Acquiring basic knowledge of marketing strategies and paradigms; developing abilities and capabilities to create flexible ways of responding to complex changes in the environment, with the aim to create more effective and efficient regional development.

Students’ ability to clearly recognize importance and influence of various marketing concept on the development of local community and region as a whole; understanding the importance of communication skills, such as PR, lobbying, etc., which present (pre)conditions for the development of a particular region; understanding various cultural pattern that may significantly influence marketing strategies for regional development promotion.

- Bond between marketing concept and (regional) development; - internal and external marketing of regional development; - branding as a guideline for (regional) development; - BEST and RACE models of communication; - SOSTAC model as a basis for structuring marketing communication plans and communication in public relations; - lobbying; - reactive and proactive strategies; - marketing strategy as a bond between cultural patterns, social capital and image of the region; - ethnocentric and polycentric behavioral tendencies and regional development.

- Face-to-face method; - communication method; - group work; - case studies.