Course code Ekon5100

Credit points 3

Place Marketing

Total Hours in Course81

Number of hours for lectures12

Number of hours for seminars and practical classes12

Independent study hours57

Date of course confirmation29.10.2018

Responsible UnitInstitute of Economics and Finance

Course developer

author Ekonomikas un finanšu institūts

Līga Proškina

Dr. oec.

Prior knowledge

Ekon5086, Integrated Marketing Communication

Ekon5092, Regional Economy and Policy

Ekon5137, Marketing Research and Market Forecasting

Course abstract

The course provides knowledge of territorial marketing strategic planning in the context of balanced territorial development. The course deals with the nature of territorial marketing and the use of it for the purpose of territorial development. The course builds up theoretical and practical skills for assessment of the marketing environment of a place, the application of methods and communication tools for the development and popularization of the place on a regional, national and international scale.

Learning outcomes and their assessment

Students will be able to demonstrate:
KNOWLEDGE:
a profound knowledge of the interdisciplinary nature and importance of territorial marketing on a regional, a national and a global scale, as well as of a territory as an object of marketing, how to apply the territorial marketing approach to increase the socio-economic potential and attractiveness of a territory to potential users of the territory (target audience) and knowledge of planning and management of territorial marketing, differences in the strategic planning of territorial marketing according to the scale of the territory and the needs of the target audience.
SKILLS to define and describe the role of territorial marketing in the context of balanced regional development; independently perform an audit of the territorial marketing environment, systemise and analyse the information gathered, explain the effects of factors of the marketing environment on territorial development.
COMPETENCE to assess the necessity to integrate the elements of marketing and regional economics in order to contribute to balanced territorial development, critically analyse the factors contributing to the competitiveness and attractiveness of a territory; independently formulate the strategies and activities of territorial marketing aimed at contributing to the attractiveness and values of a territory.

Course Content(Calendar)

Lectures (12 hours)
1. Substance, goals and functions of territorial marketing.
2. Impacts of global environmental problems on the formation of a territory’s supply.
3. Territorial marketing process and market entities.
4. Territory as a marketing product.
5. Factors determining the choice of a territory and place.
6. Identity and image of a territory.
7. Brand management to increase the awareness of a territory.
8. Management of an integrated marketing communication system.
9. Territorial marketing environment audit.
10. Territorial marketing strategic planning.
11. Strategic directions of local, regional and global marketing for the development of a territory.
12. Ethical aspects in territory marketing management.
Practicals (12 hours)
1. Study of territorial policy documents and development strategies by assessing in detail the strategic goals of territorial marketing (2 hours).
2. Study of the elements of the territorial marketing environment in practice (in the urban environment) – an assignment (2 hours).
3. Test – an assessment of knowledge of topics 1-6 (1 hour).
4. Description of the types and tools of marketing communications and improvement opportunities according to the target market segment of a territory selected (1 hour).
5. SWOT analysis of a territory (rural municipality/city) to determine the advantages of the territory and potential directions of development (1 hour).
6. Specifics and needs of the external and internal target audiences of a territory (rural municipality/city) (1 hour).
7. Test - an assessment of knowledge of topics 7-12 (1 hour).

8. Application of the results of a study on the territorial marketing environment to developing a territorial marketing strategy. A presentation of students’ independent work on a territorial marketing strategy for “X” rural municipality/city (3 hours).

Requirements for awarding credit points

The student must pass two tests, as well as complete and submit practical assignments performed during practicals, complete an independent assignment and present it in practicals.

Description of the organization and tasks of students’ independent work

The student must complete independent work on a territorial marketing strategy for municipality/city X – an individual independent assignment and a presentation of the results.

Criteria for Evaluating Learning Outcomes

The final mark in the course is based on a cumulative score: activity during lectures and practicals/seminars (20%), 2 tests (20% each), individual independent assignments and a presentation (40%). A score of 10 is equal to one point on a 10-point marking scale.

Compulsory reading

1. Karavatzis, M. (Ed.), Giovanardi, M. (Ed.), Lichrou, M. (Ed.). (2018). Inclusive Place Branding. Critical Perspectives on Theory and Practice. London: Routledge. p.218.
2. Dinnie K. (2016) Nation Branding: Concepts, Issues, Practice. London, Routledge, 2nd edition. p 306.
3. Praude V., Vozņuka J. (2013) Teritoriālais mārketings: teorija un prakse. Rīga: Sociālo un humanitāro problēmu zinātniski pētnieciskais institūts: Baltijas Starptautiskā akadēmija. 533 lpp.
4. Avraham, E., Ketter, E. (2012). Media Strategies for Marketing Places in Crisis. London: Routledge.
5. Kotler P., Haider D., Irving R. (2002) Marketing Places. New York: The Free Press, p. 400.

6. Ергунова О. Т. (2017) Маркетинг территории : [учеб. пособие]; М-во образования и науки Рос. Федерации, Екатеринбург : Изд-во Урал. ун-та, c. 136

Further reading

1. Ermann U., Hermanik K.J. (2018) Branding the Nation, the Place, the Product. London: Routledge. p.176.
2. Brencis A. (2015) Mārketinga vadības metožu izmantošana Latvijas pašvaldībās. Promocijas darbs. Rīga, Latvijas Universitāte., 170 lpp, 2015. Pieejams: https://dspace.lu.lv/dspace/handle/7/31326
3. Baker B.(2012) Destination Branding for Small Cities - Second Edition. Creative Leap Books; Second edition, p.208.
4. Ignatjevs S. (2010) Teritorijas mārketings kā reģiona stratēģiskās attīstības faktors. Rēzekne: Rēzeknes Augstskola, 192 lpp.
5. Petrova I., Jermolajeva E. (2007) Eiropas valstu pieredze teritoriālajā mārketingā un tās izmantošanas iespējas Latvijā. Daugavpils Universitāte: Saule, 160 lpp.
6. Rainisto S.(2010) Place Marketing and Branding: Success Factors and Best Practices. LAP Lambert Academic Publishing, p.156.

Periodicals and other sources

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Notes

Restricted elective course for the ESAF academic master programme Economics, specialisation Sustainable Territorial Development and Marketing.