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Lecturer(s)
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Kuběnka Michal, Ing. Ph.D.
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Course content
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" Regional development as a frame of regional marketing. " Regional marketing development in advanced countries, implementation of regional marketing in the Czech Republic. " Transfer from company marketing to regional marketing. " Regional marketing phases, methods and goals. " Marketing strategy, programs and planning in region. " Marketing information system. " Marketing research. " Tools of marketing mix - basic and expended variants. " Marketing of public service businesses and of public sector institutions. " Examples of marketing application in regions. " Management quality to support competitive advantage. " Communication mix in regional marketing. " Marketing corporate identity for region presentation. Course lectures summary.
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Learning activities and teaching methods
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Monologic (reading, lecture, briefing), Dialogic (discussion, interview, brainstorming), Skills training
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Learning outcomes
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Principles and approaches of regional marketing management. Application of marketing in regions. Emphasize is given to marketing research, to methods and techniques of research and to utilization of marketing mix in regions.
A student will obtain knowledge about the possibilities of applications of marketing principles in the regions. The emphasis is placed on marketing research, research methods and techniques and situational analysis.
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Prerequisites
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unspecified
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Assessment methods and criteria
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Oral examination, Written examination, Home assignment evaluation
Closing assignment: Participation in lessons. Processing of seminar work. Alternative assignment: processing and defence of seminar works Final examination: written.
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Recommended literature
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KOTLER, P., BOWEN, J.:. Marketing for Hospitality and Tourism. Prentice Hall, 1999.
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KOTLER, P.:. Marketing Management: Millenium Edition, Englewood Cliff: Prentice Hall, 2000.
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KOTLER, P.:. Strategic Marketing for Non-profit Organizations. Prentice Hall, 1996.
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