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Lecturer(s)
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Kantorová Kateřina, Ing. Ph.D.
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Course content
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Regional development as a framework of regional marketing. Development of regional marketing in advanced countries, implementation of regional marketing in the Czech Republic. Transition from company to regional marketing. Phases, methods and aims of regional marketing. Marketing strategies, programmes and plans in a region. Marketing information system. Marketing research. Marketing-mix instruments - basic and extended variant. Marketing of public services and public sector institutions. Examples of marketing application in regions. Quality control, support of competitive advantage. Communication mix in regional marketing. Collective marketing for presentation of a region, 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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The aim of the course is to acquaint the students with basic principles and approaches to regional marketing management and further application of marketing in regions. The accent is put on marketing research, its methods and techniques as well as use of marketing mix in regions.
A student will obtain knowledge about the possibilities of marketing principles applications 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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Home assignment evaluation
The graded assignment is granted upon attendance at seminars, completion of the seminar paper and passing the written test.
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Recommended literature
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BEDNARČÍK, Z.:. Aplikace marketingového výzkumu. 1. vyd. Karviná: Slezská univerzita v Opavě, Obchodně podnikatelská fakulta v Karviné, 2012, 166 s. ISBN 978-80-7248-751-6.
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KANTOROVÁ, K.:. Marketing I: distanční opora. Vyd. 1. Pardubice: Univerzita Pardubice, 2014, 77 s-. ISBN 978-80-7395-707-0..
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KANTOROVÁ, K.:. Marketing II. 1. vyd. Pardubice: Univerzita Pardubice, 2014. ISBN 978-80-7395-815-2..
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KOTLER, P.:. Marketing Management: 12. vydání. Millenium Edition, Englewood Cliff: Prentice Hall, 2007.
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LACINA, K., KALA, T.:. Regionální a mezinárodní marketing. Nakl. Gaudeamus při Univerzitě Hradec Králové, 2003, ISBN 80-7041-929-6.
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PAULIČKOVÁ, R.:. Teoretické otázky regionálneho a mestského marketingu. ZU Plzeň, 2005, ISBN 80-7043-365-5.
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RUMPEL, P.:. Komplexní regionální marketing periferního rurálního regionu Jesenicko. Plzeň: Vydavatelství a nakladatelství Aleš Čeněk, 2011, 244 s. ISBN 978-807-3803-209..
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RUMPEL, P.:. Teritoriální marketing jako koncept územního rozvoje. Ostrava: Ostravská univerzita, 2002. ISBN 8070428309.
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VACULÍK, J. a kol.:. Marketingové řízení. Pardubice: Univerzita Pardubice, 2005.
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