POLn6001 Political marketing and marketing research

Faculty of Social Studies
Autumn 2023
Extent and Intensity
1/1/0. 7 credit(s). Type of Completion: zk (examination).
Teacher(s)
Mgr. Otto Eibl, Ph.D. (lecturer)
Guaranteed by
Mgr. Otto Eibl, Ph.D.
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 14:00–15:40 U41
Prerequisites (in Czech)
! POL505 Theories of Pol. Marketing && !NOW( POL505 Theories of Pol. Marketing )
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 8 fields of study the course is directly associated with, display
Course objectives
The aim of the course is to introduce students to selected concepts of political marketing, with an emphasis on current concepts. The course also includes an in-depth discussion of the relationship between theories of democracy and political marketing. In the second part of the course, preparation for the implementation of market research is provided. Through a series of seminars, students prepare a scenario for focus groups (including the construction of a recruitment questionnaire) and a survey.
Learning outcomes
Upon completion of the course, students will be familiar with the principles underlying political marketing and the most important theoretical concepts currently in use. Additionally, they will be able to select the appropriate method to research the market in relation to the current needs of a political party and design their own marketing research.
Syllabus
  • 1. Marketing in Politics I 2. Marketing in Politics II 3. Marketing in the Context of Theories of Democracy 4. Personalization and Celebritization 5. Permanent Campaigning and Negative Communication 6. Qualitative Research I 7. Qualitative Research II 8. Quantitative Research I 9. Quantitative Research II 10. Big Data and New Trends in Marketing Research 11. Presentation of Teamwork Outputs
Literature
    required literature
  • Henneberg, S. (2004): The views of an advocatus dei: Political marketing and its critics. Journal of Public Affairs 4 (3): 225-243.
  • Thomas, M. (2000): Niccolò Machiavelli as relationship marketing guru. In P. Harris, A. Locke and P. Rees (eds.) Machiavelli, Marketing and Management. London and New York: Routledge, pp. 67-80.
  • Ormrod, R. P. 2006. A Critique of the Lees-Marshment Market-Oriented Party Model. In: Politics, Vol. 26, No. 2, s. 110-118.
  • O'Cass, A. 2001. Political Marketing: An investigation of the political marketing concept and political market orientation in Australian politics. In: European Journal of Marketing, Vol. 35, No. 9/10, s. 1003-1025.
  • Stephens-Davidowitz, Seth. 2017. Everybody Lies: Big Data, New Data, and What the Internet Can Tell Us About Who We Really Are. Start Publishing Notes.
  • Ceron, Andrea, Stefano M Iacus, and Luigi Curini. 2017. Politics and Big Data: Forecasting and Nowcasting Elections Using Social Media. Oxon and New York Routledge.
  • Brace, Ian. 2008. Questionnaire Design. Kogan Page Publishers. London: Kogan Page Publishers.
  • Barbour, RS and Morgan DL. 2017. A New Era in Focus Group Research: Challenges, Innovation and Practice. London. Palgrave Macmillan.
  • Wring, D. 2002. Conceptualising Political Marketing: A Framework for Election Campaign Analysis. In: O'Shaughnessy, N. J. - Henneberg, S. C. M. (Eds.) The Idea of Political Marketing. Westpoint: Praeger, s. 171-185
  • Wring, D. 1997. Reconciling Marketing with Political Science: Theories of Political Marketing. In: Journal of Marketing Management, Vol. 13, No. 7, s. 651-663.
  • Downs, A. (1956): An Economic Theory of Political Action in a Democracy. The Journal of Political Economy, Vol. 65, No. 2. (Apr., 1957), pp. 135-150.
  • Krueger AR and Casey MA. 2014. Focus Groups: A Practical Guide for Applied Research. Thousand Oaks: Sage.
  • Ormrod, R. P. 2005. A Conceptual Model of Political Market Orientation. In: Lees- Marshment, J. - Wymer, W. W. (eds.) Current Issues in Political Marketing. Binghamton: The Haworth Press.
  • Henneberg, S. C., M. Scammell, N. J. O'Shaughnessy. (2009). Political marketing management and theories of democracy. Marketing Theory 9 (2): 165-188.
  • Lees-Marshment, J. 2001a. The product, sales and market-oriented party: How Labour learnt to market the product, not just the presentation. In: European Journal of Marketing, Vol. 35, No. 9-10, s. 1074-1084.
  • SCAMMELL, Margaret. Consumer democracy : the marketing of politics. New York: Cambridge University Press, 2014, xxiv, 213. ISBN 9780521545242. info
  • SAVIGNY, Heather. The problem of political marketing. New York: Continuum, 2008, 147 s. ISBN 9780826428561. info
  • HINDMOOR, Andrew. Rational choice. Houndmills, Basingstoke, Hampshire: Palgrave Macmillan, 2006, xiv, 257. ISBN 1403934223. 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
  • SCHUMPETER, Joseph Alois. Kapitalismus, socialismus a demokracie. Translated by Jiří Ogrocký. Brno: Centrum pro studium demokracie a kultury, 2004, 470 s. ISBN 8073250446. 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, seminars, simulation
Assessment methods
essay, two market research design proposals (team work),final exam
Language of instruction
Czech
Further Comments
Study Materials
The course is taught annually.
The course is also listed under the following terms Autumn 2019, Autumn 2020, Autumn 2021, Autumn 2022, Autumn 2024.
  • Enrolment Statistics (Autumn 2023, recent)
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