| CODE | MRK3015 | |||||||||
| TITLE | Political Marketing | |||||||||
| UM LEVEL | 03 - Years 2, 3, 4 in Modular Undergraduate Course | |||||||||
| MQF LEVEL | Not Applicable | |||||||||
| ECTS CREDITS | 4 | |||||||||
| DEPARTMENT | Marketing | |||||||||
| DESCRIPTION | Drawing on academic research and international practice in political marketing, students will be able to analyze and evaluate how political marketing uses business techniques to inform and persuade; shaping strategic behaviours designed to satisfy voter needs and wants. Through discussion, debate and team presentations, students can explore and merge the academic literature with practice. Analysing latest campaign ideas and theories; examining actual campaign practices and techniques. Integrating the application of marketing techniques and concepts to the political sphere. The study-unit will explore the nature of modern political parties and governments, focusing on leadership, management, branding, campaigning, media, advertising and social marketing. It will discuss and debate how different political parties, politicians and governments across the globe uses political marketing tools to build their image, package their message, win campaigns and market their delivery in government. Study-Unit Aims: Political marketing is a research-led study-unit, introducing students to how political parties, candidates, elected officials and governments around the globe utilize marketing concepts and techniques to win elections and remain in government. Referring to latest international literature, this study-unit examines a wide range of political marketing topics. The study-unit provides students with comparative view points about political marketing campaigns and strategies, being implemented in different countries; whilst presenting a modern and realistic understanding of how political campaigns work in the 21st century. Learning Outcomes: 1. Knowledge & Understanding: By the end of the study-unit the student will be able to: - Develop a critical understanding of political marketing; - Explore the strategies of political marketing in practice; - Critically reflect the impact of political marketing on organisations and democracy; - Critically access the various perspectives of the political product; - Understand the complexities in political campaigning and management, whilst accessing real life examples. 2. Skills: By the end of the study-unit the student will be able to: - Consolidate cross-disciplinary analysis between marketing, media and politics; - Explore campaign strategy development and obtain comprehensive awareness on the marketing concepts and techniques utilized in the political sphere; - Evaluate the uses and consequences of political marketing; - Formulate independent thinking to campaigning; - Envisage skills in political management; - Evaluate ideas from past practice and research to future situations, making recommendations for action. Main Text/s and any supplementary readings: Main Text: Lees-Marshment, J., 2014. Political Marketing: Principles and Applications. 2nd ed. London and New York: Routledge. Supplementary Readings: Lees-Marshment, J., 2015. Routledge Handbook of Political Marketing. London, Routledge. McNair, B., 2017. An introduction to political communication. 6th ed. London: Routledge. |
|||||||||
| STUDY-UNIT TYPE | Lecture | |||||||||
| METHOD OF ASSESSMENT |
|
|||||||||
| LECTURER/S | ||||||||||
|
The University makes every effort to ensure that the published Courses Plans, Programmes of Study and Study-Unit information are complete and up-to-date at the time of publication. The University reserves the right to make changes in case errors are detected after publication.
The availability of optional units may be subject to timetabling constraints. Units not attracting a sufficient number of registrations may be withdrawn without notice. It should be noted that all the information in the description above applies to study-units available during the academic year 2025/6. It may be subject to change in subsequent years. |
||||||||||