ASWORTH, Gregory a Henk VOOGD. Selling the City: Marketing Approaches in Public Sector Urban Planning, London: Belhaven Press, 1990, 177 s., ISBN 978-18-52930080 .
JEŽEK, Jiří. Městský marketing - očekávání a realita. Sládkovičovo: Vysoká škola Visegrádu, 2011, 208 s., ISBN 978-80-89267-70-5 .
HANULÁKOVÁ, Eva et al. Marketing územia. Oblasti, možnosti a pespektívy. Bratislava: Ekonóm, 2004, 235 s., ISBN 80-225-1918-9.
Terminated in academic year 2020/2021
Regional and City Marketing
| Type of study | MasterFollow-up MasterBachelor |
|---|---|
| Language of instruction | English |
| Code | 118-0543/01 |
| Abbreviation | RMMAJ |
| Course title | Regional and City Marketing |
| Credits | 4 |
| Coordinating department | Department of Regional and Environmental Economics |
| Course coordinator | prof. Ing. Jan Sucháček, Ph.D. |
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.
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.
Literature
Advised literature
RUMPEL, Petr. Teritoriální marketing jako koncept územního rozvoje. Ostrava: Ostravská univerzita, 2002, 177 s., ISBN 80-7042-830-9.
VAŇOVÁ, Anna. Strategické marketingové plánovanie rozvoja územia. Banská Bystrica: Univerzita Mateja Bela, 2006, 140 s., ISBN 80-8083-301-X .
KAVARATZIS, Mihalis, Gary WARNABY a Gregory ASHWORTH. Rethinking Place Branding. Comprehensive Brand Development for Cities and Regions. Basel: Springer, 2015, 248 s., ISBN 978-3-319-12423-0 .
VAŇOVÁ, Anna. Strategické marketingové plánovanie rozvoja územia. Banská Bystrica: Univerzita Mateja Bela, 2006, 140 s., ISBN 80-8083-301-X .
KAVARATZIS, Mihalis, Gary WARNABY a Gregory ASHWORTH. Rethinking Place Branding. Comprehensive Brand Development for Cities and Regions. Basel: Springer, 2015, 248 s., ISBN 978-3-319-12423-0 .