Academic Year 2022/2023

  • Teaching Mode: Traditional lectures
  • Campus: Bologna
  • Corso: Second cycle degree programme (LM) in Media, Public and Corporate Communication (cod. 5703)

    Also valid for Campus of Forli
    Second cycle degree programme (LM) in Mass media and politics (cod. 8051)

Course contents

The seminar focuses on the development of political communication and advocacy campaigns. We will look at how quantitative research and data (polls, surveys, vote analysis) and qualitative research (focus groups, in depth interviews) can shape data-driven strategies.

We will examine case studies coming from Italian and international election campaigns.


Required: study of slides and additional materials shared by the lecturer.



  • Giovanni Diamanti, I segreti dell'urna. Storie, strategie e passi falsi delle campagne elettorali, UTET
  • Il candidato vincente. Le campagne elettorali che hanno cambiato il mondo, a cura di Giovanni Diamanti e YouTrend, UTET
  • David Plouffe, The Audacity to Win: The Inside Story and Lessons of Barack Obama's Historic Victory
  • Deborah Mattinson, Beyond the Red Wall: Why Labour Lost, How the Conservatives Won and What Will Happen Next?
  • Joe Napolitan, The Election Game and How to Win It
  • Paul Begala, James Carville, Buck up, Suck up and Come Back When You Foul Up: 12 Winning Secrets from the War Room
  • Alex Crowley, Victory in London. The Inside Story of the Boris Campaign
  • Mark Pack, Edward Maxfield, 101 Ways to Win an Election
  • Paolo Natale, Il sondaggio
  • Mauro Barisione, Renato Mannheimer, I sondaggi
  • Nando Pagnoncelli, Opinioni in percentuale. I sondaggi tra politica e informazione

Teaching methods

Lectures, workshops, group simulations aimed to design a data-driven communication campaign strategy.


Assessment methods

A final project, detailing a data-driven communication campaign strategy, will be prepared by small groups and discussed in the final part of the seminar.


Teaching tools

Presentations, audio-video materials, group work

Office hours

See the website of Lorenzo Pregliasco