Curricular Unit:Code:
Political Marketing1142MKPO
3UndergraduatePolitical Science and International Relations6 ects
Learning Period:Language of Instruction:Total Hours:
Spring SemesterPortuguese/English78
Learning Outcomes of the Curricular Unit:
The Political Marketing program aims to give students theoretical and practical knowledge, properly conceptualized to allow them to understand the nature of Political Marketing and its importance in the current context of industrialized societies. In this regard, the objectives will be developed, the means and the strategies of the vote and the electoral action of political marketing, so that the student can, when need, collaborate or develop marketing strategies for a political party, a politician or political entity.
Political Marketing Fndamentals, Marketing and politic, Historic view of political Marketing, Political Marketing: power strategy, Political communication and mass media, The study of electoral market and the analysis of voters behaviour, Electoral strategy and action, Communication as strategic political Marketing, Political Marketing and Internet.
Demonstration of the Syllabus Coherence with the Curricular Unit's Objectives:
This course aims to contribute for theoretical and reflexive knowledge of the issues taught, i.e., the relationship between Marketing, the media and politics, aiming at developing students’ critical skills of decoding political communication, journalism and the media modus operandi in contemporary societies. Therefore, the course combines a theoretical-empirical approach. It is also mandatory for students to present in class empirical research projects, which combines a theoretical framework taught in class.
Teaching Methodologies (Including Evaluation):
This course has a theoretical-practical approach, where students play a special role in the teaching-learning process. The teaching methodology includes the presentation of concepts and theoretical models, together with examples and case studies, exercises and assignments. The skills assessment will be determined based on the realization of twoassessment test (80%) and carrying out an individual work (20%)
Demonstration of the Coherence between the Teaching Methodologies and the Learning Outcomes:
The proposed methodologies are consistent with the objectives set for the course since they rely on the interpretation of the theory and practical application of the Marketing and Comunication concepts studied, establishing a parallel between the theory and the practice applied to real problems campaign elections, thereby helping students develop their ability to apply such techniques electoral campaigns.
CACCIOTTO, M. (2015), Marketing Político. Coimbra: Conjuntura Actual Editora.
ESPÍRITO SANTO, P.(2006), Sociologia Política e Eleitoral. Lisboa: Universidade Técnica de Lisboa.
FIGUEIRAS, R. (2012), Os Media e as Eleições Europeias, Legislativas e Autárquicas de 2009. Coleção Estudos de Comunicação e Cultura. Universidade Católica Editora.
LEES-MARSHMENT, J. (2014), Political Marketing: Principles and Applications. New-York: Routledge.
MAAREK, P. (2011), Campaigan Communication and Political Marleting. Boston: Wiley-Blackwell.
MARTINS, M. (2007), Comunicação e Marketing Político, Contributos Pedagógicos. ISCSP , Univer. Técnica de Lisboa, Lisboa.
SANTOS, M. (1996), Marketing Político, s.l., Edições CETOP.
SEPULVEDA, A. (2000), Marketing Político na Internet, Lisboa, Edições centro Atlântico
WILLIAM, C. B. & Newman, B. I. (2018). Social Media, Political Marketing and the 2016 U.S. Election. New-York: Routledge.
Lecturer (* Responsible):
António Cardoso (