Political marketing: A case study of marketing the political movement ANO

Bc. Boris Kolařík

Master's thesis

Abstract:

The diploma thesis deals with the political marketing of the ANO movement focusing on the elections to the Chamber of Deputies in 2017 and is divided into the theoretical and practical parts. The first part describes the theoretical background for political marketing and defines the basic concepts. Secondarily, brief description of the political environment in the Czech Republic with an emphasis on the ANO movement is outlined.At the beginning of the practical part, the election campaign of the ANO movement and its leader, including focus on the use of social media, is described. Subsequently, the practical part, using a quantitative exploratory survey, investigates how respondents with the right to vote perceive the political marketing of the ANO movement used in the elections to the Chamber of Deputies in 2017 and how this perception can be influenced by given set of determinants (gender, age, education, size of municipality).

Keywords

Election Campaign, Election Leader, Political Marketing, Political Movement, Political Party

Language used: English

Date on which the thesis was submitted / produced: 28. 3. 2019

Thesis defence

• Supervisor: Ing. Richard Selby, Ph.D.

Czech University of Life Sciences Prague

Faculty of Economics and Management

Master programme / field:
Economics and Management / European Agrarian Diplomacy