POLITICAL AND INSTITUTIONAL MARKETING
Instructional goals
The course aims to train students of the three-year degree course in Economics and Management, but also those in Political Science, on the subject of Political and Institutional Marketing: an increasingly central theme and one of the most effective tools in the political and institutional sphere for the creation and management of value.
The union between Marketing and Politics and between Marketing and Institutions (political and social) is a subject of absolute relevance both if one assumes an analytical perspective in terms of Marketing and Management, and if one assumes a more politicalological one. A union made even more evident by the digital communication ecosystem and the so-called ‘platform society’.
Intended learning outcomes
Knowledge of new marketing models and value creation and management strategies in political marketing and institutional marketing
Course Contents
The effects of digital transformation on communication.
Communication as a marketing lever
- The new marketing models.
Real and perceived value in Brand Management.
Brand Activism
The meaning, theories and techniques of political marketing.
The meaning, theories and techniques of institutional marketing.
National and international case studies of political and institutional marketing.
In a complex context such as the one we are currently experiencing, we witness two dynamics that the course will investigate. The first is the use of marketing techniques by political parties and leaders. The second is the determination of companies to move into the public sphere mediated as social institutions on the basis of a transformation of their purp
Reference Books
Giorgino F. (forthcoming). Comunicazione e Marketing politico e istituzionale. LUISS University Press.
Giorgino F. (forthcoming). Sociologia dei Giornalismi.Mondadori University
Teaching Methods
Lectures, group work, participation during some lectures by practioners in the field of marketing and political-institutional communication.
Student presence in class is strongly recommended
Assessment Method
Oral examination
Thesis assignment criteria
Having attended the course and passed the examination brilliantly
Week 1
The digital communication ecosystem: theoretical models and analysis of empirical data.
The characteristics of the platform society
Week 2
New Marketing Models: Inbound Marketing, Content Marketing, Conversational Marketing, Narrative Marketing.
Media owned, media paid and media earned as Brand Management tools
Week 3
The search for balance between real and perceived value of brands.
Brand Activism and the processes of mutual substitution in the public sphere mediated between economic and political actors
Week 4
Politics as policy, polity and politic.
The ‘representative democracy’ form of government and political leadership, especially transformative leadership.
Week 5
Political communication models.
Political content marketing and political storytelling.
Week 6
The origins of political marketing: the American case and the four eras of this approach at once theoretical and practical.
The party as brand and politics as product.
Week 7
Positioning, segmentation (primary and secondary) and targeting (supporter and persuasion targeting) in political marketing.
Week 8
The research areas of political marketing and its tools: quantitative and qualitative analyses
Week 9
The Newman model.
The Lees-Marshment model and the three variants.
The eight stages of the Market Oriented Party (Mop) variant.
Week 10
Institutional marketing: theoretical references and differences with political marketing
Week 11
City storytelling. Institutional advertising
Week 12
Analysis of key international and national case studies