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.

  • Corporate communications
  • Crisis communication

Next edition

Classes start: 02 October, 2023

Classes end: 10 May, 2024 (To be confirmed)

Program ends: 15 June, 2024 (To be confirmed)





ECTS credits



Monday to Thursday from 6 pm to 9 pm


9250 €

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.

The Master in Political and Institutional Communication is endorsed by Pompeu Fabra University, the 1st Spanish university and the 15th best university in the world (of those with less than 50 years), according to the Times Higher Education ranking. In addition, UPF Barcelona School of Management has EQUIS accreditation, the most prestigious institutional recognition for business schools globally.

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.


International recognition

Study at a school accredited by EQUIS, an international distinction that guarantees the quality of our institution and makes us the 1st school of management linked to a public university with this accreditation in our country.

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.

Admission and enrolment


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.

Political behaviour
  • 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
Communication, public opinion, and discourse
  • 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
  • Crisis communication on social networks
  • Preparation of plans and protocols for emergency situations
  • Co-ordination of institutions in periods of crisis
Policy strategists and communicators
  • The permanent campaign
  • The actors of political communication: from the spokesperson to the head of the campaign
  • Storytelling: the political story
  • Leadership building
Electoral marketing
  • Electoral research
  • Planning and coordination of the electoral campaign
  • External and internal audiences
  • The dissemination of messages
  • Election campaign evaluation
Institutional communication
  • Communication of public institutions
  • Open government, social media management, and phase 3.0
  • Creation of a brand
Strategists and communicators in public institutions
  • 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
  • Local communication: social media management and spokesperson training
  • Local communication strategies: external and internal communication
  • Brand management
  • Crisis management and communication
Master's Final Project
Master's Final Project

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.

Complementary activities

The Master in Political and Institutional Communication also includes the possibility of participating in practical activities and activities for personal and professional growth such as:

  • UPF-BSM Inside: is a group of interdisciplinary subjects (applied data, communication, creativity, innovation and project management, sustainability and leadership among others) that, if you take this program, you can access at no additional cost. They are 100% online and you can take them throughout the academic year at your own pace, as they have been designed as self-study subjects.
  • International mobility: 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.

Qualification obtained

Once you have passed the program, you will obtain an electronic degree (e-Título) for the Máster de Formación Permanente en Comunicación Política e Institucional issued by the Pompeu Fabra University

The e-Título is an authentic digital degree, issued in pdf format and electronically signed, with the same legal validity as if it were in paper format.


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.

Academic directors

Carles Pont Sorribes
Carles Pont Sorribes

Associate Professor UPF

Toni Aira Foix
Toni Aira Foix

Senior Lecturer UPF-BSM
Program Academic Director


Roger Cuartielles Saura
Roger Cuartielles Saura

 Teaching colaborator


Monika Jiménez Morales

Associate Professor UPF

Francisco Javier Ruiz Collantes

Full Professor UPF


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.

Show video


Theoretical sessions

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.


Practical sessions

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.


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 Final Project (TFM) or  Postgrad Final Project (TFP)
  • A personal mentor to monitor your final project (TFM or TFP)
  • Digital resources to achieve transversal skills
  • Interdisciplinary activities and workshops

Professional Future

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.

Student profile

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 age


Average number of years of professional experience


International students

Career opportunities

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 and electoral consulting
  • 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:

RoundApplication deadlineAdmission 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
    • CV
    • 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


Financing simulator

You can choose how to finance your studies by consulting our simulator and receive an answer in less than 24 hours.

Go to the simulator

Collaborating entities

We collaborate with various entities which provide study loans on favorable terms. For more information you can contact any of the following links. 

Master in Political and Institutional Communication