MKR_RAMM Regional and urban marketing

Faculty of Economics and Administration
Spring 2022
Extent and Intensity
0/0/0. 6 credit(s). Type of Completion: zk (examination).
Taught in person.
Teacher(s)
doc. Ing. Viktorie Klímová, Ph.D. (lecturer)
Ing. Soňa Raszková (lecturer)
doc. Ing. Vladimír Žítek, Ph.D. (lecturer)
Ing. Lucie Herbočková (assistant)
Guaranteed by
doc. Ing. Vladimír Žítek, 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
Fri 18. 3. 16:00–19:50 P403, Sat 2. 4. 12:00–15:50 P403, Sat 14. 5. 12:00–15:50 P403
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. 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.
Literature
    required literature
  • Ježek, J. (2011). Městský marketing - koncepty, aplikace, kritická analýza. Ekonomický časopis, roč. 59, č. 3, s. 243-258. ISSN 0013-3035.
  • Rumpel, P. (2002). Městský marketing jako koncept rozvoje města. Veřejná správa, roč. 2002, č. 29, příloha. ISSN 1213-6581.
  • Ježek, J., Rumpel, P., Slach, O. (2007). Marketingový management obcí, měst a regionů. Manuál pro potřeby praxe. Ostrava: Ostravská univerzita v Ostravě. ISBN 978-80-7368-294-1.
  • Ježková, R. (2011). Regionálny a mestský marketing. In Buček, M. a kol. (eds). Regionálny rozvoj. Novšie teoretické koncepcie. Bratislava: Ekonóm, s. 293-365. ISBN 978-80-225-3175-7.
    recommended literature
  • JANEČKOVÁ, L., VAŠTÍKOVÁ, M. (1999). Marketing měst a obcí. Praha: Grada. ISBN 80-7169-750-8.
  • Eshuis, J., Klijn, H. E., Braun, E. (2014). Place marketing and citizen participation: branding as strategy to address the emotional dimension of policy making? International Review of Administrative Sciences, roč. 80, č. 1, s. 151-171. ISSN 0020-8523.
  • Vaňová, A., Vitálišová, K., Borseková, K. (2017). Place marketing. Banská Bystrica: Bellanium. ISBN 978-80-557-1312-0.
  • Ježek, J. (2015). Specifika městského marketingu a problémy s jeho politickým prosazením. Slovak Journal of Public Policy and Public Administration, roč.2, č. 1, s. 29-45. ISSN 1339-7826.
  • Kavaratzis, M., Ashworth, J. G. (2005). City Branding: An effective assertion of identity or a transitory marketing trick? Tijdschrift voor Economische en Sociale Geografie, roč. 96, č. 5, s. 506-514. ISSN 0040-747X.
  • Cleave, E., Arku, G., Sadler, R., Gilliland, J. (2016). The role of place branding in local and regional economic development: bridging the gap between policy and practicality. Regional Studies, Regional Science, roč. 3, č. 1, s. 207-228. ISSN 2168-1376.
  • Anholt, S. (2010). Definitions of place branding – Working towards a resolution. Place Branding and Public Diplomacy, roč. 6, s. 1-10. ISSN 1751-8059. DOI: 10.1057/pb.2010.3.
  • Kavaratzis, M., Ashworth, J. G. (2005). City Branding: An effective assertion of identity or a transitory marketing trick? Tijdschrift voor Economische en Sociale Geografie, roč. 96, č. 5, s. 506-514. ISSN 0040-747X.
  • Dinis, A. (2004). Territorial marketing: a useful tool for competitiveness of rural and peripheral areas. European Planning Studies, roč. 14, č. 1, s. 9-22. ISSN 1469-5944. DOI: 10.1080/09654310500339083.
  • Vaňová, A., Vitálišová, K., Borseková, K. (2017). Place marketing, public and non-profit marketing: Case studies. Banská Bystrica: Bellanium. ISBN 978-80-557-1313-7.
Teaching methods
Lessons take form of lectures and tutorials. Continuous self-study is expected. 3 blocks, 4 hours each.
Assessment methods
A maximum of 80 points can be obtained during the semester. At least 60 % is required to successfully complete the course. Up to 30 points can be obtained for creating and submitting a seminar paper. A bonus (up to 15 points) can be obtained for attending lectures. Written exam that includes test questions (up to 50 points).
Language of instruction
Czech
Further comments (probably available only in Czech)
The course is taught annually.
Information on the extent and intensity of the course: Tutorial 12 hodin.
The course is also listed under the following terms Spring 2021, Spring 2023, Spring 2024, Spring 2025.
  • Enrolment Statistics (Spring 2022, recent)
  • Permalink: https://is.muni.cz/course/econ/spring2022/MKR_RAMM