POLb1104 Introduction to political marketing

Faculty of Social Studies
Spring 2023
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. (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 12:00–13:40 U42
Prerequisites (in Czech)
! POL256 Introd. to political marketing && !NOW( POL256 Introd. to political marketing )
Course Enrolment Limitations
The course is also offered to the students of the fields other than those the course is directly associated with.
fields of study / plans the course is directly associated with
there are 29 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.
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
    required literature
  • Norris, P. (2000). A Virtuous Circle: Political Communications in Postindustrial Societies (Communication, Society and Politics). Cambridge: Cambridge University Press (kap. 7 a 8). doi:10.1017/CBO9780511609343
  • " Entman, R.M. 1993. Framing: Toward Clarification Of a Fractured Paradigm. Journal of Political Communication, Vol. 43, No. IV, str. 51 - 58.
  • " Andrew Lock and Phil Harris (1996): Political marketing - Vive le difference!. European Journal of Marketing, roč. 30, č. 10-11, s. 14-24.
  • " WRING, D., 1996. Political marketing and Party development in Britain: a `secret' history. European Journal of Marketing, 30(10/11), pp.92-103
  • " Rogers, E. M. 2004. Theoretical Diversity in Political Communication. In: Kaid, L. L. (Ed.). Handbook of Political Communication Research. New Jersey, London: Lawrence Erlbaum Associates, str. 3-16.
  • " WRING, D., 1996. From mass propaganda to political marketing: the transformation of Labour Party election campaigning. IN: Rallings, C., Broughton, D., Denver, D. & Farrell, D.(eds.) British Parties and Elections Yearbook 1995, Hampshire: Frank Cass
  • " Ormrod, R. P. 2015. Defining The Stakeholder Concept for Political Marketing. Working paper.
  • " Baines, P. 1999. Voter Segmentation and Candidate Positioning. In Newman, B. I. (ed.): Handbook of Political Marketing, Thousand Oaks - London - New Delhi: SAGE, str. 403-420.
  • " Philip Kotler and Gerald Zaltman (1971): Social Marketing: An Approach to Planned Social Change. The Journal of Marketing, roč. 35, č. 3, s. 3-12.
  • " Weaver, D.; McCombs, M.; Shaw, D. L. 2004. Agenda-setting Research: Issues, Attributes, and Influences. In: Kaid, L. L. (Ed.). Handbook of Political Communication Research. New Jersey, London: Lawrence Erlbaum Associates, str. 257-282.
  • " MAAREK, P., 2011. Campaign Communication and Political Marketing. Chichester, Malden: Willey-Blackwell, pp. 7-30.
  • LEES-MARSHMENT, Jennifer. Political marketing : principles and applications. 2nd ed. New York: Routledge, 2014, xiv, 273. ISBN 9780415632072. info
  • ORMROD, Robert P., Stephan C. M. HENNEBERG and Nicholas J. O'SHAUGHNESSY. Political marketing : theory and concepts. London: SAGE Publications, 2013, x, 209. ISBN 9780857025814. info
  • EIBL, Otto, Roman CHYTILEK, Anna MATUŠKOVÁ, Barbora PETROVÁ, Radovan BRTNÍK, Miloš GREGOR, Lenka HRBKOVÁ, Silvia HUDÁČKOVÁ, Oto KÓŇA, Marcela KRÁLIKOVÁ, Alena MACKOVÁ, Eva PAVLOVÁ, Tomáš ŠKRHA and Michal ŽIŽLAVSKÝ. Teorie a metody politického marketingu (Theories and Methods of Political Marketing). 1st ed. Brno: CDK, 2012, 341 pp. mimo edici. ISBN 978-80-7325-281-6. info
  • JAKUBÍKOVÁ, D. Strategický marketing. 1. vyd. Praha: Grada, 2008, 267 pp. ISBN 978-80-247-2690-8. info
  • VYSEKALOVÁ, Jitka. Marketing : pro střední školy a vyšší odborné školy. 1. vyd. Praha: Fortuna, 2006, 247 s. ISBN 8071689793. 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
    recommended literature
  • ROSE, Chris. How to win campaigns : communications for change. 2nd ed. Washington, DC: Earthscan, 2010, ix, 381. ISBN 9781849711142. info
  • SHEA, Daniel M. and Michael John BURTON. Campaign craft : the strategies, tactics, and art of political campaign management. 3rd ed. Westport, Conn.: Praeger Publishers, 2006, xvi, 235. ISBN 0275990044. 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.
The course is also listed under the following terms Autumn 2019, Autumn 2020, Autumn 2021, Spring 2024, Spring 2025.
  • Enrolment Statistics (Spring 2023, recent)
  • Permalink: https://is.muni.cz/course/fss/spring2023/POLb1104