Máster en Comunicación Política y Marketing

Program Overview

The Master's Degree in Political Communication and Marketing from Universidad Europea offers a comprehensive online education in political communication and marketing strategies. It equips students with skills in data analysis, leadership, and public relations to design and execute effective campaigns in the political arena. Graduates are well-prepared for careers in political communication, public relations, lobbying, and electoral campaign management.

Program Outline

Degree Overview:

The Máster Universitario en Comunicación y Marketing Político is an online program offered by the Universidad Europea. It is designed to provide a comprehensive and practical education in the field of political communication and marketing in the 21st century.

• To enhance students' analytical skills through real-world case studies and simulations.
• To foster the development of leadership and planning skills for designing integrated communication and political marketing strategies.
• To provide a flexible online learning experience with live classes and recorded content accessible on demand.

Outline:

The program is structured into 10 modules, each covering a specific aspect of political communication and marketing.

Module 1: Society and Citizenship in the Context of Communication and Political Marketing (6 ECTS)

• Democratic systems versus authoritarian systems.
• Ideology and politics in the 21st century.
• Traditional political parties.
• Newly created political parties.
• International order: globalization.
• Competition between major powers.

Module 2: Strategic and Operational Marketing (6 ECTS)

• Fundamentals of political marketing.
• Market research.
• Political targeting and positioning.
• The marketing mix in politics.
• Political branding.
• Communication strategy for the brand.
• Neuromarketing in politics.

Module 3: Public Opinion: Audiences, Publics, and Communities (6 ECTS)

• The concept of public opinion and public space.
• Political agenda, media agenda, and social agenda.
• New actors: cyberactivists and pressure groups.
• Demography and voter behavior.
• Advanced techniques for analyzing political and electoral surveys.
• Audience engagement.

Module 4: Political Communication: Spokespersons, Candidates, and Leaders (6 ECTS)

• Strategic communication and leadership applied to politics.
• Public speaking and spokesperson training.
• Verbal, paraverbal, and nonverbal communication of the candidate.
• Emotional intelligence and neurolinguistics in political communication.
• Political discourse.
• Rhetorical techniques and social media: storytelling.

Module 5: The Electoral Campaign (6 ECTS)

• Product, research, and electoral market.
• Voting intention studies.
• Phases of the electoral campaign.
• Electoral communication.
• Communication offices and public relations.
• Conventional and online media.
• Rallies, speeches, and electoral debates.
• Electoral advertising: 360° campaign.

Module 6: Communication, Institutional and Government Marketing, and Public Affairs (6 ECTS)

• Institutional communication and public policies.
• Institutional political agenda.
• Transparency and open democracy.
• Government, regional, and municipal communication.
• Institutional communication in times of crisis.
• Social responsibility in institutions.
• Data culture.
• Big data and sentiment analysis applied to politics: AI and machine learning.
• Inbound political marketing.
• Disinformation.
• Fact-checking and political legislation.
• Digital metrics.

Module 8: Campaigns, Alliances, and International Strategies (6 ECTS)

• Operation of electoral campaigns and their effects.
• Elections in the US: 2008, 2016, 2020.
• Electoral processes in Europe: European Parliament elections.
• Analysis of specific electoral campaigns in Spain and Latin America.
• Consulting in the international arena: lobbying and global affairs management.
• Strategic alliances: sustainability and economic and social progress.

Module 9: Professional Practices (6 ECTS)

• Professional development in the area of political communication and marketing through internships in companies and public institutions.

Module 10: Master's Thesis (6 ECTS)

• Selection and justification of the research topic.
• Project feasibility.
• Construction of the theoretical framework.
• Research objectives.
• Materials and methods.
• Collection and analysis of preliminary results.
• Discussion and final considerations of the project.

Teaching:

• The program utilizes a flexible online methodology with live virtual classes accessible from any location and device.
• Students benefit from the support of expert faculty and a dedicated tutor for personalized guidance and assistance.

Careers:

Graduates of the Máster en Comunicación y Marketing Político are well-prepared for a variety of exciting career paths in the political and communication fields, including:

• Political communication advisor: developing communication strategies for political parties, candidates, or government institutions.
• Political analyst: analyzing trends, surveys, and data to provide key insights into the political landscape.
• Social media strategist: managing digital presence for politicians or parties.
• Political journalist: reporting on political events and news for media outlets.
• Public relations consultant: managing the reputation and public image of politicians, parties, or government institutions.
• Institutional communication manager: coordinating internal and external communication in government institutions or political parties.
• Electoral campaign manager: directing and executing political campaigns, optimizing media presence and marketing strategies.
• Lobbying and advocacy expert: advocating for specific political interests and collaborating with legislators.

Other:

• The program features collaborations with leading companies in the field of political communication and marketing, such as GAD3, ALaCoP, PROA Comunicación, and ALICE.
• Students have the opportunity to earn a double degree by completing a specialized expert university course alongside the master's program.
• The Universidad Europea offers a range of scholarships and financial aid options to support students.
• Students can request a free and non-binding study of prior learning and work experience for potential course credit.
• The Universidad Europea holds various accreditations and recognitions for its academic quality, including the European Seal of Excellence 500+, Quali-cert, Madrid Excelente, and four stars in the QS Stars international accreditation rating.