Political Marketing in Practice: lifting the lid on 21st century politics

If you are involved in politics or thinking about getting involved, or just want to see what goes on in parties and government in the quest to get your vote at the next election, then come along to understand how political marketing works. Delivered by a world expert, the course will outline best practice principles in political marketing research, strategy, branding, communication and delivery.


Course outline

  • Introduction and Understanding your public
    Accessing and capturing the views of your public, using research, consultation, segmentation, and targeting.

  • Responding to the public
    Being responsive to the right people; building your strategy; building a brand that works for you and for the public; managing volunteers

  • Communicating with the public
    How to make communication suited to the public, using market research and principles

  • Delivering for the public
    Managing pre-election delivery; creating will for successful delivery; conveying progress and handling problems; and keeping marketing going in power

Learning outcomes

  • Understand that political marketing is not just about campaigns
  • Understand the public: explore the potential and limitations of different market research and listening tools
  • Respond to the public: build a winning strategy and brand that combines leadership with responsiveness and appeals to the public whilst being true to you and your ideals
  • Communicate with the public: explore the principles of how to create effective communication suited to the public
  • Manage delivery in government: discuss ideas for conveying progress at national and local level and handling problems
  • Be aware of a wide range of political marketing activities and approaches and be able to spot them during media coverage of the campaign
  • Know best practice principles in political marketing
  • Be more engaged with the next New Zealand general election in 2020

Who should attend?

  • Members of the public interested in elections and modern politics to help them understand what goes on behind the scenes
  • Media, academics and students in politics, policy, communications, marketing and journalism to learn more about the reality of modern government and politics.
  • Political party staff and volunteers working for MPs and involved in campaigning
  • Government staff: it will help them understand the public and political environment, improving their ability to understand the perspective and position of the ministers and politicians they serve. This includes both non-partisan and partisan staff, working in policy, communications, strategy and public engagement, located in government departments and political offices for MPs and ministers
  • Aspiring and existing politicians: for those already involved in politics (or wanting to be) the course will help them understand the different tools available and think about marketing post-election in government.
  • Think tanks who want to understand the ‘other side’ e.g. the perspective of politicians they are trying to influence


  • 2 x Saturdays 9am -12:30pm, 29 June – 6 July
  • $85.00 incl. GST
  • The University of Auckland, City Campus
  • Presented by Jennifer Lees-Marshment

Seminar presenter

Jennifer Lees-Marshment

Jennifer Lees-Marshment

Jennifer Lees-Marshment is an Associate Professor in political science at the University of Auckland in New Zealand. Author/editor of 15 books, Jennifer is a world expert in political marketing with additional research interests in public input, leadership, and government. Jennifer teaches the practice of politics, political management and political marketing and has interviewed over 200 political elites including political marketing practitioners in the United Kingdom, the United States, Canada, Australia and New Zealand including advisors to world leaders Kevin Rudd, Helen Clark, Tony Blair, George W Bush and Stephen Harper. She regularly engages in media commentary and was academic advisor to TVNZ’s Vote Compass in the 2014 and 2017 New Zealand elections. See www.lees-marshment.org for further details or email j.lees-marshment@auckland.ac.nz.

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