115-0337/01 – Marketing of Tourism (MARKCR)

Gurantor departmentDepartment of ManagementCredits4
Subject guarantordoc. Ing. Václav Lednický, CSc.Subject version guarantordoc. Ing. Václav Lednický, CSc.
Study levelundergraduate or graduate
Study languageCzech
Year of introduction2008/2009Year of cancellation2014/2015
Intended for the facultiesEKFIntended for study typesBachelor
Instruction secured by
LoginNameTuitorTeacher giving lectures
CHO0006 doc. Ing. Miloslava Chovancová
GAB0001 Ing. Lenka Gabrielová
Extent of instruction for forms of study
Form of studyWay of compl.Extent
Full-time Credit and Examination 2+1

Subject aims expressed by acquired skills and competences

- to know the the basic concepts of marketing in tourism - be able to apply the principles of marketing research, - Master the practical implementation of marketing research, - to know the the principles of marketing strategy - to be able to check and evaluate the implementation of the marketing plan.

Teaching methods

Lectures
Seminars
Individual consultations

Summary

The course acquaints students with the application of marketing in the travel industry and highlights some differences in the marketing field. At the same time, its purpose is to teach students to use marketing tools in practice.

Compulsory literature:

FINN, Mick, Martin ELLIOTT-WHITE and Mike WALTON. Research Methods for Leisure and Tourism Data Collection, Analysis and Interpretation. Harlow: Pearson Education, 2000. ISBN 10:0-582-36871-5. KOTLER, Philip R., John T. BOWEN and James MAKENS. Marketing for Hospitality and Tourism. 5th ed. Harlow: Pearson Education, 2009. ISBN 10:0-13-245313-4.

Recommended literature:

TSIOTSOU, Rodoula H. and Ronald E. GOLDSMITH. Strategic Marketing in Tourism Services. Bingley: Emerald Group, 2012. ISBN 978-1780520704.

Way of continuous check of knowledge in the course of semester

intermediate written test

E-learning

Další požadavky na studenta

Knowledge of marketing and tourism issues.

Prerequisities

Subject has no prerequisities.

Co-requisities

Subject has no co-requisities.

Subject syllabus:

1. Marketing in tourism - Market of tourism and marketing - Definition of marketing and its characteristics - Factors affecting tourism 2. Marketing customer care - Consumer customer behavior, analyzing marketing opportunities - Segmentation of customers needs in terms of tourism - Ways of influencing customer - Marketing ethics 3. Using part of the basic marketing mix - Creative tools - Communication tools - New forms of distribution 4. Using part of the extended marketing mix - Complexity of product and programming - Preparation of marketing people to look at business - Promotion of systems of cooperation within the field of tourism, if necessary. various destinations 5. Creation of marketing strategy in the company and destination - Create a vision, slogan, mission organizations and destinations - SWOT analysis of companies and destinations - Selection of suitable alternatives to the real situation and procedure for applying 6. Nature of tourism products - Basic characteristics of tourism products - Napodobitelnost products and methods of use of benchmarking - Presentation options tourism products 7. Marketing research in tourism - Elements of a wider marketing environment, according to Porter - The various components of marketing research - Description of research methods 8. Marketing management tourism organization - Creation of the organization's mission and principles of company philosophy - Setting objectives and priorities - To mobilize resources to achieve goals - Creating a marketing plan created in response to the strategy - Check the performance of marketing plan 9. Creation of public relations organizations and tourist destinations - Activities lasting relationships with the public - Pre-planned short-term activities - Unpredictable short-term activity (negative publicity, interviews, media) - Measurement and evaluation of the success of public relations 10. Organization of marketing in tourism - Marketing companies - Marketing of tourist destinations and recreational sites (municipalities) - Marketing of tourism provided by the state

Conditions for subject completion

Conditions for completion are defined only for particular subject version and form of study

Occurrence in study plans

Academic yearProgrammeField of studySpec.FormStudy language Tut. centreYearWSType of duty
2014/2015 (B6208) Economics and Management (6501R006) Tourism Economics P Czech Uherské Hradiště 3 Compulsory study plan
2013/2014 (B6208) Economics and Management (6501R006) Tourism Economics P Czech Uherské Hradiště 3 Compulsory study plan
2013/2014 (B6208) Economics and Management (6501R006) Tourism Economics (02) Tourism Economics P Czech Uherské Hradiště 3 Compulsory study plan
2012/2013 (B6208) Economics and Management (6501R006) Tourism Economics (02) Tourism Economics P Czech Uherské Hradiště 3 Compulsory study plan
2011/2012 (B6208) Economics and Management (6501R006) Tourism Economics (02) Tourism Economics P Czech Uherské Hradiště 3 Compulsory study plan
2010/2011 (B6208) Economics and Management (6501R006) Tourism Economics (00) Tourism Economics P Czech Uherské Hradiště 3 Compulsory study plan
2010/2011 (B6208) Economics and Management (6501R006) Tourism Economics (02) Tourism Economics P Czech Uherské Hradiště 3 Compulsory study plan
2009/2010 (B6208) Economics and Management (6501R006) Tourism Economics (02) Tourism Economics P Czech Uherské Hradiště 3 Compulsory study plan
2008/2009 (B6208) Economics and Management (6501R006) Tourism Economics (02) Tourism Economics P Czech Uherské Hradiště 3 Compulsory study plan

Occurrence in special blocks

Block nameAcademic yearForm of studyStudy language YearWSType of blockBlock owner