Courses list

Wersja polska

Course code: RESS20283f14
Semester: 2014/2015 summer
Name: Territorial marketing
Major: Economics
Study Type: second cycle
Course type: optional
Study Semester: 4
ECTS points: 4
Hours (Lectures / Tutorials / Other): 15 / 15 / 0
Lecturer: dr Magdalena Raftowicz-Filipkiewicz
Language of instruction: Polish / English
The course in English is operated by Dr. Magdalena Raftowicz-Filipkiewicz

Learning outcomes: Knowledge: • Student defines the concepts of territorial marketing, has knowledge of territorial marketing tools, identifies the institutions responsible for the marketing at the local, regional, national and international level, • He has an extended knowledge of territorial unit development in the context of sustainable development and competitiveness, Skills: • Students is able to use the basic theoretical knowledge to independently analyze the issues of territorial marketing taking place on a global, national, regional and local scale, and has the ability to present own solutions for territorial marketing, • He has the ability to use this knowledge at work in organizations and institutions (public and non-governmental), • He uses the knowledge of territorial marketing to anticipate new trends of the modern world, • Has the ability to prepare the marketing analysis project about territorial unit.

Competences: Social competences: • Student is able to complement and improve his knowledge and skills and he is ready for an active and creative work, • He is able to work in a group for resolving dilemmas of territorial marketing, • He understands and recommends the necessity of territorial marketing activities in accordance with the principles of sustainable development.

Prerequisites: Basics of marketing, microeconomics, macroeconomics, regional policy

Course content: • Genesis and evolution of territorial marketing • Tools of territorial marketing, the concept of territorial marketing-mix • Competition and competitiveness of places • Territorial marketing in the context of sustainable development • Analysis of selected examples of marketing activities of countries, regions and cities • Evaluation of the effectiveness of territorial marketing

Recommended literature: • M. Florek, Podstawy marketingu terytorialnego, Wyd. AE Poznań, 2007. • A. Szromnik, Marketing terytorialny, Miasto i region na rynku, Wyd. Oficyna, Kraków 2007. • A. Duda (red.), Public relations miast i regionów, Difin, Warszawa 2010.

Assessment methods: Knowledge: written exam Skills: Evaluation of own marketing analysis for a selected subdivision in writing Competences: Evaluation of activity during the collaborative work

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