Universitat Internacional de Catalunya

Specialised Institutional Communication

Specialised Institutional Communication
Second semester
Main language of instruction: Spanish

Teaching staff

Cita previa a través del correo electrónico


This course aims to provide students with a practical knowledge of the functioning of institutional communication. It focuses on the strategies, methodologies and recognition of the communication processes involved in political, public and administrative bodies, non-profit organizations, and cultural, educational and health institutions.

Pre-course requirements

There are no prerequisites for this course


The objective is for the student to learn which are the tools to work on institutional communication, adapting what is necessary to the characteristics of each field: political, public, the third sector or cultural and health institutions.


  • 18 - The ability to work under pressure
  • 64 - Knowledge and mastery of bibliographic repertories
  • 73 - Knowledge and mastery of techniques to analyze sources of information.
  • 77 - The ability and capacity to take responsibility for the communication area of an organisation
  • 78 - The ability and capacity to establish a plan of communication
  • 85 - The ability and skill to act as experts in the strategic management of corporate image
  • 89 - The ability to create synergy in a working team
  • 91 - Preparation to assume risks
  • 94 - The ability to act freely and responsibly
  • 95 - The ability for economic and budgetary management in the field of activity
  • 96 - The ability to objectively analysis reality and the extraction of valid considerations

Learning outcomes

Upon completion of the course, students will:

  • Know the functions of an institutional communication department and the tools necessary to achieve the objectives of the department.
  • Be able to undertake an institution’s global communication campaigns and actions, externally.
  • Be able to design effective strategies and teams within the communication department of an institution.



1. Management of institutional communication in the 21st century and the e-institution.

2. Public communication. Government and public administration. 

3. Political communication. Electoral campaigns parties and political leaders. 

4. Communication in Foundations and NGOs

5. Institutional communication in health organisations

6. Communication in educational and culturals institutions



Teaching and learning activities

In person

Coaching. Monitoring how students learn the content of the subject, either individually or in groups. In the coaching sessions, mistakes will be corrected, queries answered, and exercises and activities to achieve the established objectives will be suggested. 0,6
Seminar. This activity will consist of taking an in-depth look at specific up-to-date topics in a monographic manner-in some cases these topics will have been debated socially-, via active work in small groups. 0,8
Meeting Point. Meetings will be organised with notable people from the professional and scientific fields or the international field, and students. These sessions will take the form of conferences, work sessions, discussions, or interviews, etc. 0,8
Workshop. Advanced and intensive workshops of a longer duration, led by lecturers and/or foreign professionals, in which the language used is English. These culminate in the creation of a professional or semi-professional product which is also produced in English. 1
Lectures. In lectures, lecturers/professors not only transmit content or knowledge, but also, and above all else, attitudes, motivation, skills and values, etc. They also ensure that participants can express their opinions and arguments to the other students. 0,8

Evaluation systems and criteria

In person

The final mark for the course comprises:                                   

  • A theoretical exam at the end of the course: 40% (it is necessary to pass the exam).           
  • workshops: 60%.


Bibliography and resources

Túnez López, Miguel, La gestión de la comunicación en las organizaciones, Comunicación social Ediciones y Publicaciones, 2012.

Polo, Fernando, Polo, José Luís. #socialholic, Ediciones Gestión 2000, 2012.

Monzón, Cándido, Opinión pública, comunicación y política, Tecnos, 2006

 Balas, Montserrat, La gestión de la comunicación en el Tercer Sector, ESIC Editorial, 2012

Riorda, Mario, Elizalde, Luciano, Comunicación gubernamental 360, La Crujía Ediciones, 2014

Herrero, J.César, El Candidato. Manual de relaciones con los medios, Comunicación social Ediciones y Publicaciones, 2013.