Campaign Management

How to create an effective electoral campaign



The laboratory is aimed at answering the question “How do you organize an effective electoral campaign?” through the study of two macro areas: strategy (understanding the context and identifying the objectives) and organization (how to structure to achieve those objectives).  

Target recipients

The course is aimed at all those who wish to master the most advanced techniques for the management of an election campaign. Among others:
  • Communication and political marketing professionals
  • Politicians
  • Students and scholars in political science, sociology and law


[su_spoiler title="Introduction" open="yes" style="fancy"]
  • The phases of an Electoral Campaign: Positioning, Pre-campaign and Campaign
[/su_spoiler] [su_spoiler title="Understanding" open="yes" style="fancy"]
  • Understanding who the candidate is: Image and leadership types
  • Understanding who the voters are: The Targeting and Bucketing process
  • Understanding the reference environment: Market research (qualitative and quantitative methods and reporting)
[/su_spoiler] [su_spoiler title="Identifying" open="yes" style="fancy"]
  • Identifying the Language: Framing, contextualization and storytelling
  • To choose the communication channels: Traditional campaing vs digital campaign
  • Identifying the Language: Framing, contextualization and storytelling
  • Identifying the Graphics: visual communication within the political confrontation context
[/su_spoiler] [su_spoiler title="Organizing" open="yes" style="fancy"]
  • Human resources Organization and Management: Staff, backers and supporters
  • Events organization and Fundraising: Phonebanking, canvassing e special events
[/su_spoiler] [su_spoiler title="Conclusions" open="yes" style="fancy"]
  • Conclusions and participants assessment
[/su_spoiler] [su_spoiler title="Case studies" open="yes" style="fancy"]
  • The theme campaign: “Obama Pride” (LGBT for Obama): the Tammy Baldwin case.
  • The territorial campaign: “Canvassing in the USA”: the Wisconsin case.

Teaching methods

In line with the Rome Business School’s general approach and the best international standards, the course is designed with the aim of providing excellent training with an emphasis to its concrete application in the job, professional and company markets. Therefore, the course involves both mainly one way teaching phases – to accurately transfer the reference conceptual models – and practical application sessions aimed at developing your operational and management capabilities. Your progress in the subjects taught will be tested and consolidated through exercises related to actual managerial cases.  

Modes of attendance

This course can be attended in three ways:
  1. On campus
  2. On line, via a cutting-edge web platform
  3. In house, i.e. at your workplace


Whichever way you choose to take the course, you will receive: CERTIFICATE At the end of the course, you will be presented with a named participation certificate. HIGH QUALITY LECTURES Our teachers are renowned trainers and managers who come from a multitude of operational and professional environments. They are therefore able to bring a wealth of up to date experience and competency. LEARNING MATERIALS All participants in this course will be provided with a wealth of documentation, including slide presentations, case studies and exercises. CAREER-SERVICE If you wish, participation in this course will entitle you to: Having your CV inserted in the Rome Business School database and distributed to companies, organizations and head hunters of the Rome Business School’s international network; The review and editing of your CV; Support in managing your job interviews. REGISTRATION IN THE ROME BUSINESS SCHOOL ALUMNI ASSOCIATION Participation in the Master’s course entitles you to be enrolled in the Rome Business School Alumni Association, the international network through which students of the Rome Business School can share ideas, experiences and projects.

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