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Specialization Course in Political Marketing, Public Opinion and Electoral Behavior



Brazilian socio-political contexts have changed in recent years and in this process the media have increased their spaces as strategic instruments in electoral campaigns. Due to its capacity to intervene in the political sphere and in the formation of public opinion, the media came to play a relevant role in political campaigns, which have largely migrated to television spaces. As a result, the modernization of campaign instruments and the improvement of professionals working in the political and electoral market have been required.

Therefore, the Department of Political Science of the Federal University of Minas Gerais (DCP/UFMG) had the pioneering initiative to create the Specialization Course in Political Marketing, Public Opinion and Electoral Behavior, which has existed since 2009. The purpose of the course is to train professionals available to develop, to supervise and to analyse political and electoral campaigns.




Promte the improvement of professionals from differen areas of knowledge to opeate with Political Marketing, providing skills to anluze political behavior and electoral strategies; develop, supervise nd follow political campaigns, based on the study of communication and media; develop and interpret public opinion polls.




  • Interpret political phenomena, analysin electoral strategies and scenarios;

  • Understand the logic of communication and political discourse in the media;

  • Make political products in the television media and plan this production;

  • Plan and coordinate the political campaign in its ideological and pragmatic dimension;

  • Recognize the types of quantitative research and the mains statistical techniques used in electoral surveys;

  • Undestand the use of qualitative research in the collection of images, problems, aspirations and expectations of voters in an election;

  • Ethical conduct of the electoral campaign.



Graduates in Social Sciences; professionals in the area of administration and social communication; journalists; adverstising; communication adviser; politicians and candidates; qunatitative and qualitative research analysts; senior level technicians with action or interest in the area of media, electoral processes and political campaigns.





Helcimara de Souza Telles, PhD in Political Science from USP and Professor at UFMG



Regina Helena Alves da Silva, PhD in Social History at USP e Professor at UFMG




Module I: Electoral Behavior and Political-Partisan System

Political Behavior: The formation of the Public Opinion;
Party Systems, Political Parties and Elections;
Brazilian Politics and Culture;
Legislative Power and Political Representation; 

Electoral: The territorial expression of the vote;

Module II: Strategies Os Political Communication in the Media

Political Communication and Media;
Analysis of Content and Political Discouse in te Media;
Electoral Campaign Advertising;
Planning and Production in Televion Media;

Module III: Public Opinion Surveys

Qualitative Research: focus group, script and interview analysis;
Electoral Reserach Techniques: The elaboration of surveys;
Social networks and research methods;
Analysis of Quantitative Research Data;

Module IV: Political Campaign Planning and Coordination

Electoral Law;
Campaign Marketing;
Strategic Campign Policy Planning; 




The faculty is formed by professors doctors of the UFMG and other educational institutions.




Dr. Bruno Reis – UFMG

Dra. Magna Maria Inácio – UFMG

Dra. Geralda Miranda – UFMG

Dra. Helcimara de Souza Telles – UFMG

Dr. Eduardo Moreira da Silva – UFMG

Dr. Marcus Abílio Pereira – UFMG

Dra. Regina Helena Alves da Silva - UFMG

Dra. Claudia Feres – UFMG

Dr. Ricardo Fabrino - UFMG

Dra. Érica Anita Baptista Silva - UFMG
Dr. Pedro Mundim - UFG

Dr. Felipe Nunes - UFMG

Dra. Ana Paula Karruz - UFMG

Dr. Malco Braga Camargos - PUC/MG


 * Eventually, changes of the faculty may occur without prior notice, respecting the necessary qualification. For more information, contact the course secretariat at ou (31) 3409-3823.