Course syllabus U15-0062-I - Management and marketing of local self-governments (FESRD - WS 2019/2020)

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University: Slovak University of Agriculture in Nitra
Faculty: Faculty of European Studies and Regional Development
Course unit code: U15-0062-I
Course unit title: Management and marketing of local self-governments
Planned types, learning activities and teaching methods:
lecture2 hours weekly / 26 hours per semester of study (on-site method)
seminar2 hours weekly / 26 hours per semester of study (on-site method)

Credits: 6
Semester: Regional Development and Policies of the EU - master (required), 1. semester
Regional Development and Policies of the EU - master (required), 1. semester
Regional Development and Policies of the EU - master (required), 1. semester
Rural Development and Development of Rural Tourism - master (required), 3. semester
Level of study: 2.
Prerequisites for registration: none
Assesment methods :
During the semester there will be 1 written tests for 10 points, presentation of seminary work for 25 points and a final written exam for 65 points. To obtain the grade A it is necessary to get at least 93 points for grade B at least 86 points, C at least 79 points, D at least 72 points D and E at least 64 points.
Learning outcomes of the course unit:
The aim is to acquaint students with the structure and role of the local self-governance's management and with the marketing approach to the management of municipalities and self-governing regions. Students completing the course will be familiar with modern management and marketing tools of local and regional self-governments.
Course contents:
- New approaches to the management of self-governments within the framework of modernization of public administration
- Applying of Strategic Management and Balanced Scorecard in the self-government administration
- Concept of Good Governance, Knowledge management and Learning regions
- Methods of quality management: TQM, EFQM, ISO, Model CAF
- Benchmarking in the practice of the self-government administration
- Process management and organization culture in the self-government administration
- Lean management in reengineering, PDCA and Controlling as a tool for continuous improvement in the management of self-governments
- Public–private partnership (PPP)
- Management of cluster initiatives under the conditions of the self-government administration
- Position of marketing in the regional and local development within the context of New Public Management
- Marketing strategy in the regional and local development
- Marketing mix in regional and local marketing
- Communication mix of self-governments
- Marketing plan of the municipality or region
Recommended or required reading:
BALÁŽOVÁ, E. -- PAPCUNOVÁ, V. Manažment samospráv. 1st ed. Žilina : MUNICIPALIA, 2008. 134 p. ISBN 978-80-552-0045-3.

Balážová, E. Prednášky z predmetu MaMUS. ppt. 2013. SPU v Nitre.
BALÁŽOVÁ, E.: Regionálny a miestny marketing, učebné texty, Prednášky z predmetu Regionálny a miestny marketing, FEŠRR SPU v Nitre, 2005
Ochrana, F., Půček, M. Dosahování úspor a omezování plýtvání ve veřejném sektoru. Praha: Wolters Kluwer ČR, 2012. 228 s. ISBN 978-80-7357-909-8 (brož.), ISBN 978-80-7357-928-9 (e-pub).
Ochrana, F., Půček, M. Efektivní zavádení a řízení změn ve veřejné správě. Smart Administration. Praha: Wolters Kluwer ČR, 2011. 248 s. ISBN 978-80-7357-667-7.

Language of instruction: Slovak, English
Evaluation of course unit:
Assessed students in total: 479

15,9 %14,0 %19,6 %22,3 %26,7 %1,5 %
Name of lecturer(s): Ing. Eva Balážová, PhD. (examiner, instructor, lecturer, person responsible for course)
prof. JUDr. Anna Bandlerová, PhD. (examiner, lecturer)
Ing. Monika Bumbalová, PhD. (examiner, instructor, lecturer)
Ing. Denisa Hanáčková, PhD. (examiner, instructor)
Ing. Maroš Valach, PhD. (examiner, instructor)
Last modification: 21. 5. 2019
Supervisor: Ing. Eva Balážová, PhD. and programme supervisor

Last modification made by Ing. Martin Mastík, PhD. on 05/21/2019.

Type of output: