Veidlapa Nr. M-3 (8)
Study Course Description
Political Marketing
Course Code
SZF_124
Branch of Science
Library Science; Media and communications
ECTS
4.00
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.After mastering the course, students understand the nature of political communication, political marketing, defence of interests and lobbyism. Able to critically evaluate ethical aspects of political communication.
Skills
1.After mastering the course, students are able to develop political and lobbyism campaign strategies based on theoretical knowledge.
Competences
1.After mastering the course, students are able to analyse the process of a political campaign, to evaluate it critically from the ethical point of view and based on communication theories.
Assessment
Individual work
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Title
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% from total grade
|
Grade
|
|---|---|---|
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1.
Individual work |
-
|
-
|
|
Analysis of a pre-election campaign of a selected political party.
Essay on theoretical aspects of political marketing or lobbyism, analysing them in the context of the modern information space.
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
|
Title
|
% from total grade
|
Grade
|
|---|---|---|
|
1.
Examination |
-
|
-
|
|
Analysis and evaluation of the political marketing implemented by the political parties that ran in the selected RD extraordinary elections.
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2.
Examination |
-
|
-
|
|
Ability to understand the theory and integrate it into practical work - up to 7 points.
Ability to understand the theory and integrate it into practical work, as well as provide a theory-based rationale to the selected campaign strategy, methods and use of tools - from 7 to 10 points.
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Study Course Theme Plan
FULL-TIME
Part 1
-
Lecture
|
Modality
|
Location
|
Contact hours
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|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Democracy, state and political marketing - basic concepts and concepts.
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-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Different levels of national and international administration - the principles and functions 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
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Political parties - their types, functions and their implementation mechanisms. The place and role of parties in the political process.
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Financing models of political parties (private and public financing), state-defined political advertising campaign financing, etc. restrictions.
|
-
Lecture
|
Modality
|
Location
|
Contact hours
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|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Legal regulation of pre-election and election process in Latvia - who can run for office, who can vote, who can/can't advertise.
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
A theoretical model of political marketing campaign planning and organization.
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-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
A theoretical model of political marketing campaign implementation and monitoring.
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-
Class/Seminar
|
Modality
|
Location
|
Contact hours
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|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
14. Analysis and evaluation of advertising campaigns of political parties that started in the Saeima elections (October 2022).
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-
Class/Seminar
|
Modality
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Location
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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?
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-
Class/Seminar
|
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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Development of the ideological concept of the political party - creation of basic ideas and settings of the political party that meet the requirements of the Latvian market.
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-
Class/Seminar
|
Modality
|
Location
|
Contact hours
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|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Development of a strategic plan for a political party's marketing campaign.
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-
Class/Seminar
|
Modality
|
Location
|
Contact hours
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|---|---|---|
|
On site
|
Auditorium
|
2
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Topics
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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.
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Total ECTS (Creditpoints):
4.00
Contact hours:
24 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.