Prime News Ghana

Use Marketing to influence politics and national cohesion-Marketers urged

By Michael Abayateye
Dr. Kobby Mensah
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A lecturer at the University of Ghana Business School, Dr Kobby Mensah has called on marketers to use the profession to positively influence the socio-political landscape of the country and enhance national cohesion.

Dr. Mensah who doubles as a Political Marketing expert said marketers have a major rule to play in the country in addressing the way politicians address citizens and its overall effect on national cohesion.

“The country needs a paradigm shift from the current way of political organization, electioneering management, campaigning and art of governance towards a marketing oriented approach with political parties designing its behavior to provide voter satisfaction.”

This he said could be done by using market intelligence to identify voter demands and designing policy to suit them accordingly.

He was speaking at the Chartered Institute of Marketing, Ghana(CIMG) Annual Strategic Marketing Conference held in Accra on the Governance Aspect of the theme “Democracy and National Cohesion: Marketing a New Political Paradigm.”

According to him, the issue of proliferation of political parties, the media and technology advancement coupled with the complexity of the needs of the people makes it difficult for politicians to deal effectively and efficiently with the needs of the people.

“This is where political marketers need to strategize and properly assess the needs of the people and deliver it accordingly,” he stated.

Marketers he said are now being called upon to respond to the public good of easing the burden of the political class by strategizing for them to effectively and efficiently respond to the voter.

“The public good of influencing the political discourse with quality data and information through research and intelligence gathering,” he added.

He stressed that Marketers must also ensure that voters gain access to governance and feel part while expanding the employment prospects of the teaming marketing students.

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