Master in Political and Institutional Communication
Master in Political and Institutional Communication
On the Master in Political and Institutional Communication, you will learn to design effective political communication campaigns and political and corporate speeches and to manage their communicative impact through online and offline channels. We offer you a transversal program with a plural perspective: the course classes are taught by academic experts and professionals with great experience who represent the plurality of political parties and institutions.
The Master in Political and Institutional Communication is a face-to-face program that offers solid training in order to understand the interaction between politics and the media.
Throughout the course you will learn to design powerful messages for parties and institutions, you will develop electoral marketing campaigns and you will analyse how public opinion is affected by opinion leaders, think tanks, or lobbies. You will learn how to manage any crises that may appear, either by organizing emergency protocols or working with different institutions and media. You will also learn to adequately transmit the values of institutions and you will discover how governments and political parties use new technologies to communicate with the public. All this with the aim of becoming a professional in political marketing, an expert in political communication, and integrating yourself into the labour market.
Thanks to the design of the syllabus taught by expert professors and professionals, you will delve into the optimization of political and institutional communication processes in a transversal and plural way.
Why choose this program
Current content in touch with reality
The Master's program in Political Communication includes visits to different institutions to learn first-hand about the day-to-day life of experts in political and institutional communication, as well as the political reality of the moment. In addition, you will learn to evaluate different political behaviour and to analyse the media and current public opinion.
The master's seeks to offer you a plural view, both in the content and in the teaching staff, through the maximum representation of political parties and Spanish and Catalan public institutions.
Reputation of the faculty
You will acquire skills from professionals and academics in political and institutional communication who have worked on highly relevant political and institutional campaigns and who have advised local, national, and international political leaders.
Connection with the world of work
The master's offers the possibility of complementing learning with the experience of internships in consultancies, political parties, and institutions, which will facilitate your integration into the labour market.
Who is it for?
The Master in Political and Institutional Communication is aimed at graduates of any discipline. It is also open to professionals who demonstrate relevant experience in the field of political marketing and political or institutional communication.
The Master in Political Communication is structured in 8 subjects or blocks of knowledge in which all the contents and tools necessary to transmit the knowledge and skills required by professional development are revealed.
In addition, students will choose a topic to carry out the Master's Final Project which will be guided by a tutor with experience in Master's Projects. This work can be done individually or in groups and will help you to put into practice the theoretical and practical knowledge acquired throughout the course.
- Analysis of political behaviour: behaviourism and the theory of rational choice
- Political participation: relevance, typologies, and explanations
- Political culture and attitudes
- Models for choosing how to vote
- Analysis of public opinion from the classical and empirical traditions
- Public communication, democracy, and opinions
- The media in the opinion-forming process
- The relationship between journalists and politicians
- What a speech is and how it is made
- Speechwriting: actors and forms
- Crisis communication on social networks
- Preparation of plans and protocols for emergency situations
- Co-ordination of institutions in periods of crisis
- The permanent campaign
- The actors of political communication: from the spokesperson to the head of the campaign
- Storytelling: the political story
- Leadership building
- Electoral research
- Planning and coordination of the electoral campaign
- External and internal audiences
- The dissemination of messages
- Election campaign evaluation
- Communication of public institutions
- Open government, social media management, and phase 3.0
- Creation of a brand
- Towards a greater definition of the professional profile
- Strategic and transversal role of professionals in institutional communication
- The institutional message
- Individual leadership and team leadership
- Local communication: social media management and spokesperson training
- Local communication strategies: external and internal communication
- Brand management
- Crisis management and communication
The Master's Final Project can be done individually or in groups (maximum of three students) and requires putting into practice the theoretical and practical knowledge acquired throughout the course. This work can have a practical aspect (designing an institutional communication or political communication campaign, for example) or a theoretical aspect (analysing the use of social networks or the media of a party in a specific electoral period, among others) and, in both cases, ends with a public presentation before a committee made up of three professors from the program.
The master's includes BSM Inside, a transversal and interdisciplinary module, common to all master's and postgraduate degrees at UPF Barcelona School of Management, which has been conceived to work on a set of key competencies for professional development in conjunction with the real needs of today's organizations.
This module extends throughout the academic year and is made up of 3 areas of knowledge that constitute the identity traits of the UPF-BSM: Communication; Entrepreneurship and Innovation; and Planetary Well-being and Humanities.
All the subjects of the BSM Inside module are 100% online and have been designed as self-learning subjects: from the first day of the subject until the end of the term you will have all the teaching materials available on the eCampus in a digital format and you can work with the material and the different activities that it contains at your own pace, according to your availability and in a self-organized way.
The UPF Barcelona School of Management offers you the possibility of expanding your training and international vision through the International Mobility Programme. Extend your studies extracurricularly, during the academic year following the completion of your Master's, at a top-level institution. Limited places.
Once you have passed the program, you will be awarded the degree of Máster en Comunicación Política e Institucional, issued by the Pompeu Fabra University.
The teaching staff of this master's is made up of different communication professionals: political advisers, consultants, communication technicians from different levels of institutions, etc. All of them have extensive experience in the world of political communication and a long professional career. Come and get to know them.
Associate Professor UPF
Senior Lecturer BSM
Full Professor UPF
- Carles Aceña Foguet
Director of communication of Esquerra Republicana de Catalunya since 2016.
Master's in Marketing and Communication from the Open University of Catalonia (UOC)
Associate Professor at the Faculty of Political Science at UPF. He also holds a diploma in Strategy and Political Communication from UAB.
He is editor of the collective political analysis blog Cercle Gerrymandering and is founder and director of communication at the Jot Down cultural magazine.
- Reinald Besalú Casademont
Phd in Public Communicacion from Pompeu Fabra University.
Lecturer at the Department of Communication at Pompeu Fabra University.
Also, he holds a degree in Audiovisual Communication from the Pompeu Fabra University and a degree in Sociology from the Universitat de Barcelona.
He teaches Structure of Communication, Public Opinion and Audience Research. He has published in the areas of media reception, structures of the Catalan media landscape, qualitative analysis of media texts and education. He worked in the Audience Department of Televisió de Catalunya, the Catalan public service broadcaster.
- Josep Brugués del Moral
Corporate communication and crisis consultant.
Postgraduate in Public Relations from the University of Washington (Seattle).
- Enric Casas Gironella
Head of the City Council of Viladecans.
Bachelor in Advertising
Associate lecturer of public opinion and communication at the Universidad Autónoma de Barcelona
He has also been responsible for the advertising and institutional communication for Barcelona City Council during the years 1985-2011, making this responsibility compatible with the management of the City Hall of Barcelona between 2009-2011. The municipal and political campaigns in which he has participated have received numerous awards in Cannes, Donosti or Barcelona.
- Pau Canaleta Heras
Consultant in political and institutional communication.
Master's Degree in Political Marketing from Universidad Autónoma de Barcelona
He is a regular collaborator at RAC1, Canal 324, Catalunya Ràdio, Ràdio Euskadi, 8TV, Cadena SER, Hora Nova and Diari de Girona.
- Joan Corbella Cordomí
Content Director at the Observatory for Audiovisual Production (research group UNICA).
Bachelor in Information Sciences from the Autonomous University of Barcelona.
Lecturer in Journalism at Pompeu Fabra University.
He is a researcher in politics and social communication structures. He has worked at the Department of Culture of the Generalitat de Catalunya (Catalan government).
- Nacho Corredor Sola
Political analyst in media of Grupo Godó, PRISA or Mediaset.
Bachelor's in Political Science from Pompeu Fabra University.
He has advised the Government of Spain.
- Verónica Fumanal Callau
Director at Politikom.
Master in Political Marketing from the Institute of Political and Social Sciences.
She has also collaborated with other communication channels: Newspapers Catalunya Ràdio and El Periódico de Catalunya, and TV channels Badalona TV, TV3 and BTV.
- Virginia García Beaudoux
Policy advisor and director of Communication.
PhD in Psychology from the Universidad del Salvador.
She has also been an advisor to UNDP and NIMD regarding communication policy training sessions for government officials, women leaders and candidates as well as an independent researcher for CONICET.
- Jorge Gerez Quintella
Director of Quintella Gerez Branding.
Master's in Political Marketing from the Autonomous University of Barcelona.
He has been named a promising talent in the world of political communication by Campaigns&Elections magazine (Washington DC, USA).
- Lorena Gómez Puertas
Specialist in the area of political communication and analysis of audiovisual discourses.
PhD in Social Communication from Pompeu Fabra University.
Junior lecturer at the Department of Communication of Pompeu Fabra University.
She is also the author of several academic magazine articles and similar publications in a monograph format. She is a member of specialized associations in his fields of interest (ACOP, AECPA, FES, ISA, IPSA, ESN-IERI).
- Jordi Graells Costa
General Director for Citizen Service and Communication of the Generalitat de Catalunya (Catalan Government).
Bachelor in Human Geography.
- Marc Homedes Moradell
Press officer for the Civil Protection Directorate-General.
Postgraduate degree in Strategic Communication from Esade.
- Mihalis Kavaratzis
Professor of Marketing at the University of Leicester.
PhD in City Marketing from the University of Groningen.
- Ferran Lalueza Bosch
Professor of Information and Communication Sciences at Universitat Oberta de Catalunya (UOC) and expert in communication of crisis.
PhD in Journalism from Pompeu Fabra University.
- Marcos Lamelas López
Economics Journalist. Business, banking and finance specialist. Writes about economic issues in Catalonia for El Confidencial.
PhD in Communication by Pompeu Fabra University.
He also edited the Canal 33 program "Fem empresa" and was a lecturer of Economic Journalism at Ramon Llull University. Between 1999-2011 he was Head of the Economic Section in Catalonia at EFE Agency.
- Ignasi Llorente Briones
Council member for the Eixample district, member of the Esquerra Republicana de Catalunya political party.
Postgraduate degree in Urban Management from UOC.
He has also been a national council member since 2004 and was the party's communication and public relations officer until 2011. In recent years he has collaborated with the Catalan Federation of Municipalities.
- Anton Losada Trabada
Lecturer of Political Science at the University of Santiago de Compostela.
He holds a master's degree in public management from the UAB. Former Secretary-General of the Vice Presidency of the Xunta and former General Secretary of institutional relations. Commentator and analyst in the Ser, Cuatro and El Periódico. Before he was in TVE, TVG, and El País. He was the General Director of Radiovoz and deputy to the CEO of La Voz de Galicia.
- Philippe Maarek
President of the political communication research division.
PhD in Political Sciences.
Lecturer of Information and Communication Sciences at the University of Paris.
He has also directed the Research Committee.
- Josep Martí Blanch
Communications Secretary for the Catalan Government.
- Jordi Muñoz Mendoza
PhD in Political Science from UPF.
Political Science Teacher at Universidad de Barcelona.
- Joaquim Nadal i Farreras
Director of the Catalan Institute for Cultural Heritage
PhD in History from the University of Barcelona.
Professor of Contemporary History at the Autonomous University of Barcelona and at the University of Girona.
Member of Catalan Parliament from the parliament's 2nd to 9th terms (1984-2012), mayor of Girona from 1979 to 2002. He was the Catalan Generalitat's regional Minister for Territorial Policy and Public Works (2003-2010). He was also the spokesperson for the Socialist Parliamentary Group - Citizens for Change (1999-2003) and the president of the Socialist Parliamentary Group (2010-2012).
- Mercè Oliva Rota
PhD in Social Communications from UPF.
Professor at UPF's Communications Department.
She is also a member of the UNICA (Audiovisual Communication Research Unit) research group. Her fields of investigation include television studies, cultural studies, reality television, celebrity culture and video games.
- Cristina Perales Garcia
Teaching Coordinator of Journalism studies at the Faculty of Communication of Pompeu Fabra University.
PhD in Journalism and Communication Sciences from Universidad Autónoma de Barcelona.
Visiting lecturer at Pompeu Fabra University.
- Salvador Percastre-Mendizábal
Doctoral researcher in political communication at the UPF and attached to the ReSIC of the Université Libre de Bruxelles.
Bachelor in Communication Sciences from the National Autonomous University of Mexico (UNAM).
He is a member of the Research Group on Political Communication, Media and Democracy (POLCOM) -UPF, of the European Communication Research and Education Association, Political Communication Section and the Latin American Association of Researchers in Electoral Campaigns. He works as a consultant in political communication.
- Xavier Peytibi Carbonel
Political and Public Communications Consultant at Antoni Gutiérrez-Rubí Consultancy.
Graduated in International Relations from the University of Barcelona.
- Joan Roselló Cardona
Managing Partner at Public Affairs Experts.
PhD in Law from the Complutense University of Madrid.
He is also a member of the professorship at the Autonomous University of Barcelona.
- Victor Sampedro Blanco
PhD in Information Sciences from the Complutense University of Madrid.
Professor of Political Communication and Public Opinion in Rey Juan Carlos University.
He is also a regular coordinator of the Political Communication Working Groups at the Congresses of the Spanish Association of Political Science and founding partner of the ACOP (Association of Political Communication).
- Francesc Santiago Camps
Technical press coordinator for the Barcelona Town Hall.
- Guillem Suau Gomila
Ph.D in Communication from Pompeu Fabra University.
Researcher and teacher at Pompeu Fabra University.Master coordinator.
He has given presentations at national and international conferences on political and institutional communication in social media. He has published several book chapters on emergency communication in digital social networks. He is a promoter member of the Research Group in Political Communication, Media and Democracy (POLCOM) of the UPF, member of the Societat Catalana de Comunicació (SCC), of the Association of Political Communication (ACOP), of the Latin American Association of Researchers in Electoral Campaigns (ALICE) and the European Communication Research and Education (ECREA).
- Joan Vidal de Ciurana
Senior Advisor at PwC.
MBA from Esade.
Over ten years, he has worked for private companies in the fields of banking (Fibanc), industry (Grupo Giró) and culture (Òmnium Cultural). He was Secretary of Government of the Generalitat de Catalunya between 2016-2017.
The methodology of the Master in Political and Institutional Communication is framed, mainly, around different types of sessions that are complemented with conferences, practice, visits to institutions and the monitoring of the Master's Final Project.
During the master there will be sessions in which fundamental and advanced knowledge about methods applicable to the professional practice of political and institutional communication will be imparted.
Case analysis sessions
Descriptive, analytical, critical, and evaluation explanations will also be made of specific processes concerning the development of campaigns that have been undertaken and their results. Students will be encouraged to participate in critical analysis and evaluation of the proposals presented and the results obtained.
Starting from specific explanations undertaken in theoretical sessions or case analysis, practical exercises will be carried out to solve a political or institutional communication problem. The practices will be evaluated by the professors who put them forward in the theoretical sessions or case analysis.
Conferences and visits to institutions
Different professionals from specific fields of political and institutional communication will offer a conference, followed by a debate with the students. In addition, insofar as is possible, visits will be made to different institutions to learn about the day-to-day life of political communication professionals. In previous editions, the European Parliament, the Congress of Deputies and the Parliament of Catalonia, among others, have been visited.
Master's Final Project Tutoring
Students must carry out a Master's Final Project during which they will have a tutor who will advise and guide them to obtain the best result. Follow-up sessions of the project will be held throughout the course and each of its phases.
Each module is evaluated independently:
- 10% participation in the classroom
- Between 20% and 30% (depending on the module) of the activities and presentations made in class
- Between 70% and 60% for the final task of the module.
In relation to the Master's Final Project, the presentation is 20% of the grade, while the written work represents 80% of the grade.
Project-oriented learning and the combination of lectures and active methodologies such as case studies, flipped learning, solving real problems and professional simulations allow the student to connect theory and practice, acquire advanced skills and achieve learning which is transferable to work.
You will have:
- Master's or postgraduate work to learn by doing
- A personal mentor to monitor your Master's Final Project (TFM) or Postgraduate Final Project (TFP)
- Digital resources to achieve transversal skills
- Interdisciplinary activities and workshops
The Master in Political and Institutional Communication offers transversal training to understand all the actors and institutions involved in political communication. Thanks to this coverage, the student will learn to apply the knowledge acquired to their professional career.
The students of the Master in Political and Institutional Communication come from different areas of knowledge, mostly Journalism and Political Science. However, each year the classrooms have students from other fields as varied as Law, Philology, or Advertising and Public Relations.
Average number of years of professional experience
Thanks to its multilevel approach, the master's degree allows a wide range of professional opportunities in the labour market, depending on the participant's previous professional experience and their field of interest. In addition, it offers the possibility of extracurricular internships for those students who want to start in the sector.
- Election campaign director
- Advisor or person in charge of electoral communication
- Institutional or political communication management
- Spin Doctor
- Director of institutional press office
- Political/electoral speechwriter
- Head of institutional or political press releases
- Communicator in administrations (Presidencies, Ministries, Town Halls, etc.)
- Communicator in institutions (NGOs, Think Tanks, Associations, Interest Groups, etc.)
- Community Manager of political parties or institutions
- Specialist in digital content and social media for institutions and political parties
Admission and enrolment
Our admission process consists of a rigorous evaluation of each application to preserve the quality of the group as well as the training, experience, and work capacity of all students.
Who can apply?
Higher university graduates.
Other candidates without the required university degree may take part in the selection process by virtue of their academic or professional merits.
Those participants who do not have Spanish as one of their mother tongues or who did not have it as a teaching language in their training studies, must prove that they have at least a B2 level of Spanish (Common European Framework of Reference), as well as fluently take part in a personal interview with the academic director, if necessary.
How to apply?
To apply for admission to this program, students must read and accept the Terms and Conditions of Contract once they start the application for admission through the following form.
Application for admission
Complete your application within the next admission rounds:
|Round||Application deadline||Admission resolution|
Applications for admission will be evaluated when you complete the following steps:
- Complete the online admission form.
- Pay the €120 admission fee. This amount will be returned if you are not admitted.
- Send the following documents through the online platform e-registrar:
- Presentation letter or video
- Scanned copy of university degree (if you are in the last year of your degree, you can provide your academic records)
- Scanned copy of Transcript of Records. Make sure that it includes your GPA (Grade Point Average)
- Scanned copy of ID Card or Passport
- Passport-size photo (jpg format)
Additional documents may be requested in certain cases.
Application rounds are subject to the number of places available on the program.
- The Admissions Committee will select the candidates on the basis of a personal or CV-based interview.
- You will be notified of the admission decision in writing.
- Registration must be paid within a 15 days after the admission.
- Once the letter of acceptance to the program has been received, you will need to submit the following original documents before the course begins:
- Stamped and/or authenticated photocopy of your university degree.
- If you have a foreign degree you may need to submit additional documents.
- Paying the reservation fee (25% of the program's tuition fees) is essential in order to reserve your place
- If you pay the tuition fees by bank transfer you will be required to introduce the program code. The program code for this course is 1237.
- The remaining tuition fees must be paid 2 weeks before the start of the course.
Grants, scholarships and financing
The UPF Barcelona School of Management offers you different means of financing so that you can take any of our programs without worry. We offer you the opportunity to finance part of your program, either by rewarding your talent through scholarships, through grants from entities dedicated to promoting education or through collaboration agreements with financial entities.
Grants and discounts
You can choose how to finance your studies by consulting our simulator and receive an answer in less than 24 hours.
In addition, UPF Barcelona School of Management collaborates with various banks and financial entities which provide study loans on favorable terms. For more information you can contact any of the following links (in Spanish).
Note, however, that in order to benefit from these special conditions you must have a NIE if you are not a European Citizen. Therefore, UPF Barcelona School of Management strongly recommends international students to seek first for students loans at bank entities of their country of origin, or to search for funding opportunities through international entities.
Master in Political and Institutional Communication