Veidlapa Nr. M-3 (8)
Study Course Description
Political Marketing
Course Code
SZF_111
Branch of Science
Library Science; Media and communications
ECTS
5.00
Target Audience
Communication Science; Political Science
LQF
Level 6
Study Type And Form
Full-Time
Study Course Implementer
Course Supervisor
Lelde Metla-Rozentāle
Structure Unit Manager
Ieva Puzo
Structural Unit
Faculty of Social Sciences
Contacts
Dzirciema street 16, Rīga, szf@rsu.lv
About Study Course
Objective
To create an understanding of the fundamental issues of politics - the state, its structure, governance models, political parties, elections, etc., as well as to provide insight into the significance of communication in the political environment - about the essence of political marketing, principles, and the methods of developing and managing strategies and tactics for political campaigns. Throughout the course, students will conduct practical analyses of political parties and their campaigns, and, based on the conclusions drawn from the research, they will develop an alternative proposal for a political party and campaign.
Preliminary Knowledge
Understanding how to effectively communicate with various target audiences, which includes knowledge of using mass media, social media, and other communication channels to build and maintain a positive political image and promote political messages.
The ability to analyze and critically evaluate the effectiveness of political parties and their campaigns using various analytical tools and methods, and to perform market segmentation and target audience analysis to develop effective campaign strategies.
Skills in producing high-quality written and visual materials, with the ability to clearly and convincingly present one's arguments being important.
The course format includes group projects, during which students must be able to effectively collaborate to develop political campaign plans and strategies.
The ability to self-discipline and plan one's time is necessary.
Learning Outcomes
Knowledge
1.Basic knowledge in politics, as well as advanced knowledge of political communication, political marketing, and political campaigns.
Skills
1.Skills in developing strategic and organizational plans for political party marketing campaigns.
Competences
1.Competence in analyzing the image and campaigns of political parties and critically evaluating these processes.
Assessment
Individual work
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Title
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% from total grade
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Grade
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|---|---|---|
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1.
Individual work |
-
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-
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1. Development and presentation of seminar group works, according to the task specified in E-studies.
2. Essay - reflection on what has been learned during the course, must be developed in accordance with the work assignment specified in E-studies.
In order to evaluate the quality of the study course as a whole, the student must fill out the study course evaluation questionnaire on the Student Portal.
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Examination
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Title
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% from total grade
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Grade
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|---|---|---|
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1.
Examination |
-
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-
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Analysis of a specific election/party advertising campaign (the topic is adapted to the current political situation).
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2.
Examination |
-
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-
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Seminar task presentations must be substantively and visually well-prepared, providing detailed answers to the assigned questions.
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3.
Examination |
-
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-
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|
Lectures must be attended until the last module class, with attendance at lectures and seminars needing to be at least 50% (seminar make-up sessions do not count as class attendance). Unjustified absences from five classes can result in a 30% reduction of the final grade from the total score. If attendance is below 50%, the module must be retaken the following academic year for an additional fee.
Active participation in seminar presentations and discussions is required, where a well-researched and reasoned opinion must be expressed.
Seminar task presentations must be substantively and visually well-prepared, providing detailed answers to the assigned questions.
These presentations must be submitted in E-studies by the specified deadlines.
A report must be submitted, following the requirements - minimum of 3,000 words, maximum of 4,500 words (excluding title page, table of contents, bibliography), font size – 12 (Times New Roman), line spacing – 1.5. For additional information on the report content, please see the "Reports" section.
The exam must be successfully passed.
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Study Course Theme Plan
FULL-TIME
Part 1
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Lecture
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Modality
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Location
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Contact hours
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|---|---|---|
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On site
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Auditorium
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2
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Topics
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Democracy, state and political marketing – basic concepts and concepts.
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-
Lecture
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Modality
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Location
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Contact hours
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|---|---|---|
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On site
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Auditorium
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2
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Topics
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Different levels of national and international government - principles and functions of the structure of regional municipalities, the national parliament (Saeima) and the European Parliament - their differences and potential impact on the marketing campaign
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-
Lecture
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Modality
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Location
|
Contact hours
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|---|---|---|
|
On site
|
Auditorium
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2
|
Topics
|
Political parties - their types, functions and their implementation mechanisms. The place and role of parties in the political process
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-
Lecture
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Modality
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Location
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Contact hours
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|---|---|---|
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On site
|
Auditorium
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2
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Topics
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Financing models of political parties (private and public financing), state-defined political advertising campaign financing, etc. restrictions
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-
Lecture
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Modality
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Location
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Contact hours
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|---|---|---|
|
On site
|
Auditorium
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2
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Topics
|
Legal regulation of pre-election and election process in Latvia - who can run for office, who can vote, who can/can't advertise.
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-
Lecture
|
Modality
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Location
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Contact hours
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|---|---|---|
|
On site
|
Auditorium
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2
|
Topics
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A theoretical model of political marketing campaign planning and organization
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-
Lecture
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Modality
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Location
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Contact hours
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|---|---|---|
|
On site
|
Auditorium
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2
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Topics
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A theoretical model of political marketing campaign implementation and monitoring
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-
Class/Seminar
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Modality
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Location
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Contact hours
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|---|---|---|
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On site
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Auditorium
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2
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Topics
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Analysis and evaluation of advertising campaigns of political parties that started in the 14. Saeima elections (October 2022)
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-
Class/Seminar
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Modality
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Location
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Contact hours
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|---|---|---|
|
On site
|
Auditorium
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2
|
Topics
|
Analysis and evaluation of advertising campaigns of political parties that started in the 14. Saeima elections (October 2022)
|
-
Class/Seminar
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Modality
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Location
|
Contact hours
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|---|---|---|
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On site
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Auditorium
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2
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Topics
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Political market research - analysis of Latvian society's political demand, market segmentation - which consumer wants to buy what, what ideas does the Latvian consumer like/dislike?
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Class/Seminar
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Modality
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Location
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Contact hours
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|---|---|---|
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On site
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Auditorium
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2
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Topics
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Development of the ideological concept of a political party - creation of basic ideas and settings of a political party that meet the requirements of the Latvian market
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Class/Seminar
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Modality
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Location
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Contact hours
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|---|---|---|
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On site
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Auditorium
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2
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Topics
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Development of a strategic plan for a political party's marketing campaign
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-
Class/Seminar
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Modality
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Location
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Contact hours
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|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Development of the organizational plan of the marketing campaign of the political party - financial, etc. of the marketing campaign. resource identification and assessment of opportunities, substantive and time schedule of actual activities
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Development of the organizational plan of the marketing campaign of the political party - financial, etc. of the marketing campaign. resource identification and assessment of opportunities, substantive and time schedule of actual activities
|
Total ECTS (Creditpoints):
5.00
Contact hours:
28 Academic Hours
Final Examination:
Exam (Written)
Bibliography
Required Reading
1.
Philip John Davies and Bruce I. (2006). Newman, Winning Elections With Political Marketing.
2.
Wayne P., Ph.D. Steger, Sean Q. Kelly, and J. Mark, Ph.D. (2006). Wrighton, Campaigns And Political Marketing.
3.
Minozzi, W., & Woon, J. (2013). Lying aversion, lobbying, and context in a strategic.
4.
Myers, C. (2018). Public relations or “grassroots lobbying” ? How lobbying laws are re-de fi ning PR practice. Public Relations Review, 44(1), 11–21. h
5.
Davidson, S. (2016). Public relations theory: An agonistic critique of the turns to dialogue and symmetry.
6.
Sampedro, V. (2011). Introduction: New Trends and Challenges in Political Communication.
7.
Hoffjann, O. (2018). The role of play in strategic communication.
8.
Scott, J. C. (2015). The Social Process of Lobbying? Cooperation or Collusion? New York: Routledge.
9.
Yackee, Susan, W. 2015. Invisible (And visible) lobbying: The case of state regulatory policy making. State Politics & Policy Quarterly 15(3): 322 –44.
10.
Ormrod, R. P., & Savigny, H. (2011). Political market orientation : A framework for understanding relationship structures in political parties.
11.
Considerations on the evolution of political marketing. Butler, P., & Harris, P. (2009). marketing theory. 9(2), 149–164.
Additional Reading
1.
A. Maksimov. (1999). Čistije I graznije tehnologii viborov.
2.
Röttger, U., & Preusse, J. (2013). External Consulting in Strategic Communication: Functions and Roles Within Systems Theory. 99–117.
3.
McGrath, C. (2007). Framing lobbying messages: defining and communicating political issues persuasively. J. Publ. Aff., 7: 269-280.
4.
Tusinski, K. (2007). A Description of Lobbying as Advocacy Public Relations. International Public Relations Research Conference. 563-570.
5.
Bitonti, Alberto and Phill Harris. (2017). Lobbying in Europe. Public affairs and the Lobbying industry in 28 EU countries. London: Palgrave MacMillan.
6.
Baumgartner, Frank, R., Jeffrey M. Berry, Marie Hojnacki, et. al. (2008). Lobbying and Policy Change: Who Wins, Who Loses, and Why. Chicago: The University of Chicago Press.
7.
Henneberg, S. C., Scammell, M., & Shaughnessy, N. J. O. (2009). theories of democracy. 9(2), 165–188.
8.
Ormrod, R. P., & Savigny, H. (2011). Political market orientation : A framework for understanding relationship structures in political parties.