Undergraduate Module Descriptor

POC3115: Political Campaign Strategy

This module descriptor refers to the 2019/0 academic year.

Please note that this module is only delivered on the Penryn Campus.


NQF Level 6
Credits 15 ECTS Value 7.5
Term(s) and duration

This module ran during term 1 (11 weeks)

Academic staff

Dr James Muldoon (Convenor)





Available via distance learning


Do you love the energy and excitement of political campaigns and the thrill of election night? This module studies the origins, evolution and strategies of political campaigns through an interdisciplinary approach that draws together an eclectic mix of practical tools and theoretical insights. Topics include campaign strategy, media management, developing a message, fundraising, the role of consultants, candidates and campaign staff, in addition to locating the craft of campaigning within a broader historic context of democratic government. We chart the history of campaigning from an older retail-style politics of handshakes and neighbourhood mobilisation to current data-driven and consultant-centred campaigns. Far from the lofty pronouncements of political philosophers, a focus on political campaigns sheds light on the complexities of democracy in action. The module is designed for students who want to understand more about how democracy functions and for those who wish to participate in campaigns. It adopts a learn-by-doing approach through which you will design your own campaign plan and develop practical campaigning skills. Each week we will follow the personal journey of a real-life candidate as she runs for office in a key swing-seat of a state legislature, culminating in a nail-biting election at the end of semester.

No prior knowledge skills or experience are required to take this module and it is suitable for specialist and non-specialist students. The module is suitable for students studying Politics, History and International Relations.

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