A00020 Institutional Marketing & Lobbying

The course offers students an in–depth analysis of the role of institutional marketing and lobbying  as a professional opportunity, as a business strategy &  a strategic tool in the global market. 

• Here you have the course structure and the main topics

• Learning Objectives 

   The course offers students an in–depth analysis of the role of institutional marketing and lobbying  as a professional opportunity, as a business strategy &  a strategic tool in the global market. 

  Course Structure

  Introduction

  The activities  of  institutional  marketing . lobbying and institutional interlocution as strategic tools

  Institutional marketing & lobbying : the origin  (a short history).

  What are Institutional marketing and lobbying: the differences.

  - The role of the expert of Institutional marketing & the lobbyist. 

  -      Institutional marketing as an important professional opportunity.

  -        Institutional marketing, lobbying and advocacy.

  -       Institutional Marketing,  Lobbying & public affairs: the differences between:

  a)     Local level (including 

  b)     National lobbying

  c)     International level (with a special focus on  "UE" level.

  d)      Institutional Marketing,  Lobbying & public affairs: the differences between:UE and USA 

   

  Case studies

   

  Institutional marketing & lobbying  in action: the tools.

  The Network

  -        Why the  network is strategic  and how to create it.

  -        Institutional Marketing, Direct lobbying and indirect lobbying.

  -        Economy and Institutional Marketing. Practical cases.

  -        The role of the coalition: how to create and manage it.

   

  Institutional Marketing,  Lobbying  & the institutions:

  -        The institutional approach and interlocution step by step.

  -        Step one: the activities before the interlocution

  -        Step two: the different roles of politicians, local politicians,associations and other stakeholders.

  -        Step three: how to create a correct  relationship with public decisors & stakeholders.

   

  -        Institutional marketing & pressure.

  -        The rules of a correct and ethical persuasion.

   

                Institutional marketing, lobbying, media & social media

• Strategies of communication.
• Media segmentation and targeting.
• The role of local media.
• Alternative local strategies of communication.
• Institutional marketing, lobbying and new media: the role of social networks: Facebook, Twitter, Instagram & more.
• Digital strategy, social media pressure and marketing: a scenery in constant change.
• Multimedia and pressure  campaign: how to adapt the strategies.

              The  institutional interlocution & marketing

-        Institutional interlocution & negotiation: the rules of the game

-        A) Negotiations and teamworking.

-        B) Psychology of negotiation   

-        C) Negotiation in practice

Institutional marketing & lobbying in action.

-        The institutional meeting: how to manage it

-        A) Before the meeting : the preparation & the research job.

-        B) During the meeting: prepare all the possible options.

-        C) After the meeting : a correct approach.

-        How to manage a good result and how to react to a bad result.

-        Case studies

-        Which will be the evolution for lobbying & institutional marketing?

The course is available for attending/non attending students;

ATTENDING STUDENTS

Attendance and participation in the course is highly recommended: 20% of the final evaluation will be based on partecipation during the lessons,to the collective discussions, case histories etc. In addition, attending students will have the possibility to be part of a very interactive class in which learning activity will be provided essentially during the lessons (through the course the didactic material – basically slides- will be also distibuted to the attending students).

Student must attend at least 60% of the lessons.

The final exam will consist only of the oral presentation of a collective paper (each student has to write a maximum of 4 pages of the collective paper).

Professor Massa is fully available for all further details.

NON ATTENDING STUDENTS

 Non attending students must prepare a written paper based on the didactic material (8-10 written pages);

They also have to take a written test on the slides and the teaching material that will be provided.

Professor Massa is fully available for all further details