1. Introduction to the study of political marketing: basic concepts, state of knowledge, study of politics, parties, groups, interests and movements, elections, political marketing, political communication, marketing, marketing mix. 2. Political interaction: Economy and society, political culture, identity and legitimacy, mass media and political communication, media, democracy and governance. 3. Theory of political marketing: genesis of the concept, model of political marketing, environment of political marketing. 4. Analysis and diagnostics of the political market: definition and structure of the political market, types of market, stages of the market, determination of the position on the political market, methods of analysis of the political market and advertising techniques. 5. Elections and electoral behavior: definition and function of elections, electoral systems, political participation, models of participation, voter in the political market. 6. Political campaigns: definition of the term, development of election campaigns, premodern, modern and postmodern campaigns, effects of campaigns. 7. Strategy of political parties: conception of strategy in political science, creation of political strategy, electoral strategies, types of strategies. 8. Public relations in politics: definition of the term, public relations as a process in politics, methods and techniques of public relations in politics, corporate communication, formation of corporate image in politics. 9. Lobbying in politics: definition of lobbying, specifics of lobbying in politics, types of lobbying and stages of lobbying campaign, models of the concept of political lobbying, lobbying in the Czech Republic and the EU. 10. Trends in political marketing: political advertising, ethics and law in political marketing, the role of marketing consultants in politics, globalization, the new economy and political marketing. 11. Public diplomacy: the concept of public diplomacy, propaganda, "branding", public diplomacy and foreign cultural relations, current trends in public diplomacy. 12. Political marketing in the Czech Republic: the use of political marketing and marketing methods in the Czech political environment, the specifics of operating in the Czech Republic. 13. Campaigns and their financing: financing rules, legislation, transparency, financial limits, control institutions (ÚDHPSH). 14. Political marketing in selected countries: USA (presidential elections), Germany, Slovakia, etc.
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Eibl, O., Chytilek, R., Matušková, A. Teorie a metody politického marketingu. Brno, 2012. ISBN 978-80-7325-281-6.
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LEES-MARSHMENT, Jennifer, CONLEY, Brian, ELDER, Edward, PETTITT, Robint, RAYNAULD, Vincent, TURCOTTE, André. Political marketing. Londýn, 2019. ISBN 9780815353225.
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