Marketing of Political Organizations and the Social Economy (261171)
Learning Outcomes
After complete the curricular unit students should be able to:
- Applying marketing management in social and political
- Understanding the difference betweek social and political marketing and comercial marketing.
- Understanding the applicability of marketing in emerging
- Understanding the role of communication on the functioning of political
- Understanding political speech as a structured instrument to seduce the public - voter.
- Creating a campaign for a political and social
- Understanding the impact of the digital revolution on political
- Reflecting on the importance of image on the voter’s choice.
Study Program
- Social and political organizations
- General concepts of Organization
- The third sector
- Nonprofit organizations
- Legal Framework
- Definition of needs, objectives and target of the organizations
- Organization´s marketing
- General marketing concepts
- Definition of the marketing-mix in the organizations
- Marketing applied to the third sector organizations
- Fundraising campaigns
- Marketing of the political institutions
- Political communication - political system, political discourse, image
- Political marketing - concepts, evolution, objectives, instruments and information systems, implementation
- Electoral marketing/campaigns - concepts, evolution, objectives, instruments, strategies and specificities
Bibliography
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Principal |
Azevedo, C., Meneses, J. & Franco, R. (2013). Gestão das organizações sem fins lucrativos: Impulso Positivo de Baynast, A., Lendrevie, J., Lévy, J., Dionísio, P. & Rodrigues, V. (2018). Mercator (17ª Ed.), Lisboa, Dom Quixote Proença, J. (2008). Marketing de Serviços Públicos. Lisboa: Escolar Zenone, L. (2006). Marketing Social. São Paulo: Thomson Learning |
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Secundária |
Caetano, J., Gravelho, M.C. & Simões, M.M., (2012). Marketing Político – Poder e Imagem, Lisboa: Escolar Editora Domenach, J. M., (1975). A Propaganda Política, Bertrand, Lisboa Fontes, M., (2012). Marketing Social: Novos Paradigmas. Rio de Janeiro: Elsevier Kotler, P. e Andreason, A., (1995). Strategic Marketing for Non-Profit Organizations, Prentice Hall, Upper Saddle River Kotler, P. e Roberto, E., (1992). Marketing Social - Estratégias para Alterar o Comportamento Público. Rio de Janeiro, Editora Campus Maarek, P.J., (2009). Marketing Politico y Comunicación, Barcelona: Paidós Newman, B.I., (1999). The Mass Marketing of Politics, Sage: Thousand Oaks |