Marketing Planning in the public sector

Diplomová práce je zaměřena na marketing, konkrétně marketingové plánování aplikované do prostředí veřejné správy v rámci územní samosprávy. Teoretická část se věnuje veřejné správě, základním prvkům marketingu a marketingu užitému v prostředí veřejné správy. Praktická část se zabývá analýzou územně samosprávného celku, výzkumy zaměřenými na jeho obyvatele a zákazníky a návrhem marketingového plánu.Diploma thesis focuses on marketing, specifically on marketing planning applied from its common form into local goverment. Theoretical part pursues basic elements of marketing and marketing implemented into the sphere of local goverment. Practical part analyses enviroment of local goverment, researches based on its citizens and visitors and drafting marketing plan.

Application of marketing mix in public administration

Bakalářská práce je zaměřena na marketing, konkrétně na marketingový mix v jeho běžné formě a jeho adaptaci na prostředí veřejné správy v rámci samosprávy. Teoretická část se věnuje základním prvkům marketingu, marketingovému prostředí, získávání informací a jejich analýze i komplexnímu marketingovému mixu. Praktická část se zabývá analýzou faktorů v makroprostředí i mikroprostředí a obsahuje průzkum zaměřený na danou problematiku a návrh vhodných nástrojů marketingového mixu pro územní samosprávný celek.The bachelor thesis focuses on marketing, specifically on the marketing mix in its common form and its adaptation to the public administration within self-government. The theoretical part deals with the basic elements of marketing, marketing environment, gathering and analysis of information and complex marketing mix. The practical part analyses factors in a macro as well as micro environment and contains a survey focused on the issue and a proposal of appropriate tools of the marketing mix for the self-governing territorial unit.

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This dissertation thesis deals with the analysis of the possibilities of development of residential areas within the framework of spatial planning. The main objective was to establish an index that would show the level of potential of areas for residential development based on the conditions set by the zoning plans. For this purpose, a methodology was developed that involves the collection and analysis of data from graphical information systems of urban planning. The research question was investigated using case studies of the cities of Brno, Olomouc and Jihlava, where residential design areas and their limits were identified. The results showed that residential development can be influenced by various factors such as the character of the area, environmental constraints, technical infrastructure and other regulatory factors. Using the established Index of Residential Development (IoRD), an assessment of the level of potential for development in each city was achieved. This dissertation brings a new perspective to the assessment of residential development potential in urban areas and also provides a methodology for determining the IoRD based on zoning conditions