Title: Simulation of Electoral Campaigns
Own title: Instituto Universitario de Investigación Ortega y Gasset
Direction of the program: Juan Quesada
Academic coordinator: Anjuli Romero Melo
Face-to-face modality
Price: € 700 *
No. of seats: 35
Duration: 40 hours
Information and contact: infocursos@fogm.es

* There are different discounts to complete this course. You can check the information in the Registration section.


In recent times we have witnessed a radical change in the conception and strategies of the electoral campaign. New models based on new forms of communication, on new types of messages and on techniques to know more and better publics and their reaction to the speeches generated by politicians, parties and the media.

The centrality of communication and the mass media in the political scene is undeniable. Everyone is aware of the importance of establishing effective communication processes in campaigns and in different sectors. It is essential to professionalize the exercise of electoral communication, providing those agents who deploy their work in the political arena with the necessary tools to make effective communicative action and contribute through the use of strategic communication resources.

The capacity for political communication and the construction of images and leadership have become central aspects of the competition for power. Electoral disputes in democratic societies are increasingly competitive and require the use and availability of specialized knowledge that becomes an indispensable added value in the development of responsibilities.


  • Address the keys to an electoral strategy
  • Living makes habitual decisions in a campaign in what tactical actions are concerned
  • Knowing communication, marketing and social network tools linked to a campaign


The Electoral Campaign Simulation course lasts one week.

The program has been divided into a load of 8 hours a day (including lectures, simulation exercises of electoral campaigns, time to read materials, time to use technological tools and carry out activities).

Target audiences

The Superior Course in Electoral Campaigns is aimed at those who wish or need to acquire the necessary skills to manage an electoral campaign.

Among the profiles you can find:

  • Rulers
  • Politicians in general and political candidates
  • Communication professionals (Journalists and communicators)
  • Government officials
  • Advisors and consultants who want to update on the subject

In short, all those people who carry out their work in the areas of politics or government communications, opposition parties or movements and in electoral campaigns.

Academic program

  1. Presentation
    1.1. Delivery of documentation
    1.2. Presentation of standards
    1.3. Draw for matches
    1.4. Selection of candidates
    1.5. Opinion studies and Electoral Strategy.
  2. The survey as a research tool
    2.1. Types and essential elements
    2.2. Location of audiences and electoral segments
    2.3. Definition of the strategy
    2.4. Tactical approach
    2.5. Practical cases
  3. Public policies and government plans.
    3.1. Definition and identification of needs
    3.2. Formulation of public policies
    3.3. Implementation and evaluation
    3.4. Transform public policies into government plans
    3.5. Strategic design of RRSS.
  4. The communication in campaign.
    4.1. Digital communication tools, digital strategy design
    4.2. Examples of good and bad use of personal and institutional profiles.
    4.3. Avoidable mistakes and crises
    4.4. Creation and development of profiles
    4.5. Practical cases
  5. Relations with the media and journalists.
    5.1. How relations with the media are maintained
    5.2. Contact tools with the media
    5.3. "Off record"
    5.4. The press team
    5.5 Campaign routines
    5.6. Case study
  6. Spokesperson Formation
    6.1. Projection of images through the media
    6.2. Spokesperson scenarios
    6.3. How to mark headlines
    6.4. How to face an interview
    6.5. Realization of Rol play
  7. The electoral debates.
    7.1. Formats of the debate
    7.2. Stages and phases
    7.3. The competitive oratory of the debate
    7.4. Story sequence
    7.5. Replications and counterattacks
    7.6. Practical cases
  8. Political Advertising.
    8.1. Designing an advertising campaign
    8.2. Creativity elements
    8.3. Latest trends in political advertising
    8.4. The role of the leader
    8.5. Practical cases
    8.6. Public image and Leadership
  9. Factors that affect the first impression: Use of space and time
    9.1. What others see and expect to see from a politician.
    9.2. Territories and personal areas. The language of the hands. Gestuality and credibility.
    9.3. Sitting, standing and moving. The power of the smile
    9.4. Knowing how to be, knowing how to be and knowing how to act. Urbanity and behavior
    9.5. Practical cases


The course has an accentuated practical character and is based on the pedagogical principle of learning-by-doing .

The training actions are designed so that the classroom becomes a collaborative and dynamic space. The pedagogical techniques will encourage students to work individually and in groups; participate in debates and expose their reflections.

The duration of the simulation is 40 hours. It will be held in sessions from Monday to Friday from 10 am to 2 pm and from 4 pm to 8 pm. The participants will dedicate the morning to know content by specialists with extensive experience, which they can put into practice during the afternoon.

The participants will be divided into different groups (depending on the number, minimum three) that will represent three political parties of different ideologies from the same country. Each match will have a basic information of the country where the main magnitudes and data necessary to face a campaign with solvency will be reflected.

Each party will have an assigned candidate who will: analyze the polls, design their campaign strategy, tactical actions, solve a crisis, hold a debate or present the essential axes of their Government Plan.

Each party must hold the necessary meetings to make decisions based on the events that occur throughout the campaign. All events will be scripted and respond to the reality of a country and the development of a campaign based on the decisions of the adversaries.

The evaluation system will consist of different practical exercises and deliverables that will allow the student to exercise and test their ability to synthesize and argue.

Program taught in:
  • Spanish

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Last updated March 17, 2019
This course is Campus based
Start Date
Sep 2020
40 hours
700 EUR
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