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.