ESF:MPR_RAMM Regional and urban marketing - Course Information

MPR_RAMM Regional and urban marketing

Extent and Intensity

1/2/0. 6 credit(s). Type of Completion: zk (examination).
Taught in person.

Teacher(s)

doc. Ing. Vladimír Žítek, Ph.D. (lecturer)
Ing. Soňa Raszková (lecturer)
doc. Ing. Viktorie Klímová, Ph.D. (seminar tutor)
doc. Ing. Vladimír Žítek, Ph.D. (seminar tutor)
Ing. Soňa Raszková (seminar tutor)
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

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

• Tourism (programme ESF, N-RR)
• Project management (programme ESF, N-RR)

Course objectives

The aim of the course is to acquaint students with the issues of municipal and regional marketing. This is an important part of current territorial development, where cities and regions compete for the attention of different target groups and thus for limited public and private resources. Municipal marketing thus focuses on both external entities and the internal environment. An important aim is also to identify the elements of the municipal ecosystem and to understand the contribution of specific marketing tools in achieving the strategic development priorities of cities and regions.

Learning outcomes

At the end of the course students should be able to:
- define the concept of municipal and regional marketing
- identify tools, stakeholders and target groups of municipal marketing
- analyse the impact of marketing activities in different areas of society
- assess the importance of marketing strategies for cities with different images
- discuss the role of social networks in contemporary municipal marketing

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., 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.
• Hatuka, T., Ben-Joseph, E. (2022). New Industrial Urbanism: Designing Places for Production, Taylor & Francis Group. online, https://ebookcentral.proquest.com/lib/masaryk-ebooks/detail.action?docID=7244896.
• Ježek, J. (2011). Městský marketing - koncepty, aplikace, kritická analýza. Ekonomický časopis, roč. 59, č. 3, s. 243-258. ISSN 0013-3035.
• Vaňová, A., Vitálišová, K., Borseková, K. (2017). Place marketing. Banská Bystrica: Bellanium. ISBN 978-80-557-1312-0. online https://www.researchgate.net/publication/322356781_Place_marketing

recommended literature
• 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.
• 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.
• 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.
• 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.
• 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.
• Baker, W. H. (2019). Place branding for small cities, regions & downtowns: the essentials for successful destinations. USA: AxiaCreative. ISBN 978-1-098-74090-0.
• 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.
• Rumpel, P. (2002). Městský marketing jako koncept rozvoje města. Veřejná správa, roč. 2002, č. 29, příloha. ISSN 1213-6581.
• JANEČKOVÁ, L., VAŠTÍKOVÁ, M. (1999). Marketing měst a obcí. Praha: Grada. ISBN 80-7169-750-8.
• 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.

Teaching methods

Lessons take form of lectures and seminars. Continuous self-study is expected. Students create and present a group seminar project.

Assessment methods

A maximum of 100 points can be obtained during the semester. At least 60% is required to successfully complete the course. Compulsory attendance at seminars, expected attendance at lectures (up to 20 points), creation, submission (up to 20 points) and presentation (up to 10 points) of seminar work. Written exam that includes test questions (up to 50 points).
There are no attendance requirements for students who are on an Erasmus stay abroad. They can take the exam directly.

Language of instruction

Czech

Further Comments

The course is taught annually.
The course is taught: every week.

• Enrolment Statistics (Spring 2025, recent)
  
• Permalink: https://is.muni.cz/course/econ/spring2025/MPR_RAMM