118-0543/01 – Regional and City Marketing (RMMAJ)
| 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 | Choice-compulsory type B |
| Year | | Semester | winter |
| | Study language | English |
| Year of introduction | 2019/2020 | Year of cancellation | 2020/2021 |
| Intended for the faculties | EKF | Intended for study types | Bachelor, Master, Follow-up Master |
Subject aims expressed by acquired skills and competences
You will be able to:
* explain the specific traits of city and regional marketing
* discuss the origin, development and current applicability of this discipline
* analyse territorial marketing in practice
* identify tools, methods and approaches typical for territorial marketing
* describe the position of territorial marketing in the frame of teritorial development
Teaching methods
Lectures
Tutorials
Summary
The main objective of the course lies in familiarisation of students with the role and importance of regional and city marketing for territorial development. We will analyse the reasons of the introduction as well as spreading of this dynammic discipline. Attention will be devoted to elemetns and processes belonging to regional and urban marketing. Apart from theoretical aspects and continuities of territorial maketing, its practical application is not neglected as it becomes an inseparable part of territorial managements.
Compulsory literature:
Recommended literature:
Way of continuous check of knowledge in the course of semester
E-learning
Other requirements
Credit on the basis of seminar work.
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 city and regional marketing, specific features of territorial marketing, from traditional marketing towards its territorial modification.
2. Territorial marketing in general – characteristic features and phases of territorial marketing, financing, institutional and organisational forms.
3. Genesis of substantial directions of territorial marketing – origin and development of territorial marketing in advanced countries, from fordism towards postfordism.
4. Origin and development of territorial marketing in post-transformation economies – specific features and differences from advanced economies, application of territorial markeitng in the Czech Republic.
5. Identification of city and regional marketing milieu – inner and outer settings of cities and regions, information and analyses.
6. Searching for positioning of cities and regions in competitive milieu - positioning, segmentation and target groups.
7. Application of marketing mix – urban and reigonal product, quality of urban and regional product, prices, distribution and materiál settings, communication mix, human resources, processes and partnership.
8. Media, cities and regions – influence of national media, urban and regional images.
9. Methods and techniques of territorial marketing - methods, techniques, models and practice of territorial marketing
10. Implementation or city and reigonal marketing – strategic development of cities and regions and the role of territorial marketing, towards the complex teritorial marketing.
Conditions for subject completion
Occurrence in study plans
Occurrence in special blocks
Assessment of instruction
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