OPF:MARBKMOB Marketing of Municipalities an - Course Information

MARBKMOB Marketing of Municipalities and Regions

Extent and Intensity

0/0. 5 credit(s). Type of Completion: zk (examination).

Teacher(s)

Ing. Miroslava Vaštíková (lecturer)

Guaranteed by

Ing. Miroslava Vaštíková
Department of Business Economics and Management – School of Business Administration in Karvina

Prerequisites

( MARBAMAR Marketing || MARBKMAR Marketing || MARBPMAR Marketing || PEMBAMAR Marketing || PEMBKMAR Marketing || PEMBPMAR Marketing ) && ( MARBAMAR Marketing || MARBEMAR Marketing || MARBKMAR Marketing || MARBPMAR Marketing || PEMBAMAR Marketing || PEMBEMAR Marketing || PEMBKMAR Marketing || PEMBPMAR Marketing )
Successfull completion of course is conditioned by successfully passing of the basic course Marketing.

Course Enrolment Limitations

The course is also offered to the students of the fields other than those the course is directly associated with.

fields of study / plans the course is directly associated with

• European Integration (programme OPF, B_HOSPOL)

Course objectives

Object of the course is explication of possibilities of use of marketing for public administration needs. The course clarifies marketing environment of municipalities and determine main tools of marketing analyzes. Explains use of specific marketing mix, mentions processes and methods of a strategy making of municipalities and their communication with municipality´s products end-users.

Syllabus

• 1. Development and application of marketing conception of municipalities
  2. Understanding of marketing environment of municipalities
  3. Municipality position search and end-user segmentation
  4. Marketing mix of municipality
  5. Municipality´s product
  6. Price and distribution
  7. Communication mix
  8. People
  9. Material environment
  10. Processes
  11. Partnership
  12. Municipality´s marketing strategy
  13. Business culture of municipality
  

Literature

required literature
• VAŠTÍKOVÁ, M. Marketing obcí. Distanční studijní opora. Karviná: SU OPF, 2011. info
• VAŠTÍKOVÁ, M. Marketing služeb - efektivně a moderně (vybrané kapitoly). Praha: Grada Publishing, 2008. ISBN P78-80-247-2721-9. info
• KOTLER, P., ANDREASEN, A.R. Strategic Marketing for Non profit Organizations. Upper Saddle River, Prentice Hall, 2003. ISBN 013-041977-X. info
• JANEČKOVÁ, L.- VAŠTÍKOVÁ, M. Marketing měst a obcí. Praha: Grada Publishing, 1999. ISBN 80-7169-750-8. info

recommended literature
• VAŠTÍKOVÁ, M. Marketing služeb - efektivně a moderně. Praha: Grada Publishing, 2008. ISBN P78-80-247-2721-9. info
• SARGEANT, A. Marketing Management for Nonprofit Organizations. Oxford: Oxford University Press, 2005. ISBN 0-19-927182. info
• PAULIČKOVÁ, R. Regionálný a mestský marketing. Bratislava: Eurronikon, 2005. ISBN 80-88984-72-62. info
• HANULÁKOVÁ, E., a KOL. Marketing územia. Bratislava: Ekonóm, 2004. ISBN 80-225-1918-9. info
• REKTOŘÍK, J., ŠELEŠOVSKÝ, J. a KOL. Jak řídit kraj, město, obec. Strategie komunikace řízení. Dil IV. Brno: Masarykova univerzita, 2002. ISBN 80-210-2957-9. info

Teaching methods

One-to-One tutorial
Skills demonstration
Students' self-study

Assessment methods

Written exam

Language of instruction

Czech

Further comments (probably available only in Czech)

The course can also be completed outside the examination period.
Information on the extent and intensity of the course: Přednáška 12 HOD/SEM.

Teacher's information

seminar paper, final written exam

Activity	Difficulty [h]
Konzultace	6
Ostatní studijní zátěž	93
Přednáška	6
Zkouška	40
Summary	145

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