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. The essential role of the media and the role in the growth of consultants/experts in the application of this hybrid science is an increasing trend in the political and public spheres.

By the end of this course, students will be able to: - Understand the fundamental principles of political marketing and its role in contemporary politics. - Analyze political campaigns using key marketing concepts such as segmentation, targeting, and positioning. - Design effective communication strategies tailored to diverse political audiences. - Evaluate the ethical implications of political marketing tactics and their impact on democratic processes. - Apply data-driven approaches to enhance campaign effectiveness and voter engagement. - Critically assess global case studies to identify best practices and challenges in political marketing.