Power & Persuasion: Politics, Media & Campaign Strategy

About

"Our summer school is proudly celebrating its 10th anniversary this year! Over the past decade, we've welcomed more than 1,000 students from around the world to dozens of enriching summer courses. Become a part of our vibrant Alumni community!"

Politics, Media and Campaigning
Politics today is won and lost on the strength of ideas, and the ability to communicate them. This course immerses you in the fast-paced world where political strategy, media dynamics, and public persuasion intersect. You will explore how narratives are shaped, how campaigns gain momentum, and how leaders influence public opinion in an increasingly complex information landscape.

Through a combination of interactive lectures, real-world case studies, and hands-on simulations, you will learn to craft compelling messages, respond to media pressure, and design effective campaign strategies. You will step into the roles of political strategist, spokesperson, and campaign manager – developing the skills needed to navigate debates, media interviews, and crisis situations with confidence.

Key topics include strategic communication, media framing, digital campaigning, speechwriting, and voter targeting. Throughout the course, you will analyze successful and failed campaigns, gaining insight into what drives political impact across different contexts.

By the end of the course, you will not only understand how political power is built and maintained, but also how to apply these insights in practice.

Course leader

Arno Bonte. Arno is a Dutch politician. Currently he is Alderman for Sustainability, Climate Adaptation and Transportation in the city of Helmond. From 2018 till 2022 he was Vice Mayor for Sustainability, Clean Air and Energy Transition in Rotterdam.

Target group

Young professionals and university students with intermediarte level of English.

Course aim

ACQUIRED SKILLS
- Basic knowledge of the history of politics and real world case studies
- Understanding the working of different political systems
- Using the right arguments in a debate – hands on simulations
- Negotiate to a mutual beneficial outcome and how Political power is built
- Delivering a convincing speech – media interviews
- Develop a sound campaign strategy

Schedule:
Day 1
Power, Politics & the Big Issues Kick off with the foundations of modern politics: how power is organised, contested, and communicated. Explore today's defining challenges - from economic inequality to the climate crisis - and how they shape political agendas. Simulation: Step into a Lower House debate and defend your position under pressure.
Day 2
The Art of Debate What makes an argument persuasive? Learn the theory behind effective debating and dissect iconic clashes, from John F. Kennedy vs. Richard Nixon to Kamala Harris vs. Donald Trump. Simulation: Take the stage in your own high-stakes presidential debate.
Day 3
Inside National Politics Understand how political systems function, from electoral models to party dynamics. Explore the core ideologies shaping policy and public discourse. Simulation: Navigate a parliamentary debate and build winning arguments.
Day 4
Local Power & Crisis Leadership Politics becomes tangible at the local level. Examine crisis management through the lens of COVID-19 pandemic, resilient cities, and citizen engagement. Simulation: Negotiate solutions in a high-pressure local governance scenario.
Day 5
Global Power & Geopolitics From the legacy of the Cold War to today's shifting alliances, explore how global power operates. Analyze the roles of United States, European Union, and China in shaping the world order. Simulation: Engage in international negotiations where strategy and diplomacy collide.
Day 6
Crafting Powerful Speeches Discover the mechanics of speechwriting and the anatomy of messages that move people. Analyze iconic speeches by Ronald Reagan, Margaret Thatcher, Barack Obama and Ursula von der Leyen. Workshop: Write your own political speech with impact.
Day 7
Performance & Media Skills Strong ideas need strong delivery. Train in public speaking, presence, and media handling under real-world conditions. Simulation: Deliver your speech and receive professional feedback.
Day 8
Building Winning Campaigns What turns ideas into votes? Dive into campaign strategy, messaging, and momentum. Learn how successful campaigns are designed and executed. Workshop: Develop a full campaign strategy in teams.
Day 9
Campaigning in the Media Age Understand voters, values, and targeting in a fragmented media landscape. Analyze political advertising and storytelling techniques. Workshop: Create your own political video ad from concept to execution.
Day 10
From Strategy to Impact Bring it all together. Reflect on your learning, refine your ideas, and present your campaign to the group. Final Presentation: Showcase your video ad and campaign strategy in a professional pitch setting.

Fee info

Early bird fee 900EUR until 31.12.2025