The course takes a comprehensive and interdisciplinary approach to the field of digital political behavior. To achieve this goal, the course simultaneously examines applied political communication through the lens of political marketing and the behavior of digital actors on social media platforms with political content. Emphasis is placed on the concepts of the digital transformation of the political marketplace and the political consumer. In addition, students become familiar with the basic principles of political and digital marketing. The course presents the basic strategies of political marketing and the relevant methodologies of digital marketing. The importance of communication and marketing is emphasized, both during the pre-election period and during the term of office, in conjunction with the conduct and publication of opinion poll results. Finally, the relationship between digital political marketing and the functioning of democracy, as well as its consequences, are analyzed.