Lobbyism and public affairs Codi:  M3.358    Crèdits:  6
Consulta de les dades generals   Descripció   L'assignatura en el conjunt del pla d'estudis   Camps professionals en què es projecta   Coneixements previs   Informació prèvia a la matrícula   Objectius i competències   Continguts   Consulta dels recursos d'aprenentatge de què disposa l'assignatura   Recursos d'aprenentatge i eines de suport   Bibliografia i fonts d'informació   Metodologia   Informació sobre l'avaluació a la UOC   Consulta del model d'avaluació   Avaluació continuada   Feedback  
Aquest és el pla docent de l'assignatura. Us servirà per planificar la matrícula (consulteu si l'assignatura s'ofereix aquest semestre a l'espai del Campus Més UOC / La Universitat / Plans d'estudis). Un cop comenci la docència, heu de consultar-lo a l'aula. El pla docent pot estar subjecte a canvis.

Success at lobbying depends in good measure on the ability to communicate persuasively and convincingly, to the relevant decision-makers, at the adequate time and with the right allies. This course intends to provide students with the working knowledge and tools to learn how to lobby ethically and effectively.
INFORMATION ON THE EVALUATION IN THE MU CORPORATE COMMUNICATION, PROTOCOL AND EVENTS. All the subjects of the máster pass by means of the continuous evaluation. There will be four Continuous Assessment Activity (CAA) challenges linked to the present and new tends and they are also based most of them on real cases. The final grade will be the weighted grade for these activities.

These CAA are related with the following challenges: and 

- Do you understand the foundations of lobbying?

- Do you know how to manage a lobbying campaign?

- Designing a European Lobbying campaign

- Developing a Strategic Development plan

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Lobbyism and public affairs is one of the subjects that students can choose to complete the 18 optional ECTS credits that make up the University Master's Degree in Corporate Communication, Protocol and Events.

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Lobbying is popularly understood as the activity of trying to persuade or pressure a public authority to support laws or rules that favour an organisation, a group or an individual. Lobbying has an important function in our democracies, despite its bad press. Citizens, individually or through interest groups, have the democratic right to interact with authorities to present their views on public decisions. Lobbying can inform public decision-makers with valuable insights and data while it tries to exert influence on policy-making at all levels.

The main areas in which graduates of this master's degree may go on to develop careers are communications departments, institutional relations, public relations agencies, and agencies specializing in lobbying and public affairs.

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It is strongly recommended to have completed all (or at least most) of the compulsory subjects of the master before taking this optional subject.

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The subject is taught in English, but it is not the level of English that is evaluated in it.

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LEARNING OUTCOMES:

  •        Develop a strategic relations plan with the public authorities
  •        Design a lobbying campaign in line with the objectives of the organization  
  •     Understand the fundamentals of lobbying by learning first-hand about national and international lobbying case studies from different sectors: corporate, non-profit and public.

SKILLS:

  • Efficient communication, integrating complex ideas and defending them persuasively.
  • Strategic planning, leadership and implementation of corporate communication plans.
  • Analysis of communicative weaknesses and strengths of an organization for the design of strategic proposals based on the segmentation of publics.
  • Analysis of how political structures operate, and how they can be influenced.
  • Ability to strategically use lobbying and public affairs techniques in the political, business and governmental worlds.
  • Implementation of established research techniques in the field of lobbying and public affairs in an ethical manner.
  • Development and defense of corporate communication projects that include the four phases of strategic planning: research, planning, execution and evaluation.

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Module 1. Lobbying and Interest Groups

1.1. Lobbying and Lobbyists

1.1.1. Typology

1.2. Interest Groups

1.2.1. Concept

1.2.2. Elements

1.2.3. Typology

1.3. Lobbying and Public Affairs in a Democracy: Legitimacy

1.4. The Role of the Press: Agenda-Setting

1.5. Think Tanks, Public Relations and Lobbying

1.6. The Business of Lobbying: Consultancies, Professionals and Deontology

 

Module 2. Strategic Relations with Public Authorities: The Communication Planning Process of RPIE (Research, Planning, Implementation and Evaluation)

2.1. Research

2.1.1. Strategic Research and Analysis

2.1.2. Sources

2.1.3. New Research Tools: Big Data and Artificial Intelligence.

2.2. Planning. Identifying and Defining:

2.2.1. Objectives

2.2.2. Target Groups

2.2.3. Messages

2.2.4. Timing

2.3. Implementation

2.3.1. Main Tools and Techniques

2.3.2. Social Media in Lobbying Campaigns

2.4. Evaluation

 

Module 3. Comparative Lobbying, Campaign Finance and Fund-Raising

3.1. The European Union

3.1.1. Brief History

3.1.2. Lobbying the European Union's Main Institutions and Bodies

3.1.3. The EU's Ordinary Legislative Procedure: Co-Decision

3.1.4. Regulation of Lobbying. The European Transparency Register

3.2. Lobbying in Spain: Regulation and Practice

3.2.1. The Transparency Law. Regional and Sectoral Transparency Regulation.

3.3. Transparency in European Countries. An Overview.

3.4. Lobbying in the United States

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Material Suport
Entrevista Francesc Bellavista Audiovisual
Entrevista Barbara Morales Audiovisual
Entrevista Antoni Torras Audiovisual
Entrevista Ignasi Centellas Audiovisual

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Complemenary materials and information about support tools will be provided through the Resources and Message Board section.

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  •        Bitonti, A.; Harris, P. (eds.) (2017). Lobbying in Europe. Public Affairs and the Lobbying Industry in 28 EU Countries. Palgrave Macmillan.
  •        Harris, P.; Fleisher, C. S. (eds.) (2017). The SAGE Handbook of International Corporate and Public Affairs. London: Sage Publications.
  •        Lovejoy, K.; Saxton, G. D. (2012). "Information, Community, and Action: How Non-profit Organizations use Social Media". Journal of Computer-Mediated Communication.
  •        Obar, J. A.; Zube, P.; Lampe, C. (2012). "Advocacy 2.0: An analysis of how advocacy groups in the United States perceive and use social media as tools for facilitating civic engagement and collective action". Journal of Information Policy.
  •        OECD (2012). Lobbyists, Governments and Public Trust, Volume 2. Promoting Integrity through Self-regulation. OECD Publishing. France.

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The learning methodology of this course is based on the work that has to be developed by each continuous assessment activity. This continuous assessment is a perfect strategy integrated in the learning process, conceived as a mechanism to learn and give reciprocal feedback.

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El procés d'avaluació es fonamenta en el treball personal de l'estudiant i pressuposa l'autenticitat de l'autoria i l'originalitat dels exercicis realitzats.

La manca d'autenticitat en l'autoria o d'originalitat de les proves d'avaluació; la còpia o el plagi; l'intent fraudulent d'obtenir un resultat acadèmic millor; la col·laboració, l'encobriment o l'afavoriment de la còpia, o la utilització de material o dispositius no autoritzats durant l'avaluació, entre d'altres, són conductes irregulars que poden tenir conseqüències acadèmiques i disciplinàries greus.

D'una banda, si es detecta alguna d'aquestes conductes irregulars, pot comportar el suspens (D/0) en les activitats avaluables que es defineixin en el pla docent –incloses les proves finals– o en la qualificació final de l'assignatura, sigui perquè s'han utilitzat materials o dispositius no autoritzats durant les proves, com ara xarxes socials o cercadors d'informació a internet, perquè s'han copiat fragments de text d'una font externa (internet, apunts, llibres, articles, treballs o proves d'altres estudiants, etc.) sense la citació corresponent, o perquè s'ha practicat qualsevol altra conducta irregular.

De l'altra, i d'acord amb les normatives acadèmiques, les conductes irregulars en l'avaluació, a més de comportar el suspens de l'assignatura, poden donar lloc a la incoació d'un procediment disciplinari i a l'aplicació, si escau, de la sanció que correspongui.

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Aquesta assignatura només es pot superar a partir de l'avaluació contínua (AC). La nota final d'avaluació contínua esdevé la nota final de l'assignatura. La fórmula d'acreditació de l'assignatura és la següent: AC.


Ponderació de les qualificacions

Opció per superar l'assignatura: AC

Nota final d'assignatura: AC

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This subject can only be passed through a Continuous Assessment (CA). The final mark on the continuous assessment will be the final mark for the subject. The subject's accreditation formula is as follows: CA

 

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After the deadline for delivering each Continuous Assessment Activity (CAA), the consultant will provide students with a solution to the exercise through the Message Board. He or she will post the grade for each student on the Assessment Register and a personal commentary.

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