B_PoMa Political Marketing

University of Finance and Administration
Winter 2026
Extent and Intensity
1/1/0. 3 credit(s). Type of Completion: z (credit).
Teacher(s)
doc. Dr. Mgr. Lukáš Novotný, M.A. (seminar tutor)
JUDr. Mgr. Tomislav Potocký, Ph.D. (seminar tutor)
Guaranteed by
doc. Dr. Mgr. Lukáš Novotný, M.A.
Subdepartment of Social Sciences – Department of Social Sciences – Departments – University of Finance and Administration
Contact Person: Mgr. Petra Dovhunová
Prerequisites
There are no prerequisites for this course.
Course Enrolment Limitations
The course is offered to students of any study field.
Course objectives
The aim of the course is to introduce students to a deeper field of political marketing with   emphasis on its application in   different political systems. At the end of this course the student will be able to understand and explain the theory and practice of political marketing and its tools, ethical and legal aspects of political marketing.
Learning outcomes
Basic theoretical knowledge, orientation in problems and context of monitored topics. At the same time, the practical skills and skills of applying the acquired knowledge in a real environment of professional activities. The learning outcomes are the support and development of the profile of the educated practitioner.
Syllabus
  • Introduction to the Study of Political Marketing – basic concepts, state of research, political studies, parties, groups, interests and movements, elections, political marketing, political communication, marketing, marketing mix.
  • Political Interaction and Communication – economy and society, political culture, identity and legitimacy, mass media and political communication, media, democracy, and public governance.
  • Theories of Political Marketing – origin of the concept, model of political marketing, political marketing environment.
  • Analysis and Diagnosis of the Political Market – definition and structure of the political market, types of markets, market stages, positioning on the political market, methods of political market analysis and advertising techniques.
  • Elections and Voting Behaviour – definition and functions of elections, electoral systems, political participation, models of participation, the voter in the political market.
  • Political Campaigns and Their Financing – campaign definition, development (pre-modern, modern, post-modern), campaign effects, financing rules, legislation, transparency, financial limits, supervisory institutions (ÚDHPSH).
  • Political Party Strategies – concept of strategy in political science, development of political strategy, electoral strategies, types of strategies.
  • Public Relations in Politics – PR as a political process, methods and techniques, corporate communication and image-building in politics.
  • Lobbying in Politics – definition, specifics, types of lobbying, lobbying campaign stages, lobbying models, lobbying in the Czech Republic and the EU.
  • Trends in Political Marketing – political advertising, ethics and law, role of consultants, globalization, new economy.
  • Public Diplomacy – concept, propaganda, branding, foreign-cultural relations, current trends.
  • Political Marketing in the Czech Republic and Worldwide – use of marketing methods in the Czech political environment, Czech specifics, examples from selected countries (USA, Germany, Slovakia, etc.).
Literature
    required literature
  • MATUŠKOVÁ, Alena. Politický marketing v České republice. Praha: Grada Publishing, 2019. ISBN 978-80-271-2446-4.
Teaching methods
Lectures in full-time study; tutorials in part-time study; compulsory tutorial participation is 50% in part-time study.
Assessment methods
Active participation in class (at least 4 out of 6 teaching blocks); otherwise, an additional requirement applies: Submission of an essay: Analysis of political communication on social media
Language of instruction
Czech
Further Comments
The course can also be completed outside the examination period.
The course is also listed under the following terms Summer 2017, Summer 2018, Summer 2019, Summer 2020, Summer 2021, Summer 2022, Summer 2023, Summer 2024, Winter 2024, Winter 2025.
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