Political Marketing (SZF_124)
About Study Course
Objective
To create an understanding of the fundamental issues of politics - the state, its structure, governance models, political parties, elections, etc., as well as to provide insight into the significance of communication in the political environment - about the essence of political marketing, principles, and the methods of developing and managing strategies and tactics for political campaigns. Throughout the course, students will conduct practical analyses of political parties and their campaigns, and, based on the conclusions drawn from the research, they will develop an alternative proposal for a political party and campaign.
Prerequisites
Understanding how to effectively communicate with various target audiences, which includes knowledge of using mass media, social media, and other communication channels to build and maintain a positive political image and promote political messages.
The ability to analyze and critically evaluate the effectiveness of political parties and their campaigns using various analytical tools and methods, and to perform market segmentation and target audience analysis to develop effective campaign strategies.
Skills in producing high-quality written and visual materials, with the ability to clearly and convincingly present one's arguments being important.
The course format includes group projects, during which students must be able to effectively collaborate to develop political campaign plans and strategies.
The ability to self-discipline and plan one's time is necessary.
Learning outcomes
After mastering the course, students understand the nature of political communication, political marketing, defence of interests and lobbyism. Able to critically evaluate ethical aspects of political communication.
After mastering the course, students are able to develop political and lobbyism campaign strategies based on theoretical knowledge.
After mastering the course, students are able to analyse the process of a political campaign, to evaluate it critically from the ethical point of view and based on communication theories.
Study course planning
| Study programme | Study semester | Program level | Study course category | Lecturers | Schedule |
|---|---|---|---|---|---|
| Public Relations, SA | 5 | Bachelor’s | Limited choice | Lelde Metla-Rozentāle, Romāns Gagunovs | |
| International Relations - European Studies, SE | 3 | Bachelor’s | Limited choice | Lelde Metla-Rozentāle, Romāns Gagunovs |
