Describe the local social and political context in which the chosen political actor operates.

Individual coursework brief (70%), 2,500 words (SHARP) excluding appendices

*Subject to External Examiner approval

This individual assignment seeks to integrate political marketing concepts with social marketing strategies. Students will choose a political actor (real or fictitious), analyse their context and strategy, and develop a comprehensive campaign addressing a relevant social issue that the political actor could use as a foundation for their electoral efforts.

The campaign is not just about achieving social change; it’s about winning the political actor’s election. Therefore, the goal is to align the campaign with the political actor’s strategy, brand, and ideology while demonstrating its relevance to the local community and potential voters. This requires a strategic blend of social marketing principles, political marketing acumen, and a keen understanding of the local community’s needs and dynamics. In completing this assignment, it is essential to integrate theories and concepts acquired in the module.

The coherence of the essay structure and clarity in the overall presentation of the argument, as well as the appropriate use of literature and examples to support your argument and future recommendations, are essential.

Tasks:

1. Selection of the Political Actor:

Choose a political actor (e.g., a local politician, community leader, or aspiring candidate) or create a fictitious one, and provide a brief introduction, highlighting their background, political affiliation, aspirations and ideology.
2. Context Analysis:

Describe the local social and political context in which the chosen political actor operates. Consider the constituency, political party affiliation, and any pressing social issues within the local area. Analyse the political landscape and identify key stakeholders (e.g., voter profile, competitors).
3. Political Actor Strategy and Branding:

Discuss the political actor’s strategy using concepts from political marketing, such as political market orientation or strategic postures.
Examine the political actor’s brand, including political brand personality, positioning, symbols, and rhetoric. Discuss how the political actor positions themselves to the public and how they differentiate from competitors. Include a discussion on how their brand personality aligns with the political ideology.

5. Social Issue Selection:

Choose a social issue that is both relevant to the local context and aligned with the political actor’s brand, strategy, and ideology. Ensure the issue resonates with the priorities of the political actor’s target audience and/or voters.
6. Social Marketing Campaign Planning:

Design a comprehensive social marketing campaign to address the chosen social issue. Apply behaviour change theories in the design of your social marketing campaign and to justify your approach. Focus on:
Priority Audience: Clearly define the priority audience, considering demographics, values, and behaviours. Important: This may or may not align with the profile of the voters.
The social marketing Intervention: Propose specific interventions aligned with the political actor’s strategy and brand. Focus mainly on:
Social Marketing Product: Develop a product or service that addresses the social issue
Communication Strategy: Outline a communication plan, including messaging, channels, and tactics, that aligns with the political actor’s communication style.
7. Critical Analysis of Feasibility and Success:

Discuss critically how the proposed campaign aligns with the political actor’s brand, strategy and ideology, and how it strategically addresses the concerns of the electorate.
Provide a critical analysis of why the proposed social marketing campaign is likely to attract voters. Consider not only the social marketing elements but also broader political factors that may influence voter perceptions.
Evaluate potential challenges or criticisms that may arise and explain how the political actor plans to navigate these issues to ensure delivery of promises and attract voters.
Further considerations:

Ensure that the social issue you select is community-oriented rather than individual-focused. Consider how the chosen issue resonates with the collective concerns and priorities of the local community.
Consider the possibility that voters might not be directly affected by the social issue, but may still resonate with and support the campaign based on shared values or broader community concerns. Therefore, voters might be different from the social marketing campaign’s priority audience.
Decide whether you want to address a “wedge issue” that may create divisions or a non-controversial topic. Understand the potential impact on voter perceptions and consider how it aligns with the political actor’s strategy.
Approach your social marketing campaign as a political promise, acknowledging that it is a commitment to future action. While you won’t actually implement the campaign, make sure your promises are credible and feasible.
Additional notes for all submissions:

The essay should follow the structure proposed above.
Read and draw on a wide range of relevant and reliable literature and evidence sources. These may include academic journals and books (in the reading list and beyond), media reports, speeches/interviews, research reports, public data, statistics.
All sources should be appropriately referenced, in text and in the reference list

WRITER’S CHOICE ON HOW MANY REFERENCES ARE CONVENIENT

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