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The Reed College of Media and College of Creative Arts will merge to form the new WVU College of Creative Arts and Media as of July 1, 2024. Get details.

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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