MARBKMOB Marketing of Municipalities and Regions

School of Business Administration in Karvina
Winter 2013
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
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
ActivityDifficulty [h]
Konzultace6
Ostatní studijní zátěž93
Přednáška6
Zkouška40
Summary145
The course is also listed under the following terms Winter 2012.
  • Enrolment Statistics (recent)
  • Permalink: https://is.slu.cz/course/opf/winter2013/MARBKMOB