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Analysis of city marketing in selected cities of the Moravian-Silesian region
Toporská, Pavlína ; Blažek, Jiří (advisor) ; Slach, Ondřej (referee)
Presented diploma thesis deals with the issue of territorial marketing in the Czech Republic, focusing primarily on the city marketing. The main aim of this work is to determine the current position of city marketing in the cities in Moravian-Silesian Region and compare tools that cities use. The research, which is part of this work, took place in 2014 and 2015. A semi- structured interview aimed to find out whether they are nowadays responsible workers from among city leaders familiar with the theory of city marketing and how they work with each of its types. Major emphasis in this research was put on marketing of investment opportunities, promoting tourism, but also the feelings of competition and threat among the surrounding towns. It was proved that the city in the Moravian-Silesian region with the concept of city marketing usually work, even though it is often called by other names. Currently cities seek marketing activities to attract new investors and promote tourism with an emphasis on events marketing. Keywords: territorial marketing - regional marketing - city marketing - towns - qualitative research
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Implementation of regional marketing in development of selected region, municipality
GORYLOVÁ, Jana
Marketing can be broadly applied not only in the manufacturing sector but also in many other areas of life. It can be successfully used to promote regions and villages. This particular type of marketing brings together many other varieties of marketing: marketing of non-profit sector, marketing of services, marketing of tourism or marketing of regions. The usage of marketing for promotion of regions can have many varieties. It can be promotion of village for various segments of population to attract new residents, tourists or potential investors. Marketing can stress out some extraordinary feature of the village or put emphasis on the differentiation of the region compared to the other locations. Such differentiation can include creation of job opportunities, improvement of infrastructure, better conditions for new investors or accent on the environmental and health aspects. Marketing can't be seen as purely propagation, it is forming new view where the location is treated as product and the users as potential customers, which should benefit from the product and whose needs should be satisfied by the product. The promotion can't be forgotten as besides advertisement it includes also creation of brand, building of image and positive public relation Complex urban marketing (as the ultimate form of city marketing) creates concept for city development, which utilizes the partnership of all stakeholders who have interest on the development of given area. Cooperation and communication between all partners from private, public or company sectors enables exchange of knowledge of the participants, support of same goals, setting of same priorities and evaluation of selected approaches from various angles. The common target is to increase the attractiveness of the city and improvement of the competitiveness as well as boosting of the citizens identity.
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Use of communication strategies in the organizations of public administration
Burešová, Lenka ; Kadeřábková, Jaroslava (advisor) ; Khendriche Trhlínová, Zuzana (referee)
Diploma thesis analyzes communication strategies used by public administration's organizations in the Czech Republic and abroad. The aim of the thesis is to evaluate existing communication strategies implemented in the Czech Republic. Partial aim is to recommend methods to improve present condition. Theoretical part results from dynamic marketing concept, describes communication strategy as one of the key instruments of regional marketing mix, defines principles of effective communication and provides methods antecedent to creation of communication strategy. Separate chapter is dedicated to communication with target groups who may encourage future growth of the city. Practical part introduces project Communicating city, its influence on one of the participating towns and particular examples of communication strategies from abroad.
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Usage marketing in development of Central Bohemia region
Šímová, Václava ; Khendriche Trhlínová, Zuzana (advisor) ; Kadeřábková, Jaroslava (referee)
This thesis deals with using marketing in development Of Central Bohemia region. In the thesis there will be explained the term local marketing, organization of Central Bohemia region (council, vestry,...) and documents focused on marketing. The main part of thesis will be about marketing instruments -- comunication, product, price, distribution and people -- their analysis, instructions for improvement and new impulses.
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