CVAPMHS Hotel Marketing Services

School of Business Administration in Karvina
Summer 2017
Extent and Intensity
2/1/0. 3 credit(s). Type of Completion: zk (examination).
Teacher(s)
Ing. Miroslava Kostková, Ph.D. (lecturer)
doc. Ing. Pavlína Pellešová, Ph.D. (lecturer)
Ing. Miroslava Kostková, Ph.D. (seminar tutor)
Guaranteed by
Ing. Miroslava Kostková, Ph.D.
Department of Tourism and Leisure Activities – School of Business Administration in Karvina
Contact Person: Ing. Miroslava Kostková, Ph.D.
Prerequisites
None.
Course Enrolment Limitations
The course is also offered to the students of the fields other than those the course is directly associated with.
fields of study / plans the course is directly associated with
Course objectives
The aim of the course is to prepare students for managerial work in the hotel industry, to familiarize them with the process of marketing planning, decision making, organizing, communication, motivation, promotion, control and how to use all the tools of marketing mix at the setting and achieving goals. Students will deepen the theoretical knowledge in marketing and able to practically apply in terms of hotel and restaurant operations as well as in terms of hotel chains.
Syllabus
  • 1. Marketing services and specific marketing mix accommodation
    2. Demand for food and accommodation services
    3. Marketing Information System in Hospitality
    4. The importance of market analysis and the use of marketing research in the hotel industry
    5 .The development and introduction of new services
    6. Packages accommodation services
    7. Promotion in the hotel industry
    8. Forms of promotion
    9. Destination marketing / management
    10. Event marketing in hotel industry
    11. The use of electronic forms of marketing in hotel industry
    12. Marketing planning in hotel industry
    13. Marketing plan in hotel
Literature
    required literature
  • BERÁNEK, J. a kol. Moderní řízení hotelového provozu. Praha: MagConsulting, 2016. ISBN 978-80-86724-45-4. info
  • JAKUBÍKOVÁ, D. Marketing v cestovním ruchu. Praha: Grada Publishing, 2009. ISBN 978-80-247-3247-3. info
  • KIRÁĽOVÁ, A. Marketing hotelových služeb. II. Praha: Ekopress, 2006. ISBN 80-86929-05-1. info
    recommended literature
  • POMPUROVÁ, K. a M. GÚČIK. Manažment organizovaných podujatí v cestovnom ruchu. Banská Bystrica: Belianum, 2015. ISBN 978-80-557-0990-1. info
  • KOTÍKOVÁ, H. a E. SCHWARTZHOFFOVÁ. Nové trendy v nabídce cestovního ruchu. Praha: Grada Publishing, 2013. ISBN 978-88-87147-05-4. info
  • ĎAĎO, J., PETROVIČOVÁ, J., KOSTKOVÁ, M. Marketing služieb. Bratislava: M.Mračko, 2006. ISBN 80-8057-662-9. info
  • ŠINDLER, P. Event marketing. Praha: Grada Publishing, 2003. ISBN 80-247-0646-6. info
  • KOTLER, P. Marketing management, analýza, plánování, využití, kontrola. Praha: Victoria Publishing, 1992. ISBN 80-85605-08-2. info
Teaching methods
Lecturing
Lecture with a video analysis
Seminar classes
Students' self-study
Assessment methods
Written exam
Language of instruction
Czech
Further comments (probably available only in Czech)
The course can also be completed outside the examination period.
Teacher's information
https://elearning.opf.slu.cz/course/view.php?id=21
seminar paper, 50% attendance in seminars, final written exam
The course is also listed under the following terms Summer 2015, Summer 2016, Summer 2018, Summer 2019, Summer 2020, Summer 2021.
  • Enrolment Statistics (Summer 2017, recent)
  • Permalink: https://is.slu.cz/course/opf/summer2017/CVAPMHS