B_PoMa Political Marketing

University of Finance and Administration
Summer 2023
Extent and Intensity
1/1/0. 3 credit(s). Type of Completion: z (credit).
doc. Dr. Mgr. Lukáš Novotný, M.A. (seminar tutor)
Guaranteed by
doc. Giuseppe Maiello, Ph.D.
Department of Marketing Communication - Departments - University of Finance and Administration
Contact Person: Ivana Plačková
Timetable of Seminar Groups
B_PoMa/vMPH: Fri 3. 2. 14:00–15:30 E228, 15:45–17:15 E228, Sat 18. 2. 14:00–15:30 E401, 15:45–17:15 E401, Fri 3. 3. 17:30–19:00 E401, 19:15–20:45 E401, L. Novotný
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.
  • 1st Theory and practice of political marketing 2nd Model of political marketing 3rd Methods of political marketing 4th Political marketing in the U.S. 5th Voter and the political market 6th Strategies of political parties 7th Public relations in politics 8th Political advertising and promotion 9th Lobbying as a strategy to promote the interests 10th Political activity theory and practice 11th 2006 Elections and Political Marketing 12th Electoral marketing of Czech political parties
    required literature
  • MATUŠKOVÁ, Anna. Politický marketing a české politické strany: volební kampaně v roce 2006. 1. vyd. Brno: Masarykova univerzita, Mezinárodní politologický ústav, 174 s. ISBN 978-80-210-5169-0.
    recommended literature
  • JABŁOŃSKI A KOL., Andrzej W. Politický marketing: úvod do teorie a praxe. Vyd. 1. Brno: Barrister, 2006. ISBN 80-736-4011-2.
  • ŠARADÍN, Pavel. Politické kampaně, volby a politický marketing. Vyd. 1. V Olomouci: Periplum, 2007, 142 s. Studie a analýzy (Periplum), sv. 6. ISBN 978-808-6624-365.
  • LEES-MARSHMENT, Jennifer, Jesper STRÖMBÄCK a Chris RUDD. Global political marketing. New York: Routledge, 2010, xvi, 301 p. ISBN 02-038-6933-8.
Teaching methods
Lectures in full-time study; tutorials in part-time study; compulsory tutorial participation is 50% in part-time study.
Assessment methods
The test for oral interview + in the full study report in class, in the combined study paper presented in the context of the examination interview.
Language of instruction
Further comments (probably available only in Czech)
The course can also be completed outside the examination period.
Information on the extent and intensity of the course: 12 hodin KS/semestr.
The course is also listed under the following terms Summer 2017, Summer 2018, Summer 2019, Summer 2020, Summer 2021, Summer 2022, Summer 2024.
  • Enrolment Statistics (Summer 2023, recent)
  • Permalink: https://is.vsfs.cz/course/vsfs/summer2023/B_PoMa