Political Marketing Course

Lesson 1 • Electoral Marketing as a Discipline

Defines electoral marketing, traces its historical evolution, and distinguishes it from political propaganda. Establishes the vocabulary used throughout the course.

Lesson 2 • Voter Behaviour Fundamentals

Introduces psychological and sociological models explaining how voters form preferences. Provides the behavioural foundation for all subsequent targeting and messaging work.

Lesson 3 • Campaign Stakeholder Mapping

Identifies internal and external stakeholders and their roles in a campaign. Students learn to analyse power dynamics and manage competing interests.

Lesson 4 • The Electoral Ecosystem

Maps the actors, institutions, and rules that shape electoral competition. Students gain a systemic view of the environment in which campaigns operate.

Lesson 1 • Insight Synthesis and Persona Building

Transforms raw research into strategic voter personas and insight briefs. Students practise translating data into narratives that guide creative and strategic teams.

Lesson 2 • Polling and Public Opinion Measurement

Teaches sampling, questionnaire construction, and polling interpretation. Students can commission, evaluate, and use polls to guide campaign decisions.

Lesson 3 • Voter Data Infrastructure

Explains how voter files, consumer data, and digital signals are combined into campaign databases. Students understand data sourcing, hygiene, and governance.

Lesson 4 • Audience Segmentation Techniques

Applies demographic, psychographic, and behavioural segmentation to the electorate. Students build segment profiles that drive targeting and message differentiation.

Lesson 1 • Competitive and Environmental Analysis

Applies SWOT and competitive analysis tools to the electoral environment. Students assess opponent strengths, vulnerabilities, and the broader political landscape.

Lesson 2 • Coalition Building and Voter Targeting

Identifies the coalition of voter groups needed to reach the winning threshold. Students map persuasion, mobilisation, and suppression targets across segments.

Lesson 3 • Candidate Positioning and Brand Identity

Defines positioning as the unique space a candidate occupies in voters' minds. Students craft a positioning statement and brand identity that differentiates the candidate.

Lesson 4 • The Campaign Strategy Document

Synthesises research, positioning, and coalition decisions into a written strategy document. Students produce a professional brief that aligns the entire campaign team.

Lesson 1 • Message Testing and Optimisation

Applies qualitative and quantitative methods to test message effectiveness before deployment. Students interpret test results and refine messages based on evidence.

Lesson 2 • Message Differentiation by Audience

Adapts the core message for distinct voter segments without losing coherence. Students learn to tailor tone, emphasis, and vocabulary while maintaining brand integrity.

Lesson 3 • Attack, Contrast, and Defence Messaging

Covers the strategic use of contrast and attack messages and how to defend against them. Students evaluate ethical boundaries and effectiveness trade-offs.

Lesson 4 • Core Message and Narrative Construction

Guides students through building a central campaign message and overarching narrative. The message becomes the anchor for all subsequent creative and communications work.

Lesson 1 • Paid Media Planning Fundamentals

Introduces reach, frequency, GRP, and media mix concepts in an electoral context. Students build a media plan that aligns channel selection with audience and budget.

Lesson 2 • Television and Radio Advertising

Covers broadcast ad formats, production requirements, and buying strategies. Students learn to brief creative teams and evaluate broadcast spot effectiveness.

Lesson 3 • Digital Paid Media and Programmatic

Explains digital ad formats, programmatic buying, and platform-specific targeting. Students configure audience targeting and interpret digital campaign performance data.

Lesson 4 • Creative Briefing and Ad Evaluation

Teaches students to write effective creative briefs and evaluate finished ad executions. Students apply a structured evaluation rubric to assess strategic alignment and persuasive quality.

Lesson 1 • Digital Campaign Architecture

Maps the digital ecosystem of a campaign, including website, email, social, and mobile. Students design a coherent digital infrastructure that supports all campaign functions.

Lesson 2 • Digital Analytics and Optimisation

Applies web and social analytics to measure digital campaign performance. Students interpret dashboards, identify underperforming assets, and optimise in real time.

Lesson 3 • Social Media Platform Strategy

Analyses the audience, algorithm, and content norms of major social platforms. Students develop platform-specific strategies aligned with the overall campaign message.

Lesson 4 • Content Creation and Editorial Planning

Covers content types, production workflows, and editorial calendar management. Students build a content plan that sustains consistent messaging across the campaign cycle.

Lesson 1 • Phone Banking and Relational Organising

Addresses phone bank operations and the emerging practice of relational organising. Students compare the effectiveness of stranger contact versus peer-to-peer outreach.

Lesson 2 • Field Organisation Structure

Explains how field campaigns are organised geographically and hierarchically. Students design a field structure with clear roles, reporting lines, and accountability systems.

Lesson 3 • Get-Out-the-Vote Planning and Execution

Builds a comprehensive GOTV plan covering the final days of a campaign. Students sequence voter contact, transportation, and poll monitoring into an integrated operation.

Lesson 4 • Behavioural Science in Voter Turnout

Applies social norms, commitment devices, and identity priming to increase turnout. Students design GOTV interventions grounded in experimental evidence.

Lesson 1 • Polling and Tracking During the Campaign

Explains how tracking polls and dial tests are used to monitor message and candidate performance. Students interpret tracking data and identify when strategic shifts are warranted.

Lesson 2 • Campaign Metrics and KPI Framework

Defines the key performance indicators for each campaign function and links them to strategic goals. Students build a unified KPI framework that spans field, digital, and communications.

Lesson 3 • Adaptive Strategy and Rapid Response

Teaches the decision-making process for adjusting strategy in response to new information. Students practise rapid response protocols and scenario-based strategy pivots.

Lesson 4 • Dashboard Design and Reporting

Covers the design of campaign dashboards for different audiences and decision-making needs. Students create reporting templates that surface actionable insights quickly.