The student will acquire both theoretical knowledge and practical skills related to political consulting and advising in various organizations and political settings. The course will also lay the foundations for understanding the relationship between communication and politics. It will develop skills in political communication and marketing through the use of conceptual tools from Political Science, including the structure and meaning of political messages, the relationship between parties, institutions, and candidates with the media, leadership analysis, campaign design, voter typology identification, and interpretation of electoral results, among other key concepts.

1. Political consulting as professional field 2. Evolution of political communication and the role of the consultant. 3. Political communication in diverse, complex, and dynamic societies. 4. Political marketing and media relations. 5. Analysis of messages and development of political discourse. 6. Electoral campaigns: research, strategy, communication plan... 7. Public affairs consulting.

The course will consist of lectures and lab classes, although the course will have thoroughly practical content. The course lectures will provide the student with the conceptual and theoretical tools necessary for understanding and performing case studies. The theoretical classes will explain the functioning of political agents and institutions, the performance of advisory work for each and the analysis of the context. All theoretical presentations will be supplemented with practical examples drawn from the analysis of the publications of the media, institutions, websites of political parties and from the political reality. The practical classes include the analysis and interpretation of political speeches on the different organisational and institutional levels, analysis of opinion polls, election results and political reports. Apart from analysing and interpreting specific cases, students will develop their own speeches and reports in various situations posed by the professor. They will also handle press reports and build their own archive with the information needed to plan an election campaign. Use of Artificial Intelligence tools selectively allowed in this subject. The faculty may indicate a list of works and exercises that the student can perform using AI tools, specifying how they should be used, and how the student should describe the use made of them. If the use of AI by the student gives rise to academic fraud by falsifying the results of an exam or work required to accredit academic performance, the provisions of the Regulation of the University Carlos III of Madrid of partial development of the Law 3/2022, of February 24th, of University Coexistence will be applied.