Regional and urban marketing
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.
Teacher(s)
Syllabus
1. Definition of the term territorial marketing. • 2. Stakeholders, marketing mix, strategies, target groups. • 3. City marketing, region marketing. • 4. Marketing of the municipal ecosystem - attracting talent, business support and investment opportunities. • 5. Marketing of an institution - an actor of regional development. • 6. Marketing strategy of the city / region. • 7. Marketing activities in culture, environment and other areas. • 8. Websites and social networks and their role in today's society. • 9. Marketing evaluation, measurement.
