Political Marketing

Please note: this is archived course information from 2020 for POLITICS 345.


Political Marketing is a cutting edge research-led course which introduces students to how candidates, parties, elected officials and governments around the world utilise marketing concepts and tools win elections and remain in office. It examines a wide range of political marketing topics including the rise of the political consumer, market intelligence and segmentation, market-orientation and strategy, political branding, internal marketing, communications and delivery.


The course focuses on preparing students for the workplace by developing skills such as:

  • Political skills– understanding of current issues through discussing current political situations and behaviour
  • Policy skills– understands context, applies objective reasoning, well-reasoned advice through writing the Political Marketing Advisory Report
  • Advisory skills – such as impartial neutral analysis and producing high quality reports by evaluating contemporary political behaviour using academic theory rather than personal opinion in the Political Marketing Advisory Report
  • Analytical skills- can project future issues/scenarios through discussions and case study/report assignments
  • Interpersonal skills– peer learning through small group work in seminars
  • Leadership/Teaching skills– for those who become discussion leaders and show team leadership and help generate new ideas and facilitate learning
  • Writing skills - report writing through the Political Marketing Advisory Report and the employability session on report writing
  • Professional workplace attributes– such as reliability, adaptability, ability to work independently, respond well to feedback and agility; through the courses stricter policies; new style assignments through the case studies and report and learning cross-disciplinary theories and analysis


100% coursework

Availability 2020

Semester 1


Coordinator(s) Associate Professor Jennifer Lees-Marshment

Recommended Reading

Review the textbook Political Marketing: Principle and Applications (https://www.routledge.com/Political-Marketing-Principles-and-Applications-3rd-Edition/Lees-Marshment-Conley-Elder-Pettitt-Raynauld-Turcotte/p/book/9780815353225), 3rd ed. (Routledge 2019)

See www.political-marketing.org for a list of academic, practitioner and online resources including videos for a more detailed insight into the topic.


Coursework only


POLITICS 345: 15 points


30 points at Stage II in Politics and International Relations, or 30 points at Stage II in Communication.