The aim of the course is to familiarize students with the role of urban marketing in sustainable development, with particular regard to attracting capital. During the semester, we touch on the topics that fall under the scope of branding and "selling" a "place" (city, region, country) in the broader sense; thus shaping the image of the place, the brand of the place and the purpose and means of branding, and its economic consequences. Options for measuring brand strength. Determination of individual customer target groups of the place, with particular regard to the local population (as the first target group), investors (as the most important target group) and tourists (as the unavoidable target group).

Lectures

1. Purpose and requirements of the subject 2. Place marketing - as a subfield of marketing 2. Dimensions, purpose and results of location marketing 3. The image and brand of the place (city, region and country). 4. Forms of place-related identity 5. Target groups for "selling" the place 6. Communication tools and results of "selling" the place 7. The country's image, brand and equity 8. Country value rankings, good country indices and their economic importance

Available urban marketing strategies on the Internet.