REGIONAL- AND CITY-MARKETING - BMEGT42M109

The aim of the course is, that students become familiar with the basics of regional and city marketing and development of marketing strategies as well as would differentiate the place marketing from the general marketing mix.

1. Familiarized with the fac-tors in connection to the adaptation to the geographical and natural environment;
2. Familiarized with the guidelines and di-mensions of urban and regional marketing;
3. Familiarized with both the shareholders and stakeholders of urban and regional marketing;
4. Familiarized with the strategic planning process of urban and regional marketing;
5. As well as with the sustainable/ environment-conscious consumption (strategic approach, main phenomena, tools including eco-labeling, criteria of green and eco friendly accommodations certificates);
6. And finally comprehend the role of eco-marketing in various organizational structures.

1. The student is able to analyse the macro-environment a town/ city from city- and regional marketing perspective (political, economic, social, technological aspects);
2. Applying the toolkit of city- and regional marketing (the marketing mix);
3. SDeveloping organizational eco-marketing concept;
4. assessing the advantages and risking conditions based on the analysis of evidences connected to the environmentally friendly marketing;
5. As well as capable to report these results either in scientific or ‘public’ audiences

1. Cooperation with other peers and lecturer;
2. Continuous learning;
3. Openness to use IT tools;
4. Positive attitude towards the analysis of complex systems;
5. Commitment to take decisions from social well-being and sustainability perspective

1. Capable for individual analysis in relation to urban and regional marketing issues;
2. Open to receive both positive and negative feedbacks;
3. Ca-pable for teamwork, ready to cooperate;
4. Apply system-thinking.

Lectures and seminars, problem-solving, oral and written communication. Application of IT tools and techniques.

• Piskóti – Dankó – Schupler (2002): Régió- és településmarketing. KJK-Kerszöv. Budapest.
• Kósi Kálmán-ValkóLászló (2006): Környezetmenedzsment. BME GTK Tankönyv. Typotex Kiadó. Bu-dapest.
• G. J. Ashworth-H. Voogd: A város értékesítése (Közgazdasági és Jogi Könyvkiadó, 1997)
• Kozma Gábor: A városmarketing egyes elemeinek alkalmazása Debrecenben (szakdolgozat, ELTE Szociálpolitikai és Szociológiai szak, 2002)
• Előadásanyagok diasorai.
• Braun, E. (2008). City Marketing: Towards an Integrated Approach (No. EPS-2008-142-ORG). ERIM Ph.D. Series Research in Management. Erasmus Research Institute of Management. Retrieved from http://hdl.handle.net/1765/13694
• Piskóti I, Nagy, Sz (2008) Identity and Image in the City Marketing. In: VII. International Congress on Public and Nonprofit Marketing. Szegedi Egyetemi Kiadó, Szeged, pp. 1-22. ISBN 978-963-482-873-0
• Avraham E., Ketter E. (2016) Tourism Marketing for Destinations with Negative Images, Tourism Marketing for Developing Countries
• Duhigg C. (14 June 2017).
• Lamb, C.; Hair, J.; McDaniel, C. (2016). Principles of Marketing. Boston, MA: Cengage Learning. ISBN 978-1-285-86014-5.
• Mende-Siedlecki, P; Cai Y; Todorov A. (2013) The neural dynamics of updating person impressions, SCAN(2013)8, pp. 623-631

Active participation in seminars, presentation in pairs or groups.

Four group presentations with a focus on the description of the supply competence of a city based on Strategic planning process of city marketing and on the description of the communication competence of a city based on Strategic planning process of city marketing (Piskóti 2008).

• 1st presentation: 25%
• 2nd presentation: 25%
• 3rd presentation: 25%
• 4th presentation: 25%
• total: 100%

According to the University regulations two retake possibility is ensured.

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