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Master in Political Marketing

Course Description

Working in politics has never required as many professional competencies as in this historical period. Playing an active role in an electoral campaign or in the life of a party, but also writing about politics on a daily basis, are activities that, without specific training and without the mastery of the most up-to-date techniques, risk being unproductive.

In such a framework, the Master’s Degree in Political Marketing has been designed to enable all those who wish to be or are already involved in these topics to acquire a store of operational knowledge and capabilities of excellence that will support them in concretely contributing to the results.

The Master’s Degree in Political Marketing is aimed at providing the knowledge and abilities necessary to effectively and professionally manage the communication and marketing processes that support political campaigns and activities.

In particular, on completing the course, participants will be able to:

structure precise operational plans and strategies for the promotion of a political candidate or group
make the best use of social media and of the web for political-electoral marketing and communication ends
learn about new visual and off-line means of communication for a winning placement in the political-electoral market
enhance their public speaking capabilities also in terms of consultancy to others
correctly set up and manage an electoral campaign
know and understand the peculiarities of the different electoral systems
utilising and designing political-electoral research and surveys
identify and add value to different leadership styles
know the best techniques for the organisation of a political event
realising effective fundraising campaigns
managing press office activities aimed at the promotion of political candidates or parties
master the most evolved spin doctoring techniques
acquire an overview of some of the best practices in the international context


The Master’s Degree in Political Marketing is a course of excellence aimed at a maximum of 20 participants that wish to acquire competencies of excellence in the effective management of the communication and marketing processes linked to political activities and electoral campaigns.


Political-Electoral Marketing

Market research for politics
Segmentation, targeting and positioning for politics
Political-Electoral marketing mix
Marketing 2.0 and 3.0 for politics

Web and Social media for politics

Web and Social Media campaign planning, implementation and control for politics
Using Facebook, Twitter, LinkedIn and Google+ for political communication
Political blogging
Emailing techniques

Public speaking

Verbal and Non-verbal communication
Feedback effectiveness
Active listening
Steps for an effective public presentation

Political Press Office

Political journalism
The Press Office
The planning of activities
Implementing actions and monitoring results.

Organising events

Choice and ideation of the most suitable event in order to reach objectives
Project definition
Budget definition through the evaluation of economic aspects
Promotion: online through social media and offline through traditional media
Practical organization of the event.

The electoral system and its specificity

Plurality systems
Majority systems
Proportional systems
Mixed systems

Political-electoral research and surveys

Pre-election polls
Candidate and party campaign analyses
Leader and political party positioning analyses
Campaign impact evaluations
Election projections and post-election surveys

Leadership for politics

Interpersonal influence
Leadership styles
The techniques

Spin Doctoring

Role and activity evolution
Strategies and techniques
Excellency cases

Fundraising for politics

Fundraising techniques and tactics
Fundraising patterns
The management of the relationship with donors
Budgeting and staffing models
Effective and ethical profiles
Phone banking, canvassing and special events

Electoral campaign management

Traditional vs digital campaigns
Human resources management and organisation for an electoral campaign
The thematic campaign
Territorial campaign
Cases studies

Innovative communication techniques for politics

Graphic, video and digital design
Modelling and 3D animation
Augmented reality
Mobile apps
Video mapping

International excellency cases

Edsegovi’s HOLOS model (Mexico)


The course is structured in:

20 two hour seminars and
a final project work.


Rome Business School is an International Institution that has already hosted students from 5 continents.

Rome Business School employs university lecturers, company trainers, consultants, managers and entrepreneurs chosen because of their proven experience and skills. The faculty has a strong multicultural inclination, with representatives from diverse backgrounds and nationalities. It will synergistically leaves you with a patrimony of knowledge for your personal development.

Our selected renewed and highly competent formators are always assessed and rated by students, thanks to our quality assurance system.

Rome Business School is developing an International didactic and corporate Network, thanks to several partnerships with business schools, universities and companies

Visit the Master in Political Marketing page on the Rome Business School website for more details!

Student Profiles

Scholarship - 10 Awards

Scholarships con be activated. It will depend on the profile's evaluation by the Academic Committee and the interview outcome.

Value of Scholarship(s)



Scholarships con be activated. It will depend on the profile's evaluation by the Academic Committee and the interview outcome.

Application Procedure

1- CV and Motivation Letter
2- Interview (on-campus, via Skype or via Phone)
3- Feedback

Entry Requirements

All applicants must have a three-year degree (or be near completion). Those with relevant professional qualifications or extensiveprofessional experience will also be considered. Applicants for English-taught Masters must demonstrate English language proficiency. For both the on-campus and distance learning options and in order to ensure a high quality training course, classes can consist of amaximum of 15 attendees.

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