POL256 Introduction to political marketing

Faculty of Social Studies
Autumn 2017
Extent and Intensity
1/1/0. 4 credit(s). Type of Completion: zk (examination).
Teacher(s)
Mgr. Otto Eibl, Ph.D. (lecturer)
Mgr. Miloš Gregor, Ph.D. (seminar tutor)
Mgr. Andrea Lukáčová (seminar tutor)
Guaranteed by
prof. PhDr. Lubomír Kopeček, Ph.D.
Division of Politology – Department of Political Science – Faculty of Social Studies
Contact Person: Mgr. Lucie Pospíšilová
Supplier department: Division of Politology – Department of Political Science – Faculty of Social Studies
Timetable
Tue 9:45–11:15 P51 Posluchárna V. Čermáka
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
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.
Learning outcomes
Students will be able to: - Identify and describe the main features and characteristics of the main historical periods of electoral campaign management; - Critically evaluate the form of the campaign, its content (message), targeting, etc; - Analyze selected aspects of campaign communication; - Analyze the environment (market) on which the elections are taking place.
Syllabus
  • - Introduction and general overview - A short introduction to the theory of marketing - Political campaigning in historical perspective I - Political campaigning in historical perspective II - A brief introduction to the theory of political marketing I - A brief introduction to the theory of political marketing II - Political markets and actors (midterm exam) - Political vs. social vs. economical marketing - Reading week - Media effects - New media - Seminar: A successful campaign - Final exam
Literature
  • SAVIGNY, Heather. The problem of political marketing. New York: Continuum, 2008, 147 s. 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 students are required to write an essay, attend a seminar and pass the midterm and final test.
Language of instruction
Czech
Further Comments
Study Materials
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 2009, Autumn 2010, Autumn 2011, Autumn 2012, Autumn 2013, Autumn 2014, Autumn 2015, Autumn 2016, Autumn 2018.
  • Enrolment Statistics (Autumn 2017, recent)
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