Course: Geomarketing

« Back
Course title Geomarketing
Course code KMG/MPV01
Organizational form of instruction Lecture + Lesson
Level of course Master
Year of study not specified
Semester Winter and summer
Number of ECTS credits 5
Language of instruction Czech
Status of course Compulsory-optional
Form of instruction Face-to-face
Work placements This is not an internship
Recommended optional programme components None
Lecturer(s)
  • Kita Pavol, doc. Ing. PhD.
  • Jánská Michaela, Ing. Ph.D.
Course content
1. Territorial marketing benefits geography brings to marketing, the concept of geomarketing 2. Segmentation and targeting process from the geomarketing perspective 3. Customer buying behavior in a specific territory 4. GIS (geographic information system) 5. Selected research methods from the geomarketing perspective 6. Retail models 7. Retail spatial strategies from the geomarketing perspective 8. Marketing mix from the geomarketing perspective 9. Geo-merchandizing 10. Territorial pricing policy 11. Using promotional tools in geomarketing 12. Direct marketing as a subset of geomarketing 13. Practical aspects of geomarketing

Learning activities and teaching methods
unspecified, unspecified
  • unspecified - 26 hours per semester
  • unspecified - 26 hours per semester
  • unspecified - 26 hours per semester
Learning outcomes
The aim of the course is to familiarize students with a new field of geomarketing which focuses on planning and implementation of marketing activities targeted to specific customer requirements. Students will become familiar with the characteristics of territorial marketing, customer behavior in specific territories and the use of geographic information systems in the territories.
After successfully completing the course, students will be able to: - characterize geomarketing as a new method of business marketing - analyze a marketing mix from the geomarketing perspective - prepare and analyze available data for effective use of geomarketing - use a geographic information system as a marketing tool
Prerequisites
Students are recommended to complete the Marketing course prior to Geomarketing.

Assessment methods and criteria
unspecified
Attendance at lectures is recommended. Examination requirements: -Seminar paper (field survey + search based on a scientific article). Working in pairs. Students can obtain a maximum 40% of points for the paper. -Final test. Students can obtain a maximum of 60% of points for the test. Students have to obtain at least 70% of the points to successfully pass the exam.
Recommended literature
  • Cliquet, G. et al. Geomarketing. Methods and Strategies in Spatial Marketing. United Kindom: Iste, 2013.
  • CLIQUET, Gérard et al. Geomarketing. Methods and Strategies in Spatial Marketing. United Kindom: Iste, 2013. ISBN 978- 1-905209-07-1..
  • Kita, J. et al. Marketing. Bratislava: Iura Edition,2010.
  • KITA, Jaroslav. Geomarketing. Bratislava: EKONÓM, 2013. ISBN 978-80-225-3706-3.
  • Kita, P., et al. Geografický informační systém - inovatívny nástroj posilňovania konkurencieschopnosti maloobchodných podnikov. Bratislava: Ekonóm, 2013.
  • Kita, P. et al. Teoretické a praktické aspekty geografického informačného systému ako zdroja strategickej inovácie z hľadiska posilňovania konkurencieschopnosti podnikov: zborník vedeckých statí projektu VEGA 1/0039/11. Bratislava: Ekonóm, 2013.
  • KITA, Pavol a kol. Teoretické a praktické aspekty geografického informačného systému ako zdroja strategickej inovácie z hľadiska posilňovania konkurencieschopnosti podnikov: zborník vedeckých statí projektu VEGA 1/0039/11. Bratislava: EKONÓM, 2013. ISBN 978-80-225-3686-8..
  • Kita,J. Geomarketing. Bratislava: Ekonóm, 2013.
  • Longley, P.A. et al. Geographic Information Systems and Science (3.vyd.). New York: Wiley, 2010.
  • LONGLEY, Paul A. et al. Geographic Information Systems and Science. 3. vydání. New York: Wiley, 2010. ISBN 978-0470721445..


Study plans that include the course
Faculty Study plan (Version) Branch of study Category Recommended year of study Recommended semester
Faculty of Social and Economic Studies Regional Development and Public Administration (A) Economy 1 Summer
Faculty of Social and Economic Studies Regional Development and Public Administration (B) Economy 1 Summer
Faculty of Social and Economic Studies Economics and Management (A) Economy 1 Summer