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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