OPF:MARBPMMR Marketing of Municipalities an - Informace o předmětu

MARBPMMR Marketing of Municipalities and Regions

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.

Aktivity	Náročnost [h]
Ostatní studijní zátěž	66
Přednáška	26
Seminář	13
Zkouška	40
Celkem	145

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