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Zentrales Stadtmarketing und Veranstaltungsmanagement. Identifikation und Nutzenbewertung von Wertschöpfungspotentialen: Die Hanse- und Universitätsstadt Rostock

Zentrales Stadtmarketing und Veranstaltungsmanagement. Identifikation und Nutzenbewertung von Wertschöpfungspotentialen: Die Hanse- und Universitätsstadt Rostock

          
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About the Book

Masterarbeit aus dem Jahr 2019 im Fachbereich Organisation und Verwaltung - Öffentliche Verwaltung, Note: 1,5, Universität Kassel (Wirtschaftswissenschaften), Veranstaltung: Master of Public Administration, Sprache: Deutsch, Abstract: Die Arbeit setzt sich mit dem Thema Stadtmarketing für die Stadt Rostock auseinander. Mithilfe der Rostocker Fallstudie wird zunächst der Ist-Zustand in der Stadt analysiert und anhand von Leitfadeninterviews mit ausgewählten politischen und fachbezogenen Entscheidungsträgern ein Soll-Zustand skizziert, um eine möglichst präzise Beschreibung der strategischen Gesamtausrichtung der Stadt Rostock zu identifizieren. Die Interviews bilden die Grundlage für die Ermittlung von Wertschöpfungspotentialen der aktuellen Struktur, setzen aber auch Impulse für die Vision einer zukünftigen Gestaltung des Rostocker Stadtmarketings und Veranstaltungsmanagements in Form eines Zentralmodells. In einem zusammenfassenden Modellvergleich werden abschließend inhaltliche, wirtschaftliche, organisatorische, technische und politische Wertschöpfungspotentiale des Zentralmodells gegen die der aktuellen Struktur abgewogen. Zu guter Letzt werden entsprechende Handlungsempfehlungen für die Stadt Rostock formuliert und begründet. Besonderes Augenmerk liegt hierbei auf strategischen Schwerpunkten, vor allem in den Bereichen Stadtleitbild, Strukturorganisation, Kommunikationsmanagement, Einwohnerbeteiligung, Marketingbeirat und dem geeigneten Zeitpunkt der Ergebnispräsentation. Ein Fazit zur Rolle der Politik in öffentlichen Verwaltungen und den Wertschöpfungspotentialen durch die Steigerung der Lebensqualität einer Stadt sowie ein Ausblick auf zukünftige Entwicklungen auf dem Gebiet des Stadtmarketings und der Etablierung einer Stadtmarke Rostock runden die Ausführungen ab. Die wachsende Mobilität und Konkurrenz von Städten in Bezug auf die Ansiedlung von neuen Einwohnern und Firmen, aber auch auf die Akquise von Touristen und neuen Studierenden, fordern von St


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Product Details
  • ISBN-13: 9783346768841
  • Publisher: Bod Third Party Titles
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 108
  • Spine Width: 7 mm
  • Weight: 149 gr
  • ISBN-10: 3346768848
  • Publisher Date: 16 Mar 2022
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Sub Title: Die Hanse- und Universitätsstadt Rostock
  • Width: 148 mm


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Zentrales Stadtmarketing und Veranstaltungsmanagement. Identifikation und Nutzenbewertung von Wertschöpfungspotentialen: Die Hanse- und Universitätsstadt Rostock
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