City Marketing

Current facets (Pre-Master)

Modules first semester

The first semester consists of three blocks. The first block takes place in September and October, the second block in November and December and the third block in January and February. Each block consists of different modules and can be followed separately in different years, for those wishing to do the course part time (more info about the part-time MEMR on request).

City Marketing

(5 ECTS)

 

Contents:

The aim of this module is to introduce strategic marketing concepts and planning into urban management. Strategic city marketing may be very helpful to raise the efficiency of urban development and thus the competitive position of the metropolitan regions within a 'Europe of regions'. However, in view of the specific characteristics of the urban market, application of the business concept of marketing to the urban environment cannot be straightforward. Many cities have failed to synchronize supply of--and demand for--urban products and services. Therefore the urban market must be analyzed in detail. The product we are dealing with is very heterogeneous. Moreover, how can the (potential) customers be identified, and who is responsible for 'the urban product'? How about the four classical p's; product, price, promotion, and place? City marketing, in some countries better known as 'location marketing' or 'place marketing', can improve the relation between the demand for urban products and services, and the supply of the necessary urban conditions. It can also help to change bureaucratic systems into more businesslike and responsive institutions with a livelier interest in their 'customers': citizens, companies and visitors. How can urban managers use city marketing as an instrument for successful urban development?

 

Regular lecturing staff:

Dr. Erik Braun
EURICUR

Dr. Mihalis Kavaratzis
University of Groningen

Prof. John Heeley
Experience Nottinghamshire

1

BLOCK

 Urban Dynamics
 City Marketing
 Transport Economics and Policy
 Managing the Urban Economy
 Urban Management in Europe, Part I

2

BLOCK

 Sustainable Development and Climate Change
 Urban Culture and Tourism
 Urban Governance
 Urban Management in Europe, Part II

3

BLOCK

 Research Methods and Techniques