Political marketing and Manitoba's Progressive Conservative Party, 2011-2016

In: http://hdl.handle.net/1993/34295

Abstract

This thesis examines to what extent, if at all, has the Progressive Conservative Party of Manitoba incorporated political marketing techniques into its organization's campaigns. This thesis is primarily grounded in the findings collected from semi-structured interviews with five individuals who could provide insights into what political marketing techniques have been and are currently in use by the Progressive Conservative Party. These five individuals come from different professional backgrounds that include public opinion research, journalism, a former campaign member, and a current member of the party. The findings from this study highlight a number of political marketing techniques used by Manitoba's Progressive Conservative Party such as the gathering of market intelligence, segmentation, and positioning. Furthermore, based on these findings, this thesis concludes that there is significant evidence that indicates that the Progressive Conservative Party of Manitoba, like other parties, has incorporated newly available technologies in the form of political marketing techniques into its organization's campaigns. ; October 2019