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Lecturer(s)
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Dědková Jaroslava, doc. PhDr. Ing. Ph.D.
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Course content
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Content of lectures: 1.Development and application of marketing concept of towns and villages 2.Knowledge of marketing environment of village 3.Searching of community position and customer segmentation 4.Marketing mix of municipality and region, support for competitive advantage 5.Product of municipality 6.Price and distribution 7.Communication mix in regional marketing 8.People 9.Material environment 10.Processes and partnerships, joint marketing for region presentation 11.Marketing research 12.Marketing strategy of municipality, plans in the region 13.Entrepreneurial culture of community 14.Practical experience with marketing of community and region Exercise solves case studies to the subject.
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Learning activities and teaching methods
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Monological explanation (lecture, presentation,briefing)
- Class attendance
- 30 hours per semester
- Preparation for credit
- 20 hours per semester
- Preparation for exam
- 30 hours per semester
- Semestral paper
- 20 hours per semester
- Presentation preparation (report)
- 10 hours per semester
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Learning outcomes
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The aim of the course is to explain the possibilities of marketing for regional development. The course explains the marketing environment of towns and villages and defines the basic tools of marketing analysis. It explains how to use the marketing mix, provides procedures and methods for developing a strategy for municipalities and their communication with the consumers of product municipalities.
Students obtain knowledge in given course in accordance with requirements and course programme
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Prerequisites
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Marketing and economic knowledge
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Assessment methods and criteria
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Written exam
Requirements for the credits: - participation on seminars - 90% - assessed seminar project of group coursework, that will be presented Exam:written min. 70%
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Recommended literature
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Gupta, D.,K., Ch.Koontz, Massisimo. Marketing library and information services - II: a global outlook. Berlín, 2013. ISBN 978-3-11-028086-9.
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Pavlík J a kol. Regiony budoucnosti - spolupráce, bezpečí, efektivita: Inspirace pro rozvoj. Praha: Grada Publishing a.s., 2020. ISBN 978-271-2961-4.
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Pavlík,M.et al. Jak úspěšně řídit obec a region. Praha, 2014. ISBN 978-80-245-5256-3.
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Provazníková, R. Financování měst, obcí a regionů - teorie a praxe. Praha, 2015. ISBN 978-80-247-5608-0.
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Rektořík, J.,Šelešovský,et al. Jak řídit kraj, město, obec.Strategie komunikace řízení. Brno, 2002. ISBN 80-210-2957-9.
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Slavík,J. Marketing a strategické řízení ve veřejných službách. Praha, 2014. ISBN 80-7169-995-0.
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Vaštíková, M. Marketing služeb - efektivně a moderně. Praha, 2014. ISBN 978-80-247-5.
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