Political Strategy - JMO001

• Title: Political Strategy
• Czech title: Politická strategie
• Guaranteed by: Department of Marketing Communication and Public Relations (23-KMKPR)
• Faculty: Faculty of Social Sciences
• Actual: from 2022
• Semester: summer
• E-Credits: 6
• Examination process: summer s.:combined
• Hours per week, examination: summer s.:0/6, Ex [HT]
• Capacity: unknown / unknown (unknown)
• Min. number of students: unlimited
• 4EU+: no
• Virtual mobility / capacity: yes / unlimited
• Key competences: critical thinking, data literacy
• State of the course: not taught
• Language: English
• Teaching methods: distance
• Teaching methods: distance
• Additional information: https://cesnet.zoom.us/j/93334786037?pwd=OHJHQmZRQVltWmVhbk1mUklXU1I0Zz09
• Note: course can be enrolled in outside the study plan; enabled for web enrollment
• Guarantor: Mgr. Anna Shavit, Ph.D.
• Class: Courses for incoming students

Annotation

Last update: MATUSKOVAANNA (04.12.2021)

The focus of the course is Political Strategy from both the theoretical and practical point of view. We will firstly be discussing the concept from both a historical and political philosophy perspective. We will cover theoretical approaches varying from political science, sociology, psychology, and political marketing. Gradually we will move to the actual politics and step by step we will discover how the electoral campaigns are nowadays organized.

Aim of the course

Last update: MATUSKOVAANNA (04.12.2021)

Knowledge Acquisition: Practical skills, analytical skills. 

Students will be required to keep up with the required readings (there will be specific literature assigned to lectures), actively participate in classes, write position papers, and engage in discussions. 

Course completion requirements

Last update: MATUSKOVAANNA (04.12.2021)

Requirements: The students will work on four short essays and present their conclusions. It is expected that they will consult the selected topics of their essays with the teacher. They will get detailed feedback on these essays and in some cases, they may be obliged to re-write them. To complete the course student must hand in 3 out of 4 position papers (each paper is 3 pages) and pass the final exam. Each paper is awarded 20 points and the written test is 40 points. The performance and active engagement in the class represent 60 percent of the final score, and the exam represents 40 percent. 

Assignments: 3 papers, final test, active participation in the classes. 

Literature

Last update: MATUSKOVAANNA (04.12.2021)

There will be assigned specific additional literature for each session

Literature:

BENNETT, W. L., ENTMAN, R. (eds.). Mediated Politics: Communication in the future of democracy. Cambridge: Cambridge University Press, 2001. 

KAID, L. L. (ed.). The Handbook of Political Communication Research. New Jersey: Lawrence Erlbaum, 2004. 

LILLEKER, Darren G. Key Concepts in Political Communications. London-Thousand Oaks-New Delhi: SAGE Publications, 2006. 

LOUW, E. The Media and Political Process. London: Sage, 2005. 

McNAIR, B. Introduction to Political Communication. London. Routledge, 2007.

 DENTON, W. Political communication in America. New York: Praeger, 1998. 

DOWNS, Antony. An Economic Theory of Democracy. New York: Harpers & Brother, 1957. 

HENNEBERG, S.C.M. Understanding political marketing. In O´SHAUGHNESSY, N. J., HENNEBERG, S.C.M. The Idea of Political Marketing. Westport, Connecticut, London: PRAEGET, 2002. 

KOTLER, P., KOTLER N. Political Marketing Effective Candidates, Campaigns, and Causes. In: Newman, B. (ed): Handbook of Political Marketing. Thousand Oaks: SAGE Publications, 1999, s. 3–18. 

LEES-MARSHMENT, J., LILLEKER D. G. Introduction: Rethinking political party behaviour. In: LEES-MARSHMENT J., LILLEKER D.G. (eds.): Political Marketing. A comparative perspective. Manchester: Manchester University Press 2004

LEES-MARSHMENT, J., The Marriage of Politics and Marketing. Political Studies. 2001, Vol 49, 692–713.

LIPPMANN, W. Public opinion. New Brunswick: Transaction, 1990. 

NEGRINE, R., STANYER, J. The Political Communication Reader. Routledge. London, New York, 2007. 

NORRIS P., CURTICE J., SANDERS D., SCAMMELL, M., SEMETKO, H., On Message: Communication the Campaign. London. Thousand Oaks, CA, New Delhi. Sage, 1999.

NORRIS P., A virtuous circle: political communications in postindustrial societies. Cambridge: Cambridge University Press, 2000.

O´CASS A., Political Marketing, and the marketing concept. In: European Journal of Marketing. 1996, Vol. XXX, No. 10/11, pp. 37–53.

ORMROD R. P., A conceptual model of Political Market Orientation. In: Lees-Marshment, J. – Wymer. W.W. (eds.): Current Issues in Political Marketing. Binghamton: The Haworth Press, 2005.

PANEBIANCO A., Political Parties: Organizations and Powers. Cambridge: Cambridge University Press, 1988. 

Teaching methods

Last update: MATUSKOVAANNA (04.12.2021)

Lectures, seminars and workshops

Syllabus

Last update: MATUSKOVAANNA (05.12.2021)

Course structure:

Session 1: Introduction to Political Strategy. Information about the course, introduction to the theoretical concepts. The state of the discipline, how to define it, analyze and study

 

Session 2: Political Strategy during history I. Historical and philosophical approach.

 

Session 3: Political Strategy during history II. Historical and philosophical approach. Practical examples of successful political strategies, campaigns etc.

 

Session 4: Political strategy and Strategic communication I. What are the first step to create a strategy? Vision – strategy – tactics. Polling operation (data processing) and various strategical approaches.

 

Session 5: Political strategy and Strategic communication II. Data processing, the role of polling, focus groups, message testing. 

 

Session 6: Political strategy and Strategic communication III. Campaign narrative (archetypes), messaging, scheduling and other aspects.

 

Session 7: Political strategy and Strategic communication IV. Media communication, PR strategy, crisis communication

 

Session 8: Political strategy and Strategic communication V. Media communication, PR strategy, crisis communication

 

Session 9: Political Strategy and Leadership I., what is the role of politicians, branding, image 

 

Session 10:  Political Strategy and Leadership II. Workshop session

 

 Session 11: Political Strategy and Leadership III.

 

Session 12: Political Strategy and its impact on nowadays politics – ethics, democracy, discussion