MAR119 Marketing of Municipalities

Obchodně podnikatelská fakulta v Karviné
zima 2006
Rozsah
2/2/0. 5 kr. Ukončení: z.
Garance
Katedra podnikové ekonomiky a managementu – Obchodně podnikatelská fakulta v Karviné
Omezení zápisu do předmětu
Předmět je otevřen studentům libovolného oboru.
Cíle předmětu
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.
Osnova
  • 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.
Další komentáře
Předmět je dovoleno ukončit i mimo zkouškové období.
Předmět je zařazen také v obdobích zima 1990, léto 1991, zima 1991, léto 1992, zima 1992, léto 1993, zima 1993, léto 1994, zima 1994, léto 1995, zima 1995, léto 1996, zima 1996, léto 1997, zima 1997, léto 1998, zima 1998, léto 1999, zima 1999, léto 2000, zima 2000, léto 2001, zima 2001, léto 2002, zima 2002, léto 2003, zima 2003, léto 2004, zima 2004, léto 2005, zima 2005, léto 2006, léto 2007.