How are politics and marketing related? How are marketing principles and techniques practised in politics? This course aims to familiarize students with how politicians, political candidates, political parties, elected officials, governments and other political actors utilize marketing concepts and techniques to win elections and remain in office. Making use of fundamental concepts of political marketing and up-to-date research, Politics and Marketing explores such topics as the emergence of political consumer, market-orientation and strategy, market segmentation, market research, e-marketing, product development and re-development, branding, political marketing and marketing in government.
- Cwalina, W., Falkowski, A., Newman, B. I. (2015). Political Marketing: Theoretical and Strategic Foundations. New York: Routledge Publishing.
- Lees-Marshment, J. (2011). The Political Marketing Game. UK: Palgrave Macmillan.
- O'Shaughnessy, N. J. (1990). The Phenomenon of Political Marketing. New York: Palgrave Macmillan.
Other Sources
Various books and articles documenting the theory and practice of political marketing.
Course Schedules
Week
Contents
Learning Methods
1. Week
Key concepts of marketing and their meaning for individuals, companies, society and politics.
- Eclectic, lecturing, discussion.
2. Week
Key concepts of marketing and their meaning for individuals, companies, society and politics.
- Eclectic, lecturing, discussion.
3. Week
Digitising the marketplace and its implications for the future.
- Eclectic, lecturing, discussion.
4. Week
Digitising the marketplace and its implications for the future.
- Eclectic, lecturing, discussion.
5. Week
Evaluating opportunities in the changing marketing environment.
- Eclectic, lecturing, discussion.
6. Week
Marketing commercial products/services vs. ideas, ideals, beliefs, attitudes and behaviour.
- Eclectic, lecturing, discussion.
7. Week
Marketing commercial products/services vs. ideas, ideals, beliefs, attitudes and behaviour.
- Eclectic, lecturing, discussion.
8. Week
Mid-Term Exam
Mid-Term Exam
9. Week
Mid-Term Exam
Mid-Term Exam
10. Week
Political marketing and core elements of political communication.
- Eclectic, lecturing, discussion.
11. Week
Political marketing and core elements of political communication.
- Eclectic, lecturing, discussion.
12. Week
Forming and shaping public opinion, mobilizing voters and marketing political campaigns.
- Eclectic, lecturing, discussion.
13. Week
Examples of political communication and political marketing from around the world.
- Eclectic, lecturing, discussion.
14. Week
Examples of political communication and political marketing from around the world.
- Eclectic, lecturing, discussion.
15. Week
Final Exam
Final Exam
16. Week
Final Exam
Final Exam
17. Week
Final Exam
Final Exam
Assessments
Evaluation tools
Quantity
Weight(%)
Midterm(s)
1
40
Quizzes
1
10
Homework / Term Projects / Presentations
1
10
Final Exam
1
40
Program Outcomes
PO-1
Demonstrates a basic level of understanding in related disciplines (such as economics, sociology, psychology, quantitative sciences, etc.) that form a foundation for business administration, and makes use of and applies them to the field of business.
PO-2
Applies mathematical, scientific and social knowledge to business problems.
PO-3
Demonstrates a basic level of understanding in business functions and management (such as management, production, marketing, accounting, finance, human resources, behavioural sciences, etc.) and interprets the theoretical arguments focusing on interactions between the actors and the cultures in the field.
PO-4
Determines how to use acquired theoretical and practical knowledge and skills related to business in application and field analysis and applies them.
PO-5
Identifies and evaluates the relations in the field of business; describes the problems and presents analytical solutions through modelling and interpreting (critical thinking).
PO-6
Designs a business process in any functional stage that complies with identified objectives.
PO-7
Develops effective business communication skills (written-verbal/formal-informal).
PO-8
Owns effective working skills individually or on a team in business and multidisciplinary fields.
PO-9
Acts with a sense of professional and ethical responsibility.
PO-10
Improves effective verbal and written communication skills in English, and acquires competence in minimum one foreign language.
Learning Outcomes
LO-1
Students recognise key concepts of marketing theory and practice.
LO-2
Students explain how politics and marketing work together to pursue a common goal.
LO-3
Students acquire an awareness of the range of marketing tools and concepts utilised in politics today.
LO-4
Students recognize the principles and elements of marketing in running political campaigns.
LO-5
Students analyse the peculiarities of cooperation between politics and marketing.
LO-6
Students develop a better perception of politics and democracy.
