To know and understand the main notions of political marketing; to know and understand the different types of political marketing in relation to the political and institutional structure of democratic systems; to autonomously define and evaluate the traits of an adequate political marketing strategy in the light of the political context; to autonomously define a political marketing strategy starting from a set of given variables (regimes, roles, candidates); to know, analyse and communicate the relative contribution of the mass media to a successful political marketing strategy.
Course Prerequisites
For students enrolled in COD, interest in political analysis and new media analysis is assumed. Possession of a three-year degree that focuses on these skills may facilitate the successful attendance of the course.
Teaching Methods
The chosen teaching methods are aimed at the participiative involvement of students. Therefore, the frontal lessons will be accompanied by seminar discussions, in which students will be invited to participate.
Assessment Methods
In the light of the teaching objectives outlined above, students are given a written test, which consists of "open" questions, in which the mode of response are not specified in advance. The test aims to ascertain both the skills learned during the course, and the ability to process independently the topics and contents of the course, so it is considered an appropriate tool to verify the achievement of teaching objectives. Alternatively, students may opt to compose a paper relating to the in-depth study of one or more of the topics addressed in class.
Texts
Massimo Cacciotto, "Il nuovo marketing politico. Vincere le elezioni e governare al tempo della politica veloce", Bologna, Il Mulino, 2019.
Contents
The course will examine the main notions of political marketing, as well as their application to concrete cases, in order to transfer appropriate skills so as to autonomously define, classify and develop political marketing strategies that take into account the political variables in relation to the practical cases. Therefore, for illustrative purposes, the course will consider the following topics - political and institutional marketing; - the role of mass media and digital communication in connection with political marketing; - political leadership, political marketing, followers: some case studies; - the political market and operational marketing strategies; - competitive democracies and political marketing.
