TERRITORIAL MARKETING

Course ID: PAG-SE>FMT
Course title: TERRITORIAL MARKETING
Semester: Spring
ECTS: 3
Lectures/Classes: 0 / 0 hours
Field of study: Agrobusiness
Study cycle: 1st cycle
Type of course: optional
Prerequisites: Basics of marketing, microeconomics, macroeconomics, regional policy
Contact person: dr Magdalena Raftowicz
Short description: The aim of the course is to familiarize students with problems of territorial marketing and presentation the benefits of the implementation the strategy of territorial marketing for selected countries, regions and citie
Full description: 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
Bibliography: Philip Kotler, Marketing places, Free Press, 2002, Melissa Aronczyk, Branding the Nation: The Global Business of National Identity, Oxford University Press, 2013, Wally Olins, Wally Olins on Brand, Thames & Hudson, 2005.
Learning outcomes: Student has a basic knowledge of economics and business organizations operating in rural areas, Student has knowledge of the importance of non-agricultural activities, including tourism in rural development.
Assessment methods and assessment criteria: Written exam + presentation

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