Political Marketing

Code:

MECC006

Acronym:

MP

Instance: 2012/2013 - 2S

Active?	Yes
Responsible unit:	Department of Journalism and Communication Sciences
Course/CS Responsible:	Master in Communication Sciences

Cycles of Study/Courses

Acronym	No. of Students	Study Plan	Curricular Years	Credits UCN	Credits ECTS	Contact hours	Total Time
MECC	12	(OLD STUDY PLAN - do not choose this one) Study Plan: Master's in Communication Sciences	1	-	10	4	4

Teaching language

Portuguese

Objectives

To analyse, from the management standpoint, the concept of marketing as a system that aims to satisfy consumers’ need and as a catalyst in all bargaining activity. To build the bridge for political marketing so as to develop the skills needed to inform and communicate with electors the orientation with respect to of the ideas of the party/ candidate/ government in terms of the needs perceived for the target public.

Program

1. MARKETING
2. INTERNAL DIAGNOSIS
3. EXTERNAL DIAGNOSIS
4. SWOT ANALYSIS
5. GOALS
6. SEGMENTATION
7. POSTIONING
8. DEVELOPMENT OF POLITICAL MARKETING
9. ANALYSIS OF POLITICAL MARKETING
10. POLITIAL MARKETING STRATEGY
11. LIMITATIONS OF POLITICAL MARKETING

Mandatory literature

NEWMAN, Bruce ; Handbook of Political Marketing, , SAGE Publications, United Kingdom, 1999
KOTLER, Philip ; Administração de Marketing: A edição do novo milénio, , 10ª Edição., Prentice-Hall, S. Paulo, 2000

Teaching methods and learning activities

Expository classes in which the theoretical concepts and their application to solve practical cases will be explained. Individual and group work will be encouraged to improve the understanding and practical application of the material covered.

Evaluation Type

Distributed evaluation with final exam

Eligibility for exams

Under the Assessment Regulations there will be two parts to the assessment. A group project (4 members) and a final exam.
Project:
This will be a political marketing plan /image study of a party or candidate.
The work will be presented orally, and each member of the group must participate actively.

The topic has two possible approaches:
1. Preparation of a political marketing plan (candidate or party).
2. Preparation of a political image study of a candidate /political party.

Calculation formula of final grade

Final evaluation: 40% project (25% report + 15% presentation) + 60% exam