MARBPMMR Marketing of Municipalities and Regions

Obchodně podnikatelská fakulta v Karviné
zima 2012
Rozsah
2/1/0. 5 kr. Ukončení: zk.
Vyučující
Ing. Jan Urbánek (přednášející)
Ing. Jan Urbánek (cvičící)
Garance
Ing. Jan Urbánek
Katedra podnikové ekonomiky a managementu – Obchodně podnikatelská fakulta v Karviné
Předpoklady
The subject takes up the subject Marketing.
Omezení zápisu do předmětu
Předmět je otevřen studentům libovolného oboru.
Cíle předmětu
The goal of the course is to explain the possibilities of marketing in public administration. The course clarifies marketing environment of municipalities and determines main tools of marketing analysis. 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.
Osnova
  • 1. Development and application of marketing concepts of municipalities
    2. Understanding of marketing environment of municipalities
    3. Municipality position search and end-user segmentation
    4. Marketing mix of municipality
    5. Product of municipality
    6. Price and distribution
    7. Communication mix
    8. People
    9. Physical evidence
    10. Processes and partnership
    11. Municipality's marketing strategy
    12. Business culture of municipality
    13. Practical experience with new marketing trends in municipalities.
    1. Development and application of marketing concepts of municipalities
    Marketing, marketing tools and public services. Development of marketing concepts of municipality, problems, advantages.
    2. Understanding of marketing environment of municipalities
    Marketing environment of municipality. Specifics of marketing research of municipalities.
    3. Municipality position search and end user segmentation
    Search of municipality position in competitive environment. Determination and position taking in the market.
    4. Marketing mix of municipality
    Public services and marketing of municipalities. Characteristics of services and their impact on marketing. Marketing mix of municipality and its elements.
    5. Product of municipality
    Municipality's product, its elements, forms and standards. Product quality and problems of its measuring. Use of marketing research practices for quality measurement.
    6. Price and distribution
    Resources of municipality's product evaluation processes. Municipality's pricing policy. Distribution channels choice and criteria of selection. Placing of products.
    7. Communication mix
    Communication mix, event marketing, corporate identity. Communication mix instruments. Publicity and advertising. Public relations.
    8. People
    Function of municipality employees in product realization and its categorization. Internal marketing and its goals. Residents, visitor and businessmen role.
    9. Physical evidence
    Importance of physical evidence for municipality's product administration. Primary and peripheral environment. Environment control and planning.
    10. Processes and partnership
    Service providing process classification. Process planning. Service delivery planning and its optimization. Partnership. Municipality partners and relations marketing.
    11. Municipality's marketing strategy
    Strategic planning of municipality and its specifics. Strategy and city planning, SWOT analysis. Approach of municipality's strategy towards its citizens.
    12. Business culture of municipality
    Definition of business culture of municipality and its specifics. Organizational culture of municipality. Role of municipality in business culture creation and possibilities of its affection.
    13. Practical experience with new marketing trends in municipalities.
Literatura
    povinná literatura
  • CUADRADO-ROURA, J., R. Regional Policy, Economic Growth and Konvergence. Alcala de Henares: University of Alcala, 2009. ISBN 978-3-642-02177-0. info
  • PITCHFORD, M., HENDERSON, P. Making Spaces for Community Development. Bristol: Univerzity of Bristol, 2008. ISBN 978-3-642-02177-0. info
  • TROSS, O. Implementation of a City Marketing Strategy. Giessen: Grin Verlag Ohg., 2007. ISBN 978-36-387-0975-0. info
    doporučená literatura
  • DOLMAN, F. Municipalities at Work. Nabu Press, 2010. ISBN 978-11-108-7772-0. info
  • FRANCISKO, M. J. Municipalities Vs. Private Corporations. Llc, 2009. ISBN 978-11-174-4557-1. info
  • DORMAN, B., E. The government of Municipalities. General Books Llc, 2009. ISBN 978-11-501-6463-7. info
  • ANDREASEN, A.R., KOTLER, P. Strategic Marketing for Nonprofit Organizations. New York: Prenttice Hall, 2003. ISBN 0-13-041977-X. info
Výukové metody
Demonstrace dovedností
Seminární výuka
Metody hodnocení
Písemná zkouška
Vyučovací jazyk
Angličtina
Informace učitele
70 % participation in seminar, seminar work, exam test.
AktivityNáročnost [h]
Ostatní studijní zátěž66
Přednáška26
Seminář13
Zkouška40
Celkem145
Další komentáře
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Předmět je zařazen také v obdobích zima 2013.