Marketing and institutional, social and political communication (20502)
Degree/study: Bachelor's Degree of Advertising and Public Relations
Year: fourth.
Term: first
Number of ECTS credits: 5 crèdits
Hours of studi dedication: 125 hours
Teaching language or languages: catalan
Teaching Staff: Toni Aira Foix
1. Presentation of the subject
In the essence of marketing there are two priority objectives: to have a profound impact on the consumer and to increase sales. But just as the four traditional "Ps" of marketing -product, price, placement, promotion- are being adapted to their different application areas; institutional, social and political marketing has its own objectives and tools.
2. Competences to be attained
Agencies and professionals working for communication departments in institutions, parties or social entities must know the processes for developing the political, public and media agenda. The context and sphere of action of the institutional and political communication, as well as the techniques and strategies of the institutional, social and political marketing, must also be known.
3. Contents
Unit 1: Conceptual and practical approach to institutional, social and political marketing
1.1. Social marketing. Win-win.
1.2. Political marketing. Beyond the elections.
1.3. Institutional marketing. Public (general administrations and local administrations) and private or corporative.
Unit 2. How the media democracy determines the "sale" of politics
2.1. Media democracy and entertainment society. Simplification, personalization and impact, applied to politics.
2.2. Media agenda, institutional and political agenda, and public agenda. Who draws who?
Unit 3. Professionalization of political communication.
3.1. New political leaderships. Is the candidate the message? The weight of image.
3.2. New professionals and emerging actors. The spinning industry.
Unit 4: Future is already here.
4.1. An integrated vision. The coordinated work of marketing and communication in companies and public institutions.
4.2. The person is the centre. Towards marketing 3.0.
4.3. Open Government.
4. Assessment
The grade of the course will be the sum of the following three parts. Students must pass all of them.
1) Attitude in class (20% of the grade) must be participative and constructive, with the purpose of helping students to efficiently assimilate the imparted contents.
2) An individual assignment (30% of the grade). The professor will commission a specific assignment based on two readings considered learning material, as part of the students' obligatory education on the course contents. Students will have to prove their understanding of the contents of the course and the readings by being able to link them.
3) A group assignment (50% of the grade) carried out by three or four students. Groups will target a specific private institution, political party or association and analyze how they use institutional, social or political marketing. As well, they will analyze the context, the applied techniques and the description of the tools used at the service of an objective that will also have to be identified. The project will include at least one interview with a professional related to the selected studio case who is linked to the contents of the course.
The final grade will be the average of the three parts. If one part is not passed, the average will not be made and the course will be failed. In that case, students will have to take an exam in September whose grade will be the final grade of the course.
5. Bibliography and teaching resources
5.1. Basic bibliography
Aira, T. Los guardianes del mensaje. Asesores políticos. Un modelo alternativo a los 'spin doctors' anglosajones. Barcelona, Editorial UOC, 2011.
Maquiavelo, N. El príncipe. Madrid, Alianza Editorial, 2006. (recommended edition, although any other is also suitable).
5.2. Complementary bibliography
Aira, T. Marketing polític: l'art de guanyar eleccions. Del cartell a Youtube. Barcelona, Trípodos, 2008, chapter 1: "Quan el marketing es menja la comunicació política", pp. 11-83.
Alloza, Á. "La marca experiencia, un activo estratégico para las organizaciones", Investigación y marketing, September 2002, number 76, pp. 14-24.
Barranco, F. J. Marketing social corporativo. Madrid, Pirámide, 2005.
Canel, M. J. Comunicación política. Una guía para su estudio y práctica. Madrid, Tecnos, 2006, 2nd edition, chapter 4: "La reacción de los medios de comunicación a las estrategias de las instituciones. La 'mediación´ de las imágenes políticas", pp. 134-193.
Calderón, C., Lorenzo, S., coord. Open Government: Gobierno abierto. Jaén, Algón Editores, 2010, chapter 2: "10 claves para entender la colaboración en el mundo Open Government", pp. 51-74, chapter 12: "Del software libre al Gobierno Abierto. Procesos de contribución colaborativa", pp. 221-238.
Costa, P.-O. (ed.) Cómo ganar unas elecciones. Barcelona, Paidós Ibérica, 2008.
Crespo, I. (ed.) Partidos, medios de comunicación y electores. Buenos Aires, Plantea, 2003.
Kotler, P.; Roberto, N.; Lee, N. Social Marketing : Improving the Quality of Life. Thousand Oaks, Sage, 2002, chapter 1: "Defining Social Marketing", pp. 3-26.
Kotler, P., Kartajaya, H., Setiawan, I. Marketing 3.0. New Jersey, John Wiley & Sons, Inc., 2010, chapter 1. "Welcome to maketing 3.0", pp. 3-24.
Lilleker, D. G. Key Concepts in Political Communication. London, Sage, 2006.
Martín Salgado, L. Marketing político. Arte y ciencia de la persuasión en democracia. Barcelona, Paidós, 2002, chapter 2: "El candidato", pp. 63-120.
McCombs, M. Estableciendo la agenda. Barcelona, Paidós, 2006, chapter 7: "Configurar la agenda de los medios", pp. 189-225.
Saussez, T. Le style réinvente la politique. París: Editions Presses de la Renaissance, 2004.
Xifra, J. Manual de relaciones públicas e institucionales. Madrid, Tecnos, 2011, capítulo 7: "Planificación estratégica de las relaciones institucionales", pp. 336-398.
6. Metodology
The course demands a participative dynamics, with a first phase of master classes and a second one of tutoring sessions in groups to help students to prepare for the final phase: the presentations. Students must set up working groups of three or four people, with whom they will publicly present in class their group project, which is one of the three basic parts that must be passed in order to pass the course. In addition, students must read two texts suggested by the professor. The purpose is that students do an assignment where they prove they have assimilated the course contents and prove as well their capacities to link concepts related to political and public institutions communication.
7. Planning of activities
Master classes (13 sessions), from the 21st September to the 7th November.
Groups tutoring sessions (3 sessions), from the 9th November to the 16th November.
Groups presentations (4 sessions), from the 21st November to 30th November.