ECTS credits ECTS credits: 4.5
ECTS Hours Rules/Memories Student's work ECTS: 74.2 Hours of tutorials: 2.25 Expository Class: 18 Interactive Classroom: 18 Total: 112.45
Use languages Spanish, Galician
Type: Ordinary Degree Subject RD 1393/2007 - 822/2021
Departments: Political Science and Sociology
Areas: Political Science and Administration
Center Faculty of Political and Social Sciences
Call: First Semester
Teaching: With teaching
Enrolment: Enrollable
Posibilitar la comprensi贸n de los estudiantes sobre el enfoque del marketing pol铆tico. Los estudiantes conocer谩n las diferentes visiones del marketing y de su aplicaci贸n a los procesos pol铆ticos, los instrumentos y t茅cnicas que forman parte de la estrategia del marketing pol铆tico.
El enfoque del marketing pol铆tico: origen y desarrollo
Concepto y elementos del marketing pol铆tico: Investigaci贸n y valoraci贸n del entorno; elaboraci贸n del producto pol铆tico y plan de comunicaci贸n.
An谩lisis de estrategias y de campa帽as pol铆ticas: el concepto y la formulaci贸n de estrategias. Actividades de campa帽as pol铆ticas y electorales.
Publicidad y comunicaci贸n pol铆tica.
ALLINGTON, N., MORGAN, P. Y O`SHAUGHNESSY, N. (1999), 鈥淗ow marketing changed the world鈥 en BRUCE I. NEWMAN (Ed.) (1999), Handbook of Political Marketing, Thousand Oaks, Sage Publications, Inc.
ARCEO VACAS, J.L. (dir.) (1993) Campa帽as electorales y 鈥減ublicidad pol铆tica鈥 en Espa帽a (1976-1991), Barcelona, Escuela Superior de Relaciones P煤blicas-Promociones y Publicaciones Universitarias, Colecci贸n Comunicaci贸n y Relaciones P煤blicas.
ATKIN, C. Y HELAD, G. (1976), 鈥淓ffects of political advertising鈥, Public Opini贸n Quarterly, 40, 216-228.
BRUCE I. NEWMAN (Ed.) (1999), Handbook of Political Marketing, Thousand Oaks, Sage Publications, Inc.
BUTLER, D. Y KAVANAGH, D. (1997), The British General Election of 1997, London, Macmillan Press, Ltd.
COLEMAN, S. (2000), Televised Election Debates. International Perspectives, London, Macmillan Press Ltd.
CREWE, I, GOSSCHALK, B. Y BARTLE, J. (Eds.) (1998), Why Labour won the General Election of 1997, London, Frank Cass.
DOWNS, A. (1957), An economic theory of democracy, New York, Harper & Row.
ERIK ASARD Y LANCE BENNET, W. (1997), Democracy and the Marketplace of Ideas, Cambridge, Cambridge University Press.
GRABER, D., McQUAIL, D. Y NORRIS, P. (1998), 鈥淚ntroduction: Political Communication in a Democracy鈥 en GRABER, D., McQUAIL, D. Y NORRIS, P. (1998), The Politics of News. The News of Politcs, Washington, CQ Press, pp. 1-16.
GRABER, D., McQUAIL, D. Y NORRIS, P. (1998), The Politics of News. The News of Politcs, Washington, CQ Press.
HINICH, M.J. Y MUNGER, M.C. (1997), Ideology and the theory of political choice, Ann Arbor, University of Michigan Press.
HOFSTETTER, C.R & ZUKIN, C. (1979) TV network news and advertising in the Nixon and McGovern campaings, Journalism Quarterly, 56, 106-115, 152.
INGLEHART, R. (1991), El cambio cultural en las sociedades industriales avanzadas, Madrid, CIS.
JOHSON, D. (1997), 鈥淧olitical Communication in the information age鈥. Seminar, Wissenchafts-zentrum-Berlin, Berlin.
JOSLYN, R.A. (1986), 鈥淧olitical advertising and meaning of elections鈥, en KAID, L.L. NIMMO, D. & SANDRES, K.R. (eds.) New perspectives on political advertising, pp. 139-184, Carbondale: Southern Illinois Press.
KAID, L.L & JOHNSTON, A. (19919, 鈥淣egative versus Positive television advertising in presidential campaigns, 1960-1988, Journal of Communication, 41, 53-64.
KAID, L.L. (1976), 鈥淢easures of political advertising鈥, Journal of Advertising Research, 16 (5), 49-53.
KAID, L.L. (1991a) 鈥淭he effects of television broadcasts on perceptions of political candidates in the United States and France鈥, en KAID, L.L, GERSTL脡, J. & SANDERS, K.R. (eds.), Mediated politics in two cultures: Presidential campaigning in the United States and France, pp. 247-260, New York: Praeger.
KAID, L.L. (1991b) 鈥淓thical dimensions of political advertising鈥, en DENTON, R. (ed.), Ethical dimensions of political communication, pp. 145-169, New York: Praeger.
KAID, L.L. (1994) 鈥淧olitical advertising in the 1992 campaign鈥, en DENTON, R.E. (ed.), The 1992 presidential campaign, pp. 111-127, Westport, CT: Praeger.
KAID, L.L. (1998) 鈥淰ideostyle and the effects of the 1996 presidential campaign advertising鈥, en DENTON, R.E. (ed.), The 1996 presidential campaign: A communication perspective, pp. 143-159, Westport, CT: Praeger.
KAID, L.L. Y HOLTZ-BACHA, C. (1995), 鈥 A Comparative Perspective on Political Adversiting鈥 en KAID, L.L. Y HOLTZ-BACHA, C. (Ed.) (1995), Political Advertising in Western Democracies, Thousand Oaks, Sage Publications, pp.8-18.
KAID, L.L. Y HOLTZ-BACHA, C. (Ed.) (1995), Political Advertising in Western Democracies, Thousand Oaks, Sage Publications.
KAID, LYNDA LEE, (1999), 鈥淧olitical Advertising. A Summary of Research Findings鈥 en BRUCE I. NEWMAN (Ed.) (1999), Handbook of Political Marketing, Thousand Oaks, Sage Publications, Inc.
KAVANAGH, D. (1990), Politics & Personalities, London, Macmillan Press Ltd.
KAVANAGH, D. (1995), Election Campaigning. The new marketing of Politics, Oxford, Blackwell Publishers Ltd.
KELLEY, S. (1956), Proffesional Public relations and political power, Baltimore MD, Johns Hopkins University Press.
KEPPLINGER, H.M., (1996), 鈥 Toward a System Theory of Political Communication鈥 en PALETZ, D.L. (Ed.) (1996), Political Communication Research, Norwood, New Jersey, Ablex Publishing Corporation, pp. 3-25.
KERN, M. (1989) 30-second politics: Political advertising in the eighties, New York: Praeger.
KOTLER, P. & KOTLER, N. (1999)鈥淧olitical Marketing: Generating Effective Candidates, Campaigns, and Causes鈥 en BRUCE I. NEWMAN (Ed.) (1999), Handbook of Political Marketing, Thousand Oaks, Sage Publications, Inc.
KOTLER, P. (1975), 鈥淥verview of political candidate marketing鈥, Advances in Consumer Research, 2, 761-769.
KOTLER, P. Y LEVY, S.J. (1969), 鈥 Broadening the concept of marketing鈥 en Journal of Marketing, 33 (1), pp.10-15.
KOTLER, P. Y ROBERTO, E.L. (1992), Marketing social, Madrid, D铆az de Santos Ediciones.
KOTLER, P. Y ZALTMAN, G. (1971), 鈥淪ocial Marketing: An Approach to Planned Social Change鈥 en Journal of Marketing, 35 (July 1971), pp. 3-12.
LAZARSFELD, P., BERELSON, B. Y GAUDET, H. (1944), The people鈥檚 choice, New York, Columbia University Press.
LUNTZ, F. (1988), Candidates, Consultants and campaigns: The style and substance of American electioneering, Oxford, UK, Blackwell.
MANHEIM, J. (1997), 鈥淪trategische Kommunikation und eine Strategie f眉r die Kommunikationsforschung鈥, Publizistik, no. 1: 42, 62-72.
MAZZOLENI, G. (1987), 鈥淢edia Logic and Party Logic in Campaign Coverage: The Italian General Election 1983鈥, European Journal of Communication: 85.
McGERR, M.E. (1986), The decline of popular politics: The American North, 1865-1928, New York, Oxford University Press.
McGINNIS, J. (1969), The selling of the President, New York, Trident.
NIMMO, D. (1999), 鈥淭he Permanent Campaign: Marketing as a Governing Tool鈥 en BRUCE I. NEWMAN (Ed.) (1999), Handbook of Political Marketing, Thousand Oaks, Sage Publications, Inc.
NORRIS, P. (1997), 鈥淭he battle for the campaign Agenda鈥 en KING, A. (Ed.) (1997), Britain at the Polls, 1997, Chatman, NJ Chatman House.
NORRIS, P. (2000), 鈥淧olitical Communications and Democratic Politics鈥 en BARTLE, J. Y GRIFFITHS, D. (Eds.) (2000), Political Communication Transformed: Fom Morrison to Mandelson, Basingstoke, Macmillan.
NORRIS, P., CURTICE, J., SANDERS, D., SCAMMELL, M. Y SEMETKO, HOLLI A. (1999), On message. Communicating the campaign, London, Sage Publications.
O`SHAUGHNESSY, N. (1999), 鈥 Political marketing and political propaganda鈥 en BRUCE I. NEWMAN (Ed.) (1999), Handbook of Political Marketing, Thousand Oaks, Sage Publications, Inc.
O鈥橲HAUGHNESSY, N.J. (1990), The phenomenon of political marketing, London, Macmillan.
PALDA, K (1973), 鈥淒oes advertising influence votes? An analysis of the 1966 and 1970 Quebec elections鈥, Canadian Journal of Political Science, 6, 636-655.
PALETZ, D.L. (1998), 鈥淭he Media and Public Policy鈥 en GRABER, D., McQUAIL, D. Y NORRIS, P. (1998), The Politics of News. The News of Politcs, Washington, CQ Press, pp. 218-237.
PALETZ, D.L. (Ed.) (1996), Political Communication Research, Norwood, New Jersey, Ablex Publishing Corporation.
PARAMIO, L. (2000), 鈥淒emocracia y Ciudadan铆a en el tiempo de los medios audiovisuales鈥, Leviat谩n, 81, 19-34.
PATTERSON, T. Y MCCLURE, R. (1976), The myth of television power in national politics, New York, Putnam.
PAYNE, J.G MARLIER, J. & BAUKUS, R.A. (1989), 鈥淧olispots in the 1988 presidential primaries鈥, American Behavioral Scientisit, 32, 365-381.
PEELE, G. (1982), 鈥淐ampaign Consultants鈥, Electoral Studies, 1, 355-362.
PERLOFF, M. RICHARD (1999), 鈥 Elite, Popular and Merchandised Politics. Historical Origins of Presidential Campaign Marketing鈥 en BRUCE I. NEWMAN (Ed.) (1999), Handbook of Politica l Marketing, Thousand Oaks, Sage Publications, Inc., pp. 19-40.
PERLOFF, R.M. (1993), The Dinamycs of Persuasion, Hillsdale, New Jersey, Lawrence Erlbaum Associates, Publishers.
PFETSCH, B. (1998), 鈥淕overnment News Managament鈥 en GRABER, D., McQUAIL, D. Y NORRIS, P. (1998), The Politics of News. The News of Politcs, Washington, CQ Press, pp.70-93.
PLASSER, F. SCHEUCHER, CH. & SENFT, CH. (1999), 鈥淚s There a European Style of political Marketing? A Survey of Political Managers and Consultants鈥 en BRUCE I. NEWMAN (Ed.) (1999), Handbook of Political Marketing, Thousand Oaks, Sage Publications, Inc.
SABATO, L. (1981), The rise of political consultants: New ways of winning elections. New York, Basic Books.
SAMPEDRO BLANCO, V. (2000), Opini贸n p煤blica y democracia deliberativa. Medios, sondeos y urnas, Madrid, ISTMO.
SCHUMPETER, J. (1943), Capitalism, Socialism and democracy, London, Urwin.
SCHWEIGER, G. & ADAMI, M. (1999), 鈥淭he Nonverbal Image of Politicians and Political Parties鈥 en BRUCE I. NEWMAN (Ed.) (1999), Handbook of Political Marketing, Thousand Oaks, Sage Publications, Inc.
SHAMA, A. (1976), 鈥淭he marketing of political candidates鈥, Journal of the Academy of Marketing Sciences, 4, 764-777.
SHAMA, A. (1974), 鈥淧olitical Marketing: A study of voter decision-making process and candidate marketing strategy鈥, Annual Proceedings of the American Marketing Association, 4, 381-385.
SWANSON, D.L. Y MANCINI, P. (1996), Politics, Media and Modern Democracy: an International Study of Innovations in Electoral Campaigning and Their Consequences, Westport, Conn Praeger.
WEST, D. (1993), Air wars: Television advertising in election campaigns, 1952-1992, Washintong D.C: Congressional Quarterly Press.
WHITE, T. (1962), The making of the President 1960, London, Cape.
WRING, D. (1999), 鈥淭he Marketing Colonization of Political Campaigning鈥 en BRUCE I. NEWMAN (Ed.) (1999), Handbook of Political Marketing, Thousand Oaks, Sage Publications, Inc.
Formar a los alumnos en la metodolog铆a y realizaci贸n de estudios de mercado que permitan evaluar la realidad econ贸mica, social y pol铆tica.
Profundizar en las t茅cnicas cuantitativas y cualitativas como instrumentos para el an谩lisis y posterior propuesta de estrategias, planes de actuaci贸n o campa帽as en diversos 谩mbitos, tanto de la Administraci贸n p煤blica como de la empresa privada.
Conocer las diferentes herramientas y tendencias en el campo de la mercadotecnia pol铆tica.
El desarrollo de las clases te贸ricas permitir谩 al alumnado adquirir los conocimientos b谩sicos, complet谩ndolos con lecturas recomendadas por el profesor.
Las clases pr谩cticas, en las que la participaci贸n e implicaci贸n del alumno/a es el objetivo fundamental, suponen la resoluci贸n de casos y ejercicios pr谩cticos: elaboraci贸n de encuestas, realizaci贸n de grupos de discusi贸n, trabajo de documentaci贸n para la planificaci贸n de estrategias pol铆ticas, campa帽as, etc.
Seguimiento y asesoramiento al alumno para la realizaci贸n de los trabajos de investigaci贸n finales, as铆 como la exposici贸n en el aula y el debate sobre cada uno de los trabajos.
El sistema de evaluaci贸n del aprendizaje en esta materia ser谩 el siguiente:
- Realizaci贸n de trabajos individuales y grupales a lo largo del curso que ser谩n tenidos en cuenta para la evaluaci贸n final y la realizaci贸n de la prueba final (el alumnado debe ter entregado por lo menos el 80% de los trabajos requeridos para la realizaci贸n del examen final) (hasta el 40%).
- La realizaci贸n de una prueba final (hasta el 60%).
La asistencia a las clases as铆 como la participaci贸n ser谩n tenidas en cuenta en la evaluaci贸n final del alumnado.
As铆 mismo los docentes pueden organizar talleres o seminarios para un mayor conocimiento de las cuestiones relacionadas con la materia.
El sistema de evaluaci贸n ser谩 el mismo en convocatoria ordinaria y extraordinaria.
Estudio individual del alumno 25
Preparaci贸n de trabajos y exposiciones en grupo 15
Realizaci贸n de trabajos individuales 15
Otras tareas
Total 55
- Obligatoriedad de uso de la cuenta de correo rai.
- Obligatoriedad de empleo de las herramientas tecnol贸gicas institucionales: Campus Virtual, Microsoft Office 365, y otras herramientas facilitadas por la facultad y autorizadas como herramientas institucionales por la universidad.
- Para los casos de realizaci贸n fraudulenta de ejercicios o pruebas ser谩 de aplicaci贸n lo recogido en la Normativa de
avaliaci贸n do rendemento acad茅mico dos estudantes e de revisi贸n de cualificaci贸ns.
Maria Nieves Lagares Diez
- Department
- Political Science and Sociology
- Area
- Political Science and Administration
- Phone
- 881815182
- mnieves.lagares [at] usc.es
- Category
- Professor: University Lecturer
Jose Manuel Rivera Otero
Coordinador/a- Department
- Political Science and Sociology
- Area
- Political Science and Administration
- Phone
- 881815159
- josemanuel.rivera [at] usc.es
- Category
- Professor: University Lecturer
Maria Pereira Lopez
- Department
- Political Science and Sociology
- Area
- Political Science and Administration
- maria.pereira.lopez [at] usc.es
- Category
- Professor: University Lecturer
Diego Mo Groba
- Department
- Political Science and Sociology
- Area
- Political Science and Administration
- Phone
- 881815156
- diego.mo.groba [at] usc.es
- Category
- Professor: LOU (Organic Law for Universities) PhD Assistant Professor
Gemma Vicente Iglesias
- Department
- Political Science and Sociology
- Area
- Political Science and Administration
- gemma.vicente.iglesias [at] usc.es
- Category
- Xunta Pre-doctoral Contract
| Monday | |||
|---|---|---|---|
| 17:00-19:00 | Grupo /CLIL_01 | Galician | 1.3 |
| Tuesday | |||
| 17:00-19:00 | Grupo /CLIL_02 | Galician | 1.3 |
| Friday | |||
| 09:00-10:30 | Grupo /CLE_01 | Galician | 1.3 |
| 01.09.2025 17:00-19:00 | Grupo /CLE_01 | 0.1 |
| 06.16.2025 17:00-19:00 | Grupo /CLE_01 | 0.1 |