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master's thesis
Uloga političkog marketinga u izbornim kampanjama
2022. urn:nbn:hr:224:181027
Smoljan, Tena
Catholic University of Croatia
Department of Communication Sciences

Cite this document

Smoljan, T. (2022). Uloga političkog marketinga u izbornim kampanjama (Master's thesis). Zagreb: Catholic University of Croatia. Retrieved from https://urn.nsk.hr/urn:nbn:hr:224:181027

Smoljan, Tena. "Uloga političkog marketinga u izbornim kampanjama." Master's thesis, Catholic University of Croatia, 2022. https://urn.nsk.hr/urn:nbn:hr:224:181027

Smoljan, Tena. "Uloga političkog marketinga u izbornim kampanjama." Master's thesis, Catholic University of Croatia, 2022. https://urn.nsk.hr/urn:nbn:hr:224:181027

Smoljan, T. (2022). 'Uloga političkog marketinga u izbornim kampanjama', Master's thesis, Catholic University of Croatia, accessed 10 December 2024, https://urn.nsk.hr/urn:nbn:hr:224:181027

Smoljan T. Uloga političkog marketinga u izbornim kampanjama [Master's thesis]. Zagreb: Catholic University of Croatia; 2022 [cited 2024 December 10] Available at: https://urn.nsk.hr/urn:nbn:hr:224:181027

T. Smoljan, "Uloga političkog marketinga u izbornim kampanjama", Master's thesis, Catholic University of Croatia, Zagreb, 2022. Available at: https://urn.nsk.hr/urn:nbn:hr:224:181027

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Metadata
TitleUloga političkog marketinga u izbornim kampanjama
Title (english)The role of political marketing in election campaigns
AuthorTena Smoljan
MentorJerko Valković (mentor)
MentorJakov Žižić (komentor)
Committee memberTado Jurić (predsjednik povjerenstva)
Committee memberIvan Balabanić (član povjerenstva)
Committee memberMatilda Kolić Stanić (član povjerenstva)
GranterCatholic University of Croatia
(Department of Communication Sciences)
Zagreb
Defense date and country2022-01-13, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Information and Communication Sciences
Communicology
Abstract
U ovom diplomskom radu nastoji se odrediti i pojasniti pojam političkog marketinga koji čini jednu od glavnih odrednica demokratskog poretka. S obzirom na to da se temelji na koncepciji konvencionalnog marketinga, a koji počiva na konkurentskom natjecanju i slobodnom tržištu, politički marketing također može djelovati samo u demokratskom sustavu koji se temelji na parlamentarizmu i višestranačju. Politički marketing može se okarakterizirati kao primjena marketinških koncepata na proučavanje strateškog procesa koji uključuje birače i političke stranke, tj. njihove kandidate s namjerom za ostvarenje određenih političkih ciljeva. Upotreba političkog marketinga podrazumijeva uvođenje komercijalnih marketinških alata unutar političkog tržišta s ciljem kreiranja proizvoda koji odgovaraju željama i potrebama birača. Jedan od najznačajnijih instrumenata političkog marketinga je izborna kampanja, o kojoj se govori u drugom dijelu rada. Izborna kampanja se može definirati kao planirana i organizirana politička djelatnost u predizborno vrijeme pomoću koje se nastoji pridobiti što veća potpora birača u svrhu osvajanja ili očuvanja vlast. Za ostvarenje tog primarnog cilja koristi se persuazivna komunikacija kojim se birači nastoje uvjeriti da daju svoj glas. Pojam izborne kampanje u ovom radu je detaljno raščlanjen prema njezinim glavnim funkcijama, ciljevima i strukturnim elementima.
Abstract (english)
This thesis seeks to define and clarify the concept of political marketing, which is one of the main determinants of the democratic order. Given that the foundation of concept of conventional marketing, which is based on competition and the free market, political marketing can also operate only in a democratic system based on parliamentarism and multi-party system. Political marketing can be characterized as the application of marketing concepts to the study of a strategic process involving voters and political parties, i. e. their candidates with the intention of achieving certain political goals. The use of political marketing implies the introduction of commercial marketing tools within the political market with the aim of creating products that meet the wishes and need of voters. One of the most important instruments of political marketing is the election campaign, which is discussed in second part of this thesis. An election campaign can be defined as a planned and organized political activity in the pre-election period that seeks to gain as much voters support as possible in order to gain or retain power. To achieve this primary goal, persuasive communication is used to persuade voters to cast their vote. The nation of the election campaign in this thesis is explained in detail according to its main functions, goals and structural elements.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:224:181027
Study programmeTitle: Department of Communication Sciences
Study programme type: university
Study level: graduate
Academic / professional title: magistar/magistra komunikologije (magistar/magistra komunikologije)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2022-01-14 09:09:00