POLb1104 Introduction to political marketing

Faculty of Social Studies
Spring 2025
Extent and Intensity
1/1/0. 5 credit(s). Type of Completion: zk (examination).
In-person direct teaching
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
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
Students will be introduced to basic marketing techniques and their application in different environments such as politics, the economic sphere, and the social sphere. Additionally, they will learn about the structure and specificities of political markets. Throughout the course, attention will also be given to historical campaigns in selected countries to understand the social changes observed during the 20th century in relation to the methods and techniques used by parties to reach the electorate. Finally, the course will conclude with a discussion of current trends and phenomena in campaigning.
Learning outcomes
Upon completion of the course, the student will be able to: - identify and describe the essential features of the main historical stages of political campaigning; - critically evaluate the form of a campaign, its content and targeting; - analyse selected aspects of pre-election communication; - analyse the environment (market) in which elections take place.
Syllabus
  • Introductory class - organizational information about the course, requirements for graduation Marketing - a brief introduction to the subject Campaigns in historical perspective I Campaigns in historical perspective II Political marketing - definitions and concepts I Political marketing - definitions and concepts II Political market and actors (intermediate test) Political vs. social vs. economic marketing Reading Week Media effects and impacts New media Seminar - Legislation governing campaigning in the Czech Republic Final written examination
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
  • " 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.
  • " 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
  • " Entman, R.M. 1993. Framing: Toward Clarification Of a Fractured Paradigm. Journal of Political Communication, Vol. 43, No. IV, str. 51 - 58.
  • " 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.
  • " 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
  • " 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.
  • " 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.
  • " Ormrod, R. P. 2015. Defining The Stakeholder Concept for Political Marketing. Working paper.
  • " 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
  • 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
    recommended literature
  • 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
  • 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
Teaching methods
lectures, class discussion - active engagement in discussion, group projects, analysis of visual materials (electoral spots and posters), critical reading
Assessment methods
In order to complete the course, it is necessary to submit the seminar paper on the due date, attend the seminar and pass the midterm and final written examination.
Language of instruction
Czech
Further Comments
The course is taught annually.
The course is taught: every week.
Listed among pre-requisites of other courses
The course is also listed under the following terms Autumn 2019, Autumn 2020, Autumn 2021, Spring 2023, Spring 2024.
  • Enrolment Statistics (Spring 2025, recent)
  • Permalink: https://is.muni.cz/course/fss/spring2025/POLb1104