategies
13.5.4. Distribution Strategies
13.5.5. Communication Strategies

13.6. Marketing Digital

13.6.1. Digital Marketing Concept 
13.6.2. Marketing Strategies in Digital Marketing 

13.7. Inbound Marketing

13.7.1. Effective Inbound Marketing 
13.7.2. The Benefits of Inbound Marketing 
13.7.3. Measuring the Success of Inbound Marketing

13.8. Developing the Marketing Plan

13.8.1. Marketing Plan Concept 
13.8.2. Situation Analysis and Diagnosis 
13.8.3. Strategic Marketing Decisions 
13.8.4. Operating Marketing Decisions 

13.9. Managing Marketing Groups

13.9.1. Marketing Groups 
13.9.2. The Creation of Marketing Groups 
13.9.3. Guidelines for Managing a Marketing Group 
13.9.4. The Future of Marketing Groups 

13.10. Social Business

13.10.1. Web 2.0 Strategic Vision and its Challenges 
13.10.2. Convergence Opportunities and ICT Trends 
13.10.3. How to Monetize Web 2.0 and Social Media 
13.10.4. Mobility and Digital Business 

Module 14. Corporate Communication

14.1. Communication in Organizations

14.1.1. Organizations, People and Society 
14.1.2. Historical Evolution of Organizational Behavior 
14.1.3. Bidirectional Communication 

14.2. Trends in Business Communication

14.2.1. Generation and Distribution of Corporate Content 
14.2.2. Business Communication on the Web 2.0 
14.2.3. Implementation of Metrics in the Communication Process

14.3. Advertising Communication

14.3.1. Integrated Marketing Communication 
14.3.2. Advertising Communication Plan 
14.3.3. Merchandising as a Communication Technique 

14.4. Media Effects

14.4.1. Efficiency of Commercial and Advertising Communication 
14.4.2. Theories on the Effects of the Media 
14.4.3. Social and Co-Creation Models 

14.5. Online Agencies, Media and Channels

14.5.1. Integral, Creative and Online Agencies 
14.5.2. Traditional and New Media 
14.5.3. Online Channels 
14.5.4. Other Digital Players  

14.6. Communication in Crisis Situations

14.6.1. Definition and Types of Crises 
14.6.2. Phases of the Crisis 
14.6.3. Messages: Contents and Moments 

14.7. Digital Communication and Reputation

14.7.1. Online Reputation Report 
14.7.2. Netiquette and Good Practices on Social Media 
14.7.3. Branding and Networking 2.0

14.8. Internal Communication

14.8.1. Motivational Programs, Social Action, Participation and Training with HR 
14.8.2. Internal Communication Support and Tools 
14.8.3. Internal Communication Plan 

14.9. Branding

14.9.1. The Brand and Their Functions 
14.9.2. Brand Creation (Branding)
14.9.3. Brand Architecture 

14.10. Integral Communication Plans

14.10.1. Audit and Diagnosis 
14.10.2. Elaboration of Communication Plan 
14.10.3. Measuring results: KPIs and ROI 

Module 15. Organizations: Crisis Management and Social Responsibility 

15.1. Organisational Design

15.1.1. Concept of Organizational Design 
15.1.2. Organizational structure 
15.1.3. Types of Organizational Designs 

15.2. Organizational Structure

15.2.1. Main Coordination Mechanisms 
15.2.2. Departments and Organization Charts 
15.2.3. Authority and Responsibility 
15.2.4. Empowerment 

15.3. Corporate Social Responsibility

15.3.1. Social Commitment 
15.3.2. Sustainable Organizations 
15.3.3. Business Ethics 

15.4. Social Responsibility in Organizations

15.4.1. CSR Management in Organizations 
15.4.2. CSR Towards Employees 
15.4.3. Sustainable Action 

15.5. Reputation Management

15.5.1. Corporative Reputation Management 
15.5.2. Focus on Brand Reputation 
15.5.3. Leadership Reputation Management

15.6. Reputation Risk and Crisis Management

15.6.1. Listening to and Managing Feedback 
15.6.2. Procedures, Crisis Manual and Contingency Plans 
15.6.3. Specialization of Spokespersons in Emergency Situations 

15.7. Conflicts in Organizations

15.7.1. Interpersonal Conflicts 
15.7.2. Conflict Conditions 
15.7.3. Consequences of Conflicts 

15.8. Lobbies and Pressure Groups

15.8.1. Opinion Groups and Their Actions in Businesses and Institutions 
15.8.2. Institutional Relations and Lobbying 
15.8.3. Areas of Intervention, Regulatory Instruments, Diffusion Strategies and Media 

15.9. Negotiation

15.9.1. Intercultural Negotiation 
15.9.2. Negotiation Focuses 
15.9.3. Effective Negotiation Techniques 
15.9.4. Restructuring

15.10. Corporate Brand Strategy

15.10.1. Public Image and Stakeholders 
15.10.2. Corporate Branding Strategy and Management 
15.10.3. Corporate Communication Strategy in Line With Brand Identity 

Module 16. Marketing and Institutional Communication

16.1. Political Action in Institutions

16.1.1. Concept of Institution 
16.1.2. Types of Institutions and Social Groups 
16.1.3. Institutional Actions 

16.2. Institutional Marketing

16.2.1. Institutional Markets: Citizens and Entities 
16.2.2. Institutional Offer 
16.2.3. Citizen Satisfaction 

16.3. Marketing Plans in the Institutions

16.3.1. Institutional Environment Analysis 
16.3.2. Objectives of the Institution 
16.3.3. Strategic and Operational Actions 

16.4. Public Communication

16.4.1. Political Communication Agents 
16.4.2. Formal Media: Press and Institutions 
16.4.3. Informal Media: Networks and Opinion Makers 

16.5. Institutional Communication Strategies

16.5.1. Institutional Information Content 
16.5.2. Institutional Communication Objectives 
16.5.3. Main Communication Strategies 

16.6. Institutional Policy Agenda Planning

16.6.1. Development of the Institutional Agenda 
16.6.2. Design of Institutional Campaigns 
16.6.3. Target Groups of the Campaigns 

16.7. Government Communication: Open Government

16.7.1. Open Government Concept 
16.7.2. Media 
16.7.3. Types of Messages 

16.8. Political Communication in Democracies

16.8.1. Demand for Information in Democratic Societies
16.8.2. Institutions as Sources of Information 
16.8.3. The media 

16.9. Digital Democracy

16.9.1. Concept of Digital Democracy
16.9.2. Social Dialogue on the Internet
16.9.3. Elements of Use on the Internet

16.10. Social Responsibility in Institutions

16.10.1. Human Rights and Social Responsibility
16.10.2. Climate Change and Social Responsibility
16.10.3. Institutional Ethics

Module 17. Political Marketing

17.1. Social Marketing

17.1.1. Social Marketing 
17.1.2. Socially Responsible Marketing 
17.1.3. Social Cause Marketing 

17.2. Introduction to Political and Electoral Marketing 

17.2.1. Political Marketing 
17.2.2. Electoral Marketing 
17.2.3. Political Market Components 

17.3. Citizens 

17.3.1. Social Organizations 
17.3.2. Organizations and Parties 
17.3.3. Affiliates and Supporters 

17.4. Social and Political Research

17.4.1. Contents of Social and Political Research 
17.4.2. Social Research Techniques 
17.4.3. Social and Political Research Results 

17.5. Diagnosis of the Social and Political Situation

17.5.1. Analysis of Social and Political Demand 
17.5.2. Analysis of Political Offers 
17.5.3. Social and Political Expectations 

17.6. Political Marketing Plan

17.6.1. Introduction 
17.6.2. Advantages of the Political Marketing Plan 
17.6.3. Stages of the Political Marketing Plan 

17.7. Analysis of the Political Organization 

17.7.1. Internal Analysis of the Political Organization 
17.7.2. Analysis of Political Competition 
17.7.3. Social and Political Environment Analysis 
17.7.4. SWOT Political Structure 

17.8. Objectives and Strategies of the Political Marketing Plan

17.8.1. Definition of Objectives 
17.8.2. Determination of Strategies 

17.9. Political Strategy Action Plan

17.9.1. Contents of the Action Plan 
17.9.2. Action Measurement Criteria 
17.9.3. Monitoring Indicators 

17.10. Implementation of the Political Marketing Plan

17.10.1. Tasks of the Steering Committees 
17.10.2. Execution of the Action Plan 
17.10.3. Plan Contingencies 

Module 18. Electoral Marketing 

18.1. Electoral Market Components

18.1.1. Introduction to the Electoral Market 
18.1.2. Electoral Roll 
18.1.3. The Electoral Offer: Parties and Coalitions

18.2. Electoral Behavior

18.2.1. Introduction 
18.2.2. Voting Trends 
18.2.3. Voting Motivations 

18.3. Electoral Market Research

18.3.1. Research Contents 
18.3.2. Quantitative Techniques 
18.3.3. Quantitative Techniques 

18.4. Voting Intention Studies

18.4.1. Pre-Election Studies 
18.4.2. Exit Polls 
18.4.3. Vote Estimates 

18.5. Diagnosis of the Electoral Situation

18.5.1. Electoral Demand Analysis 
18.5.2. Parties Offer Analysis 
18.5.3. Candidates Offer Analysis 

18.6. Election Campaign Plan 

18.6.1. Introduction 
18.6.2. Stages of the Electoral Campaign 
18.6.3. Election Campaign Deadlines 

18.7. Electoral Product

18.7.1. Electoral Program 
18.7.2. Candidates 
18.7.3. Political Brands 

18.8. Election Campaign Organization 

18.8.1. Election Campaign Committee 
18.8.2. Work Teams 

18.9. Action Plan for the Electoral Campaign 

18.9.1. Personal Actions 
18.9.2. Virtual Actions 
18.9.3. Electoral Publicity Actions 
18.9.4. Follow-Up of Electoral Actions 

18.10. Election Results

18.10.1. Post-Election Analysis 
18.10.2. Interpretation of Electoral Results 
18.10.3. Political and Electoral Consequences of the Result 

Module 19. Leadership and Personal Communication 

19.1. Communication and Leadership 

19.1.1. Leadership and Leadership Styles 
19.1.2. Motivation 
19.1.3. Skills and Abilities of the Leader 2.0 

19.2. Interpersonal Communication

19.2.1. Body Language 
19.2.2. Assertive Communication 
19.2.3. Interviews 

19.3. Personal and Influential Skills 

19.3.1. Impact and Influence 
19.3.2. Stress Mastery 
19.3.3. Time Management 

19.4. Strategic Leadership 

19.4.1. Leadership Models 
19.4.2. Coaching 
19.4.3. Mentoring 
19.4.4. Transformational Leadership 

19.5. Public Speaking and Spokesperson Education 

19.5.1. Interpersonal Communication 
19.5.2. Communication Skills and Influence 
19.5.3. Barriers to Personal Communication 

19.6. Power in the Organization

19.6.1. Power within Organizations 
19.6.2. Structural Power Sources 
19.6.3. Political Tactics 

19.7. The Managerial Role and CSR

19.7.1. Strategic Vision of Corporate Social Responsibility 
19.7.2. Systems and Models for CSR Implementation 
19.7.3. Organization of CSR Roles and Responsibilities 

19.8. Emotional Intelligence

19.8.1. Emotional Intelligence and Communication 
19.8.2. Assertiveness, Empathy, and Active Listening 
19.8.3. Self-Esteem and Emotional Language 

19.9. Psychological Profile of the Candidate

19.9.1. Psychology of Leadership 
19.9.2. Politicians' Personality Typology 
19.9.3. Expectations About the Ideal Candidate 

19.10. Personal Branding 

19.10.1. Strategies to Develop Personal Branding 
19.10.2. Personal Branding Laws 
19.10.3. Personal Brand Building Tools 

Module 20. Construction of the Political and Electoral Strategy 

20.1. Electoral Systems 

20.1.1. Regulatory Framework
20.1.2. Electoral Regulations 

20.2. Data Science and Big Data

20.2.1. Business Intelligence 
20.2.2. Methodology and Analysis of Large Volumes of Data 
20.2.3. Data Extraction, Processing, and Loading

20.3. Political Coaching

20.3.1. Coaching Concept 
20.3.2. Political Coaching Methodologies 
20.3.3. Advantages of Political Coaching 

20.4. Political Innovation

20.4.1. Benefits of Innovation 
20.4.2. Sources of Idea Generation 
20.4.3. Innovative Ideas and Supports 

20.5. Voter Behavior

20.5.1. Political Information Processing 
20.5.2. Message Evaluation 
20.5.3. Voting Decision Models 
20.5.4. Voting Decision Times 

20.6. Voter Segmentation

20.6.1. Voter Characteristics 
20.6.2. Mobilized Voters: Loyal and Volatile 
20.6.3. Targeting & Microtargeting 

20.7. Political Branding

20.7.1. Political Brand Building 
20.7.2. Political Brand Importance 
20.7.3. Political Branding and Candidate Branding 

20.8. Political Leadership

20.8.1. Definition 
20.8.2. Leadership Styles in Politics 
20.8.3. Candidate Positioning 

20.9. Political Messages

20.9.1. Creative Process in Electoral Campaigns 
20.9.2. Core Message: Positioning of the Organization 
20.9.3. Tactical Messages: Positive and Negative 

20.10. Content and Storytelling Strategy

20.10.1. Corporate Blogging 
20.10.2. Content Marketing Strategy 
20.10.3. Creating a Content Plan 
20.10.4. Content Curation Strategy 

Module 21. The Electoral Campaign: Conventional Tools for Action

21.1. Electoral Communication

21.1.1. Image in Electoral Campaigns 
21.1.2. Political Advertising 
21.1.3. Electoral Communication Plan 
21.1.4. Electoral Communication Audits 

21.2. Communication Offices

21.2.1. Identification of Information Needs and Opportunities 
21.2.2. Management of Reports and Spokesperson Interviews 
21.2.3. VirtualPress Room and e-Communication 
21.2.4. Buying Advertising Space 

21.3. Public Relations

21.3.1. PR Strategy and Practice 
21.3.2. Ceremonial and Protocol Standards 
21.3.3. Event Organization and Creative Management 

21.4. Political Discourse

21.4.1. Narrative Structure 
21.4.2. NLP-Based Storytelling 
21.4.3. Political Oratory 

21.5. Electoral Debates

21.5.1. Preparation: Topics, Speeches and Replies 
21.5.2. The Candidate's Image 
21.5.3. Verbal and Non-Verbal Communication 

21.6. Meetings with Voters

21.6.1. Central Campaign Meeting 
21.6.2. Sectoral Events 
21.6.3. Segmented Meetings 

21.7. Electoral Advertising: 360º Campaigns

21.7.1. Claim Central and Campaign Complementaries 
21.7.2. Election Photos and Videos 
21.7.3. Media Outlets 

21.8. Campaign Logistics

21.8.1. Organization of Events 
21.8.2. Physical Distribution of Content 
21.8.3. Human Resources in Electoral Logistics 

21.9. Electoral Propaganda and Merchandising 

21.9.1. Institutional Announcements 
21.9.2. Election Canvassing 
21.9.3. Gift Material 

21.10. Campaign Fundraising and Fund Management

21.10.1. Arguments for Collection 
21.10.2. Collection Activities 
21.10.3. Crowdfunding Platforms 
21.10.4. Ethical Management of Funds 

Module 22. The Election Campaign: Online Tools for Action 

22.1. Social Media Platforms

22.1.1. Generalist, Professional and Microblogging Platforms 
22.1.2. Video, Image, and Mobility Platforms 

22.2. Social Media Strategies

22.2.1. Corporate PR and Social Media
22.2.2. Defining the Strategy to Be Followed in Each Medium 
22.2.3. Analysis and Evaluation of Results 

22.3. Social Web

22.3.1. Organization in the Age of Conversation 
22.3.2. Web 2.0 is all about People 
22.3.3. Digital Environment and New Communication Formats 

22.4. Developing e-Mail Campaigns

22.4.1. Lists of Subscribers, Leads and Customers 
22.4.2. E-Mail Marketing Tools and Resources 
22.4.3. Online Writing for E-Mail Marketing Campaigns 

22.5. Mobile Marketing

22.5.1. New Consumption and Mobility Habits 
22.5.2. The SoLoMo Model 
22.5.3. The 4 S of the Marketing Mix in Mobility 

22.6. Trends in Mobile Marketing

22.6.1. Mobile Publishing 
22.6.2. Advergaming and Gamification 
22.6.3. Mobile Geolocalization 
22.6.4. Augmented Reality 

22.7. Countercommunication: Fake News

22.7.1. Targets of Fake News in Campaigns 
22.7.2. Creation of Fake News 
22.7.3. Spreading of Fake News 
22.7.4. Fake News Legislation 

22.8. Inbound Political Marketing

22.8.1. How Inbound Political Marketing Works 
22.8.2. Attracting Traffic to the Political Brand 
22.8.3. Content Marketing 
22.8.4. Conversion of Leads to Voters or Constituents 

22.9. Web Analysis

22.9.1. The Fundamentals of Web Analytics 
22.9.2. Classical media vs. Digital Media 
22.9.3. The Web Analyst's Basic Methodology 

22.10. Digital Metrics

22.10.1. Basic Metrics
22.10.2. Ratios 
22.10.3. Setting Objectives and KPI 

A complete specialization that will take you through the knowledge you need to compete among the best"