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Political Marketing

IMC 532

This course is offered in:

Top Three Course Takeaways

  1. Examine how social media and other digital platforms can be used to increase voter outreach.
  2. Identify how a candidate’s image impacts the overall theme and objectives of a political campaign.
  3. How to evaluate a political marketing campaign post-election.

Course Topics

  • Political Marketing Foundations - History, Theories and Definitions
  • Political Campaign Management - Structure, Staffing and Funding
  • Message Development – Messaging, Strategies and Analysis
  • Image – Candidate, Campaign Themes and Emotions
  • The Use of Traditional and Digital/Social Media in Voter Outreach
  • Earned Media and Paid Media Advertising Tools
  • Post-Election – Fostering and Maintaining Trust

WORKLOAD:   (8-10 hours per week)

This course examines political marketing strategies through an integrated marketing communications framework. Students strategize and apply a political marketing plan within the context of today's elections and political climate.

Course Learning Outcomes:

  • Define the basic foundations of political marketing communications strategy from a historical perspective and theoretical influences.
  • Compare and contrast strategies to organize a staff and develop a coherent message and image based on a strategic plan.
  • Determine marketing communications tactics to maximize voter outreach, using print, electronic and digital tools for message dissemination.
  • Devise a strategy to build a positive working relationship with the media.
  • Propose a marketing communications plan for a political candidate that maintains and enhances relationships with multiple audiences.

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