Spring 2024 Marketing B8648 section 001

The Marketing of an American P

The Marketing of an Ameri

Call Number 14543
Day & Time
Location
W 2:20pm-5:35pm
620 Kravis Hall
Points 1.5
Grading Mode Standard
Approvals Required None
Instructor Ellen Schapps
Type LECTURE
Method of Instruction In-Person
Course Description In 1952, advertising guru Rosser Reeves convinced Dwight Eisenhower that airing TV commercials on popular programs would reach more voters than other forms of advertising. Eisenhower's opponent, Adlai Stevenson, in contrast, was quoted as saying, "The idea that you can merchandise candidates for high office like breakfast cereal is the ultimate indignity to the democratic process." Needless to say, he was a two-time loser to Eisenhower! Therefore, as with consumer product marketing, political advertising via television was initiated emphasizing the USP or "unique selling proposition", the key feature that would differentiate the product (candidate) from the competition.

This 6-week course will highlight the marketing principles and strategies utilized to run political campaigns in the U.S. Although the course primarily will focus on the stages of Presidential races, including polling, fundraising, communication strategies, media, and television commercial evaluation, the marketing techniques employed can be applied to congressional, state, and local elections. Students will analyze campaign case studies from the 2016, 2012, and 2008 election cycles and examine the results of the 2020 Presidential campaign and key 2022 midterm races, based on the above criteria. Relevant data pertaining to the 2024 Presidential race will also be addressed.
Web Site Vergil
Department MARKETING
Enrollment 41 students (40 max) as of 9:06PM Friday, December 6, 2024
Subject Marketing
Number B8648
Section 001
Division School of Business
Open To Business, Engineering:Graduate, Journalism
Section key 20241MRKT8648B001