University of Kent at Canterbury s10

UNIVERSITY OF KENT

Module Specification

1. The title of the module

Political Strategy (PO903)

2. The School which will be responsible for management of the module

School of Politics and IR (Brussels)

3. The Start Date of the Module

Autumn 2010.

4. The cohort of students (onwards) to which the module will be applicable.

September 2010 entrants onwards

5. The number of students expected to take the module

ca. 30

6. Modules to be withdrawn on the introduction of this proposed module and consultation with other relevant Departments and Faculties regarding the withdrawal

None

7. The level of the module (eg Certificate [C], Intermediate [I], Honours [H] or Postgraduate [M])

Postgraduate (M)

8. The number of credits which the module represents

20 Kent (10 ECTS)

9. Which term(s) the module is to be taught in (or other teaching pattern)

Autumn

10. Prerequisite and co-requisite modules

None

11. The programmes of study to which the module contributes

This is a core module for the M.A. in Political Strategy and Communication; Open to all taught programmes at the UKB.

12. The intended subject specific learning outcomes (SLO) and, as appropriate, their relationship to programme learning outcomes

On successful completion of the module, students will:

1. become familiar with the policy process (at national, EU, and international level) and be able to assess the role played by different actors in the policy process – governmental and inter-governmental organisations as well as civil society.

2. Become familiar with strategies and techniques for advocacy and lobbying and be able to assess instrumental and ethical aspects of such activities.

3. apply concepts, theories and methods relevant to political strategy to contemporary issues and problems;

4. evaluate the interrelationships between the literatures and methodologies of public policy, politics, and international relations and related disciplines, such as law, political theory, economics, sociology and history as they relate to political strategy and advocacy;

5. describe, evaluate and apply different approaches to collecting, analysing and presenting social and technical information.

6. apply theories to case studies and carry out a small, independent research project;

By helping students to progress towards these subject-specific outcomes, the module contributes to achieving the following Programme Learning Outcomes (PLO) of the M.A. in Political Strategy and Communication:

PLO A.1: knowledge and understanding of key historical and philosophical issues in the development of European policy, together with familiarity with appropriate bibliographical sources (SLO 12: 1);

PLO A.2. Understanding of how to apply general theoretical and conceptual frameworks to the analysis of specific issues and problems in domestic, regional, and international settings (SLO 12:3);

PLO A.3. Utilise qualitative and quantitative research methods and evaluate critically their application in the scholarly literature and in policy papers (SLO 12: 5);

PLO A.4. Design and conduct a research project demonstrating awareness of epistemological and methodological principles appropriate to the subject of that research project (SLO 12: 4, 6);

PLO A.5. Capacity for carrying out an independent research project and write in a scholarly manner demonstrating familiarity with academic conventions (SLO 12: 6);

PLO A.6. Understanding the main legal, economic, and political parameters of communication and advocacy in the EU and in global politics (SLO 12: 2, 4);

PLO B.1. general research skills, especially bibliographic and computing skills (SLO 12: 5);

PLO B.2. gather, organise and deploy evidence, data and information from a variety of secondary and some primary sources (SLO 12: 5,6);

PLO B.3. identify, investigate, analyse, formulate and advocate solutions to problems (SLO 12: 2, 3, 4)

PLO B.4. develop reasoned arguments, synthesise relevant information and exercise critical judgement (SLO 12: 1,2, 4, 6)

PLO B.5. reflect on, and manage, their own learning and seek to make use of constructive feedback from peers and staff to enhance their performance and personal skills (SLO 12: 3-6)

PLO B.6. manage their own learning self-critically (SLO 12: 1-6)

PLO C. 1. understand the different theoretical perspectives on the formulation and implementation of political and communication strategies; understand the varied nature of communications and the context-dependent nature of strategic choices for communicating political and social issues; and understand the rhetorical constructions of issues as they relate to the analysis and practice of advocacy and lobbying (SLO 12: 3, 4);

PLO C.2. apply concepts, theories and methods used in the policy arena to contemporary issues and problems (SLO 12: 3);

PLO C.3. evaluate the interrelationships between the literatures and methodologies of public policy, politics, and international relations and related disciplines, such as law, political theory, economics, sociology and history as they relate to political communication and lobbying (SLO 12: 4);

PLO C.4. describe, evaluate and apply different approaches to collecting, analysing and presenting social and technical information (SLO 12:5);

PLO D.1. Communication: communicate effectively and fluently in speech and writing; organise information clearly and coherently; use communication and information technology for the retrieval and presentation of information, including, where appropriate, statistical or numerical information (SLO:3);

PLO D.2. Information technology: produce written documents; undertake online research; communicate using e-mail; process information using databases (SLO 12: 5,6);

PLO D.3. Working with others: define and review the work of others; work co-operatively on group tasks; understand how groups function; collaborate with others and contribute effectively to the achievement of common goals (SLO 12: 3, 6);

PLO D.4. Improving own learning: explore personal strengths and weaknesses; time management; review working environment (especially student-staff relationship); develop autonomy in learning; work independently, demonstrating initiative and self-organisation. Important research management skills include the setting of appropriate timescales for different stages of the research with clear starting and finishing dates (through a dissertation); presentation of a clear statement of the purposes and expected results of the research; and developing appropriate means of estimating and monitoring resources and use of time. (SLO 12: 1-6)

PLO D.5. Problem solving: identify and define problems; explore alternative solutions and discriminate between them. (SLO 12: 1, 3, 4)

PLO D.6. Personal career development: students are encouraged to manage their own career progression and development proactively and are supported in developing skills in researching and retrieving information on opportunities for employment and continuing personal and career development. (SLO 12:1-6)

13. The intended generic learning outcomes (GLO) and, as appropriate, their relationship to programme learning outcomes.

Students who successfully complete this module:

1. will be able to work with theoretical knowledge and apply theory to practical issues and will have a level of conceptual understanding that will allow them to critically evaluate research, policies, and practices;

2. will be aware of the ethical dimensions of the scholarly work done in their discipline in general as well as in their own work;

3. will be able to undertake analysis of complex, incomplete or contradictory areas of knowledge and make carefully constructed arguments;

4. will be reflective and self-critical in their work and will have independent learning ability required for further study or professional work;

5. will be able to use the internet, bibliographic search engines, online resources, and effectively conduct research;

6. will be able to engage in academic and professional communication with others.

By helping students to progress towards these generic learning outcomes, the module contributes to achieving the following Programme Learning Outcomes (PLO) of the M.A. in Political Strategy and Communication:

PLO A.1: knowledge and understanding of key historical and philosophical issues in the development of European policy, together with familiarity with appropriate bibliographical sources (GLO13: 3)

PLO A.2. Understanding of how to apply general theoretical and conceptual frameworks to the analysis of specific issues and problems in domestic, regional, and international settings; (GLO 13: 1)

PLO A.3. Utilise qualitative and quantitative research methods and evaluate critically their application in the scholarly literature and in policy papers (GLO 13: 1,5)

PLO A.4. Design and conduct a research project demonstrating awareness of epistemological and methodological principles appropriate to the subject of that research project (GLO 13: 1,3, 5);

PLO A.5. Capacity for carrying out an independent research project and write in a scholarly manner demonstrating familiarity with academic conventions (GLO 13: 1,3, 4,5)

PLO A.6. Understanding the main legal, economic, and political parameters of communication and advocacy in the EU and in global politics. (GLO 13: 1, 2, 3)

PLO B.1. general research skills, especially bibliographic and computing skills (GLO 13: 3,4,5)

PLO B.2. gather, organise and deploy evidence, data and information from a variety of secondary and some primary sources (GLO 13: 5)

PLO B.3. identify, investigate, analyse, formulate and advocate solutions to problems (GLO 13: 3)

PLO B.4. develop reasoned arguments, synthesise relevant information and exercise critical judgement (GLO 13: 1-3)

PLO B.5. reflect on, and manage, their own learning and seek to make use of constructive feedback from peers and staff to enhance their performance and personal skills (GLO 13: 4,6)

PLO B.6. manage their own learning self-critically (GLO 13: 4)

PLO C.2. apply concepts, theories and methods used in the policy arena to contemporary issues and problems (GLO 13:1-5)

PLO C.4. describe, evaluate and apply different approaches to collecting, analysing and presenting social and technical information (GLO 13: 1, 5);

PLO D.2. Information technology: produce written documents; undertake online research; communicate using e-mail; process information using databases (GLO 13: 3,5)

PLO D.5. Problem solving: identify and define problems; explore alternative solutions and discriminate between them. (GLO 13: 1,3)

14. A synopsis of the curriculum

In the first part of the module, students will be introduced to the policy process at national, EU and international level. They will also be introduced to a number of concepts and theoretical tools for the analysis of political strategies actors use to influence the policy process. This will include topics such as agency, political responsibility and accountability; trust and cooperation in a competitive environment; the positioning of political actors (from parties to advocacy groups); bargaining and agenda manipulation; strategies to overcome collective-action problems. These topics will be explored in lectures and further developed in seminars using specific empirical examples. In the second section, there will be a brief introduction to political marketing and campaign management, including strategic and crisis- management communication. This will be followed by a crisis communication workshop, in which students will examine the manner in which political leaders and the media have handled a crisis situation (e.g. the 9/11 terrorist attacks). The final part of the module will be dedicated to a number of case studies, in which students will be able to apply the theoretical knowledge developed in the first and second part to specific cases. A part of the module is reserved for the empirical analysis of case studies, as chosen by the students in consultation with the module convenor, to permit scope for the analysis of topical issues that arise from time to time, with due regard to the availability of resources. The case studies enable the illustration of how to apply the theoretical and methodological approaches to empirical material, thus enabling students to prepare for their independent research paper.

15. Indicative Reading List

Daniel M. Shea and Michael John Burton, Campaign Craft: The Strategies, Tactics, and Art of Political Campaign Management (Praeger Series in Political Communication). Praeger Publishers Inc., 3rd Revised edition, 2006.

Hugh Compston (Editor). Climate Change and Political Strategy. Routledge, 2010.

Nitzan, Jonathan and Shimshon Bichler. The Political Economy of State-Business Relations in Europe: Interest Mediation, Capitalism and EU Policy Making. Routledge, 2009.

Van Schendelen, M.P.C.M, and Rinus Van Schendelen. Machiavelli in Brussels: The Art of Lobbying the EU, Amsterdam: Amsterdam University Press 2003.

van Ham, Peter. Social Power in International Politics. Routledge, 2010.

McLean, Iain. Rational Choice and British Politics: An Analysis of Rhetoric and Manipulation from Peel to Blair. Oxford: Oxford University Press 2001.

Breznitz. D. Innovation and the State: Political Choice and Strategies for Growth in Israel, Taiwan, and Ireland. Yale University Press, 2007.

Anne Aldis and Graeme Herd. The Ideological War on Terror: World-wide Strategies (Cass Series on Political Violence) Routledge, 2006.

Newman, Bruce I. The Marketing of the President: Political Marketing as Campaign Strategy. London: Sage 1994.