Marketing of Political Organizations and the Social Economy (261171)

Learning Outcomes

After complete the curricular unit students should be able to:
1.    Apply the marketing concepts to the social and political organizations;
2.    Understand the difference between social marketing and commercial marketing;
3.    Understand the role of communication in the functioning of the organizations and the political system;
4.    Understanding the political discourse as an instrument of seduction of the public;
5.    Understand the importance of the image;
6.    Understanding the importance of digital marketing in the communication of the organizations and the political system.

Study Program

1.    Social and political organizations
    1.1.    General concepts of Organization
    1.2.    The third sector
    1.3.    Nonprofit organizations
    1.4.    Legal Framework
    1.5.    Definition of needs, objectives and target of the organizations
2.    Organization´s marketing
    2.1.    General marketing concepts
    2.2.    Definition of the marketing-mix in the organizations
    2.3.    Marketing applied to the third sector organizations
    2.4.    Fundraising campaigns
3.    Marketing of the political institutions
    3.1.    Political communication - political system, political discourse, image
    3.2.    Political marketing - concepts, evolution, objectives, instruments and information systems, implementation
    3.3.    Electoral marketing/campaigns - concepts, evolution, objectives, instruments, strategies and specificities



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 editora
Zenone, L. (2006). Marketing Social. São Paulo: Thomson Learning