This module gives students the opportunity to explore the ways in which political marketing, an academic blend of political science, management and strategic communications, impacts on modern political life. The primary aim of this module is to allow student engagement with the literature and academic analysis of political marketing, much of which is international in outlook, in order to apply it to the Irish context. It addresses a range of topics, from a theoretical appreciation of political marketing, to practical application of campaign management techniques, to an understanding of the arguments for and against its use in a democracy.
Essential political marketing concepts
Introduction to political marketingLees-Marshment’s Market Orientation TheoryHenneberg’s Postures of Strategic Political Marketing
Applications of political marketing
Marketing election campaignsThe permanent campaignBranding and image managementSocial media and political marketingMarket research and market intelligence
Issues in political marketing
Political marketing and democracyFuture trends in political marketing
The module will be taught by lecture incorporating group discussion. Primary sources (political marketing and campaign ephemera, social media etc) will be built into classes as ancillary learning material.
| Module Content & Assessment | |
|---|---|
| Assessment Breakdown | % |
| Other Assessment(s) | 100 |