Veidlapa Nr. M-3 (8)
Study Course Description
Political Marketing
Course Code
SZF_291
Branch of Science
Library Science; Media and communications
ECTS
3.00
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
SZF, Kuldigas Street 9C, 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
|
% from total grade
|
Grade
|
|---|---|---|
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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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||
|
2.
Self-reflection on course learning |
25.00% from total grade
|
10 points
|
|
Analysis of gains and failures, assessment of their work and that of colleagues. |
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|
3.
Group research and presentations |
30.00% from total grade
|
10 points
|
|
According to the description of seminar tasks provided in E-Studies, 3 different research work should be carried out. |
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Examination
|
Title
|
% from total grade
|
Grade
|
|---|---|---|
|
1.
Political Marketing campaign offer |
45.00% from total grade
|
10 points
|
Study Course Theme Plan
FULL-TIME
Part 1
-
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
|
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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|---|---|---|
|
On site
|
Auditorium
|
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
|
Location
|
Contact hours
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|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
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Political parties: their types, functions and mechanisms for their implementation. Party place and role in the policy process.
|
-
Lecture
|
Modality
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Location
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Contact hours
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|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Funding models for political parties (private and public funding), financial constraints imposed by the State on political advertising campaigns, etc. Legal framework for pre-election and electoral process in Latvia – who may stand, who may vote, who may/may not advertise.
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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
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Topics
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Theoretical model of planning and organizing a political marketing campaign. Theoretical model for implementing and monitoring a political marketing campaign.
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-
Class/Seminar
|
Modality
|
Location
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Contact hours
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|---|---|---|
|
On site
|
Auditorium
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2
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Topics
|
Analysis and evaluation of advertising campaigns of political parties that started in the 14. Saeima elections (October 2022)
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-
Class/Seminar
|
Modality
|
Location
|
Contact hours
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|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Analysis and evaluation of advertising campaigns of political parties that started in the 14. Saeima elections (October 2022)
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-
Class/Seminar
|
Modality
|
Location
|
Contact hours
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|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
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?
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
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?
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
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|---|---|---|
|
On site
|
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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-
Video Lecture
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Modality
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Location
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Contact hours
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|---|---|---|
|
On site
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Study room
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2
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Topics
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History of marketing campaigns of Latvian political parties - videos
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-
Class/Seminar
|
Modality
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Location
|
Contact hours
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|---|---|---|
|
On site
|
Auditorium
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2
|
Topics
|
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.
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Study room
|
2
|
Topics
|
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.
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Developing a strategic plan for a political party’s marketing campaign. Development of the organisational plan for the marketing campaign of a political party - evaluation of the financial resources and capabilities of the marketing campaign, the content and timeline of real activities.
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Study room
|
2
|
Topics
|
Developing a strategic plan for a political party’s marketing campaign. Development of the organisational plan for the marketing campaign of a political party - evaluation of the financial resources and capabilities of the marketing campaign, the content and timeline of real activities.
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Study room
|
2
|
Topics
|
Developing a strategic plan for a political party’s marketing campaign. Development of the organisational plan for the marketing campaign of a political party - evaluation of the financial resources and capabilities of the marketing campaign, the content and timeline of real activities.
|
-
Consultation
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Modality
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Location
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Contact hours
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|---|---|---|
|
On site
|
Study room
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2
|
Topics
|
Consultation as needed
|
-
Test
|
Modality
|
Location
|
Contact hours
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|---|---|---|
|
On site
|
Study room
|
2
|
Topics
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Exam
|
Total ECTS (Creditpoints):
3.00
Contact hours:
32 Academic Hours
Final Examination:
Exam (Written)
Bibliography
Required Reading
1.
Philip John Davies and Bruce I. (2006). Newman, Winning Elections With Political Marketing. (nav jaunāka izdevuma)
2.
Wayne P., Ph.D. Steger, Sean Q. Kelly, and J. Mark, Ph.D. (2006). Wrighton, Campaigns And Political Marketing. (nav jaunāka izdevuma)
3.
Minozzi, W., & Woon, J. (2013). Lying aversion, lobbying, and context in a strategic communication experiment. Journal of Theoretical Politics, 25(3), 309–337.). (nav jaunāka izdevuma)
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. (nav jaunāka izdevuma)
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. (nav jaunāka izdevuma)
11.
Considerations on the evolution of political marketing. Butler, P., & Harris, P. (2009). marketing theory. 9(2), 149–164. (nav jaunāka izdevuma)
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.