POL256 Theory of political marketing

Faculty of Social Studies
Autumn 2009
Extent and Intensity
1/1/0. 6 credit(s). Type of Completion: zk (examination).
Teacher(s)
Mgr. Otto Eibl, Ph.D. (lecturer)
Mgr. Anna Shavit, Ph.D. (lecturer)
Guaranteed by
prof. PhDr. Lubomír Kopeček, Ph.D.
Division of Politology – Department of Political Science – Faculty of Social Studies
Contact Person: Mgr. Lucie Pospíšilová
Timetable
Mon 14:00–15:40 P24
Course Enrolment Limitations
The course is only offered to the students of the study fields the course is directly associated with.
fields of study / plans the course is directly associated with
there are 15 fields of study the course is directly associated with, display
Course objectives
Student of the course will understand, identify, describe and discuss the basics of marketing techniques. It will enable the student to understand and explain the differences between business and political marketing and to use acquired information to analyze the further development of the discipline. Moreover the student will understand the influence of marketing on politics and organization of electoral campaigns. Student will be able to point out and discuss the main differences of the discipline in Europe and US.
Syllabus
  • 1) Introduction and general overview 2) The introduction to the theory of political marketing 3) Emergence, history and the development of the political marketing 4) Electoral actors I. - political parties 5) Electoral actors II. - institutions 6) Reading week 7) The Analysis of the Electoral market I. - means and main features 8) The Electoral Cycle 9) The Architecture of Electoral Campaign 10) The Evolution of Electoral Advertisement 11) Case studies EP Elections 2009, 12) Case studies of regional Elections 2008 (CZE) 13) Final test
Literature
  • SAVIGNY, Heather. The problem of political marketing. New York: Continuum, 2008, 147 p. ISBN 9780826428561. info
  • EIBL, Otto and Anna MATUŠKOVÁ. Introduction of the Election Cycle Model: The Case of the Czech Republic 2006-2007. Středoevropská politická studia. Brno: MPU, 2007, vol. 9, 2-3, p. 114-138. ISSN 1212-7817. URL info
  • MATUŠKOVÁ, Anna. Poland. The Victory of "Social Oriented" over "Liberal Oriented" Poland. In ŠARADÍN, Pavel and Eva BRADOVÁ. Visegrad votes. Parliamentary Elections 2005 - 2006. 1st ed. Olomouc: Palacký University, 2007, p. 59-88, 29 pp. verze 1. ISBN 978-80-244-1625-0. info
  • MATUŠKOVÁ, Anna. Politický marketing a české politické strany (Political Marketing and the Czech Political Parties). In DANČÁK, Břetislav and Vít HLOUŠEK. Parlamentní volby 2006 a česká politika. 1st ed. Brno: Masarykova univerzita, IIPS, 2006, p. 203-212, 13 pp. Ediční řada Sborníky. ISBN 80-210-4161-7. info
  • EIBL, Otto. Předvolební průzkumy a jejich možný dopad na chování aktérů politické soutěže (Pre-election polls and their possible impact on behavior of parties, candidates and voters). In ČALOUD, Dalibor, Tomáš FOLTÝN, Vlastimil HAVLÍK and Anna MATUŠKOVÁ. Volby do Poslanecké sněmovny v roce 2006. Brno: Centrum pro studium demokracie a kultury, 2006, p. 89-107. ISPO FSS MU, Svazek č. 5. ISBN 80-7325-108-6. info
  • ČALOUD, Dalibor and Anna MATUŠKOVÁ. Volby do Poslanecké sněmovny v roce 2006 (The Election to House of Deputies in the year 2009). In ČALOUD, Dalibor, Tomáš FOLTÝN, Vlastimil HAVLÍK and Anna MATUŠKOVÁ. Volby do Poslanecké sněmovny v roce 2006. Brno: CDK, 2006, p. 164-170. Ediční řada ISPO FSS MU. ISBN 80-7325-108-6. info
  • MATUŠKOVÁ, Anna. Volební kampaň 2006: nástup politického marketingu do České republiky (Electoral Campaign 2006: the emergence of the political marketing in the Czech Republic). In FOLTÝN, Tomáš, Dalibor ČALOUD, Vlastimil HAVLÍK and Anna MATUŠKOVÁ. Volby do Poslanecké sněmovny v roce 2006. 1st ed. Brno: CDK, 2006, p. 26-41. Ediční řada ISPO FSS MU. ISBN 80-7325-108-6. info
  • LEBEDOVÁ, Eva. Od lokálních mítinků k politickému marketingu : teorie a vývoj politické komunikace a volebních kampaní. 1. vyd. Brno: Masarykova univerzita Brno, Mezinárodní politologický ústav, 2005, 106 s. ISBN 8021038004. info
  • O'SHAUGHNESSY, Nicholas J. Politics and propaganda : weapons of mass seduction. Manchester: Manchester University Press, 2004, vii, 264. ISBN 0719068533. info
  • The idea of political marketing. Edited by Nicholas J. O'Shaughnessy - Stephan C. M. Henneberg. 1st pub. Westport: Praeger, 2002, xx, 258. ISBN 0275975959. info
  • Handbook of political marketing. Edited by Bruce I. Newman. Thousand Oaks, Calif.: Sage Publications, 1999, xxiv, 792. ISBN 076191109X. info
Teaching methods
lectures, class discussion - active engagement in discussion, group projects, analysis of visual materials (electoral spots and posters), critical reading
Assessment methods
To successfully complete the course, the student has to attend lectures, participate in class discussion, deliver a presentation, write one written assignment (10 pages) and pass the final written test. The structure of the test is: maximum 40 points, 60 minutes lengths (2 questions for 10 points, 4 questions for 5 points). Student can gain altogether 50 points for the whole course, minimum to pass is 30 points.
Language of instruction
Czech
Further Comments
The course is taught annually.
Listed among pre-requisites of other courses
The course is also listed under the following terms Autumn 2005, Autumn 2006, Autumn 2007, Autumn 2008, Autumn 2010, Autumn 2011, Autumn 2012, Autumn 2013, Autumn 2014, Autumn 2015, Autumn 2016, Autumn 2017, Autumn 2018.
  • Enrolment Statistics (Autumn 2009, recent)
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