3028 Strategic Marketing in Public Sector
Content
- Analysis of theoretical frameworks and models of market chang
- Studying adaptation to new conditions by transformation of marketing system
- Technology of scientific research of micro and macro marketing environment
- Scientific basis of strategic market performance of public sector
- Research aimed at determining characteristics of public sector marketing mix
- Implementation processes, definition of marketing organisation structure and control of marketing performance
- Important marketing trends in public sector
Objectives and competences
Student:
- Analyses theoretical framework and models of market change,
- Adapts to new market conditions,
- Critically reviews scientific papers in the field of public sector marketing,
- Recognises scientific and metodological contribution of a research,
- Defines the future of institution in public sector and defines its targt market,
- Conducts market resarch for the public sector needs,
- Identifies and evaluates public institution’s strengths and weaknesses and environmental threaths and possibilities,
- Applies product and market development strategies,
- Propagates a scientific opinion on organization’s marketing implementation processes,
- Applies control process and measures success of strategy implementation and market goals fullfilment.