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