POL505 Marketing of political campaigns

Faculty of Social Studies
Autumn 2010
Extent and Intensity
1/1/0. 9 credit(s). Type of Completion: zk (examination).
Teacher(s)
Mgr. Otto Eibl, Ph.D. (lecturer)
Mgr. Anna Shavit, Ph.D. (lecturer)
Ing. Lenka Follerová (assistant)
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
Tue 12:00–13:30 P22
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 7 fields of study the course is directly associated with, display
Course objectives
Student will critically evaluate and compare campaigning style of various actors. Student will distinguish, analyze and categorize electoral campaigns from the perscpective of a social scientist and consultant. They will discover how to formulate an electoral strategy and explain how to use it.
Syllabus
  • 1.Key concepts and models - B. Newman, J. Lees-Marshment,R. Ormrod 2.Political marketing as a tool - how marketing permeated political arena 3. Theory of rational choice and economical concepts in politics (A. Downs, J. Schumpeter, W. Riker concepts). 4. History chapters of political marketing - US, UK, Germany 5. Theory of Electoral Cycles, permanent campaigning 6. Electoral Market Analysis - segmentatin – how to recognize a segment, how to target and positioning 7. Electoral Market Analysis (seminar) Data analysis – application (how to make a sample segment, measuring, analysing etc.), work with GSS data (General Social Survey) 8. Product, Message and Strategy Preparation 9. New media as a tool of political communication Web 2.0, its application and role in the campaign
Literature
  • SAVIGNY, Heather. The problem of political marketing. New York: Continuum, 2008, 147 s. ISBN 9780826428561. info
  • The SAGE handbook of political advertising. Edited by Lynda Lee Kaid - Christina Holtz-Bacha. Thousand Oaks, Calif.: SAGE Publications, 2006, xi, 492. ISBN 1412917956. info
  • Winning elections with political marketing. Edited by Philip Davies - Bruce I. Newman. New York: Haworth Press, 2006, xiii, 239. ISBN 0789033704. info
  • Political marketing : a comparative perspective. Edited by Darren G. Lilleker - Jennifer Lees-Marshment. Manchester: Manchester University Press, 2005, xvii, 230. ISBN 0719068711. info
  • Handbook of political communication research. Edited by Lynda Lee Kaid. Mahwah, N.J.: Lawrence Erlbaum Associates, 2004, xviii, 541. ISBN 0805837752. URL 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
  • NEWMAN, Bruce. The marketing of the president : political marketing as campaign strategy. Thousand Oaks, CA: Sage Publications, 1994, xvii, 165. ISBN 0803951388. info
Teaching methods
lectures, class discussion, required reading, lab seminar
Assessment methods
2 position papers (2x 10 points), mid-semester test (10 points) written exam (30 points); to pass students needs 36 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 2009, Autumn 2011, Autumn 2012, Autumn 2013, Autumn 2014, Autumn 2015, Autumn 2016, Autumn 2017, Autumn 2018.
  • Enrolment Statistics (Autumn 2010, recent)
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