Political Marketing, applied analysis of the use of marketing by campaigns, parties and governments

This Political Marketing, applied analysis of the use of marketing by campaigns, parties and governments project at University of Dundee will conduct applied interdisciplinary analysis of Political Marketing, drawing on concepts from marketing, political science, communications, management, media and psychology.

In this Political Marketing, applied analysis of the use of marketing by campaigns, parties and governments Political Marketing, applied analysis of the use of marketing by campaigns, parties and governments project at University of Dundee University of Dundee , there is flexibility for students to choose which party, campaign or government they research. Whilst conducting an in-depth empirical analysis of Scottish or UK politics is welcome, they can also conduct comparative studies of political marketing in different democratic countries. Applicants are encouraged to get in touch with the main supervisor, Jennifer Lees-Marshment, to discuss their ideas.

Student support

Students will receive supervision from a highly expert team: Professor Jennifer Lees-Marshment, Professor of Political Marketing and Management; Professor Susan Kinnear, Chair of International Communication and Dr Ioannis Zisis, Lecturer in Marketing. Professor Jennifer Lees-Marshment is a highly cited and influential international expert in political marketing and management. Jennifer has authored/edited 19 books, is editor of a book series in Political Marketing and Management and has interviewed 350+ political advisers and ministers in the UK, US, Canada, Australia and New Zealand. Professor Susan Kinnear has extensive academic expertise and practitioner experience in communication including being seconded to the Government Communication Service during the Covid-19 pandemic. Dr Ioannis Zisis researches politicians and candidate branding and use of social media and also has practical experience working in government during the Greek financial crisis.

Students can choose which aspect of political marketing they focus on. For example potential angles include

• developing effective political leadership brands

• government communication during the Covid-19 pandemic

• how candidates can use social media to develop their brand to win election

• using public relations to develop positive relationships with diverse voter target groups

• implementing an effective market-oriented strategy

• using big data in elections

• integrating market research into policy decisions

• deploying effective crisis management during natural disasters

• using qualitative data to help lead on topical social change