Application of marketing in the activities of political parties and personalities – elections to the Chamber of Deputies of the Parliament of the Czech Republic 2021

This master’s thesis examines the application of marketing tools of four selected political entities in the elections to the Chamber of Deputies of the Parliament of the Czech Republic in 2021 and its perception by young voters aged 18-30. The examined political subjects are political alliance SPOLU, political movement ANO 2011, political alliance Piráti and Starostové and the SPD political movement. The aim of the thesis is to find out which marketing tools these political subjects used during the election campaign, whether they achieved the creation of integrated marketing communication and how they tried to attract the attention of young voters. The thesis first analyses the use of marketing tools of political entities from publicly available sources. Subsequently, semi-structured interviews are conducted with 11 young voters, which reveal their perceptions of election campaigns and marketing tools of the candidates and the effectiveness of the use of marketing activities is assessed. Finally, based on the findings, the thesis formulates recommendations for analysed political movements and alliances and proposes marketing tools that could bring better-than-achieved results.