118-0343/02 – Regional and City Marketing (Regmark)
| Gurantor department | Department of Regional and Environmental Economics | Credits | 4 |
| Subject guarantor | prof. Ing. Jan Sucháček, Ph.D. | Subject version guarantor | prof. Ing. Jan Sucháček, Ph.D. |
| Study level | undergraduate or graduate | Requirement | Compulsory |
| Year | 2 | Semester | summer |
| | Study language | Czech |
| Year of introduction | 2006/2007 | Year of cancellation | 2020/2021 |
| Intended for the faculties | EKF | Intended for study types | Follow-up Master |
Subject aims expressed by acquired skills and competences
You will be able to:
* explain the specific features of urban and regional marketing
* discuss the rise, evolution and contemporary applicability of this discipline
* analyze territorial marketing in practice
* identify the instruments, methods and approaches typical for territorial marketing
* describe the position of territorial marketing in the framework of territorial development
Teaching methods
Lectures
Tutorials
Project work
Other activities
Summary
Cílem předmětu je seznámit posluchače s úlohou a významem regionálního a
městského marketingu pro územní rozvoj. Budou zde analyzovány důvody vzniku a rozšíření tohoto v současnosti se nesmírně dynamicky vyvíjejícího oboru.
Pozornost bude věnována také prvkům a procesům, které náleží do regionálního a
městského marketingu. Vedle teoretických aspektů a souvislostí marketingu
regionů a měst nebude opomenuto ani jeho praktické uplatnění, protože to se
postupně stává neoddělitelnou součástí řízení měst a regionů.
Compulsory literature:
1. Asworth, G., Voogd, H. Selling the City: Marketing Approaches in Public Sector Urban Planning. London: Belhaven Press, 1990.
2. Kotler, P., Haider, D., Rein, I. Marketing Places. London: Free Press. 2002.
Recommended literature:
1. Sucháček, J. Territorial Development Reconsidered. Ostrava: VŠB-TU, 2008.
Additional study materials
Way of continuous check of knowledge in the course of semester
E-learning
Other requirements
Independent study of recommended literature.
Prerequisities
Subject has no prerequisities.
Co-requisities
Subject has no co-requisities.
Subject syllabus:
1. Basic delimitation of urban and regional marketing. Objectives, tasks, types and principles of urban and regional marketing. Specific features of urban and regional marketing. from traditional marketing towards its spatial modification.
2. General points of departure for urban and regional marketing. Phases and characteristic features of urban and regional marketing. Financing, institutional and organisational forms of urban and regional marketing.
3. Genesis of main streams in territorial marketing. Rise and evolution of urban and regional marketing in advanced countries. From fordism towards postfordism.
4. Rise and evolution of urban and regional marketing in transition countries. Specific features and differences from advanced economies. Framework of application of territorial marketing in the Czech Republic.
5. Identification of marketing milieu in cities and regions. Inner and outer milieu of cities and regions. Information frame, gathering data, their analysis and interpretation.
6. Search for the position of cities and regions in competitive milieu. Positioning. Segmentation and target groups.
7. Application of marketing mix. Delimitation of urban and regional product. Quality of urban and regional product. Prices, distribution and material environment. Communication mix, human resources, processes and partnership.
8. Media, cities and regions. Influence of national and regional media on the life and image of cities and regions.
9. Methods and techniques in territorial marketing. Methods, techniques, models and practical approaches in territorial marketing. Socio-economic framework of utilised methods.
10. Complex territorial marketing. Basic elements and characteristic features.
11. Implementation of territorial marketing. Developmental strategies for cities and regions and involvement of territorial marketing.
12. Case studies and practice of territorial marketing. Introduction of marketing to the urban management in Moravia-Silesia. Marketing of tourism in Moravian-Silesian region.
Conditions for subject completion
Occurrence in study plans
Occurrence in special blocks
Assessment of instruction