Political marketing has attracted the attention of political actors in recent years in Albania. The importance of political marketing makes policy actors not only act but also to think in terms of marketing. Marketing disciplines encourage businesses to understand their customers in order to provide them with appropriate products and services. In politics, parties are representative of the people, so they need to understand or at least discover what the public wants in terms of policy and civil leadership.

In this course students will be introduced to concepts such as: Understanding Political Marketing as a subfield of traditional marketing, the differences between traditional marketing and political marketing, the evolution of political marketing, political marketing process where political market is also discussed, political product, political promotion, as well as price and distribution concept in politics, political communication, marketing communication leadership, direct marketing, marketing through internet, local political marketing communication, marketing communication forms of market-oriented public relations, campaigns conducted on the basis of surveys, negative publicity as one of the main elements used in publicity campaigns, the permanent campaign and its elements, planning marketing campaigns, market segmentation and positioning in case of election campaigns.