Faculty of Arts


Marketing Leaders and Policy to the Public


Explores how political leaders and elected officials in power behave in relation to policy and public opinion within the context of the relationship between government and citizens and the impact on democracy itself. It focuses on how tools such as government research, strategy, branding, public relations, marketing and parliament, social marketing, selling policy, consultation and delivery management are used by those who are already elected and in office, rather than just seeking election. It considers the behaviour of political elites using a range of academic literature but also the views of political practitioners.

Political leaders, their staff and advisers are increasingly looking to marketing once in power as the means to anticipate problems, explain unpopular decisions, manage delivery communication, continue to consult, get back in touch if needed and therefore maintain support to actually help rather than hinder change.

The class is student-led by presentations and discussion and assessment includes an academic essay and a practice-oriented but critical government advisory report.

NB: enrolment is limited to 25 students, with selection criteria as follows: 1) admission to a postgraduate programme in Political Studies; 2) results in previous tertiary study in relevant subjects.

Availability 2012

Semester 1


Coordinator(s) Associate Professor Jennifer Lees-Marshment


POLITICS 745: 15.0 points

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