Paul Baines, an academic at Cranfield in the UK, has made the argument that business schools are not utilizing political marketing to its fullest. What do we know about business schools and the teaching of political marketing? What should they do? Why?
What Do Business Schools Teach?
Few business schools have courses on political marketing. This is despite it being a multi-million dollar sector with a massive social impact. Many of the classic examples of marketing are political. For example, think of LBJ’s Daisy commercial. Alternatively, consider Saatchi’s “Labour is not working” poster. Despite this political marketing still isn’t seen as central to the business school mission. Is this a bad thing?
Why Should Business Schools Teach Political Marketing?
Baines lists arguments why business schools should focus more on political marketing. These reasons include:
- Businesses have to market themselves internally. For this the sort of vision and values common in political marketing can be of great assistance. Employees like firms to have a mission. Often workers want an aim beyond simply making money. The best political marketers have the ability to articulate a “why”. Studying them can be invaluable.
- Furthermore, firms are “also expected to stand up and promote their values externally to other stakeholders such as government regulators, the media and even the general public” (Baines, 2012). Political marketing can help executives in thinking about their values. This is vital before one can articulate those values.
- Baines notes that firms are increasingly interacting with government and politics. It would help if business leaders had a clue what they are up to. Sometimes it doesn’t appear that they do.
Business And The Global Economy
The most interesting point is the idea that political marketing represents an extension of common macro-economics courses. These often instruct future managers in the basics of politics and the global economy. Political marketing would be an extension because of a critical difference between business and politics. [Political marketing courses] “would not assume the political environment was uncontrollable” (Baines, 2012).
Business Schools And The Teaching Of Political Marketing
One might question what would happen. Do you think the world would be a better place if business leaders were a bit less clueless about politics? Instead, they could try to influence the political world more. You can have different views on whether that is good. That said, teaching business leaders would probably be useful. Such a plan would surely help the students being taught. They will be “much better prepared for the politics of modern-day global markets” (Baines, 2012).
For more on corporate political advocacy see here. For more on business and social issues see here.
Read: Paul Baines (2012) Political marketing has lessons for business schools, FT Soapbox, November 11, 2012, https://www.ft.com/content/e58afb24-2755-11e2-abcb-00144feabdc0