Communication, political marketing and lobbying

lspri2200  2022-2023  Louvain-la-Neuve

Communication, political marketing and lobbying
5.00 credits
30.0 h
Main themes
The course covers the following aspects: 1/ A brief theoretical re-examination: elements of marketing, communications theory, definitions of 'lobbying', the concept of "influence" and related concepts. 2/ Study, in contexts and at different levels (local, regional, national, European) from the communication and influence strategies of a number of interest groups or action groups: - Social organizations (lobbies, special interest groups, social movements, economical operators); - Political organizations (political parties), and individual political representatives; - institutions (public administrations, public and para-public organizations, parliamentary and governmental institutions) 3/ Thinking about the "good practices" and the ethical rules, constricting or not, in terms of influence, lobbying and communication.
Learning outcomes

At the end of this learning unit, the student is able to :

1 At the end of this course, the student will be able to analyse, in concrete situations, the strategies of communica-tion and of influence of social (lobbies, special interest groups, movements social, economical operators), politi-cal (political parties as well as political representatives) and institutional (public administrations, public and para-public organizations, parliamentary and governmental institutions) organizations. He will also be equipped, from this decoding, to intervene in terms of consultancy.
The course looks both at (1) lobbying & influence strategies and (2) the place of communication in political action. 
It provides an analysis framework, which can be implemented to concrete cases.
Teaching methods
The course consists of formal lectures and the study and discussion of research papers as well as "grey literature" (such as reports, etc.). The students are expected to actively participate and contribute to group discussions, their participation must be based on various readings. 
Remote lectures will be first organized online (Teams). From october onwards, if possible, lectures will be given "face-to-face"
Evaluation methods
Oral exam will be organized (both first and second session). 
Faculty or entity

Programmes / formations proposant cette unité d'enseignement (UE)

Title of the programme
Learning outcomes
Master [120] in Multilingual Communication

Master [120] in Communication

Master [60] in Information and Communication

Master [120] in Public Administration

Master [120] in Political Sciences: General