John von Neumann University



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Urban Marketing and Geostrategy Center Introduction


Urban Marketing and Geostrategy Center

Dear Visitors!

Let me introduce myself briefly: I am István Tózsa from Miskolc, Hungary. First, I attended the famous, old Hungarian grammar school of Sárospatak, then the University of Szeged, where I studied Geography

- English language and literature. After graduation I worked in Budapest for 20 years, at the Geographical Research Institute of the Hungarian Academy of Sciences on the digital processing and interpretation of satellite images and the early development of agricultural, environmental and urban geographic information systems (GIS) in Hungary. I spent the following 20 years at the National University of Public Administration and its public administration predecessor faculties and at the Corvinus University of Budapest as head of departments for Urban Studies – Public Management and Economic Geography respectively. I taught urban studies, e-government content development, economic geography, urban marketing, identity management and heritage planning.

Urban, or city marketing (including the concept of regional and country marketing) is a relatively new field, initiated in 1996, which has not yet been fully integrated into the training of higher education courses related to marketing, local or regional development in Hungary. Its occurrence - at the subject level - is contingent (e.g. at the Institute of Marketing and Tourism of the University of Miskolc, or at the Post- Graduate Training Institute of the National University of Public Service and at the Budapest Metropolitan University). Thus, if in the ‘famous’ city of Kecskemét, Hungary, the John von Neumann University establishes such am interfaculty scientific and educational workshop, it will presumably increase its comparative advantage and uniqueness among all the other social science and economic university faculties in Hungary.

The practical significance of the Center for Urban Marketing and Geostrategy would not only stand for the broader perspective of students, but also the fact that since the introduction of the current Local Government Act, the main task of local governments has been to promote local capital attraction. The main adequate tool for this is local urban marketing. In practice, however, local governments that pay attention to the need for urban marketing at all, unfortunately confuse it with – sectoral – tourism marketing


almost without exception. It is to be useful for the Faculty of Economics and Business of the JVNU to have introduced the topic of urban marketing in a way that exceeds the educational portfolios of the other Hungarian trade and marketing faculties. In the program of International Management, and in the portfolio of the Faculty of Horticulture and Rural Development, in the Agricultural, Horticultural and Rural Development Engineering programs the introduction of national heritage management could also provide a unique aspect in Hungarian agricultural higher education, which could also act as a comparative competitive advantage. It would be very important for students to study basic geostrategic, foreign trade knowledge in the programs of economics and management, and in the other two programs. In the system of relations of the open Hungarian economy – both globally, regionally and locally –, foreign economics and foreign policy, strategy: geographical geo-subjects are going to be introduced by the Center. The presence of the geo-subjects provided by the Center could increase the educational offer of both the Horticultural and the Engineering and Informatics faculties. Local, urban marketing, the management of Hungarian national heritage and values and the economic-geographical and geostrategic line appear not only in education, but also in research of the Centre's activities. This is in line with the main objective of the JVNU, in its Mission, namely to ‘be able to engage in the European and world higher education area with an internationally competitive, broad-based training portfolio, research potential and infrastructure.’

According to our mission, the Center intends to contribute to the increase of the comparative competitive advantage of the University, in the expansion and coloring of both the educational and research portfolios, in areas that do not appear in such a comprehensive unit anywhere else in the Hungarian higher education in technical, agricultural or economics education. At the same time, their raison d'être is unquestionable. Urban marketing is important in the field of marketing, regional and rural development. National identity, heritage and value management could be important in agricultural education, in trade, international management and rural development. Finally, geostrategy and economic geography is important in the context of almost all undergraduate and master's courses. They can convey useful additional knowledge to anyone who encounters the foreign economy, national values, or local governments in their later work. The Center invites not only the best Hungarian experts from the above three fields concerned for research and education purposes, but also the best and most renowned foreign experts - the latter at the optional guest lecturer level, thus contributing to the increase of the University's international prestige.

Profiles of the Urban Marketing and Geostrategy Center:

(1)  City and country marketing – undergraduate education and research;

(2)  Hungarian heritage management, national strategy – undergraduate education and research;

(3)  Geostrategy, geopolitics – undergraduate education and research;

(4)  Urban economics, urban studies – postgraduate education.

The education and research portfolio of the Urban Marketing and Geostrategy Center

(1)  It allows the appearance of renowned foreign lecturers.

(2)  It introduces subjects that are currently missing from the Hungarian higher education palette.

(3)  It allows the emergence of national strategic research projects with government demand.

(4)   It enables the building of relations with the Lakitelek Projects involved in the Hungarian national strategy building. It enables cooperation with the projects in Miskolc University related to city marketing competitions; in settlement marketing strategy making with the Kecskemét Local Government, the Szentkirály-based Hungarian Rural Association, and the association of the Kaposvár-based county towns and the management of the Hungarian foreign economy through a new approach, associative geography.

All of this can help strengthening the scientific and higher education prestige of the JVNU – to which I respectfully endorse the support of the deans and the members of the JVNU Senate.

Prof. István Tózsa