MAR119 Marketing of Towns and Municipalities

School of Business Administration in Karvina
Summer 2007
Extent and Intensity
2/2/0. 5 credit(s). Type of Completion: z (credit).
Guaranteed by
Department of Business Economics and Management – School of Business Administration in Karvina
Course Enrolment Limitations
The course is offered to students of any study field.
Course objectives (in Czech)
The purpose of this is to provide the student with the rewiew of integrated concept of marketing of municipalities and to show them its practical use.
Syllabus (in Czech)
  • 1. Ekononic bases of use of municipality marketing for management od cities and communities
    Development od the concept,some problems related to its use,similarity and specifics of marketing of goods and marketing of municiplities,typology of municipalities.
    2. Definition of marketing environment
    External and internal environment of municipalities,macro,mezzo and micro-environment,in connection with state policy,relation between external municipal and bisiness environment.
    3. Marketing information system and marketing research
    Informational data bases for municipalities, continual internal data,ad hoc internal data, primary and secondary research, methods of research.
    4. Searching the positioning of municipalites in competitive environment
    Identification of the image and other factors effecting the succesful positioning of the municipality, knowledge about competition, possibilities of adopting competitive position on the market, determination of positioning, positionong on the market of new investment atraction, search for advantages of localization.
    5. Segmentation
    Definition of municipalities mrket segments, focuse groups and objects of munucipalities marketing, choice of segemnts.
    6. Marketing mix of municipal
    Caracteristics of services as the bases for municipalities marketing mic specifics.
    7. Product
    Definition of municipality product, analyses of product, colective and private needs and its satisfaction by the municipality management, product level and forms, quality of municipality product and the methods of its mesurement, product development.
    8. Price
    Process of price decision-making, price construction, problems of pricing of various konds of municipality services, use of prices as a political tool or demarketing tool.
    9. Distribution
    Criteria for choice of effective distribution channel,direct and indirect channels, localization of service provider, methods of municipality products distribution.
    10. Physical evidence
    Importance of physical evidence, basic and peripheral evidence and its management.
    11. Communication mix
    Specifics of communication mix of municipalities, advertising, sales promotion, PR, events marketing.
    12. People
    Clasiffication of people providing municipality product, internal marketing and its principals, rolu of customers, participation of various of customers on creating the municipaly (product) image.
    13. Processes
    Clasification of processes, their effectivness, planning.
    14. Partnership
    Importance of partnership for the municipality, relationship marketing.
    15. Stratefy of the municipality
    Marketting plans and territorial plans,phases of planning municipality SWOT analyses, profile of municipality, methods of scenarios, visions, main agents analyses, financial analyses,alternative strategies, acton plans, controle.
    16. Entreprenerial culture of municipality
    Types, importance, implications.
Language of instruction
Czech
Further Comments
The course can also be completed outside the examination period.
The course is also listed under the following terms Winter 1990, Summer 1991, Winter 1991, Summer 1992, Winter 1992, Summer 1993, Winter 1993, Summer 1994, Winter 1994, Summer 1995, Winter 1995, Summer 1996, Winter 1996, Summer 1997, Winter 1997, Summer 1998, Winter 1998, Summer 1999, Winter 1999, Summer 2000, Winter 2000, Summer 2001, Winter 2001, Summer 2002, Winter 2002, Summer 2003, Winter 2003, Summer 2004, Winter 2004, Summer 2005, Winter 2005, Summer 2006, Winter 2006.
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  • Permalink: https://is.slu.cz/course/opf/summer2007/MAR119