Geomarketing

  • Credits: 10
  • Ending: Examination
  • Range: 16sP
  • Semester: winter
  • Year: 2
  • Faculty of Commerce

Teachers

Included in study programs

Marketing and Trade Management

Teaching results

The aim of the course is to acquaint students with a new field - geomarketing, which focuses on the planning and implementation of marketing activities aimed at specific customer requirements. The graduates will get acquainted with the characteristics of marketing in the area, customer behavior in the area and the use of geographic information system in the area.
Knowledge: to understand the issues of geomarketing, its importance, basic and principle, to understand its issues of application in marketing management.
Competences: ability to work with information - search, select, independently analyze and synthesize with the orientation of the ability to independently apply the principles and functions of geographic information systems.
Skills: ability to verify and evaluate the use of theoretical approaches to the localization of business operations in the activities of business entities; ability to apply, critically evaluate the situation in the management of the assortment of the store, to propose solutions to problems of tactical and strategic level.

Indicative content

Theoretical approaches to space. Retail business models. Consumption and its trends.
Spatial consumer behavior. GIS-analysis of geographical data. Marketing management and geographical information. Store location. Practical aspects of geomarketing.

Support literature

1. KITA, Pavol - SZCZYRBA, Zdeněk - FIEDOR, David - LETAL, Ales. Recognition of Business Risks When Purchasing Goods on the Internet Using GIS: Experience from Slovakia. In Electronic Commerce Research. 2018, vol. 18, no. 3, pp. 647-663 online.
2. KITA, Pavol - KOLLÁR, Patrícia - STRELINGER, Ján - KERESTY, Ján - KITA, Jaroslav. Inovácia v distribúcií potravín - aspekt geografického informačného systému. In Modelové aspekty marketingovej komunikácie v kontexte na zdravie orientované nákupné správanie : vedecké state. - Bratislava : Vydavateľstvo EKONÓM, 2019. ISBN 978-80-225-4644-7, s. 77-95.
3. KITA, Pavol - KITA, Peter - KUPKOVIČOVÁ, Patrícia - JÁNSKÁ, Michaela. The Influence of economic geography on supermarket concentration. AD ALTA : journal of interdisciplinary research. 2017. 2017, vol. 7, no. 1, s. 68-72 online.
4. Jennifer Ann Brown, Alexa R. Ferdinands, Rachel Prowse, Darcy Reynard, Kim D. Raine, Candace I.J. Nykiforuk. Seeing the food swamp for the weeds: Moving beyond food retail mix in evaluating young people's food environments. SSM - Population Health. Volume 14, 2021, 100803. https://doi.org/10.1016/j.ssmph.2021.100803
5. Jorge Chacón-García, Geomarketing techniques to locate retail companies in regulated markets. Australasian Marketing Journal (AMJ), Volume 25, Issue 3, 2017, pp. 185-193. https://doi.org/10.1016/j.ausmj.2017.06.001
6. Campo, K., Gijsbrechts E., Goossens T., Verhetsel A.. The impact of location factors on the attractiveness and optimal space shares of product categories. International Journal of Research in Marketing. Volume 17, Issue 4, 2000, pp. 255-279. https://doi.org/10.1016/S0167-8116(00)00026-4
7. Cong Tran, Dung D. Vu, Won-Yong Shin. An improved approach for estimating social POI boundaries with textual attributes on social media. Knowledge-Based Systems. Volume 213, 2021, 106710. https://doi.org/10.1016/j.knosys.2020.106710
8. Vladislav Abdulmyanov, Alexander Sivtsov, Nikita Fomichyov. Architecting a Geo-Enabled CRM: the Way to Seamless Integration. Procedia Computer Science. Volume 112, 2017, pp. 1651-1657. https://doi.org/10.1016/j.procs.2017.08.257
9. Dominique Arrouays, Anne C. Richer-de-Forges, Florence Héliès, Vera Leatitia Mulder, Nicolas P.A. Saby, Songchao Chen, Manuel P. Martin, Mercedes Román Dobarco, Stéphane Follain, Claudy Jolivet, Bertrand Laroche, Thomas Loiseau, Isabelle Cousin, Marine Lacoste, Lionel Ranjard, Benoît Toutain, Christine Le Bas, Thomas Eglin, Marion Bardy, Véronique Antoni, Jeroen Meersmans, Céline Ratié, Antonio Bispo. Impacts of national scale digital soil mapping programs in France. Geoderma Regional, Volume 23, 2020, e00337. https://doi.org/10.1016/j.geodrs.2020.e00337
10. Kazumasa Hanaoka, Graham P. Clarke. Spatial microsimulation modelling for retail market analysis at the small-area level. Computers, Environment and Urban Systems. Volume 31, Issue 2, 2007. pp. 162-187. https://doi.org/10.1016/j.compenvurbsys.2006.06.003

Syllabus

1. Theoretical approaches to space. Benefits of geography for marketing. An overview of theoretical views on the issue of space and the location of stores. Sociology and space. Spatial aspects of individual-territory relations. 2. Retail business models. Retail business models: definition, elements. Factors influencing changes in business models. Types of business models. New tasks for retailers. 3. Consumption and its trends. Consumption theory. Geography of consumption. Consumer and geography 4. Spatial consumer behavior. Observation of spatial behavior. Gravity models, control the flow of consumer stores. 5. GIS-analysis of geographical data. Stages of geomarketing application in the firm. Geographic data analysis. Geomarketing tools. Geocoding of address points 6. Marketing management and geographical information. Price, marketing communication, product, direct marketing, geo-merchandising. 7. Store location. Store location indicators. Type of location of the retail unit. Market coverage. Analysis of the store market in a selected location. 8. Practical aspects of geomarketing. Case study of new store location.

Requirements to complete the course

40% semester work
60% written exam

Student workload

Workload: 260 hours
Attendance at lectures: 16 hours
Self-study: 84 hours
Elaboration of a semester project: 60 hours
Preparation for the exam: 100 hours

Language whose command is required to complete the course

Slovak, English

Date of approval: 02.04.2023

Date of the latest change: 31.03.2023