Strategic Public and Political Marketing

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The main purpose of the program is to help students master the theories, concepts, applications and practices of modern strategic public and political communication in order that they grasp its significant role in the strategic development of public, private and non for profit organizations.

The program prepares students for various careers with specialization in marketing management and in international public and political fields, and for post-graduate business studies. While the programme is designed to consider strategizing behavior in public and political markets, it is fundamentally concerned to link this behavior to the broader social and political implications of such activity.

These implications are potentially far reaching and students will be required throughout to critically reflect on the issues and problems associated with strategic marketing in these contested and contentious markets.

Career
The specific objective of the programme is to prepare students for a variety of professional marketing management careers in domestic, as well as international, public and political domains. The array of courses and electives is designed to allow a fair degree of vocational customization.

The course is intended for those with an interest in careers related to: policy platforms and campaign strategy; public and political marketing /communication strategy; market research/polling; public affairs/corporate relations/lobbying/regulatory affairs; public, social and third-sector (PST) marketing; public diplomacy; and corporate diplomacy.

While clearly focused on public and political markets, the programme provides a broad-based platform for those pursuing a career in marketing, communication, consulting and government

The economic market metaphor underpins an increasingly market oriented appreciation of the relationship between parties and voters, governments and citizens, business and politics, civil society and government, and many other stakeholder arrangements. The currency of these relationships is not, first and foremost, economic it is anchored, instead, in the notion of legitimacy. Gaining legitimacy, possessing legitimacy and exercising legitimacy is the real power play in contemporary politics a power play that necessitates a much more profound consideration of strategizing behaviour in public and political markets.

Students take four courses per semester (during the first three semesters) and are required to complete a masters dissertation in their fourth semester.

The first semester consists of four compulsory courses taken by all masters level marketing students at the School: Strategic Management; Advanced Consumer Behaviour; Branding; and Marketing Theory.
In semester two, there are four compulsory courses reflecting the specialism in public & political marketing and providing a grounding in research methodology. The courses are: Research Methods; Political Marketing; Public Marketing; and Public Affairs.

In semester three, students choose four specialist courses, depending upon their personal and vocational interests, from an array of electives at the School and from other specialist departments within the Faculty of Social Science. These include (but are not limited to): Political Persuasion; Public and Corporate Diplomacy; The Policy Process; Political Communication; and Social/Third Sector Marketing.

During the final semester, students produce a 15,000 words masters dissertation which enables a more thorough understanding of the skills and knowledge gained throughout the programme. During the thesis process, which is supervised from beginning to end, students apply relevant theoretical perspectives and scientific research methods in a real-world empirical context.

General requirements for Master's programmes:- An academic degree (i.e. a Bachelors degree or the equivalent, at least 180 ECTS.) Stockholm University does accept applicants in their last year of Bachelor's studies. See note below: Previous university records- Proficiency in English, which must be demonstrated in one of the following ways: * IELTS score (Academic) of 6.5 or more (with no section scoring below 5.5) * TOEFL score 20 in written test, total score of 90 (internet based) * TOEFL score 4,5 in written test, total score of 575 (paperbased) * Cambridge/Oxford - Advanced or Proficiency levelTOEFL test scores must be sent directly from Educational Testing Service (ETS), to University Admissions in Sweden (institution code: SWEDEN 3477). English language test exemptions Some students may be exempt from submitting formal test evidence. These are: * Students who have a Bachelor's degree from a university where English is the only language of instruction, according to the latest edition of International Handbook of Universities. * Students who have a Bachelor's degree (a Swedish Kandidatexamen or equivalent academic qualifications) with English as the major subject. * Students with a 4-year university degree in Engineering, Science or Technology from India and Pakistan. * Students who have 30 HE credits from a Nordic country and the language of instruction of the course/programme/university is English. English Language Requirements IELTS band: 6.5 TOEFL paper-based test score : 575 TOEFL iBT® test: 90