Political Marketing and Public Affairs 2015/16 course program

The Course is part of the new Laurea Magistrale in “PUBLIC OPINION RESEARCH AND COMMUNICATION METHODS” at the Università degli Studi di Milano. First lesson will be on september the 23rd. Lessons are every wednesday, thursday and friday from 8.45 to 10.30 in “Aula Seminari” via Livorno 1 Building.

Short Course description

Political and campaign consulting is a relatively new profession that continues to evolve and redefine itself in each election cycle. In the last decade political consulting has developed in the United States into a multibillion dollar business. Increasingly professional consultants handle crisis management and issue advocacy campaigns, assist corporate and non-profit clients and work for international candidates and causes. Political consulting can be divided into three fields of activity: campaign consulting, policy consulting, public affairs.
The course will offer a summary of political marketing techniques with an emphasis on permanent campaigning and advocacy

Books to study

Philippe J. Maarek, Campaign Communication & Political Marketing, Wiley-Blackwell, 2011(avalaible also in ebook)

Robert Healy, Corporate Political Behavior: Why Corporations Do What They Do In Politics, Routlegde, 2014. (avalaible also in ebook)

David Karpf, The MoveOn Effect: the Unexpected Transformation of American Political Advocacy, Oxford University Press, 2012 (avalaible also in ebook).
The third book for attenders can be replaced by 2 articles from scholarly journals (that will be provided on ARIEL platform at the beginning of classes)

Italian students may choose:
Marco Cacciotto, Marketing Politico: come vincere le elezioni e governare, Il Mulino, 2011
Paolo Zanetto & Alberto Cattaneo, Fare Lobby, ETAS, 2007.

Gianluca Giansante, La comunicazione politica online, Carocci, 2014.

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Political Marketing and Public Affairs Program

The Course is part of the new Laurea Magistrale in “PUBLIC OPINION RESEARCH AND COMMUNICATION METHODS” at the Università degli Studi di Milano. First lesson will be on January the 7th. Lessons are every wednesday, thursday and friday from 14.30 to 16.30 in classroom 27.

Short Course description

Political and campaign consulting is a relatively new profession that continues to evolve and redefine itself in each election cycle. In the last decade political consulting has developed in the United States into a multibillion dollar business. Increasingly professional consultants handle crisis management and issue advocacy campaigns, assist corporate and non-profit clients and work for international candidates and causes. Political consulting can be divided into three fields of activity: campaign consulting, policy consulting, public affairs.
The course will offer a summary of political marketing techniques with an emphasis on permanent campaigning and advocacy

Bibliografia e altri materiali didattici: Margaret Scammell, Consumer Democracy, Cambridge University Press, 2014
David Karpf, The MoveOn Effect: the Unexpected Transformation of American Political Advocacy, Oxford University Press, 2012.
3 articles from scholarly journals (info will be provided on ARIEL platform at the beginning of classes)

Italian students may choose:
Marco Cacciotto, Marketing Politico: come vincere le elezioni e governare, Il Mulino, 2011
Gianluca Giansante, La comunicazione politica online, Carocci, 2014.
Paolo Zanetto & Alberto Cattaneo, Fare Lobby, ETAS, 2007.

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Date appelli 2014-2015

Elenco date d’esame 2014-15 (verificare sempre le date con SIFA)

16 dicembre 11.30-13.30 (aula 5)
22 gennaio 16.30 -18.30 (aula 27)
23 marzo 11-13 (aula 25)
29 giugno 9-11 (aula 20)
14 settembre 9-11 (aula 21)

Obama Team talks about digital strategy

Il team digital di Barack Obama spiega la strategia per le elezioni 2012. Tratto dal Social Media Week e mostrato oggi a lezione

In 2008, the Obama campaign’s online and social media teams set a new high watermark for digital strategy and execution in politics, while also developing concepts and tools that influenced countless organizations, from non-profits looking to fundraise to companies seeking to better connect with customers.

The same architects of the groundbreaking digital effort in 2008 have returned for 2012, but the game has changed. While priorities like financing, message, and mobilization remain the same, shifts in technology and how it’s utilized are necessitating shifts in strategy and tactics that have implications for organizations of all shapes and sizes in 2012 and beyond.

Programma a.a. 2013-2014

Testi d’esame per il corso di Marketing Politico e Public Affairs

N.B.: Per gli studenti che fanno l’esame da 3 cfu è richiesta la preparazione del modulo 1.

Primo modulo: Il primo modulo è dedicato all’evoluzione della consulenza politica e alle sue professioni, alle definizioni e agli approcci di marketing politico, allo studio dell’evoluzione delle tecniche e degli strumenti, all’evoluzione del marketing politico dovuta alla digitalizzazione dei dei media (fast politics) dall’altro al suo impiego come strumento di governo.

Testo (frequentanti e non frequentanti): Marco Cacciotto, Marketing Politico: come vincere le elezioni e governare, Il Mulino 2011

Secondo modulo: Il secondo modulo è dedicato allo studio dei public affairs attraverso l’analisi delle principali tecniche e del ruolo dei vari attori.  In particolare: il public affairs mix, l’analisi dello scenario, la mappa delle influenze, le competenze necessarie, il ruolo delle associazioni di categoria.

Testo (frequentanti e non frequentanti): Alberto Cattaneo, Paolo Zanetto, Fare lobby: manuale di public affairs, Etas, Milano, 2007

Terzo modulo: Il terzo modulo è dedicato all’approfondimento delle elezioni politiche del 2013 e allo scenario politico emerso dopo le elezioni (scenario politico pre-voto, la campagna elettorale dei principali partiti, tipi di elettori, televisione e social networks, lo scenario post-voto: le tre italie)

Testo (frequentanti e non frequentanti): Ilvo Diamanti, Un salto nel voto, Laterza, Roma Bari 2013.