Program Overview

MŠster de Formaciůn Permanente en Comunicaciůn Corporativa e Institucional

The Master's in Corporate and Institutional Communication is a program designed to teach students how to work in different communicative scenarios, both in public (institutional) and private (corporate) environments. The program covers various aspects of communication, including crisis management, development and analysis of social networks, planning of opinion campaigns, and design and implementation of electoral campaigns.

Escuela de Formaciůn Continua

The program is directed by Carlos ElŪas Pťrez (UC3M), IŮaki Garay (Unidad Editorial), and Roberto MiŮo (Cremades & Calvo-Sotelo Abogados).

Program Details

• Idioma: EspaŮol
• Modalidad: Presencial
• Crťditos: 60
• Duraciůn: 1 curso acadťmico
• Campus: Madrid - Puerta de Toledo
• Plazo de admisiůn: Apertura 12 de enero curso 2026/27

Departamentos

The program is associated with the Departamento de Comunicaciůn.

Program Structure

The program consists of 60 credits, divided into:

• Clases presenciales y trabajo del alumno: 48 crťditos
• PrŠcticas en empresas: 6 crťditos
• Proyecto Fin de MŠster: 6 crťditos

Modules

The program is structured into several modules:

M”DULO I ESTRATEGIAS DE COMUNICACI”N (8 crťditos)

• Storytelling y storydoing
• Estrategia del mensaje y del discurso
• Investigaciůn cualitativa y cuantitativa aplicada a la comunicaciůn corporativa
• El plan de comunicaciůn: diseŮo, presupuesto, implementaciůn
• Planificaciůn y gestiůn de intervenciones en medios

M”DULO II INTELIGENCIA ARTIFICIAL, BIG DATA Y ANALÕTICA WEB (8 crťditos)

• Inteligencia artificial generativa
• AnalŪtica web y big data
• Big data aplicado a la comunicaciůn digital
• Herramientas de IA aplicada a contenidos discursivos
• Herramientas de IA aplicadas a redes sociales
• Comunicaciůn oral: elaboraciůn de discursos, hablar en pķblico y repercusiůn en medios
• Comunicaciůn corporativa aplicada a escenarios de prensa, radio y televisiůn
• Organizaciůn y comunicaciůn de eventos
• Planificaciůn y gestiůn de intervenciones en medios
• Formaciůn de portavoces

M”DULO III COMUNICACI”N DIGITAL, FACT CHECKING Y MONITORIZACI”N DE REDES SOCIALES (8 crťditos)

• Estrategias en la comunicaciůn digital
• Redes Sociales y Community Management
• DiseŮo conceptual de productos digitales
• Big Data, fake news y desinformaciůn en la UE
• Branded content
• Monitorizaciůn de RRSS: escucha activa y anŠlisis de resultados aplicados a la comunicaciůn corporativa

M”DULO IV REPUTACI”N CORPORATIVA (8 crťditos)

• La reputaciůn corporativa y mediciůn de intangibles
• Branding, gestiůn de marca
• Responsabilidad Social Corporativa
• Comunicaciůn y gestiůn de crisis
• Comunicaciůn interna

M”DULO V RELACIONES INSTITUCIONALES Y PUBLIC AFFAIRS (8 crťditos)

• Lobbismo, polŪtica y gobierno
• El lobby en instituciones locales, nacionales y europeas
• Asuntos pķblicos y relaciones institucionales
• Transparencia y rendiciůn de cuentas
• Diplomacia pķblica y empresarial
• Protocolo empresarial

M”DULO VI COMUNICACI”N POLÕTICA Y DISE—O DE CAMPA—AS ELECTORALES (8 crťditos)

• Investigaciůn polŪtica y electoral aplicada a la comunicaciůn
• Big data, psicosegmentaciůn y microtargeting polŪtico
• Estrategia de comunicaciůn polŪtica
• Comunicaciůn de Gobiernos
• Comunicaciůn de campaŮas electorales
• Comunicaciůn de candidatos
• Comunicaciůn ciudadana: open government y participaciůn

TRABAJO FIN DE MASTER (6 crťditos)

The final project consists of a Corporate/Institutional Communication project that is defended before a panel of experts.

SESIONES DE EXPERIENCIA PROFESIONAL

One Thursday of each month, there will be a session where directors of communication from Spanish reference companies and institutions will participate.

PRACTICAS (6 crťditos)

Practices are mandatory and guarantee 3 months of practice in companies in the sector. Students who certify professional experience in the field of communication may request the validation of practices.

Professors

The program has a diverse faculty with expertise in various areas of communication, including:

• Carlos ElŪas (Director por UC3M)
• IŮaki Garay (Director por Unidad Editorial)
• Roberto MiŮo (Director por Cremades & Calvo Sotelo)
• And many others with extensive experience in communication, public affairs, and related fields.

Admission

Nķmero de plazas ofertadas: 35

The program will be imparted as long as there is a minimum number of students that guarantees its viability.

Dirigido a:

The Master's program is aimed at anyone interested in forming or consolidating their training in this field of communication, both in private companies and public institutions. It is directed at both recent graduates and professionals seeking to expand their training.

Requisitos acadťmicos:

To obtain the Master's degree, it is necessary to have a degree or higher education.

EnvŪo de solicitud

To apply for admission, the following information is required:

• Solicitud de Admisiůn
• Copia del tŪtulo acadťmico
• Expediente acadťmico (asignaturas y notas)
• Curriculum Vitae (hoja de vida)
• Copia del documento de identificaciůn: NIF o NIE (EspaŮa) o Pasaporte (extranjeros)
• In case of not having finished studies: Commitment to completion

Tuition Fees

MatrŪcula: 9.500

The payment method is as follows:

• 1,000 , as a reservation of a place, once admission is notified in writing.
• 4,250 , with a deadline of October 31.
• 4,250 , with a deadline of March 15.

Scholarships

Ayudas al Estudio curso 2025/26

The Master's program, without commitment from the University, grants a minimum of four scholarships, which exempts 25% of the tuition fee.

Additional Information

• The program begins in early October and ends in mid-July.
• Classes are held on Fridays from 4:00 PM to 9:00 PM and Saturdays from 9:00 AM to 2:00 PM.
• The direction of email provided by the University to the student, once enrollment is made, will be used preferentially in communications with the student.