MPR_RAMM Regional and urban marketing

Faculty of Economics and Administration
Spring 2021
Extent and Intensity
1/2/0. 6 credit(s). Type of Completion: zk (examination).
Teacher(s)
prof. Ing. Jan Sucháček, Ph.D. (lecturer)
Mgr. et Mgr. Bc. Pavla Wernerová (assistant)
Guaranteed by
prof. Ing. Jan Sucháček, Ph.D.
Department of Regional Economics – Faculty of Economics and Administration
Contact Person: Ing. Iveta Suchomelová Vašíčková
Supplier department: Department of Regional Economics – Faculty of Economics and Administration
Timetable
each odd Wednesday 14:00–15:50 P103
  • Timetable of Seminar Groups:
MPR_RAMM/01: Wed 16:00–17:50 P101, J. Sucháček
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
The main objective of the course lies in familiarisation of students with the role and importance of regional and city marketing for territorial development. We will analyse the reasons of the introduction as well as spreading of this dynammic discipline. Attention will be devoted to elemetns and processes belonging to regional and urban marketing. Apart from theoretical aspects and continuities of territorial maketing, its practical application is not neglected as it becomes an inseparable part of territorial managements.
Learning outcomes
At the end of the course students should be able to:
- explain the specific traits of city and regional marketing
- discuss the origin, development and current applicability of this discipline
- analyse territorial marketing in practice
- identify tools, methods and approaches typical for territorial marketing
- describe the position of territorial marketing in the frame of teritorial development
Syllabus
  • 1. Basic delimitation of urban and regional marketing – objectives, tasks, types and principles of city and regional marketing, specific features of territorial marketing, from traditional marketing towards its territorial modification.
  • 2. Territorial marketing in general – characteristic features and phases of territorial marketing, financing, institutional and organisational forms.
  • 3. Genesis of substantial directions of territorial marketing – origin and development of territorial marketing in advanced countries, from fordism towards postfordism.
  • 4. Origin and development of territorial marketing in post-transformation economies – specific features and differences from advanced economies, application of territorial markeitng in the Czech Republic.
  • 5. Identification of city and regional marketing milieu – inner and outer settings of cities and regions, information and analyses.
  • 6. Searching for positioning of cities and regions in competitive milieu - positioning, segmentation and target groups.
  • 7. Application of marketing mix – urban and regional product, quality of urban and regional product, prices, distribution and materiál settings, communication mix, human resources, processes and partnership.
  • 8. Media, cities and regions – influence of national media, urban and regional images.
  • 9. Methods and techniques of territorial marketing - methods, techniques, models and practice of territorial marketing
  • 10. Implementation or city and regional marketing – strategic development of cities and regions and the role of territorial marketing, towards the complex teritorial marketing.
Literature
    required literature
  • MALINOVSKÝ, Jan and Jan SUCHÁČEK. Velký anglicko-český slovník vysvětlující pojmy regionálního rozvoje a regionální politiky Evropské unie. 1. vyd. Ostrava: VŠB - Technická univerzita Ostrava, 2006, 956 s. ISBN 8024811170. info
  • KOTLER, Philip, Donald H. HAIDER and Irving J. REIN. Marketing places : attracting investment, industry, and tourism to cities, states, and nations. New York: The Free Press, 1993, 388 s. ISBN 0029175968. info
    recommended literature
  • HANULÁKOVÁ, Eva et al. Marketing územia. Oblasti, možnosti a pespektívy. Bratislava: Ekonóm, 2004, 235 s., ISBN 80-225-1918-9.
  • SUCHÁČEK, Jan a Petr SEĎA. Territorial Marketing in the Czech Republic: Between Path-Dependency and Learning. In: Liberec Economic Forum 2011, s. 439-448, ISBN 978-80-7372-755-0.
  • RUMPEL, Petr. Teritoriální marketing jako koncept územního rozvoje. Ostrava: Ostravská univerzita, 2002, 177 s., ISBN 80-7042-830-9
  • VAŇOVÁ, Anna. Strategické marketingové plánovanie rozvoja územia. Banská Bystrica: Univerzita Mateja Bela, 2006, 140 s., ISBN 80-8083-301-X.
  • JEŽEK, Jiří. Městský marketing - očekávání a realita. Sládkovičovo: Vysoká škola Visegrádu, 2011, 208 s., ISBN 978-80-89267-70-5.
  • ASHWORTH, Gregory a Henk VOOGD. Selling the City: Marketing Approaches in Public Sector Urban Planning, London: Belhaven Press, 1990, 177 s., ISBN 978-18-52930080.
Teaching methods
Lessons take form of lectures and seminars. Continuous self-study is expected. Students create and present a group seminar project.
Assessment methods
The written exam including open questions and multiple choice test. In order to pass the exam the student needs to obtain at least 60% of correct answers. Compulsory attendance at seminars, creation, submission and presentation of the project.
Language of instruction
Czech
Further Comments
The course is taught annually.
The course is also listed under the following terms Spring 2022, Spring 2023, Spring 2024, Spring 2025.
  • Enrolment Statistics (Spring 2021, recent)
  • Permalink: https://is.muni.cz/course/econ/spring2021/MPR_RAMM