CVAPMHS Hotel Marketing Services

School of Business Administration in Karvina
Summer 2021
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)
Mgr. Klára Václavínková (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.
Timetable
Tue 2. 3. 8:55–9:15 VD110
  • Timetable of Seminar Groups:
CVAPMHS/01: Wed 3. 3. 8:55–9:15 VB127, K. Václavínková
Prerequisites
FAKULTA(OPF) && TYP_STUDIA(B) && FORMA(P) && ( PEMBPMAG Marketing || PEMBPMAR Marketing || PEMBPMKT Marketing )
To complete the course, a condition for completing the course Marketing is required.
Course Enrolment Limitations
The course is also offered to the students of the fields other than those the course is directly associated with.
The capacity limit for the course is 30 student(s).
Current registration and enrolment status: enrolled: 0/30, only registered: 0/30
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.
Learning outcomes
After completing the course, the student will be able to:
- identify and summarize important features of the marketing of hospitality services;
- identify and describe current trends in hotel marketing;
- prepare a seminar paper on a given topic;
- describe the factors that influence the consumer's decision to buy the product;
- apply the principles of hospitality marketing to a practical problem.
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
  • KOSTKOVÁ, Miroslava and Halina STARZYCZNÁ. Marketing cestovního ruchu: Distanční studijní text (Marketing of tourism). 1st ed. Karviná: Slezská univerzita Obchodně podnikatelská faulta Karviná, 2018, 167 pp. ISBN 978-80-7510-307-9. info
  • 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
  • VYSTOUPIL, J., ŠAUER, M., HOLEŠINSKÁ, A., METELKOVÁ, P. Marketing cestovního ruchu. Brno: ESF, 2007. ISBN 978-80-210-4240-7. 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
Expert lectures
Seminar classes
Students' self-study
Assessment methods
Rating: participation in seminars (10 points), elaboration and defense of seminar work (20 points), involvement in the research activities of the department (10 points), written exam (60 points).
Language of instruction
Czech
Further comments (probably available only in Czech)
Study Materials
The course can also be completed outside the examination period.
Teacher's information
Requirements for completing the course: seminar work, participation in research activities of the department, participation in expert lectures, active participation in seminars, written form of examination.
The course is also listed under the following terms Summer 2015, Summer 2016, Summer 2017, Summer 2018, Summer 2019, Summer 2020.
  • Enrolment Statistics (recent)
  • Permalink: https://is.slu.cz/course/opf/summer2021/CVAPMHS