Course Details
Public, Government And Political Marketing
Dates will be avalible shortly
Professional Development
Marketing
Victoria University Professional and Executive Development
Level 2, Rutherford House, 23 Lambton Quay, Wellington City
Full Day
9am - 4.30pm
9am - 4.30pm
$741.75
Early Bird Payment Fee 04/04/11 $667.58
Early Bird Payment Fee 04/04/11 $667.58
Delivered by an internationally renowned researcher in the field, this one-day course will help staff working for and advising ministers, political parties and politicians to develop skills essential to government and politics in the 21st century.
During the course, you will learn about the marketing strategies which can help you understand, respond to and communicate with the public. You will also learn about the pitfalls of some marketing tools and the importance of using them appropriately to achieve ministers' and politicians' goals You will also explore how to manage public perception of delivery in government.
You will leave the course with an understanding of the current approaches to public, government and political marketing and a plan for how best to use them to achieve a range of political goals.
Who Should Attend:
The course will benefit government staff and advisors, elected officials, staff working in political parties, council staff and councillors, staff from non-governmental organisations, elected politicians and candidates.
Course Objectives:
* Appreciate the potential and drawbacks of different marketing tools and adapt them to suit your situation and goals 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
Course Outline:
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, when to follow and when to lead; building a brand that works for you and for the public, and is therefore popular as well as authentic.
Communicating with the public: how to make communication suited to the public, using market research and principles
Managing delivery: creating will for successful delivery, conveying progress and handling problems
Course Format:
The course will be delivered through a mix of lectures, group work and discussion. Research findings and case studies will be used throughout the day, and opportunities provided for questions and support for individual situations.
The course is for a maximum of 16 participants.
During the course, you will learn about the marketing strategies which can help you understand, respond to and communicate with the public. You will also learn about the pitfalls of some marketing tools and the importance of using them appropriately to achieve ministers' and politicians' goals You will also explore how to manage public perception of delivery in government.
You will leave the course with an understanding of the current approaches to public, government and political marketing and a plan for how best to use them to achieve a range of political goals.
Who Should Attend:
The course will benefit government staff and advisors, elected officials, staff working in political parties, council staff and councillors, staff from non-governmental organisations, elected politicians and candidates.
Course Objectives:
* Appreciate the potential and drawbacks of different marketing tools and adapt them to suit your situation and goals 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
Course Outline:
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, when to follow and when to lead; building a brand that works for you and for the public, and is therefore popular as well as authentic.
Communicating with the public: how to make communication suited to the public, using market research and principles
Managing delivery: creating will for successful delivery, conveying progress and handling problems
Course Format:
The course will be delivered through a mix of lectures, group work and discussion. Research findings and case studies will be used throughout the day, and opportunities provided for questions and support for individual situations.
The course is for a maximum of 16 participants.
Dr Jennifer Lees-Marshment is Senior Lecturer in political studies at The University of Auckland and is an international academic expert in political marketing. She is the author of eight books, the most recent The Political Marketing Game (Palgrave, 2011) for which she conducted 100 interviews with 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. Her vast experience in this field will be used to inform you of the most current practices in political marketing
(see www.lees-marshment.org).
(see www.lees-marshment.org).