POL747 Political marketing

Faculty of Social Studies
Autumn 2012
Extent and Intensity
0/0/0. 8 credit(s). Type of Completion: zk (examination).
Teacher(s)
Mgr. Otto Eibl, Ph.D. (lecturer)
Mgr. Anna Shavit, Ph.D. (lecturer)
Guaranteed by
prof. PhDr. Lubomír Kopeček, Ph.D.
Division of Politology – Department of Political Science – Faculty of Social Studies
Contact Person: Mgr. Iva Petříková
Supplier department: Division of Politology – Department of Political Science – Faculty of Social Studies
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 14 fields of study the course is directly associated with, display
Abstract
The main objectives of the course can be summarised as follows: to introduce students to the dynamic discipline of the political marketing to learn the history until today; to understand the differences between the political and economical marketing to elaborate the reasons why and how the marketing got involved in campaigns (focus on the analysis of the electoral market, segmentation, targeting, positioning) to understand the importance of market research, polling and campaign organisation to analyse the impact of political marketing on the elections and campaigns to discuss the impact on Democratic regimes (including the differences between Europe and US)
Key topics
1) Introduction and general overview 2) The introduction to the theory of political marketing 3) Emergence, history and the development of the political marketing 4) Political marketing tools
Study resources and 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. 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
  • 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
  • Political marketing : a comparative perspective. Edited by Darren G. Lilleker - Jennifer Lees-Marshment. Manchester: Manchester University Press, 2005, xvii, 230. ISBN 0719068711. 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: Sage Publications, 1999, xxiv, 792. ISBN 076191109X. info
  • NEWMAN, Bruce. The marketing of the president : political marketing as campaign strategy. Thousand Oaks: Sage Publications, 1994, xvii, 165. ISBN 0803951388. info
Approaches, practices, and methods used in teaching
lectures, homework
Method of verifying learning outcomes and course completion requirements
lectures, class discussion one written assignment (10 pages) and the final written test
Language of instruction
Czech
Further Comments
The course is taught annually.
The course is taught in blocks.
The course is also listed under the following terms Autumn 2008, Autumn 2009, Autumn 2010, Autumn 2011.
  • Enrolment Statistics (recent)
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