ECTS credits ECTS credits: 3
ECTS Hours Rules/Memories Hours of tutorials: 3 Expository Class: 9 Interactive Classroom: 12 Total: 24
Use languages Spanish, Galician
Type: Ordinary subject Master’s Degree RD 1393/2007 - 822/2021
Departments: Political Science and Sociology
Areas: Political Science and Administration
Center Faculty of Political and Social Sciences
Call: Second Semester
Teaching: With teaching
Enrolment: Enrollable | 1st year (Yes)
In a complex and changing context like this, governments need to reconcile their demands, hence the importance of the concept of "permanent campaign." This refers to the need to always respond to the electorate's demands, as well as the need to explain the government's achievements. However, the contemporary socioeconomic crisis is subjecting governments to extraordinary pressure regarding the explicit demands of their constituents and, specifically, to respond to the demands for good governance and the structural social needs of trust, employment, well-being, and progress.
The government's agenda therefore needs to be complemented by comprehensive strategic planning capable of managing and proposing alternatives for all types of scenarios: anticipating threats and opportunities, projecting alternative contexts according to their likelihood, and proposing courses of action or other measures to manage the horizon of possibilities. This means overcoming the inertia of everyday politics and introducing medium- and long-term planning into the development of its social activity.
Thus, the government has added to its "core business," in an increasingly important and integrated way, a strategic core that can perform all these functions in their various phases: analysis, planning, design, and execution. This has transformed government communication into institutional advertising, becoming not only a service for public policies, but also for the government's strategic horizon.
In this course, we will learn to articulate this strategic core: exploring how to develop government plans and how to communicate them, how they fit into the current situation of contemporary democracies, how they transform the way governments conduct policy, and how any aspiring government or organization can incorporate and manage it into their daily activities.
1. Strategy design: problems and opportunities in government
2. A government's communications and marketing policy: positioning and conceptualization
3. Ongoing campaigns
4. Media and government: information, institutional advertising, and propaganda
BASIC
AA, V. V. Comunicación política y campañas electorales: estrategias en elecciones presidenciales. Editorial Gedisa, 2005.
CRESPO, I., CARLETTA, I., GARRIDO, A., & RIORDA, M. (2021). Manual de comunicación política y estrategias de campaña: candidatos, medios y electores en una nueva era. Editorial Biblos.
DEL REY MORATÓ, J. (2019). Comunicación política, internet y campañas electorales: de la teledemocracia a la ciberdemocr@ cia. Tecnos.
HERRERO, C Y ROMER, M. (ed). Comunicación en campaña. Pearson. Madrid. 2014.
HERRERO, C. MARAÑON, L. (2019). Manual de marketing político : cómo afrontar una campaña electoral. Almuzara. Córdoba.
FERNANDEZ ,C. HERNANDEZ , R. OCAMPO, E. (2007) Marketing político e imagen de gobierno en funciones. McGraw Hill.
GUBERMAN, L. (2023). Flor de posicionamiento: Popularidad y jugadas políticas en campañas electorales. Editorial Biblos.
LIÑAN, M. V. (2022). La trinchera permanente: guerra, propaganda y campañas electorales. UNR EDITORA.
MAAREK, P, J. Marketing político y comunicación. Paidós. Barcelona. 2009.
ORIOL COSTA, P. (ed). Cómo ganar unas elecciones. Paidós. 2008
RAMOS, C. #DemocraciaHacker. El poder de los ciudadanos. Algón editores. 2013.
RÖMER, M. HERRERO, C.(COORD). Comunicación en campaña : dirección de campañas electorales y marketing político. Pearson. Madrid. 2014.
RODRÍGUEZ-HIDALGO, C., MIER-SANMARTÍN, C., & CORONEL-SALAS, G. (2020). Fake news y política: Nuevos desafíos para las campañas electorales. Revista Ibérica de Sistemas e Tecnologias de Informacao, (E35), 351-362.
COMPLEMENTARY BIBLIOGRAPHY
Albi, E., González Páramo, J.M., y López Casanova, G. (1997): Gestión Pública.
Fundamentos, técnicas y casos. Barcelona: Ariel.
Bañón, R. y Carrillo, E. (1997): La nueva Administración Pública. Madrid: Alianza
Universidad Textos.
Brugué, Q., y Subirats, J. (1996): Lecturas de Gestión Pública. Madrid: MAP.
Nieto, A. (1996): La "nueva" organización del desgobierno. Ariel. Barcelona.
Meny, I, Thoening, J: Las Políticas Públicas, Ariel ciencia Política, Barcelona, 1992.
Metcalfe, L; Richards, S. La modernización de la Gestión Pública. Madrid. MAP. 1989.
Ramió, Carles (1999). Teoría de la Organización y Administración Pública. UPF. Editorial Tecnos.
Barcelona
Sanchez Rojo, D. (1999). Gestión de Servicios Públicos: estrategias de marketing y calidad. UPF. Editorial
Tecnos. Barcelona
Subirats, J. (coord.) (1990-1991): Políticas públicas y organización administrativa. Documentación
Administrativa, nº 224-225 (monográfico).
Subirats, J. Knoepfel P. Larrue, C. Varone, F. Análisis y Gestión de Políticas Públicas. Ariel Ciencia Política. Barcelona 2008
CE1 - Ability to manage the marketing of complex organizations and the development and execution of specific communication campaigns within a strategic and comprehensive planning framework.
CE2 - Ability to apply acquired knowledge to decision-making and conflict resolution in complex organizations and to monitor both the strategic and operational levels, as well as the technical level.
CE3 - Ability to understand and have in-depth knowledge of the internal and external functions of strategic management of a complex organization, including the management and leadership of multidisciplinary teams.
CE4 - Acquire skills to adapt to work in marketing, communication, and political consulting teams, made up of people from various disciplines, and lead them.
CE5 - Ability to use the most advanced technologies in the management of political consulting aimed at governments and campaigns in the 2.0 environment from a strategic perspective, as well as to design viral, interactive, SEM-SEO, etc. marketing projects.
CE6 - Know the differences and similarities between the different fields of marketing and communication: business, organizational, Institutional and Political
CE7 - Ability to conduct research in the field of marketing and political communication
CE8 - Ability to design communication plans linked to the development of specific political products, implement them, and evaluate them.
CE9 - Ability to use advanced techniques and processes used in the various phases of political marketing and political consulting management in public and private organizations.
CE10 - Ability to strategically consider communication processes, their implementation, and evaluation.
CE11 - Ability to design and manage marketing, consulting, and communication in crisis situations at the strategic, operational, and tactical levels.
CE13 - Ability to organize events and happenings within a marketing strategy.
CE14 - Ability to understand, think about, and develop online communication with citizens within the framework of Web 2.0, as well as to analyze the social and political repercussions of its impact.
CE15 - Ability to develop an advanced study on relevant aspects of political marketing and comprehensive strategic communication, as well as to defend the methodology and conclusions reached before specialists in this discipline.
Master classes and in-person practical classes dedicated to the study and analysis of political marketing materials for government and reelection campaigns.
A team project, supervised by the professor, will design a reelection campaign for a real candidate.
Teamwork Assessment. 80%. up to 40% of that grade is linked to compulsory attendance from a minimum of 80%.
The assessment will be completed with an evaluation of the class practices, an assessment of class attendance and participation, and the voluntary submission of comments on the cases and recommended readings. 20%
If you are exempt, you must pass an oral exam. 100% of the grade.
IN-CLASS WORK
Blackboard classes 10 hours
Seminars 10 hours
Tutorials 4 hours
PERSONAL STUDENT WORK
Individual student study 20 hours
Preparation of group work and presentations 10 hours
Completion of individual work 10 hours
To follow the course, in order to obtain maximum academic performance and benefits for professional practice, the following is recommended:
a) Access to USC resources: technological, bibliographic, training, or any other type. Complementing formal training with the use of additional resources that can help students make intensive use of all the technical possibilities presented in the classroom.
b) ICT management: both at the user level of the main office tools, as well as in the presence and use of social networks and virtual communities. During the course, we will develop aspects related to direct online marketing and will also use social networks for more intensive and rich teacher-student communication, so their mastery will be essential for full benefit of the course.
Antonio Losada Trabada
Coordinador/a- Department
- Political Science and Sociology
- Area
- Political Science and Administration
- Phone
- 881815155
- antonio.losada [at] usc.es
- Category
- Professor: University Lecturer
| Monday | |||
|---|---|---|---|
| 16:00-18:15 | Grupo /CLE_01 | Galician | 1.4 |
| Wednesday | |||
| 18:15-20:30 | Grupo /CLE_01 | Galician | 1.4 |
| 05.20.2026 18:00-20:00 | Grupo /CLIS_01 | 1.4 |
| 05.20.2026 18:00-20:00 | Grupo /CLE_01 | 1.4 |
| 06.23.2026 18:00-20:00 | Grupo /CLIS_01 | 1.4 |
| 06.23.2026 18:00-20:00 | Grupo /CLE_01 | 1.4 |