115-0337/01 – Marketing of Tourism (MARKCR)
Gurantor department | Department of Management | Credits | 4 |
Subject guarantor | doc. Ing. Václav Lednický, CSc. | Subject version guarantor | doc. Ing. Václav Lednický, CSc. |
Study level | undergraduate or graduate | Requirement | Compulsory |
Year | 3 | Semester | winter |
| | Study language | Czech |
Year of introduction | 2008/2009 | Year of cancellation | 2014/2015 |
Intended for the faculties | EKF | Intended for study types | Bachelor |
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:
Way of continuous check of knowledge in the course of semester
intermediate written test
E-learning
Other requirements
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
Occurrence in study plans
Occurrence in special blocks
Assessment of instruction