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Master in Political Marketing

Rome Business SchoolRoma - ITALY

Field(s) of study: Marketing, Public Management
Cost of pre-eligibility application: 
  • Via Mastersbooking: 0 €
  • Via the regular school procedure: -- €
Course cost: 3 500 €
Possible funding options: 
  • Academic excellence scholarships
  • Paid internship

Next admission round: 

Next recruitment session:

Available slots: 

Available spots: 20
Places available per academic year: 40

Program Language

  • English

Course length: 

  • 9 months

Start of the program: 


Level of entry: 

A Level+3 years



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 upto-date techniques, risk being unproductive. In such a framework, the Master course 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.

Political-Electoral Marketing

  • Strategy
  • 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

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
  • hone 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

Course format: 

The course is structured in:

  • 20 two hour seminars and
  • A final project work.

This course may be attended in the following formulas:

  • On campus, at the Rome Business School, Rome headquarters.
  • Distance learning, through a cutting edge e-learning platform with live lectures and a great teacher-student interaction.

Qualifications/expertise after completing the program

The Master course 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: 1. structure precise operational plans and strategies for the promotion of a political candidate or group 2. make the best use of social media and of the web for political-electoral marketing and communication ends 3. learn about new visual and off-line means of communication for a winning placement in the political-electoral market 4. enhance their public speaking capabilities also in terms of consultancy to others 5. correctly set up and manage an electoral campaign 6. know and understand the peculiarities of the different electoral systems 7. utilising and designing political-electoral research and surveys 8. identify and add value to different leadership styles 9. know the best techniques for the organisation of a political event 10. realising effective fundraising campaigns 11. managing press office activities aimed at the promotion of political candidates or parties 12. master the most evolved spin doctoring techniques 13. acquire an overview of some of the best practices in the international context.

Entry requirements

All applicants must have:

  • A three-year degree (or be near completion)
  • Demonstrate a good English proficiency

Admission criteria: 

Selection is based on evaluation of CV and on the results of technical-motivational interviews.

Application considered by Rome Business School
The Rome Business School Recruitment Team will assess your application and will contact you if any additional documents are required. Complete applications are then considered by the Academic Selection Committee.

Interview (either in person or online)
All candidates selected by the academic selection committee must interview with a member of the faculty, either in person or online via Skype/Webex.

Application result
We will notify you informally by email of your application result, and you will receive either an official offer notification with information on any outstanding conditions to complete, or an official rejection notification within one week.

When to apply
The deadline for Non European Students is 45 days before the course starts, whereas for European students is 30 days. Admission decisions will be made on an ongoing basis as applications are received.

Course cost description: 

The participation fee for the Master's Degree in Political Marketing is € 3.500,00 and includes:
The Rome Business School's teachers are always highly selected international level trainers and managers from a plethora of operational and professional backgrounds; The quality of training is recognized by the ISO 9001:2008 Certification obtained by the Rome Business School.
For both the on-campus and distance-learning formulas, attendees can always count on the assistance of a tutor for any clarification they may require and for the execution of the tests and exercises planned for each subject.

Attendees will be issued with a wealth of documentation, including slides, notes, study cases, articles, videos and useful links.

Participation in this course also entitles attendees to: having their CV inserted in the Rome Business School's database and distributed to companies, organizations and head hunters of the Rome Business School's international network; a free review of their CVs; support in managing their job interviews; networking meetings with managers, professionals and entrepreneurs on an international scale; a personalised monitoring and alerting service for the best job opportunities both in Italy and abroad.

Attendance in the course entitles to be enrolled in the Rome Business School's Alumni Association, the international network through which students of the Rome Business School can share ideas, experiences and projects.

Having successfully completed a project work and passed an exam, all students who will have regularly attended will be awarded the Rome Business School's Master's Degree  in Political Marketing.


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