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Course Logistics
The Art and Science of Political Campaigns
PA 5990
Fall 2014
3 Credits
Course pre-requisites: Graduate student or permission number for others
Monday: 6:00 8:45 p.m.
September 8 December 8 (14 classes)
Location: Carlson School of Management 1-136
Instructors
Dan Cramer
dan@grassrootssolutions.com
612.465.8566
Brian McClung
brian@mcclungpr.com
612.965.2729
Communicating with the instructors: We welcome and encourage you to share your questions and
thoughts about the class and associated materials both inside and outside of the classroom. While we
are both political professionals working outside of the Humphrey School we are very excited about this
class and remaining accessible to students is a high priority for both of us. At times, it may take us just a
little a bit to respond to emails or calls but we will do so in a timely manner. In addition, one of us will
always be available for at least 20 minutes before and after each class for one-on-one meetings as
needed. If additional time with one of us is needed we are happy to make other arrangements upon
request.
COURSE DESCRIPTION
In the United States today, it almost feels as if we are in the midst of a permanent political campaign.
From the moment one campaign ends, elected officials, the media, and outside interest groups are almost
immediately operating within the context of the next election. To that end, what happens within political
campaigns has a profound impact on shaping what comes after them.
In this course, students will develop an understanding of campaigns and elections and their impact on
elected leaders and public policy development against the backdrop of the 2014 US Senate and
gubernatorial elections. The course is intended to help you understand how candidates and campaign
staff both makes leadership decisions that affect the outcomes of elections, and simultaneously manage
what are, in effect, large, complex, and short-term public businesses with ever increasing budgets.
The course will roughly parallel the actual arc of traditional political campaigns from looking at questions
of why candidates run and how they assemble their campaigns, to understanding the importance of data
and integrating fundraising, advertising and grassroots organizing, to exploring the ultimate transition
from campaigning to governing. The course is also designed to not just introduce core concepts around
political strategy and messaging, but also allow students the opportunity to experience and practice some
of the tactical elements of political campaigns -- the execution of which shape candidates and their
campaign staff.
COURSE MATERIALS
This course will largely rely on articles, audio and video recordings, and excerpted chapters from a variety of
books. All of these materials will be available on our course management website (Moodle). In addition,
the following book will be required reading of all students.
The Victory Lab: The Secret Science of Winning Campaigns. Sasha Issenberg, 2012
Percentage of Grade
10%
35%
15%
40%
Class Participation: This includes preparing for and attending class and actively participating in class
discussions. In addition, all students will be asked to prepare questions for our guest speakers (and
likely some other classes as well) which will be used to kick-off discussion.
Campaign Journal: All students would be asked to select one of the four candidates/campaigns in the
2014 Minnesota gubernatorial or US Senate elections and keep a journal that follows the candidate
and analyzes the campaign on a week-by-week basis within the context of readings and class
discussion.
Exercises: A series of smaller in-class exercises where students will be tasked with critically thinking
about, or actually practicing, real-world campaign activities, such as giving a stump speech, writing a
radio script, drafting a press-release (or distinguishing between effective and non-effective pressreleases, knocking on a door to persuade a voter and/or make a direct fundraising ask. Every
student will participate in one of these exercises which will be randomly assigned during the first class.
Group Project: Students will work in four to five person teams on one bigger project that would span
the semester. Projects will likely include:
o Developing a comprehensive campaign plan that includes an analysis of the 2014 electorate with a
focus on specific demographics (such as youth or other members of the rising electorate), clearly
articulated campaign strategy and goals, staffing structure, a fundraising blueprint for how the
campaign will raise the necessary resources, campaign strategies, tactics, budget and timeline.
o Designing a comprehensive web-video campaign that includes identifying the themes and
messages of the ad series, identifying the targets for the ads, creating a schedule for the ad series,
crafting a budget, and developing at least three web-videos. This project will also include writing a
memo to the candidate about the direction of the web advertising program, the benefits it offers,
and the value over of this web advertising program other potential campaign tactics.
o Designing a comprehensive direct mail campaign that includes identifying the theme and message
of the mail, identifying the targets the mail would be sent to, developing the schedule for the mail
program, crafting the budget, and developing at last three pieces of direct mail. This project will
also include writing a memo to the candidate about the direction of the mail program, the benefits
it offers, and the value of this direct mail program over other potential campaign tactics.
Grading
For each assignment, students will be assigned grades using the following scale.
Grade
A
AB+
B
BC+
C
Below Competence/No Credit
Points
91-100 Points
90-87 Points
86-83 Points
82-79 Points
78-75 Points
74-71 Points
70-66 Points
<65.0 Points
Miscellaneous
You are expected to attend class regularly and on-time. Absence from three or more classes will
adversely affect your grade.
Assignments handed in after the specified deadline (unless otherwise discussed) will be penalized 10
points per day late.
Our preference is for all students to avoid using electronic devices in class as we believe they can
inhibit active discussion and participation. Recognizing though that some readings will likely be
downloaded by students we will permit electronic devices as long as they are placed on airplane mode
and all email/text functions are disabled.
Who Votes and How Can We afford to Reach Them: Targeting and Fundraising
September 22: Lead Instructor Dan Cramer
How campaigns analyze voting patterns and apply this data
Targeting, micro-targeting and modeling
Why money matters
How campaigns raise money and various sources of funding
Reading
Issenberg, Sasha. The Victory Lab, Chapter 2-3, pp. 36-86, 2012,
Rutenberg, Jim. Data You Can Believe in. The New York Times, June 20 2013.
http://www.nytimes.com/2013/06/23/magazine/the-obama-campaigns-digital-masterminds-cashin.html?_r=0.
Geraci, Victor. Campaign Finance Reform Historical Timeline.
http://www.ctn.state.ct.us/civics/campaign_finance/Support%20Materials/CTN%20CFR%20Timeline.pdf.
Christenson, Dino P. and Smidt, Corwin D. Riding the Waves of Money: Contribution
Dynamics in the 2008 Presidential Nomination Campaign, Journal of Political Marketing. 2011
http://people.bu.edu/dinopc/papers/wavesofmoney.pdf
Summary of campaign spending in Minnesota. 2008, 2010, and 2012 election cycles.
https://www.opensecrets.org/states/summary.php?state=MN.
Nillson, Erik. How is modern political fundraising evolving? Campaigns and Elections. October 2012.
http://www.campaignsandelections.com/campaign-insider/332597/how-is-modern-political-fundraisingevolving.thtml.
Luntz, Frank. Words That Work: It's Not What You Say, It's What People Hear. Political Case Studies, pages
147-178. 2007.
Sanders, Karen. Communicating Politics in the 21st Century. Chapters 10 11, pp. 143-183. 2009
Issenberg, Sasha. The Victory Lab. Chapter 4-6, pp. 87-180, 2012.
Ball, Molly. Obamas Edge: The Ground Game That Could Put Him Over the Top. The Atlantic, October 24,
2012. http://www.theatlantic.com/politics/archive/2012/10/obamas-edge-the-ground-game-that-couldput-him-over-the-top/264031/.
Your Best Friend and Greatest Enemy: The Media and Campaigns
October 27: Lead Instructor Brian McClung
The differences between earned and paid media
Various ways to earn media coverage newspaper, radio, television, opinion
Media influence and where it is increasing and decreasing
In-class exercise: Press conference
Reading:
Halperin, Mark and Harris, John. The Way to Win: Taking the White House in 2008. Pages 2-64. 2006
Hauser, Tom. Inside the Ropes with Jesse Ventura. Pages 1-41. 2002.
Pew Research Center, Lessons Learned About the Media from the 2012 Election
http://stateofthemedia.org/2013/special-reports-landing-page/the-media-and-campaign-2012/
Pew Research Center, State of the News Media 2014, http://www.journalism.org/2014/03/26/state-ofthe-news-media-2014-overview/
Issenberg, Sasha. The Victory Lab. Chapters 9-10, pp. 243-301. 2012.
Wellstone Action. Politics the Wellstone Way. Chapter 8, pp. 149-162. 2005.
Lessons from Recent GOTV Experiments, Yale University Institution for Social and Policy Studies.
http://gotv.research.yale.edu/?q=node/10.
The Internet X-Factor: How Technology and Online Engagement is Changing Campaigns
November 17: Lead Instructor Dan Cramer
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Conduct Code:
The University seeks an environment that promotes academic achievement and integrity, that is
protective of free inquiry, and that serves the educational mission of the University. Similarly, the
University seeks a community that is free from violence, threats, and intimidation; that is respectful of the
rights, opportunities, and welfare of students, faculty, staff, and guests of the University; and that does
not threaten the physical or mental health or safety of members of the University community.
As a student at the University you are expected adhere to Board of Regents Policy: Student Conduct Code.
To review the Student Conduct Code, please see:
http://regents.umn.edu/sites/default/files/policies/Student_Conduct_Code.pdf.
Note that the conduct code specifically addresses disruptive classroom conduct, which means "engaging in
behavior that substantially or repeatedly interrupts either the instructor's ability to teach or student
learning. The classroom extends to any setting where a student is engaged in work toward academic credit
or satisfaction of program-based requirements or related activities."
Use of Personal Electronic Devices in the Classroom:
Using personal electronic devices in the classroom setting can hinder instruction and learning, not only for
the student using the device but also for other students in the class. To this end, the University establishes
the right of each faculty member to determine if and how personal electronic devices are allowed to be
used in the classroom. For complete information, please reference:
http://policy.umn.edu/Policies/Education/Education/STUDENTRESP.html.
Scholastic Dishonesty:
You are expected to do your own academic work and cite sources as necessary. Failing to do so is
scholastic dishonesty. Scholastic dishonesty means plagiarizing; cheating on assignments or examinations;
engaging in unauthorized collaboration on academic work; taking, acquiring, or using test materials
without faculty permission; submitting false or incomplete records of academic achievement; acting alone
or in cooperation with another to falsify records or to obtain dishonestly grades, honors, awards, or
professional endorsement; altering, forging, or misusing a University academic record; or fabricating or
falsifying data, research procedures, or data analysis. (Student Conduct Code:
http://regents.umn.edu/sites/default/files/policies/Student_Conduct_Code.pdf) If it is determined that a
student has cheated, he or she may be given an "F" or an "N" for the course, and may face additional
sanctions from the University. For additional information, please see:
http://policy.umn.edu/Policies/Education/Education/INSTRUCTORRESP.html.
The Office for Student Conduct and Academic Integrity has compiled a useful list of Frequently Asked
Questions pertaining to scholastic dishonesty: http://www1.umn.edu/oscai/integrity/student/index.html.
If you have additional questions, please clarify with your instructor for the course. Your instructor can
respond to your specific questions regarding what would constitute scholastic dishonesty in the context of
a particular class-e.g., whether collaboration on assignments is permitted, requirements and methods for
citing sources, if electronic aids are permitted or prohibited during an exam.
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4.000 - Represents achievement that is outstanding relative to the level necessary to meet course
requirements
A-
3.667
B+ 3.333
B
3.000 - Represents achievement that is significantly above the level necessary to meet course
requirements
B-
2.667
C+ 2.333
C
2.000 - Represents achievement that meets the course requirements in every respect
C-
1.667
D+ 1.333
D
1.000 - Represents achievement that is worthy of credit even though it fails to meet fully the course
requirements
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