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Presentation
Presentation
The course unit Political Marketing and Communication Strategy aims to provide students with skills in political marketing and communication strategy through the study of key theories and concepts, the analysis of political actors, and the examination of concrete case studies.
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Class from course
Class from course
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Degree | Semesters | ECTS
Degree | Semesters | ECTS
Master Degree | Semestral | 6
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Year | Nature | Language
Year | Nature | Language
1 | Mandatory | Português
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Code
Code
ULHT6997-26332
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Prerequisites and corequisites
Prerequisites and corequisites
Not applicable
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Professional Internship
Professional Internship
Não
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Syllabus
Syllabus
Marketing and Political Marketing Politics as a market and analysis of the political market Sales techniques adapted to the political market Political communication The political marketing plan Organizational principles of a political organization's Marketing Department Communicating in politics: speech and agenda Virtualization of Political Communication Analysis of case studies
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Objectives
Objectives
By the end of this course unit, students should be able to: Differentiate between political marketing and communication strategies and political content; Understand the historical origins of political marketing and its importance for governments, parties, and movements in democratic contexts; Identify and describe the various strategies and tools of political marketing and communication; Recognise and critically assess the changes, challenges, and opportunities brought by the widespread use of social media in political marketing; Identify, analyse, and construct case studies of political campaigns and communication; Understand the necessary steps to develop a political marketing or communication campaign.
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Teaching methodologies
Teaching methodologies
The course unit is based on the following teaching methodologies: reading and debate; analysis and construction of case studies; and the development of a group project on a political communication campaign. The theory-oriented teaching methods aim to ensure that students become familiar with the most relevant literature in the field, understand the historical origins of political marketing and communication, and grasp the factors that determine the design and implementation of these strategies and campaigns. In the final module, students are expected to apply the concepts learned by analysing case studies and constructing a political communication campaign.
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References
References
Aaker, J. and Chang, V. (2009). Obama and the Power of Social Media and Technology. Stanford Graduate School of Business. https://www.gsb.stanford.edu/faculty-research/case-studies/obama-power-social-media-technology. Dan, V., Ihlen, Ø., & Ravasi, D. (2025). Let me be perfectly unclear: Strategic ambiguity in political communication. Communication Theory, 35(1), 96-106. Kate Kenski and Kathleen Hall Jamieson (2019). The Oxford Handbook of Political Communication. OUP. Lees-Marshment, Jennifer et al. (2019), Political Marketing, Principles and Applications (3rd Edition). London: Routledge. Riedl, M. J., Lukito, J., & Woolley, S. C. (2023). Political Influence on Social Media: An Introduction. Social Media + Society, 9(2).
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Assessment
Assessment
Descrição dos instrumentos de avaliação (individuais e de grupo) ¿ testes, trabalhos práticos, relatórios, projetos... respetivas datas de entrega/apresentação... e ponderação na nota final.
Exemplo:
Descrição
Ponderação
Proposta trabalho em grupo
25%
Trabalho Final Individual
50%
Participação
25%
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Mobility
Mobility
No
