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 primary objectives: impact consumers and increase sales. But just as the traditional "four P" of marketing -product, price, placement, promotion- are being adapted to its different fields of application, the Institutional, Social and Political Marketing has its own objectives and tools.

2. Competences to be attained

Agencies and professionals working for communications equipment cabinets and institutions, parties and social organizations should be aware of the process of building the political, public and media agenda. You must know the context and scope of institutional and political communication as well as technical and marketing abilities of institutional, social and political.

3. Contents

Lesson 1: Conceptual and practical approach to the Social, Political and Institutional Marketing.

1.1. Social Marketing. Win-win.

1.2. Political Marketing. Beyond the elections.

1.3. Institucional Marketing. Public (general and local government) and private or corporate.

Lesson 2. As the Media-Democracy determines the "sale" of politics.

2.1. Media-Democracy and the Society of Entertainment. Simplification, customization and impact applied to politics.

2.2. Media Agenda, Institutional and Political Agenda and Public Agenda. Who dragged whom?

Lesson 3. The professionalisation of Political Communication.

3.1. The new political leadership. The candidate is the message? The importance of the image.

3.2. New emerging professional actors. The spinning industry.

Lesson 4: The future is here.

4.1. An integrated view. The coordinated work between marketing and communication in companies and public institutions.

4.2. The center is the person. Towards marketing 3.0.

4.3. The Open Government.

4. Assessment

The mark will be the sum of the following three areas that the student must pass:

1) The attitude in class (20% of the mark), claim that participatory and constructive, with the aim of ensuring that all students take the contents effectively.

2) An individual work (30% of the mark). The teacher, from the two reference readings. Students must demonstrate its understanding.

3) A group work (50% of the mark) made between 3 or 4 students. The analysis of an specific institution. The work must have at least one interview with a professional related with case study selected, linked to the course content.

The final mark will be the average of the three parts. If not overcome one of the three parts the student can not pass the avaluation. In this case, the student must present to the recovery. The note of the recovery work will be the final mark.

The recovery of the course will be an individual and analytical work of the suspended student. This will be made by the students who suspended the initial evaluation as well as students who have not participated in some or none of the three phases of the initial assessment.

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. (edició recomanada, tot i que serveix qualsevol altra)

5.2. Complementary bibliography

Aira, T. Màrqueting polític: l'art de guanyar eleccions. Del cartell a Youtube. Barcelona, Trípodos, 2008, capítol 1: "Quan el màrqueting es menja la comunicació política", pp. 11-83.

Alloza, Á. "La marca experiencia, un activo estratégico para las organizaciones", Investigación y marketing, septiembre 2002, núm. 76, pp. 14-24.

Barranco, F. J. Marketing social corporativo. Madrid, Pirámide, 2005.

Barranco, F. J. Marketing político y electoral. Madrid, Pirámide, 2010.

Canel, M. J. Comunicación política. Una guía para su estudio y práctica. Madrid, Tecnos, 2006, 2a edició, capítol 4: "La reacción de los medios de comunicacón 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, capítol 2: "10 claves para entender la colaboración en el mundo Open Government", pp. 51-74, capítol 12: "Del software libre al Gobierno Abierto. Porcesos 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, Capítol 1: "Defining Social Marketing", pp. 3-26.

Kotler, P., Kartajaya, H., Setiawan, I. Marketing 3.0. New Jersey, John Wiley & Sons, Inc., 2010, capítol 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, capítol 2: "El candidato", pp. 63-120.

McCombs, M. Estableciendo la agenda. Barcelona, Paidós, 2006, capítol 7: "Configurar la agenda de los medios", pp. 189-225.

Saussez, T. Le style réinvente la politique. Paris: Editions Presses de la Renaissance, 2004.

Xifra, J. Manual de relaciones públicas e institucionales. Madrid, Tecnos, 2011, capítol 7: "Planificación estratégica de las relaciones institucionales", pp. 336-398.

Yanes Mesa, R. Comunicación política y periodismo: apuntes para la eficacia del mensaje persuasivo. Madrid, Fragual, 2009.

Zamora Media, R. (coord.). El candidato marca: cómo gestionar la imagen del líder político. Madrid, Fragua, 2009, "capítol 2: La imagen del candidato: los atributos para la marca de un político", pp. 51-68.

6. Metodology

The course will require a dynamic participatory, with a first phase of lectures and a second of tutorials that will help students in groups to prepare them for the final phase of their presentations. Students will form groups of 3 or 4 people working with them to class make the final presentations in class, which is one of the basic fronts to pass the course. This in turn, the students must read two basic books. Each student will produce a work that will prove their assimilation of course content and their ability to interlinkages concepts around Political Communication and Public Institutions.

7. Planning of activities

Lectures (13 sessions), from September 26 to November 7.

Tutoring Group (3 sessions) from 12 November to 19 November.

Presentations for groups (4 sessions), from November 21 to December 3