EXECUTIVE MASTER IN

Political-Electoral Communication and Marketing

Spin Doctoring

www.RomeBusinessSchool.it info@romebusinessschool.it

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Introduction

Working in politics has never required as many professional competencies as in this historical period. Playing an active role in an electoral campaign on in the life of a party, but also writing about politics on a daily basis, are activities that, without specific training and without the mastery of the most up-to-date techniques, risk being unproductive.

In such a framework, the Executive Master’s Degree Course in Political-Electoral Communication and Marketing has been designed to enable all those who wish to be or are already involved in these topics to acquire a store of operational knowledge and capabilities of excellence that will support them in concretely contributing to the results.

Objectives

The Executive Master’s Degree Course in Political-Electoral Communication and Marketing is aimed at providing the knowledge and abilities necessary to effectively and professionally manage the communication and marketing processes that support political campaigns and activities. In particular, on completing the course, participants will be able to:

1. structure precise operational plans and strategies for the promotion of a political candidate or group

2. make the best use of social media and of the web for political-electoral marketing and communication ends

3. learn about new visual and off-line means of communication for a winning placement in the political-electoral market

4. enhance their public speaking capabilities also in terms of consultancy to others

5. correctly set up and manage an electoral campaign

6. know and understand the peculiarities of the different electoral systems

7. identify and add value to different leadership styles

8. know the best techniques for the organisation of a political event

9. realising effective fundraising campaigns

10. managing press office activities aimed at the promotion of political candidates or parties

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11. master the most evolved spin doctoring techniques

12. acquire an overview of some of the best practices in the international context

Target recipients

The Executive Master’s Degree Course in Political-Electoral Communication and Marketing is a course of excellence aimed at a maximum of 20 participants that wish to acquire competencies of excellence in the effective management of the communication and marketing processes linked to political activities and electoral campaigns.

Contents

Political-Electoral Marketing

Strategy

Market research for politics

Segmentation, targeting and positioning for politics

Political-Electoral marketing mix

Marketing 2.0 and 3.0 for politics

Web and Social media for politics

Web and Social Media campaign planning, implementation and control for

politics

Using Facebook, Twitter, LinkedIn and Google+ for political communication

Political blogging

Emailing techniques

Public speaking

Verbal and Non-verbal communication

Feedback effectiveness

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Active listening

Steps for an effective public presentation

Political Press Office

Political journalism

The Press Office

The planning of activities

Implementing actions and monitoring results.

Organising events

Choice and ideation of the most suitable event in order to reach objectives

Project definition

Budget definition through the evaluation of economic aspects

Promotion: online through social media and offline through traditional

media

Practical organization of the event.

The electoral system and its specificity Plurality systems

Majority systems

Proportional systems

Mixed systems

Leadership for politics

Interpersonal influence

Leadership styles

The techniques

Spin Doctoring

Role and activity evolution

Strategies and techniques

Excellency cases

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Fundraising for politics

Fundraising techniques and tactics

Fundraising patterns

The management of the relationship with donors

Budgeting and staffing models

Effective and ethical profiles

Phone banking, canvassing and special events

Electoral campaign management

Traditional vs digital campaigns

Human resources management and organisation for an electoral campaign

The thematic campaign

Territorial campaign

Cases studies

Innovative communication techniques for politics

Graphic, video and digital design

Modelling and 3D animation

Augmented reality

Mobile apps

Video mapping

International excellency cases

Edsegovi’s HOLOS model (Mexico)

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Structure and dates

The course is structured in 15 three hour seminars and a final project work. The lectures are held on Fridays from 5pm to 8pm.

Attendance formulas

This course may be attended in the following formulas:

on campus, at the Rome Business School Rome headquarters.

distance learning, through a cutting edge e-learning platform with live lectures and a great teacher-student interaction.

How to apply and participation fees

In order to ensure a top quality training course, attendance is limited to a maximum of 20 participants. Selection is based upon the evaluation of CVs and on the results of technical-motivational interviews. The participation fee for the Executive Master’s Degree Course in Political-Electoral Communication and Marketing is of € 1.850,00 (plus V.A.T.) and includes: DIDACTIC OF EXCELLENCE

The Rome Business School’s teachers are always highly selected international level trainers and managers from a plethora of operational and professional backgrounds; they are therefore able to bring a wealth of up-to-date experiences and competencies. The quality of training is recognized by the ISO 9001:2008 Certification obtained by the Rome Business School. TUTORING

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For both the on-campus and distance-learning formulas, attendees can always count on

the assistance of a tutor for any clarification they may require and for the execution of

the tests and exercises planned for each subject. DOCUMENTATION

Attendees will be issued with a wealth of documentation, including slides, notes, study cases, articles, videos and useful links. CAREER-SERVICE

Participation in this course also entitles attendees to: having their CV inserted in the

Rome Business School’s database and distributed to companies, organizations and head

hunters of the Rome Business School’s international network; a free review of their

CVs; support in managing their job interviews; networking meetings with managers,

professionals and entrepreneurs on an international scale; a personalised monitoring and

alerting service for the best job opportunities both in Italy and abroad.

ENROLMENT IN THE ROME BUSINESS SCHOOL ’S ALUMNI ASSOCIATION

Attendance in the course entitles to be enrolled in the Rome Business School’s Alumni Association, the international network through which students of the Rome Business School can share ideas, experiences and projects. DIPLOMA

Having successfully completed a project work and passed an exam, all students who will have regularly attended will be awarded the Rome Business School’s Executive Master’s Degree Diploma in Political-Electoral Communication and Marketing.

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How to Enrol

Having chosen the course attendance formula, all you need to do to enrol is: 1) fill in the enrolment form below, which can also be downloaded at: http://romebusinessschool.it/DOCS/SCHEDAISCRIZIONE.pdf

2) at the same time, make a bank transfer – with your details and the course title – payable to: Rome Business School, IBAN: IT15W0200805219000102125005 – c/o Unicredit, Ag. 01748 – Roma

3) fax the both the enrolment form and the bank transfer receipt to: 06 96708812

Contacts Rome Business School Corso Vittorio Emanuele II 209, Roma - Italia Email: info@romebusinessschool.it Tel.: +39 06 40044672 Fax: +39 06 96708812 Website: www.RomeBusinessSchool.it Facebook: www.facebook.com/RomeBusinessSchool

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Testimonials

“The study course at the Rome Business School was an important training experience, through which I was able to acquire new knowledge and skills, which have proven to be useful both in terms of my professional and personal development. The Rome Business School is a structure the purpose of which is to provide students with excellent training. The course is rich in stimuli that increase both technical and transversal skills, thus creating the basis for a future marketability in the workplace. The high quality of the teachers represents an added value. The Rome Business School, in my opinion,

is not simply to try but to attend.” Augusto Gregori – Manager

“My experience at the Rome Business School was very

positive, primarily because the environment is so unique and

unlike that of any other school.

The school distinguished itself for its excellent teaching staff

and for the countless international opportunities the Rome

Business School gave me. I strongly recommend it.”

Emanuel Luongo – Entrepreneur

“I came, I saw, I was taught how to win and… I conquered! All thanks to the Rome Business School. The Rome Business School has literally transformed me and bettered me. Today, I can boast of running a successful business in my home country (Nigeria) thanks to the Rome Business School.

Humphrey Akanazu, Consultant

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Rome Business School The Rome Business School is an international institute for high level managerial

training, consultancy and research. It offers training courses in managerial

subjects able to provide the knowledge required to set up or develop a professional

career or an entrepreneurial activity.

Headquartered in Rome, but active all over Italy and on a global scale, the Rome

Business School provides graduates, professionals and entrepreneurs with the

possibility to develop their competencies in accordance with the best international

standards, thus helping them to excel on the job, professional and entrepreneurial

markets.

All the Rome Business School’s courses feature the highest teaching quality levels

and the utmost care and attention to the students’ needs. The personalised assistance

provided by expert teachers, the wealth of learning materials and the constant

verification of the learning results ensure the maximum effectiveness of the training

courses.

PARTNERS & NETWORK

The Rome Business School is in partnerships with di top Universities, Business Schools, Companies

and Associations of excellence on an international scale. This global network supports all the Rome Business School’s students and clients.

Belgrade Business School Universidad de Veracruz

Tbilisi State University

University «Ukraine»

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Enrolment Form

To be faxed to +39 06 96708812 or emailed to info@romebusinessschool.it

Course Title ___________________________________________________________________________________________ Location and Start Date _____________________________________________________________________________________

Participant: Surname _______________________________________ Name ________________________________________

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Only to register as employees/collaborators: Company data for invoicing:

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_________________________________________________________________________________________________________ PAYMENT (To be made at the time of enrolment)

I am paying the following amount in Euro ____________________ Through Bank Transfer: Payable to: Rome Business School

IBAN: IT15W0200805219000102125005

BIC SWIFT CODE: UNCRITM178L

ACCOUNT NUMBER: 102125005

BANK NAME: UNICREDIT

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CONTRACTUAL CLAUSES

1 – ENROLMENT COMPLETION: The enrolment is deemed to be complete on reception by the Rome Business School of this form filled in all its sections and signed for acceptance, together with the bank transfer receipt. 2 – RETRACTION: It is possible to retract from the enrolment by the 9th calendar day (included) before the course is due to begin, by communicating the withdrawal by fax or email. In such an event, the amount paid will be refunded. Should the withdrawal communication be received after the aforementioned deadline, the Rome Business School will be entitled to invoice the whole participation fee. 3 – IMPOSSIBILITY TO TAKE PART: Should a participant fail to turn up at the beginning of the course, the Rome Business School will be entitled to invoice for the total amount and retain the amount paid. The client may use the fee to enrol in a later edition or in another course of the same cost. 4 – WITHDRAWAL: Should a participant withdraw during the course. the Rome Business School will be entitled to invoice the whole participation fee. The participant will be entitled to receive and keep all the course’s learning materials. 5 – SCHEDULE CHANGES: For organisational and teaching reasons, the Rome Business School reserves the right to postpone scheduled courses and to modify the programme and or replace the designated teachers with others of the same professional level. Any change will be promptly communicated to the companies and participants involved. 7 – PARTICIPANT RESPONSIBILITIES: Participants in Courses/Master’s Degree Courses are personally responsible for any damage caused to the structure, the classrooms, the equipment, the teaching implements and to anything else present in the facilities used by the Rome Business School. Participants are also required to comply with internal regulations (signing of registers, use of IT equipment, etc.). 8 – PRIVACY: All personal data are handled within the Rome Business School’s database and in compliance with the personal data protection regulations. Your data will not be communicated to or

shared with third parties and you will be able to request their deletion at any time. Should you opt not to receive any further communication regarding our initiatives, we kindly request that you tick this box � 9 – CONTROVERSIES: Any controversy will be subject to the jurisdiction of the Rome Court of Justice, to the exclusion of all others.

By signing this form, I expressly declare that I have carefully read and accept all the conditions contained in the “Contractual clauses”. Date ____________________________________________ Signature (with stamp if company or agency) _________________________________________________