118-0343/03 – Regional and City Marketing (Regmark)

Gurantor departmentDepartment of Regional and Environmental EconomicsCredits3
Subject guarantorprof. Ing. Jan Sucháček, Ph.D.Subject version guarantorprof. Ing. Jan Sucháček, Ph.D.
Study levelundergraduate or graduate
Study languageCzech
Year of introduction2006/2007Year of cancellation
Intended for the facultiesEKFIntended for study typesBachelor, Follow-up Master
Instruction secured by
LoginNameTuitorTeacher giving lectures
MAT637 Ing. Petra Daníšek Matušková
SUH33 prof. Ing. Jan Sucháček, Ph.D.
Extent of instruction for forms of study
Form of studyWay of compl.Extent
Full-time Credit 2+1

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.

Way of continuous check of knowledge in the course of semester

E-learning

Další požadavky na studenta

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

Full-time form (validity from: 2017/2018 Winter semester)
Task nameType of taskMax. number of points
(act. for subtasks)
Min. number of points
Credit Credit 85  85
Mandatory attendence parzicipation: credit

Show history

Occurrence in study plans

Academic yearProgrammeField of studySpec.FormStudy language Tut. centreYearWSType of duty
2019/2020 (B6208) Economics and Management (6208R020) Business Economics P Czech Ostrava Choice-compulsory study plan
2019/2020 (N6208) Economics and Management (6208T062) Marketing and Business P Czech Ostrava 1 Choice-compulsory study plan
2019/2020 (N6202) Economic Policy and Administration (6202T055) Public Economics and Administration P Czech Ostrava 2 Choice-compulsory study plan
2018/2019 (N6202) Economic Policy and Administration (6202T055) Public Economics and Administration P Czech Ostrava 2 Choice-compulsory study plan
2018/2019 (B6208) Economics and Management (6208R020) Business Economics P Czech Ostrava Choice-compulsory study plan
2018/2019 (N6208) Economics and Management (6208T062) Marketing and Business P Czech Ostrava 1 Choice-compulsory study plan
2017/2018 (N6202) Economic Policy and Administration (6202T055) Public Economics and Administration P Czech Ostrava 2 Choice-compulsory study plan
2017/2018 (B6208) Economics and Management (6208R020) Business Economics P Czech Ostrava Choice-compulsory study plan
2017/2018 (N6208) Economics and Management (6208T062) Marketing and Business P Czech Ostrava 1 Choice-compulsory study plan

Occurrence in special blocks

Block nameAcademic yearForm of studyStudy language YearWSType of blockBlock owner