The Master’s program in Social Media, Public Opinion and Political Electoral Marketing aims to train professionals capable of working in the fields of social communication and political, institutional, and electoral marketing for political institutions, local authorities, political parties, trade unions, professional associations, and non-profit organizations.
The program provides the conceptual and operational tools needed to design and manage the different phases of a social media strategy in the political field: developing strategic communication and positioning campaigns on social media; preparing a communication plan for an electoral campaign; promoting the image of candidates or political parties; interpreting and using polls and surveys; and building storytelling strategies for leaders, parties, and organizations.
The program also offers skills to understand and critically use AI applied to political communication, with attention to content creation, data analysis, and ethical implications.
The educational activities of the Master’s program in Social Media, Public Opinion and Political Electoral Marketing are designed to provide solid preparation for those who wish to work in the field of political and institutional communication, with particular attention to digital contexts. The program follows a path that integrates theoretical knowledge with practical skills.
The Master’s program explores the main tools and processes of contemporary communication, focusing on the design of social media strategies, the development of public and political communication, the analysis of public opinion, the use of data and polls, the definition of narratives and communication positioning, and the transformations introduced by artificial intelligence in the production and management of content.
The teaching activities are enriched by workshops, seminars, and opportunities for discussion with professionals from the sector, selected for their experience on the topics addressed. The program is completed by the possibility of undertaking an internship with qualified institutions or organizations, participating in research activities, and taking part in conferences and other in-depth events, in order to consolidate the skills acquired also in applied contexts.
The Master’s program is aimed at graduates interested in developing specialized skills in the field of political and digital communication, as well as professionals who already work in the sector and wish to update, expand, or strengthen their professional profile. Through the integration of theoretical knowledge and practical skills, the program trains professionals capable of working in the field of social media communication and political-electoral marketing.
Career profiles include political and institutional communicators, experts in brand marketing and storytelling, professionals in political and institutional advertising, social media strategists and social media managers, electoral data analysts, and political journalists.
In line with the skills acquired and with any specific requirements in the various professional sectors, participants may find employment opportunities within public institutions and administrations, political parties, trade unions, associations, public and private agencies, as well as in the field of publishing and political journalism. The skills developed in digital communication and social media languages also enable graduates to work as communication and social media experts in companies, start-ups, trade associations, and public administrations.
Our Short Specialization Degree in Social Media, Public Opinion and Political and Electoral Marketing is organized according to the following modules:
1st Module: THEORY OF MEDIA ANALYSIS
The first module addresses the importance of media in contemporary society, focusing on the role and effects of social media, an exploration of the concepts of “transmedia”, virality, digital culture and platform society, public opinion, framing, and agenda setting.
2nd Module: DIGITAL MEDIA AND POLITICAL COMMUNICATION
The second module addresses the main themes of contemporary political communication, such as: the concepts of spectacularization, customization and showcasing, pop politics, intimate politics, celebrity politics, and lifestyle politics. The analysis of case studies will allow students to delve into the theme of political communication on social media and analyze the role of influencers, and the concepts of brand activism and “Netflix politics”.
3rd Module: POLITICS, INSTITUTIONS, AND COMMUNICATION
The third module addresses the themes of political participation, activism, and neopopulism in relation to communication. It also deals with institutional elements which characterize contemporary democracies, focusing on both Italian and foreign electoral laws.
4th Module: COLLECTING AND READING DATA: METHODS AND TECHNIQUES OF SOCIAL RESEARCH
Throughout this fourth module, students will have the chance to design a research plan and learn how to use appropriate techniques, methods, and tools; design questionnaires and interview drafts while keeping in mind the notions of question wording and web interviewing; manage the collection and processing of data.
5th Module: COLLECTING AND READING DATA: SOCIAL RESEARCH IN ELECTORAL STRATEGY
Throughout this fifth module, students will both learn how to interpret and design political polls – whether they need to gather descriptive data or carry out message testing – and analyze electoral data. Students will also learn how to use appropriate tools and a correct approach for the analysis of data, which can be gathered from social media and Big Data.
6th Module: FUNDAMENTALS OF SOCIAL MEDIA MARKETING
The sixth module provides students with tools and skills necessary to understand, design and manage a campaign for communication and positioning on social media. It includes the following topics: writing techniques, the creation of a visual identity and social media positioning, digital and visual storytelling techniques, planning and management of advertising campaigns, and community management.
7th Module: DESIGNING A POLITICAL MARKETING STRATEGY
The seventh module provides students with basic theoretical and practical skills to design an effective political marketing campaign. It deals with the concepts of political positioning and electoral strategy, media relations, and political fundraising. Through the analysis of case history, students will address the topics of permanent communication and electoral campaign, advocacy, and crisis communication.
8th Module: POLITICS, DATA AND PUBLIC OPINION
This module analyses data presentation and representation methods, with a specific focus on their instrumental use to influence public opinion. It will provide tools to correctly interpret the relationship between data and citizens-voters, showing how public opinion is more and more surrounded by numbers.
Our Short Specialization Degree can boast an amazing partnership with Quorum/YouTrend, whose job is to coordinate the second half of our training course.
It gained the reputation of being among the leading companies in institutional and political communication on a national level, while operating in the field of qualitative and quantitative research, offering professional advice concerning electoral strategies and proposing training courses to firms and public figures. This partnership will allow students to practically apply their newly acquired theoretical knowledge in a number of different ways.
The goal of this partnership is to complete with practice the theoretical lessons learned in the first few modules offered by our Master: Quorum/YouTrend offers a more hands-on and practice-oriented training, providing students with the right skills and tools to deal with realistic situations which might occur in the world of political communication.
The lessons of the last four modules are organized by Quorum/YouTrend experts Matteo Cavallaro, Martina Carone, Giovanni Diamanti, and Lorenzo Pregliasco.
The general ranking of merit for the academic year 2026/27 will be published on the Italian page of this Master according to the timing provided in the Call.
Information
FAQ
Yes, the Master includes an internship that covers 200 hours and can be carried out both at organizations that already cooperate with our Master (e.g., communication firms, local authorities, associations and political parties), or firms, associations and organizations proposed by the students (provided there is prior authorization). Alternatively, there is the chance to develop a project work decided in collaboration with the board.
Lessons will mainly be delivered in presence or in blended mode.
Upon request and prior authorization of the board, students may be allowed to follow the lessons remotely.
The duration of the Master will cover 25 weekends and lessons will take place on Fridays (2 pm to 6 pm) and Saturdays (9 am to 1 pm and 2 pm to 6 pm) for a total of 300 hours (Friday afternoon and Saturday morning and afternoon for about 25 weeks). Attendance is mandatory for at least 75% of the total amount.
Yes, our Master doesn’t allow more than 25 students to attend, in order to ensure an effective level of training. The selection will be made by carefully evaluating each candidate’s curriculum (maximum of 65 points), dissertation (maximum of 25 points), any other publications (maximum of 5 points), and any additional title that the candidate feels like submitting to the board’s evaluation (maximum of 5 points).
The lessons of the Master will be held by university professors (from and outside Padua), experts of media, political communication, political sciences, sociology, marketing and methodology, and other professionals with a long experience in political communication and political and electoral marketing.