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IMC 632


Enroll in Political Marketing to learn how IMC principles and applications are used in political campaigns. Students will review and analyze candidates’ marketing techniques as they explore and initially announce a run for the presidency. How will they incorporate traditional marketing with new media? What will they do to appeal to potential voters? Will they succeed or fail early in their media relations? What promises will they make, and how will those promises compare to past comments and actions? There are many career opportunities in political marketing, and taking this course will broaden and enhance your IMC skills.

What is the most exciting part of this elective?

The most exciting part of this elective is students get to explore every aspect of political marketing – messaging, polling, advertising, social media, etc. – and use it to design a permanent campaign strategy for a candidate or organization. Students research, critique and discuss current political campaigns and issues through the context of current political affairs. This approach enables students to understand the need for a permanent campaign strategy and the process required to develop one.

What skills will someone take away from this course that can be applied to their career?

Political marketing equips students with the skills to formulate clear and concise messages, develop personal images and relationships, initiate fundraisers, prepare for debates, implement voter outreach methods, create media strategies, analyze poll and new media data, and foster trust.

What careers/job titles might require skills from this course?

Since politics affects everyone’s daily lives, there is an abundance of career opportunities on all levels – local, state and national. For example, students might find employment in a local public relations firm, state government office or national campaign headquarters. Job titles include campaign manager, press secretary, fundraising director, donor relations representative, and social media specialist, to name a few. Many of the jobs are located in and near Washington, D.C. and state capitals.

Course Description

Covers political marketing from its roots to its current state and provides the necessary knowledge for strategizing and applying a political marketing plan within the context of today’s elections and political climate.

Course Learning Outcomes

Upon successful completion of IMC 632, students will be able to:

  • Explain and define the basic foundation of political marketing from a historical perspective and theoretical influences.
  • Organize a staff and develop a message and image based on a strategic plan.
  • Maximize voter outreach, using print, electronic and digital tools for message dissemination.
  • Build a positive working relationship with the media.
  • Maintain and enhance continued relationships with multiple audiences.


Topics in this course may include:
Foundations: History, Theories and Definitions
Campaign Management: Structure, Staffing and Funding
Message Development: Strategies, Analysis and Information
Image: The Candidate, Campaign Themes and Tones
Voter Outreach: Direct Campaigning, Target Audiences and Debates
Tools: Print and Electronic
Tools: The Web and Social Media
Media Relations: Theoretical Challenges and Online Engagement
Post-Election: Trust and Social Media

This information was taken directly from the syllabus of this IMC course. While it is our intent to supply students with an accurate overview of the class, please note that the information was used in a previous session and, thus, is subjec   t to change without notice.