OPF:MAR119 Marketing of Towns and Municip - Course Information
MAR119 Marketing of Towns and Municipalities
School of Business Administration in KarvinaSummer 2007
- Extent and Intensity
- 2/2/0. 5 credit(s). Type of Completion: z (credit).
- Guaranteed by
- Department of Business Economics and Management – School of Business Administration in Karvina
- Course Enrolment Limitations
- The course is offered to students of any study field.
- Course objectives (in Czech)
- The purpose of this is to provide the student with the rewiew of integrated concept of marketing of municipalities and to show them its practical use.
- Syllabus (in Czech)
- 1. Ekononic bases of use of municipality marketing for management od cities and communities
Development od the concept,some problems related to its use,similarity and specifics of marketing of goods and marketing of municiplities,typology of municipalities.
2. Definition of marketing environment
External and internal environment of municipalities,macro,mezzo and micro-environment,in connection with state policy,relation between external municipal and bisiness environment.
3. Marketing information system and marketing research
Informational data bases for municipalities, continual internal data,ad hoc internal data, primary and secondary research, methods of research.
4. Searching the positioning of municipalites in competitive environment
Identification of the image and other factors effecting the succesful positioning of the municipality, knowledge about competition, possibilities of adopting competitive position on the market, determination of positioning, positionong on the market of new investment atraction, search for advantages of localization.
5. Segmentation
Definition of municipalities mrket segments, focuse groups and objects of munucipalities marketing, choice of segemnts.
6. Marketing mix of municipal
Caracteristics of services as the bases for municipalities marketing mic specifics.
7. Product
Definition of municipality product, analyses of product, colective and private needs and its satisfaction by the municipality management, product level and forms, quality of municipality product and the methods of its mesurement, product development.
8. Price
Process of price decision-making, price construction, problems of pricing of various konds of municipality services, use of prices as a political tool or demarketing tool.
9. Distribution
Criteria for choice of effective distribution channel,direct and indirect channels, localization of service provider, methods of municipality products distribution.
10. Physical evidence
Importance of physical evidence, basic and peripheral evidence and its management.
11. Communication mix
Specifics of communication mix of municipalities, advertising, sales promotion, PR, events marketing.
12. People
Clasiffication of people providing municipality product, internal marketing and its principals, rolu of customers, participation of various of customers on creating the municipaly (product) image.
13. Processes
Clasification of processes, their effectivness, planning.
14. Partnership
Importance of partnership for the municipality, relationship marketing.
15. Stratefy of the municipality
Marketting plans and territorial plans,phases of planning municipality SWOT analyses, profile of municipality, methods of scenarios, visions, main agents analyses, financial analyses,alternative strategies, acton plans, controle.
16. Entreprenerial culture of municipality
Types, importance, implications.
- 1. Ekononic bases of use of municipality marketing for management od cities and communities
- Language of instruction
- Czech
- Further Comments
- The course can also be completed outside the examination period.
- Enrolment Statistics (recent)
- Permalink: https://is.slu.cz/course/opf/summer2007/MAR119