Political Marketing

Within the context of important elections and referenda in the Western world, propaganda, persuasion, and political manipulation have always existed. However, in a rapidly changing world, political allegiances and convictions shift more quickly than ever. Politicians, political programs, and political measures are products that have to be sold like any other; therefore, political marketing must also fluctuate in response. Whatever the political content, it can be made attractive to the citizen using special tactics and strategies.

This course focuses on what political marketing is and how it works. You will study how political leaders, ideas, candidates, parties, programs, and actions are sold on the political market. Important concepts like branding, targeting, positioning, e-marketing, and framing will be analyzed from a political science perspective. You will be able to describe aggressive, defensive, sales-oriented, and populist strategies, as well as explore the importance of political market research. You will also compare the US and the host culture forms of political marketing. Finally, we will discuss the impact and consequences political marketing may have on democracy and the governance of states.