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Lecturer(s)
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Course content
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1. Definition and history of political campaigns. 2. Campaigns as part of marketing and advertising (agenda setting). 3. Working with ideas, myths, and stories. 4. Imagemaking. 5. Teamwork and organization, legal framework. 6. Product creation. 7. Product advertising, marketing mix. 8. Marketing, segmentation, research. 9. Consultation and correction. 10. Campaign tools and technologies. 11. Campaign evaluation and comparison. 12. Political management. 13. Effects of campaigns and anti-campaigns.
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Learning activities and teaching methods
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Lecturing
- Preparation for course credit
- 30 hours per semester
- Home preparation for classes
- 47 hours per semester
- Participation in classes
- 13 hours per semester
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| prerequisite |
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| Knowledge |
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| Prerequisities are not set. |
| Prerequisities are not set. |
| learning outcomes |
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| knowledge of the basic concepts of political communication |
| knowledge of the basic concepts of political communication |
| knowledge of persuasive principles in political communication |
| knowledge of persuasive principles in political communication |
| knowledge of activation principles in political communication |
| knowledge of activation principles in political communication |
| knowledge of the social role of political communication |
| knowledge of the social role of political communication |
| knowledge of the negatives of political communication |
| knowledge of the negatives of political communication |
| Skills |
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| analyze the principles of political communication |
| analyze the principles of political communication |
| classify the type of political communication |
| classify the type of political communication |
| create a proposal for a political communication strategy |
| create a proposal for a political communication strategy |
| create a draft political communiqué |
| create a draft political communiqué |
| to present a political statement |
| to present a political statement |
| teaching methods |
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| Knowledge |
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| Lecturing |
| Lecturing |
| Skills |
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| Individual work of students |
| Individual work of students |
| assessment methods |
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| Knowledge |
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| Composite examination (Written part + oral part) |
| Composite examination (Written part + oral part) |
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Recommended literature
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BARISIONE, Mauro a MICHAILIDOU, Asimina. Social Media and European Politics: Rethinking Power and Legitimacy in the Digital Era. London: Palgrave Macmillan UK, 2017.
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EIBL, Otto a JANOVSKÝ, Jozef. Marketing politických kampaní. Brno: MUNI, 2012. ISBN 8021058218.
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GRISÁKOVÁ, Nora; REPISKÁ, Radka; MIŤKOVÁ, Veronika; ŠTETKA, Peter a BOROVSKÁ, Paulína. Environomics: economic approach to environmental issues. České Budějovice: The College of European and Regional Studies VSERS, 2022. ISBN 978-80-7556-116-9.
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HIDALGO TENORIO, Encarnación, Miguel Ángel BENÍTEZ CASTRO a Francesca DE CESARE. Populist discourse: criticalapproaches to contemporary politics. 2019. ISBN 978-1-138-54135-1.
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CHYTÍLEK, Roman; EIBL, Otto a MATUŠKOVÁ, Anna. Teorie a metody politického marketingu. Brno: CDK, 2012. ISBN 978-80-7325-281-6.
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JOHNSON, Dennis W., ed. Campaigning for president 2012: strategy and tactics. New York: Routledge, Taylor & Francis Group, 2014. ISBN 9780415842990.
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KLAUS, Václav a WEIGL, Jiří. Volby 2021 ? Budou o něčem?. Praha: Institut Václava Klause, 2021. ISBN 978-80-754-207-49.
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Králiková, Marcela; Šíma, Pavel. Volební kampaně. Brno: IPM, 2014. ISBN 978-80-7485-026-4.
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Lebedová, Eva. Voliči, strany a negativní kampaň. Praha: SLON, 2013. ISBN 978-8074-1915-89.
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LEES-MARSHMENT, Jennifer et al. Political marketing: principles and applications. London: Routledge, 2019. ISBN 978-0815353201.
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MOUFAHIM, Mona ed. Political Branding in Turbulent times (Palgrave Studies in Political Marketing and Management).. Palgrave Macmilan, 2022. ISBN 978-3030832285.
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Šaradín, Pavel. Politické kampaně, volby a politický marketing. Praha: Periplum, 2017. ISBN 978-80-86624-36-5.
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ŠTĚDROŇ, Bohumír a kol. Politika a politický marketing. Praha: Nakladatelství C. H. Beck, 2013. ISBN 978-80-7400-448-3.
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ŠTRAUSS, Dušan. Vybrané prístupy k technológiám politického marketingu. In: Marketing a komunikace, 2022.
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VOŽENÍLKOVÁ, Marcela. Personalizace politiky v České republice. Brno: Masarykova univerzita, Fakulta sociálních studií, Mezinárodní politologický ústav, 2018. ISBN 9788021089310.
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