| Course Unit Code | 118-0343/04 |
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| Number of ECTS Credits Allocated | 4 ECTS credits |
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| Type of Course Unit * | Choice-compulsory type B |
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| Level of Course Unit * | First Cycle |
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| Year of Study * | |
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| Semester when the Course Unit is delivered | Winter Semester |
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| Mode of Delivery | Face-to-face |
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| Language of Instruction | Czech |
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| Prerequisites and Co-Requisites | Course succeeds to compulsory courses of previous semester |
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| Name of Lecturer(s) | Personal ID | Name |
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| SUH33 | prof. Ing. Jan Sucháček, Ph.D. |
| URM003 | Ing. Jaroslav Urminský, Ph.D. |
| Summary |
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| Learning Outcomes of the Course Unit |
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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 |
| Course Contents |
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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.
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| Recommended or Required Reading |
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| Required Reading: |
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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. |
1. Rumpel, P. Teritoriální marketing jako koncept územního rozvoje. Ostravská
univerzita. 2002.
2. Janečková, L., Vaštíková, M. Marketing měst a obcí. Grada Publishing. 1999.
3. Malinovský, J., Kutscherauer, A., Sucháček, J. Management regionů a obcí.
VŠB-TU. RCCV. 2003.
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| Recommended Reading: |
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| 1. Sucháček, J. Territorial Development Reconsidered. Ostrava: VŠB-TU, 2008. |
1. Payne, A. Marketing služeb. Grada Publishing. 1996.
2. Ježek, J. Městský marketing - očekávání a realita. Sládkovičovo: Vysoká škola Visegrádu, 2011. |
| Planned learning activities and teaching methods |
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| Lectures, Tutorials, Project work, Other activities |
| Assesment methods and criteria |
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| Task Title | Task Type | Maximum Number of Points
(Act. for Subtasks) | Minimum Number of Points for Task Passing |
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| Credit | Credit | 85 | 85 |