Marketing of Cities

  • Credits: 4
  • Ending: Examination
  • Range: 2C
  • Semester: summer
  • Year: 2
  • Faculty of Commerce

Teachers

Included in study programs

Marketing and Trade Management

Teaching results

By completing the course Marketing of Towns and Municipalities, students acquire knowledge about the process of implementing marketing instruments at the level of local government. In particular, students will get acquainted with the concepts of marketing of cities and municipalities, reforms of modernization of local government, strategic and development documents of cities and municipalities. The knowledge that students acquire is based on selected areas of marketing, strategic marketing, regional policy, financial policy and is applied from the perspective of a marketing manager.
Graduates of the course will learn to analyze and evaluate the process of applying marketing tools, identify target groups, consumer purchasing decisions, interpret it and formulate recommendations for managerial decisions. Students are able to formulate thought units, prepare in teams, but also independently written documents evaluating the impact of internal and external factors on the behavior of target segments of cities and municipalities. Graduates will also acquire skills in the implementation of case studies focused on marketing management of local government.
Upon successful completion of the course, students will acquire competencies that will enable them to analyze the needs of target groups of cities and municipalities, process strategic and marketing documents, prepare and manage development projects, participate in international and inter-municipal cooperation.

Indicative content

Background and history of marketing cities and municipalities. Typology of towns and villages. Reforms and modernization of territorial self-government in the Slovak Republic. Analysis of the marketing environment of cities and municipalities. Targeted marketing. Strategic and marketing planning at the level of local government. The product of the city and the municipality. Price - revenues, expenditures, sources of financing of cities and municipalities. EU regional policy and financing of cities and municipalities through EU structural funds. Availability. Transport and technical infrastructure of towns and villages. Marketing communication of towns and villages. International and inter-municipal cooperation of cities and municipalities

Support literature

1. Hasprová, M. a kolektív. 2010. Marketing miest a obcí. Bratislava: Vydavateľstvo EKONÓM, 188 s. ISBN 978-20-225-3038-5.
2. Hasprová, M. – Žák, Š. 2022. Marketingový manažment miest a obcí. Bratislava: Vydavateľstvo EKONÓM
3. Zavattaro, S.M. 2014. Cities for Sale: Municipalities as Public Relations and Marketing Firms. New York: State University of New York Press.

Syllabus

1. Marketing of cities and municipalities. Background and history of marketing of cities and municipalities. Definition of basic terms. Importance and role of territorial self-government. 2. Typology of towns and villages. Concepts of marketing of cities and municipalities. Reforms and modernization of territorial self-government in the Slovak Republic. 3. Analysis of the marketing macroenvironment of cities and municipalities - starting points and trends in the future development of demographic, economic, technological, natural, cultural and political-legal environment. 4. Analysis of the marketing microenvironment of towns and municipalities with emphasis on understanding the individual components of the internal and external microenvironment at the level of towns and municipalities. 5. Targeted marketing in the environment of cities and municipalities. Market segmentation and definition and identification of target groups of cities and municipalities. 6. Strategic and marketing planning at the level of local government. Strategic and development documents of cities and municipalities. 7. Product of the city and municipality. Examples and presentation of successful products of the area for individual target segments operating in cities and municipalities. 8. Price. Revenues and expenditures of local government. Sources of financing public needs. City / municipal budget. 9. EU regional policy and financing of cities and municipalities through EU structural funds. Examples and presentation of successful projects financed from EU funds. 10. Place. Distribution. Availability. Transport and technical infrastructure of towns and villages. Industrial parks. 11. Marketing communication of cities and municipalities. Online marketing communication. Examples and presentation of successful and effective marketing communication of cities and municipalities. 12. International cooperation of cities and municipalities. Foreign partnerships of cities and municipalities. Examples and presentation of successful cross-border projects. 13. Inter-municipal cooperation. Partnerships of cities and municipalities. Examples and presentation of successful inter-municipal projects..

Requirements to complete the course

40% elaboration of semester assignments
60% written exam

Student workload

Workload: 104 hours
Attendance at lectures: 0 hours
Attendance at seminars: 26 hours
Preparation for seminars: 16 hours
Elaboration of a semester assignments: 20 hours
Preparation for the exam: 42 hours

Language whose command is required to complete the course

Slovak

Date of approval: 23.02.2023

Date of the latest change: 05.04.2022