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Máster en Comunicación Corporativa e Institucional

School of Continuing Education

Imagen del Campus de Getafe
Prof. Carlos Elías Pérez, Mrs. Paz Uruñuela, Mr. Álvaro Matud
1 academic year
Madrid - Puerta de Toledo


Journalism and Audiovisual Communication

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    Considered one of the best masters of his specialty according to a study of the newspaper EL MUNDO. (junio 2016) ++

    The Carlos III University of Madrid, the Grupo Unidad Editorial and the Cremades & Calvo-Sotelo law firm, organize the Máster en Comunicación Coorporativa e Institucional, with the aim of providing the practical tools necessary to develop communication strategies as well as planning and evaluating the actions communicative and its results.

    The main objective of the Master is the formation of Communicators capable of organizing, directing and leading the business and institutional communication processes. It is about training professionals for competitive and dynamic environments, with a global and strategic vision.

    The Master, in short, teaches to work in the different communication scenarios, whether in public or private management, to face crisis situations, adequate development of social networks, planning of opinion campaigns, lobbying actions, campaigns electoral, etc ...

    The Master's Degree is aimed at any interested party who wishes to train or consolidate their training in this field of communication (both in Private Companies or Corporations and in public Institutions). It is therefore aimed at both recent graduates and professionals who seek to expand their training.

    The program provides the knowledge that communication managers need to analyze the communicative environment in which they act, develop strategies and plan actions, always applying the appropriate methods to achieve effective results and know how to evaluate them.

    Máster en Comunicación Institucional y Política UC3M
    Imagen de Plató UC3M


    Number of places:

    The Master offers a maximum of 35 seats, ensuring a close and personalized instruction.

    Academic requirements:

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

    Those who are not in that situation can only access the expert or specialist title. In this case the student may attend fewer ECTS credits.


    The program of Máster en Comunicación Corporativa e Institucional it consists of 60 ECTS credits.

    • Classroom lessons and student work: 48 Credits
    • Placements: 6 Credits
    • End Master Project: 6 Credits


    • Message Strategy
    • Storytelling
    • Qualitative and quantitative research
    • Managment Business Communication
    • The communication plan


    • Oral Communication: Speaking in public
    • TV
    • Radio
    • Press
    • Communication events
    • Planning and management interventions media


    • Digital communication strategy
    • Social Networking and Community Management
    • web content
    • Web analytics and measurement
    • Digital marketing
    • RRSS monitoring and active listening


    • Measuring intangibles
    • Corporate reputation online
    • Branding, brand management
    • Corporate Social Responsibility
    • Crisis Management
    • Internal communication


    • Lobby
    • Lobby in the European Union
    • public and corporate diplomacy
    • Management of Public Affairs (Public Affairs)
    • business protocol


    • Government communication
    • Communication campaign
    • Online political communication
    • Candidate Communication
    • Citizen communication: Open Goverment and Participation


    Work Master's Thesis is a project Corporate / Institutional Communication is defended before a court expert in the field.


    A Thursday of each month will be a session which will involve management communication companies and Spanish institutions of reference.


    3 month internship guaranteed by Business Sector.






    Logotipos Empresas Máster en Comuicación Corporativa UC3M




    The cloister of the Master CIP is composed of renowned professionals in the field of communication.

    Master's Director

    Carlos Elías, Director Máster en Comuniación Corporativa e Institucional

    Carlos Elías is a professor of journalism at the Carlos III University of Madrid. He specialized in Science, Technology and Public Opinion at the London School of Economics (one year scholarship as visiting fellow) and Harvard University (one year as a visiting scholar). He worked as a journalist in the Efe Agency (policy and local) and science correspondent for the newspaper El Mundo (some of his reports were published as a book in science through journalism , Nivola, 2003). In addition to academic research (Award of Excellence was Young Investigator in 2012), he has published university textbooks Fundamentals of Journalism Science Journalism(Alianza Editorial, 2008, 2014) and Big data and media in the network society (Synthesis, 2015) and, among others, testing Telebasura and journalism (Libertarian, 2004); The reason strangled. The crisis of science in contemporary society (Debate-Penguin-Random-House, 2008, 2014, 2015) and The selfie of Galileo. Social, political and intellectual XXI century Sofware (Peninsula-Grupo Planeta, 2015). His current line and research project is big data, social networking and data journalism. Collaborates sporadically in media such as RNE , TVE and El Mundo . His next book will Rationality on the Ropes (Springer-Nature, 2018 -previsto-).

    Paz Uruñuela

    Paz Uruñuela is Director of Training Area - Masters Editorial Unit. Degree in journalism from the University of Navarra. For eight years he worked in the field of corporate communications. Among other positions has been Head of Press Spain Pavilion at Expo 1998 Lisbon and Communication Director of the New Millennium State Society Spain. He was coordinator of the formation of the World and coordinated the Masters in Journalism since its inception in 2001.

    In 2006 he actively participated in the program design and launch of the Máster en Comunicación Institucional y Política that now co-directs and in 2009 the Master in Fashion and Beauty Communications Editorial Unit and USP-CEU. He was also co-director of the program in its first edition.

    Ávaro Matud

    Álvaro Matud s Academic and Institutional Relations Tatiana Perez de Guzmán el Bueno Foundation director. Degree in Law and European PhD in Journalism from the Complutense University of Madrid. He has been Director of Corporate Communications for Cremades & Calvo-Sotelo.




    It is currently responsible for the communication Tecnatom SA engineering company operating mainly in the nuclear energy sector, and ownership of the main Spanish electricity companies. Has extensive knowledge of the communication tools of the company and extensive experience in developing internal communication plans, the design and development of campaigns and the consultation and communication, both in organization and companies to Tecnatom serves.



    egree in journalism from the University Carlos III of Madrid and in Spanish Philology and Theory of Literature and Comparative Literature from the University of Valladolid.

    He is head of Communication Telefónica Foundation and founder and director of the weekly magazine "El Bookmark" currently broadcast on Capital Radio, awarded in 2018 with the Silver Antenna Federation of Associations of Radio and Television and emitted uninterruptedly in the Spanish waves since September 2000, after passing through Radio Circle (Círculo de Bellas Artes), Radio Cervantes (Cervantes Institute), manages Radio Inter and Radio.

    It is also, since 2008 Associate Professor Department of Journalism and Audiovisual Communication at the Carlos III University of Madrid, where he currently teaches the subject "Report in depth"; Professor of the Master of Communication in Fashion and Beauty VOGUE, where he teaches on the subject "fashion, television and cinema" and professor of Language and Literature at the University of Elders of the College of Doctors and Graduates in Philosophy and Sciences Community of Madrid.

    collaborates in "Sequence 24" Canal 24 Horas, "The approach" Onda Madrid, The Huffington Post and El Norte de Castilla, where he writes a weekly column and collaborates with articles on culture. He is the author of more than a dozen books; the latest titles, Heroes and villains in cinema (Pygmalion, 2018) and The hundred best films about journalism (Cacitel, 2019), revolve around the analysis in depth of films and literary adaptations of great literary and journalistic accounts.



    Advisers chairman of Public Communication.

    Previously he served as Director of Communications Office of the Minister of Housing. Previously, he was director of the Office of the Secretary of State for Communication between April 2004 and July 2007. BA in Political Science and Sociology from the Complutense University of Madrid. He was an associate professor of Political Science at the same university communication and other public and private institutions such as the Instituto Universitario Ortega y Gasset, Florida Atlantic University (USA) or ESIC, among other teacher. I was CEO of Mediatrainers and Account Director of Public Affairs and Communications at Edelman Public Relations Crisis Worldwide.Es co-author with Magali Yus of "The hundred errors of communication organizations"

    Presidente de Asesores de Comunicación Pública.

    Con anterioridad desempeñó el cargo de Director del Gabinete de Comunicación de la Ministra de Vivienda. Con anterioridad fue director del Gabinete del Secretario de Estado de Comunicación entre abril de 2004 y julio de 2007. Licenciado en Ciencias Políticas y Sociología por la Universidad Complutense de Madrid. Fue profesor asociado de Ciencia Política en esa misma Universidad y de Comunicación en otras instituciones públicas y privadas, como el Instituto Universitario Ortega y Gasset, la Florida Atlantic University (EE.UU.) o ESIC, entre otras. Fue consejero delegado de Mediatrainers y Director de Cuentas de Asuntos Públicos y Comunicación de Crisis en Edelman Public Relations Worldwide.Es co-autor junto a Magali Yus de “Los cien errores de la comunicación de las organizaciones “



    Expansion deputy director and head of

    Deputy Director of Expansion and responsible, experienced in radio, television, print and Internet. Most of the time specialized in economics.

    Responsibility teams and extensive experience in positions of responsibility.

    Driving force behind the development, coordination and launch of various information products.

    Courses on leadership, teamwork, achievement orientation and Communication (Makeateam). General courses Economics and Business Management (IESE). CEF various seminars, Arthur Andersen ...



    He born in Cantabria. Has three sons. He graduated in journalism from the Autonomous University of Barcelona. As a journalist he has worked on major radio and television in Spain. He has directed the Information Services COPE and also those of Radio Barcelona Cadena SER. In this broadcasting network he has been director and presenter hour 25 Informative and 8.   

    In SPANISH TELEVISION he led the newscast of 21 hours and the International Area. He was one of the founders of TELEMADRID and the first director of its information services. RNE, he was director of Radio Exterior of Spain and editor and presenter of the news 24 hours. Onda Cero has worked for several years in the gathering of Protagonists and "People Viajera". He has been editor and presenter on the news of TELE 5, the Spain Fund program CNN + and watch TV. He has been a columnist for El Mundo, the Catalan daily Avui and through RTB Europa Press, opinion columns published in various national newspapers.

    Currently he is a professor in the Department of Journalism and Audiovisual Communication at the Carlos III University and participates in the gathering 24 Hours of TVE and RNE mornings.  

    He has published novels Michael's book; The blaze of glory; Revenge of Byron and The San Marcos Report (translated into Greek). Trials: military technology and censorship in the Gulf War) and the collective Ellas, edited by critics, in 2001. And the travel book "Journey to the Gates of Hell, 2015 was a speaker at the" First International Congress the Spanish Language "held in Zacatecas, Mexico, in 1997.

    He is a member of the Academy of Sciences and Television Arts

    • Award ONDAS for “Informativo de las 8”
    • Award “Club Internacional de Prensa”
    • Award “VICTOR DE LA SERNA” award given by the Press Association of Madrid.
    • Award José Estañí  Press Association of Cantabria
    • Micrófono de Oro Federation of Radio Television of Spain



    Director of Public Policies, EFEMA

    Responsible for strengthening political and public support for EFAMA's issues and priorities, ensuring that the industry maintains a strong voice and positive representation. Also responsible for promoting the best possible policy framework within which EFAMA members operate, working in collaboration with EFAMA's Director General, the other two directors, EFAMA members and industry representatives to identify, locate and develop industry priorities and policies.  

    With 14 years of experience in communication management in the EU environment. Previously and for 7 years held the post of Head of Public Affairs of CEA.



    Marketing & Alumni Manager The Boston Consulting Group (BCG)

    With more than 18 years of experience in corporate communication, he has developed his professional career in the field of strategic consulting specializing in communication and marketing of professional services.  He was part of the team that opened in 1998 the office of Booz Allen Hamilton ( in Spain, a consultant that became Booz&Co and later Strategy& (, a company recently acquired by PWC as its strategic consulting division. She joins BCG ( in 2012 as Marketing Director Spain. In her current position, among other functions, she is responsible for the conceptualization, design, planning and execution of events for clients and other stakeholders; and collaborates closely with the Selection and HR departments on events for candidates and employees. He is also part of the European marketing committee and collaborates in the organization of international events for his company. She was a student of the II promotion of the master's degree in Corporate Communication and Politics.



    Managing Partner of Marlow Insight

    Previously he worked in the corporate communication direction of Ferrovial, in the Ministry of Defense in the cabinet of Minister Carme Chacón, in the newspaper El País, Mexican publications Siglo 21, in Expansión and the American newspaper The Wall Street Journal in New York . He has been director of financial communication at the consulting firm Llorente & Cuenca. He holds a degree in European Economic and Business Sciences from ICADE and the Reims School of Commerce, as well as a Master in Journalism from the El País School of Journalism.


    Director de Proyectos Internet de Unidad Editorial.

    15-year experience in digital content strategy and product development both in Argentina (Mind Opener, El Sitio, Terra) and Spain (Terra, Telefónica, Vocento, Unidad Editorial). Project Leader in strategic alliances with Endemol, BBC, Bertelsmann, Real Madrid, FC Barcelona, Universal Pictures, Teatro Real, and others. Prior experience as a journalist and editor at traditional media (magazines, TV, radio, news services). Focus on working in multi-disciplinary environments for incremental innovation and efficient digital development.

    Focus: Content strategy, product development, project management, business development on content-based digital services.



    Bachelor of Information Science from the Complutense University of Madrid, he works as communication director for the audiovisual consultancy Barlovento Comunicación. Much of his professional career has been linked to media such as Onda Cero and Antena 3 Televisión. Expert in external and internal communication, training of spokespersons and television and radio professionals. He develops courses in the field of managerial skills and communication in general: public speaking, voice and image techniques to improve informative discourse before the media, power and persuasion of the word.

    He collaborates as a professor with different centers, institutions and universities in the delivery of specialized programs, masters and postgraduate programs related to audiovisual communication and professional orientation: Pontifical University of Salamanca, Rey Juan Carlos University of Madrid, San Jorge de Zaragoza University, Complutense University -RNE and International Protocol School.
    Specialist in communication coaching.



    Responsible for Tag Management at Open Bank.

    He has been working in networks at Open Bank for a year. He participated in the Google Online Marketing Challenge 2011 and since then he worked in Good Rebels, before Creative Territory, in the definition, obtaining and presentation of metrics according to the digital identity of different brands, as well as in the monitoring of the competition in each of the sectors involved through benchmarking. Accumulates more than seven years advising on the different digital platforms, proposing dynamics and implementing advanced analytics solutions.

    Specialties: exploration and integration of tools for implementation in internal communication, report automation, data visualization, design and implementation of dashboards.



    Head of Digital Analytics of Unidad Editorial

    Dedicated to the best knowledge of digital audiences in large media through data. He previously worked in Prisa and Globomedia.

    Doctor in Media Business from the Complutense University of Madrid and Master in Web Analytics. Half MBA by IESE / University of Navarra. He has studies in communication and business administration. He has been a fellow at Soongsil University (Seoul, South Korea) and visiting researcher at the European Audiovisual Observatory of the Council of Europe (Strasbourg, France).

    He is interested in the link between business, media and Data. He has also developed strategies linked to the world of television and social networks.



    Digital Senior Manager Iberia, Coca-Cola Enterprises

    Professional in digital media with more than 20 years of professional experience in all digital areas of communication with the final consumer.

    Strategy Specialist and digital analysis.

    Hot topics: Digital Marketing, Display advertising, Analytics, Adserving, search marketing, E-mail marketing, Mobile, Social Media and affiliate programs.



    Manager of the Corporate Leadership and Positioning Area in Llorente & Cuenca

    Antonio has more than 14 years of experience in communication consulting. He has a degree in Audiovisual Communication, with a master's degree in Political and Institutional Communication. He has developed his work in the areas of financial, corporate, crisis and institutional affairs communication and has worked for more than 70 clients from various sectors. He previously worked for SEPLA (Spanish Airline Pilots Union) and in an industrial association in Madrid. He has training experiences for companies, through his consulting work at LLORENTE & CUENCA, he has participated in sectoral presentations at Dircom and gave a seminar on corporate discourse at the University of Navarra.



    Chief Digital Officer. Carat

    Actualmente Chief Digital Officer. Carat, agencia del grupo Dentsu Aegis Media especializada en marketing on line. Anteriormente ocupó el puesto de director de Comunicación y Marketing de Unidad Editorial Televisión.

    Licenciado en CC. Económicas y Empresariales por la Univ. Complutense de Madrid. He trabajado en Unidad Editorial, ABC, Citroën o Peugeot durante los últimos 16 años. He sido director de marketing de internet en Unidad Editorial (,,,…). Antes fui adjunto al director de marketing de EL MUNDO, posición a la que me incorporé desde ABC habiendo sido allí Trade marketing manager y coordinador de marketing de su proyecto digital. Anteriormente trabajé en Citroën y Peugeot. Me gusta la docencia y soy profesor en marketing digital de Master en CEU, The Valley DBS y desde hace tres años en este Master. Me incorporé en 2011 a Isobar para liderar los equipos digitales de Estrategia y activación y a los equipos de servicios, para empresas como Opel, Coca Cola, Endesa, Adidas, Media Markt, Iberia



    Doctor of Sociology (Extraordinary Award). Partner of Sociology Study Consultants. Professor of the degree in Sociology of the subject Social Research Techniques and Social Structure, at the Carlos III University of Madrid.

    He has been Associate Director at Millward Brown Spain, in charge of the public sector. President of the Editorial Board of the "Research and Marketing" magazine of the Spanish Association of Opinion and Market Studies, association of research professionals (AEDEMO).

    He has been Vocal Advisor in the Department of Studies and Analysis of the Office of the Presidency of the Government.
    He has directed numerous research and consulting projects: Acuvue, Alsa, BP, Chamber of Commerce and Industry of Madrid, CIS, Cedro, General Directorate of Traffic, Edelman, Essilor, Festina, Golead, Junta de Andalucía, Junta de Castilla y León, Ministry of Culture, RENFE, SGAE, Sando, etc.


    She has a degree in Economics and Business Administration from the Universidad Pontificia de Comillas (ICADE-E-2) and a Master in Institutional and Political Communication from the Carlos III University of Madrid. He started his professional career in a distribution company, such as manufacturing center controllers. Subsequently, he joined the Repsol group, a company in which he has worked in different areas: planning and management control, marketing and online communication.

    She is currently Deputy Director of Corporate Responsibility in the Corporate Directorate of Institutional Relations and Corporate Responsibility, an area she joined in 2008. She is part of the Social Responsibility Committee and the Human Rights Working Group of IPIECA, the International Industry Association of Oil and Gas for Social and Environmental Affairs. He is part of the CSR Commission of the CEOE and since 2012 he is a member of the Executive Committee of the Spanish Network of the Global Compact.


    Digital marketing specialist.

    He currently works in Creative Territory, a digital marketing consulting agency specializing in social networks and social business. Previously, his experience focused on the financial sector.

    He has worked with various clients from different sectors which allows him to have a current knowledge of the market and the specific needs of each sector in the digital medium.
    Deep connoisseur of new technologies and their impact on marketing, communication and business areas.



    Strategy Leader of Landor Associates in Spain, Strategy Director of Lambie-Nairn (WPP) and former Director of Consulting at CIAC, specializes in strategic consulting and brand architecture, naming, innovation, creative approach and project management. integral branding

    His experience of over 17 years in Branding covers various disciplines and sectors, working nationally and internationally for large companies such as: Alcatel-Lucent, BBVA, British Gas, Caja Madrid, Campofrío, Cepsa, France Telecom, GMV, Natural Gas- Unión Fenosa, IBM, Oesía (IT Deusto), Atrevia (Inforpress), Johnson & Johnson, Merck, Mylan Pharmaceuticals, NH Hoteles, ONCE, PepsiCo, Real Madrid, SNCF France, Santander, Telefónica, Movistar, Terra, Tuenti, Vivartia, Vocento and Yara among others.

    He has been a member of the Brand Strategy Council of Landor Associates. Professor of Brand Strategy in Master in Branding and Corporate Identity, ELISAVA-Pompeu Fabra University (Barcelona) and in the INAP (National Institute of AAPP, Government of Spain).

    Bachelor of Economics and Business Administration from the Complutense University of Madrid, he has specialization programs in Branding and Innovation from Stanford University and ESADE Business School.



    Digital communication manager at LLORENTE & CUENCA

    The first reputation and public affairs consultant in the Spanish and Portuguese speaking market. Double Degree in Journalism and Audiovisual Communication from the Universidad San Pablo CEU (Madrid) and MBA in Management of Communication Companies from IESE / University of Navarra. For more than 16 years he has developed his career in the COPE Group where he has been Deputy Director of Information and Responsible for the Digital area. As a CDO, it has specialized in the creation and editing of content through new formats and technologies in all digital channels, as well as in the development and application of distribution strategies. In Llorente & Cuenca he is responsible for the digital communication of large accounts such as Repsol, Pascual Quality, Enagás or CaixaBank.



    European Doctor in COMMUNICATION from the Complutense University of Madrid and Accredited as a Full Professor by ANECA. In addition, he has a degree in PHILOSOPHY from the University of Navarra (where he obtained the 3 National End of Degree Award) and a Diploma in SOCIOLOGY from the UNED. Researcher and visiting professor at the London School of Economics (Interdiciplinar Institute of Management) and author of several articles in national and international journals such as the European Journal of Communication Research, Communication & Society, Evaluation Review, Aggressive Behavior or the Journal of Applied Social Psychology .

    Specialist in PERSUASIVE COMMUNICATION and INFLUENCE, he is currently Professor of Psychology of Persuasion and Persuasive Communication in different Masters and Postgraduate Programs (UCM, Carlos III) and Professor of PSYCHOLOGY OF COMMUNICATION and CONSUMER BEHAVIOR (Villanueva University Center, UCM). Lecturer and trainer in companies such as JHONSON & JHONSON, ABBVIE, MAHOU or BMW and ASSOCIATED CONSULTANT of GIC Training & Development, where he is responsible for the development of training programs for executives in the SANTANDER BANK.


    Online Communication Director at Llorente & Cuenca

    He has been managing and advising corporate executives in companies, administrations and associations in the most diverse fields for more than ten years. My goal is to always provide the best results to those who hire my professional services:

    • Increasing awareness of your brands
    • Improving your assessment among your key groups
    • And generating the expected investment returns

    Specialties: I have specialized in the two branches of Corporate Communication that I consider key to optimize the reputation of any brand in the new ecosystem of Network Communication: Online Communication and Corporate Social Responsibility.


    Professor of Political Science of the Carlos III University of Madrid. Bachelor of Political Science and Sociology from the UCM, Doctor of Law from the same University and Master of Journalism from El Mundo. He was a visiting researcher at the universities of La Sorbonne (Paris I), Oxford and Stanford. He is a contributor to the newspaper El Mundo, the magazine La Aventura de la Historia and the program La Linterna, of the Cope chain. Since 2005 he has been a lecturer at the Institute of European Studies (IES abroad - Madrid).


    Doctor by the UCM (Information Sciences). Professor at the Camilo José Cela University. Member of the Board of Directors of the Spanish Association of Protocol and of the Council of the International Protocol Institute, and corresponding academic of the Argentine Academy of Ceremonial. Consultant and trainer in public diplomacy, communication, political marketing, event organization and protocol, virtual community management and international relations. Managing partner of A&G Link, internationalization, public affairs, communication and corporate events consultant.


    Fran Rosillo began his professional career in 1997 at the head of the Department of Crisis Communication at Edelman. In the five years he remained in this multinational he worked for clients such as Repsol YPF, Air Liquide, Cepsa, or Ferrovial.

    Subsequently he took charge of the Department of Communication of Crisis, Public Affairs and Environment of Llorente & Cuenca. Between late 2003 and 2008 he developed his career as director of the Madrid office of the Crisis Management and Communication Center (CGC) agency where he worked for the Ministry of Development, Community of Madrid, Renfe, ADIF, Railways of the Generalitat de Catalonia and Barcelona City Council. In 2008 he founded Agencia Spider, a company he continues to direct.

    He is a professor of the Master of Advertising and Communication (MPC) of ESIC and the Master of Corporate and Institutional Communication of the Carlos III University where he teaches the Crisis Communication modules.

    He is a regular contributor to the media, currently a member of the Gestiona Radio Limited Edition (Cope Group) program.


    Doctor in Constitutional Law (Extraordinary Award), Full Professor and Director of the Research Group on participation and new technologies (R&D) at the Complutense University of Madrid. He has taught postgraduate classes at more than 20 universities around the world, among others: Georgetown (USA), Universidad Panamericana (Mexico), Tecnológico de Monterrey (Mexico), the University of Navarra and the Ortega y Gasset Foundation. He has been a visiting researcher at the Universities of Georgetown, Harvard, George Washington University and Scuola Superiore Sant´Anna.

    He has advised on matters of ogov and citizen participation to the Inter-American Development Bank and the European Commission. From the DogComunication company, Department of Politics and Society, he has worked on electoral campaigns of all kinds in Spain and America, highlighting the North American presidential campaign in 2008, with John McCain and has advised the Peruvian Ministry of Foreign Affairs in matters related to his Public diplomacy plan. Lately he highlights his work as Director of Communication of the World Youth Day, Madrid 2011, advisor to the online campaign of Mariano Rajoy in the general elections in Spain, advisor to the campaign of Sonia Gumpert, Dean of the Bar Association of Madrid, advisor to the World Youth Day Rio 2013. Author of “The pressure groups” (2003, CEPC), and editor of: “Spain brand and public diplomacy: Challenges of our external action” (2012) and “Open parliaments: technology and networks for democracy ”(2013, Congress of Deputies)



    Creative Planner expert in Strategic Branding and Place Branding

    For more than 20 years he has developed his professional career in advertising and as a consultant for Strategic Branding and Creative Strategy Director of CIAC. He has collaborated with brands such as Real Madrid CF, the EFE Agency, Atrevia (Inforpress), European University of Madrid / UEM, Vocento, Orange, NH or Renfe -among others-, and in Colombia and internationally for brands such as the Inter-American Development Bank , EPM, UNE, Fiduprevisora, Comfama and a long etc.

    The accumulated experience has made him an expert in Place Branding in Spain and Latin America. In Spain, he is the creator of Positionings as relevant as that of the Galicia Brand "Do you keep my secret?", Gijón "Asturias with salt", Zaragoza and A Coruña. And in Colombia he has worked for the “Colombia es Pasión” Brand, and the Medellín, Cartagena de Indias or Popayán City Marks.

    Professor of Branding at the INAP (National Institute of AAPP, Government of Spain).

    He has a degree in Information Sciences -Rama Publicidad and RR.PP- from the UCM and a Communication Specialist in Crisis Situations.


    She has a degree in Humanities from the University of Deusto and an Expert in Communication Cabinets from Companies and Institutions from the Complutense University of Madrid. She is a founding partner of the firm Erre & Co. She is an expert in strategic and corporate communication. He has worked in communication agencies and in PRISA and Vocento media.



    Visiting Professor of the Department of Journalism and Audiovisual Communication of the Carlos III University of Madrid (UC3M). Doctor from UC3M in the Media Research program, with the mention "Cum Laude", with the thesis "Women and sports in the media. Study of the Spanish sports press (1979-2010)". Lorenzo Gomis doctoral thesis prize of the Spanish Journalistic Society (2015).

    Degree in Journalism (UC3M) and Art History (UCM), Pedagogical Adaptation Course (UNEX) and has several specialization degrees related to the world of Protocol, Communication and Public Relations, among which the Expert courses "in Communication and Art" and "in Genealogy, Heraldry and Nobility" (UCM).

    Between 2005-2009 coordinator of the Interacademias phase, UC3M / Ministry of Defense - General Directorate of Recruitment and Military Education (DIGEREM). For this reason it was awarded the Military Merit Cross with White Badge (BOD on January 3, 2009).

    Specialized in realization in journalistic audiovisual media, from the development stage to distribution: preproduction; shooting with different types of camera; plate handling: performance control, sound, label maker, lighting; systems for audiovisual and postproduction production and management. Since he began his teaching career he has specialized in teaching all audiovisual materials associated with journalism: Informative Television; Audiovisual production; Treatment of information on Television; Theory and Techniques of Realization; etc. Also subjects related to Advertising and Digital Marketing.

    In addition to her teaching and research activity at UC3M she is Academic Secretary of the University Institute for Gender Studies; Director of the Title of Specialist in Equality Policy Management; University Master Coordinator in Documentary and Transmedia Journalistic Reporting; Pedagogical Coordinator of Digital Education (MOOCs and SPOCs).


    Facilitator and Trainer in Creativity and Innovation. Blue Hat Wearer DeBono Thinking Systems

    He began his career working as a creative in several advertising agencies. In 2004 his passion for creativity pushes him to train in Creative Thinking and Creativity Techniques. Since then it facilitates the Generation of Ideas and the Development of Innovation in companies such as Ford, Vodafone, Renault, Gadis, Pascual, Microsoft, Imatia, Accenture, PSA Peugeot Citroen, Indra, Adidas, The Walt Disney Company. He is a guest professor and collaborator at the Università degli Studi di Pavia, the University of Vigo and the Complutense University of Madrid and responsible for training SCORE, a project for the development of creative and football talent for young people and elite athletes.



    Head of the RNE International Area

    Barcelona (1980). He has a PhD in Journalism (Universidad Carlos III de Madrid), a Bachelor of Science in Communication (Universidad de Santiago de Compostela) and a Master's Degree in Radio (RNE-Universidad Complutense de Madrid).

    He began working at RNE in 2003 and has dedicated his entire career as a journalist to international information coverage. Between 2008 and 2010 he assumed the correspondence of RNE in the United Kingdom and Ireland. In 2010 he was appointed Head of the RNE International Area, a position he currently holds.

    As a member of the RNE International Area, he has made information coverage as a special envoy in countries such as the United States, France, Greece, Italy, Ireland, Belgium, United Kingdom, Malta, Algeria or Ecuador.

    Since 2015 he is a member of the Radio and Journalism Subcommittee of the European Broadcasting Union (EBU). In 2018 he participated in the International Visitor Leadership program of the United States government and is an alumni of the State Department.

    In academic terms, he has worked as an associate professor in the Department of Journalism and Audiovisual Communication of the Carlos III University of Madrid (2015-2017).


    With more than 30 years of experience in the world of market research, she has been director of Qualitative Studies at Alef Millward Brown and Director of the Media Research area at Synovate Spain. Speaker at multiple seminars, events, conferences ... nationally and internationally related to Marketing, Communication, Media, Telecommunications and Information Technology (Aedemo Esomar, Fiapp, AEDE ...). Professor in various courses and Masters.



    Productor ejecutivo de medios audiovisuales, especializado en periodismo y comunicación, gestión empresarial, marketing y formación. Profesor (honorífico) de la Universidad Carlos III de Madrid (

    Licenciado en Filología Románica (Universidad del País Vasco), estudios de filosofía y estudios avanzados DEA (Universidad Complutense), inició la profesión como productor corresponsal de noticias (1984-1989, TV3-Televisiò de Catalunya) en Bilbao

    Coordinador (1990), jefe (1990-1994 y director de Producción de Noticias, Deportes y Programas de actualidad (1994-1998) de Antena 3 Televisión (San Sebastián de los Reyes), formó parte del equipo fundador de la cadena: información nacional e internacional, programas especiales, eventos, organización de corresponsalías y delegaciones, citas electorales, sociales, deportivas, conflictos bélicos y debates cara a cara.  Asumió a la vez la dirección de formación de Antena 3 ¡1995-1998). Promovió y diseñó el primer máster en dirección de la empresa audiovisual (A3-UC3M), del que fue subdirector (1996-1997) y profesor 1996-2012:

    Director de desarrollo y organización de Antena 3 (1999). Gestión del organigrama, categorías profesionales y directivas en la transición a tecnologías y nuevos negocios digitales, planes de carrera, política retributiva.

    Delegado de Antena 3 en el Comité Ejecutivo de ACTE (Association of Commercial Television in Europe, Bruselas,  1992 1998). Asesoramiento para la alta dirección en asuntos relativos a la convergencia de medios y tecnologías y construcción europea de la sociedad de la información.

    Director de Producción (2000-2002) de Vía Digital – Telefónica. Producción propia y delegada para canales externos. Secretario de los Comités de Compras y Contenidos. Derechos televisivos, control de calidad y resultados, explotación en antena, diseño de la adaptación interactiva

    Director de Proyecto (Mediapro, 2003-2014). Márketing deportivo (imagen, patrocinios, desarrollo internacional, nuevas tecnologías) y proyectos audiovisuales para REAL MADRID, C.F. Señaladamente, consejero de la Sociedad Real Madrid Gestión de Derechos, S. L. (28-02-14 a 15-09-2014) y gerente general para Real Madrid Televisión.

    En la actualidad es consultor de formación y desarrollo, y promueve cursos de mantenimiento y reciclaje para profesiones audiovisuales en asuntos estratégicos: liderazgo digital, transmedia, proceso creativo, tecnologías y valores corporativos (LIQUID MEDIA- ANTENA 3-LASEXTA, GLOBOMEDIA, K2000, FPE/Planeta y otras)

    Es profesor del Máster en Reportaje y Documental transmedia de la UC3M.


    Professor of Journalism and Audiovisual Communication at the Carlos III University of Madrid. Director of the magazine of the Association of Political Communication (ACOP). He has been an advisor to the Secretary of State for Communication of the Government of Spain and communication director of the Avanza Plan of the Ministry of Industry for the promotion of the information society. He is the patron of the Foundation for Journalistic Innovation and a member of the technical scientific committee of Telos de Comunicación y Tecnología magazine edited by Fundación Telefónica. He is a managing partner of the Analysis, Intelligence and Communication firm. He was awarded a scholarship by the German Marshall Fund in 1999 to analyze the impact of the Internet on social agents.


      To apply for admission, you need the following information:

      • Application form
      • Copy of academic degree.
      • transcript (subjects and notes).
      • Curriculum Vitae (resume).
      • Copy of identification document: NIF or NIE (Spain) or Passport (foreigners).

      It can send any document it deems appropriate

      * If deemed necessary a personal interview will be held


      Admission request

      The request is made in electronic format through our application.



      Centro de Postgrado
      Campus Madrid Puerta de Toledo
      Office: 0.B.08
      Ronda de Toledo, 1 - 28005 Madrid
      Telf.: 91 6249838 (Monday to Friday, de 14:30 a 20 hs)




      Registration: 9.500€

      Way to pay:

      Once the admission to the Master has been notified in writing, the amount of € 1,000 must be entered, as a place reservation.

      • € 4,250, with a deadline on October 31.
      • € 4,250, with a deadline on March 15.

      The tuition fees will not be refunded in any case, unless there are duly accredited exceptional causes that will be assessed by the Master's Directorate.

      Máster en Comunicación Corporativa e Institucional UC3M
    • ALUMNI

      Master the classrooms have passed dozens of professionals from different countries, in some cases hold positions in different organizations, and others have developed their own business projects.


      Elena Diez Ron. Máster 2017-2018

      After many years working in a medium in a completely different field, the Master has given me a different view of business, a huge learning both own areas of corporate communications and public affairs, as in other of subjects which, today, are helping me to understand the changes that are facing businesses, and has complemented my extraordinarily strict legal training. For me it has been a professional enrichment and personal growth.


      David García, Máster 2017-2018

      Going through a time in my life when I wanted to change my career. A friend with experience in the field of communication recommended the Master of Carlos III. I knew that my case was a bit special, because of my age and my career. With some luck, but also with work and effort, I reached my goal. Now I'm in the business and political communication.


      Alba García Ruiz, Máster 2014-2015
      Internal Communication, Grupo DÍA

      I still consider today in my daily work at the DIA Group, many of the tips they gave us throughout that year the great professionals in the field of communication taught in the Master class.


      Jesús Javier Sánchez, Máster 2014-2015
      Communications Specialist at Room Mate Hotels

      All teachers are active in the fields on who teach and their testimonies are very useful to know and learn how professional communication takes place in different areas. In addition, this master is a very good opportunity to learn and to weave a network of contacts ... "


      Noelia Fernández Salgado, Máster 2013-2014
      Degree in Journalism Communication Departament IVECO

      Teachers are professionals who, with their exercises in the classroom, they show the true reality. Course schedule, Friday afternoon and Saturday morning classes allowed me to combine with an internship at Leroy Merlin, with which could deepen the management of different projects of corporate social responsibility.


      Natalia Escorial
      Communications Director of strategic consulting firm Booz & Company

      In 2007, encouraged by the contents and teachers described in the program of the Master in Institutional Communication and Policy Carlos III and World University, I decided to submit my application despite having several years working as a professional corporate communication in a multinational.

      Without a doubt it is an experience I would recommend. The master gave me the opportunity to make a theoretical reflection on the daily lives of my job that allowed me to step back and consider the communication department functions as a critical component of the strategy of a company that contributes to its success. He helped me back to wonder why and allowed me to bring new ideas and integrated the various actions that took years doing approach. He was also an exceptional environment in which to meet different professionals, whose different profiles and backgrounds, they led to an interesting exchange of experiences and intellectual debate. Many of them not only keep in touch but share professional projects. I encourage you to use it.

      Xavier Salvatella, 2009-2010 Master
      Degree in Law and Journalism
      Communications Director Espanyol RCD

      "The Master CIP is the most interesting for all who wish to focus their professional sectors of corporate and political communication career training option. Highlight the high level of experience of teachers and final knowledge that the student gets on the characteristics and techniques of public communication. In addition, practices can mean a good opportunity to get started as a professional communication from organizations. So it was in my case and therefore always keep fond memories of my time in the classrooms of the Carlos III "University.

      Lucia Alvarez, Master 2006-2007
      Head of Institutional Relations of the SGAE (SGAE)

      "Although it was his first edition and still no results were known, there seemed no risk Masters Courses supported by the Carlos III University and the newspaper El Mundo".

      "The experience was excellent for someone like me, I needed to turn in his career taking advantage of prior knowledge, and increasing from a theoretical point of view, what no other training project offers around strategic relations and political communication ".

      Arantza Hernan Martin, 2007-2008 Master
      Degree in Business Administration
      Manager Corporate Responsibility Repsol

      "In addition to completing substantially the theoretical and practical training of any directly or indirectly related communication degree, I think the Master in Institutional and Political Communication gives you a view of the media different from what you get when you work in the other side. In this sense, I consider it a very good complement for us in the areas of communication corporations move. "

      Susana Garcia Hiernaux
      Found work in Spain Hiscox through practice

      "I would highlight the practical aspects of the Master. Exercises and cases you do in class where you learn not only with the guidance of the teacher, but also from your peers who have spent years in this world, block end projects and, of course, talks professional experience ".

      Luisa Luque
      Press Office of the Embassy of Angola

      "Conducting this master has made to better understand how the protagonists of such an exciting as the communication world relate."



      What value companies junior communication professionals?

      Increasingly, the companies require greater specialization to communication professionals that incorporate, but are many and various new communication tools that are appearing, and the skills of this profession that often, who want to pursue this do not know what form.

      We've asked two professionals from major agencies for their opinions: Llorente @ Cuenca and Good Rebels, both Master's professors, and these have been their answers:



      David González Natal, Global Head of Consumer Engagement Llorente & Cuenca:

      "The context in which we live infoxication makes some of the most valuable skills in a professional corporate communications today are relatively new. We can sum two main areas: having to do with the control technique storytelling / storydoing (narrative capacities) and which relates to the interpretation of increasingly complex data (abstraction capabilities) ".

      However, Gonzalez Natal also says that many of the basic skills of junior professional are not strictly related to their function techniques. Among the most important highlights: time management, personal brand development, emotional intelligence and a curiosity that allows you to be always researching and learning in a context of change.



      David García-Navas, Digital Consultant en Good Rebels,

      "The junior professional corporate communication will have to develop skills that shape the brand projection, according to identity, both offline environments: speech, press, storytelling, creativity ... as online: content strategy on the different digital platforms and social

      Moreover and that communication is bidirectional effectively, you must know the tools and methodologies that enable you to understand the context, its position relative to it (research), analyze the audience to whom it is directed (model person studies) and set aims to assess what actions published and implemented (digital analytics) ".

  • AIDS

    Study aids

    The Master, without obligation to the University, grants a minimum of five grants exemption representing 25% of the registration fee.

    Those students benefit from some form of external financing are excluded from this call.

    Call for aid

    5 Support for the course 2019/20 are held. The deadline for submitting applications is open until July 22.

    In addition, Banco Santander offers students of the University
    Carlos III the possibility of obtaining a credit for studies.

    For more information:

        Supercredito Postgrado/PhD or Research
        Branch at UC3M
        Office: 6718
        Address: Calle Madrid 126
        Building 15, López Aranguren. 28903 GETAFE. Madrid
        Phone: 916830612
        Fax: 916951166


    Master schedule:

    Master taught classes begin on October 4 and ends on June 30. Practices can be made until 30 September.

    The classes are held on Friday afternoons and Saturday mornings.

    Friday from 16:00 to 21:00 h.
    Saturday from 9:00 to 14:00.

    (This schedule is intended to reconcile the activity classes with students who develop a professional job).

    One Thursday each month will be a session of professional experience, from 19:30 to 21: 30h.

    Headquarters of the Master:

    • Campus Puerta de Toledo (UC3M) from October to early March
    • Escuela de formación de Unidad Editorial from March to June

    * The radio and television sessions will be held on the plate and Radio studios and writing Getafe Campus.

    Practice (6 credits) are mandatory. Students who certify professional experience in the field of communication may request the validation of practices.

    Teaching Campus

    ☛ Campus Madrid Puerta de Toledo

    ☛  Make a virtual visit to the Campus Madrid-Puerta de Toledo

    More information about the Campus

    Campus Madrid Puerta de Toledo UC3M