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Political Communication and Campaigning 2019

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This intensive and interactive course will teach participants how to design and structure a successful 21st century political campaign. Participants will receive hands-on training from some of the leading experts and professionals in the field and will have the opportunity to create a communication strategy for a fictional candidate standing in a UK General Election. Delegates will learn how to read poll results and use survey data, how to develop a clear and consistent campaign message and how to plan an effective digital communication strategy on social media and the web. Students will look at case studies covering different political campaigns from all over the world and speak to campaign communication professionals, academic experts, researchers and strategists.

The course will be taught through a combination of lectures, guest speakers, briefings, workshops and participant presentations. Academic lecturers and professional guest speakers speak for up to an hour, followed by an opportunity for questions and discussion. In briefing sessions facilitators will explain and demonstrate practical aspects of campaigning related to that day's lectures and speeches. In group sessions participants will work together in small teams, assisted by facilitators, on particular topics related to each day's lectures and briefings. Over the two weeks these sessions will give each group the skills and knowledge to assemble a mock campaign, which they will present on the final day to a panel of experts and professionals.

By the end of this course students will be be equipped with the skills and knowledge to:

• Understand the founding aspects of political marketing and campaigning
• Understand how different political and electoral systems affect the strategy of candidates and parties
• Read and interpret data coming from surveys and qualitative research
• Position a candidate within the political scenario and identify the key targets and constituencies
• Design a general campaign strategy and develop a clear and consistent message for candidate/party
• Plan a digital political campaign on social media and the web
• Understand the key roles and tasks within a campaign
• See how successful case studies can be translated into winning election campaigns
• Structure and present a clear and effective strategy proposal

This course is for postgraduate communication, digital media, politics or journalism students.

It is also aimed at communications, PR or campaigning professionals who wish to specialise in political marketing, public affairs professionals, people involved in political parties or movements, staffers, and political researchers.