CVABKCMA Tourism Marketing

School of Business Administration in Karvina
Summer 2025
Extent and Intensity
16/0/0. 6 credit(s). Type of Completion: zk (examination).
Teacher(s)
Ing. Miroslava Kostková, Ph.D. (lecturer)
doc. Ing. Halina Starzyczná, Ph.D. (lecturer)
Guaranteed by
doc. Ing. Halina Starzyczná, Ph.D.
Department of Tourism and Leisure Activities – School of Business Administration in Karvina
Contact Person: doc. Ing. Pavlína Pellešová, Ph.D.
Timetable
Fri 28. 2. 18:05–19:40 A211, Fri 21. 3. 18:05–19:40 A211, Fri 11. 4. 18:05–19:40 A211
Prerequisites (in Czech)
FAKULTA(OPF) && TYP_STUDIA(B) && FORMA(K) && (ROCNIK(2) || ROCNIK(3))
OPF,(B), (K), (2 a 3)
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 25 student(s).
Current registration and enrolment status: enrolled: 30/25, only registered: 8/25
fields of study / plans the course is directly associated with
Course objectives
The aim of the course is to provide students with a basic orientation in the field of tourism marketing, to distinguish the tourism marketing system, to apply an extended marketing mix of tourism services, to characterize the tourism product and its specifics, and to be able to apply the principles of the marketing approach in the field of tourism.
Learning outcomes
The student can specify the economic sector of tourism, can define tourism marketing, its importance and development, marketing research and its application in the tourism sector, distinguish the tourism marketing system, identify the extended marketing mix of tourism services, can characterize the tourism product and its specifics, apply the principles of the marketing approach in the field of tourism and its sub-sectors of basic and complementary services, can identify the stages of the marketing process, apply market segmentation, recognize the needs and requirements of tourism participants, can create and design tourism products according to current trends, can draw up a marketing plan, present the results of marketing research with suggestions for practice, apply marketing research to individual components of the marketing mix, test product innovations and the perceived value of products, make suggestions for increasing product quality and innovation, analyze the effectiveness of distribution strategies and measure the impacts of marketing communication on target groups, can describe and explain the importance of events in tourism, design the creation of packages and programming in individual tourism organizations, address destination marketing and design product destination packages, work with the offer of tourism producers and be able to communicate it through marketing.
Syllabus
  • 1. Marketing in tourism, specific features of service marketing, marketing concept and marketing strategy in tourism, creation of a marketing plan, basic marketing rules in tourism. 2. Methodology and importance of marketing research in tourism, market research, product research, marketing communication research, marketing research process, analytical methods of marketing research, marketing information system. 3. Marketing mix of services, "8 P" of the marketing mix in tourism, characteristics and specifications of individual marketing tools, their importance in creating a tourist offer. Packaging and Programming as an important marketing tool in tourism. 4. Marketing communication in tourism, its importance and specific features, communication process, communication mix and its tools, advertising, sales support, personal selling, Public Relations, Online marketing, Direct marketing in tourism. 5. Event management and Event marketing, the importance of Event marketing in tourism, characteristics and classification of events, specific events, procedure and conditions for creating events, requirements and trends in creating events. 6. Classification of processes in services, process diagrams, customer involvement in processes, industrialization of the service provision process, process productivity. The importance and evaluation of quality, setting quality standards, value marketing in tourism services.
Literature
    required literature
  • Jakubíková, D. (2012) Marketing v cestovním ruchu: jak uspět v domácí i světové konkurenci. Praha: Grada Publishing. ISBN 978-80-247-4209-0.
  • Kotler, P., Bowen, J.T., and Makens, J.C. (2013) Marketing for Hospitality and Tourism. Prentice Hall: Upper Saddle River. ISBN 978-0132784023.
  • Gúčik, M. (2011) Marketing cestovného ruchu. Banská Bystrica: Dali-BB, s.r.o. ISBN 978-80-89090-85-3.
  • Kostková, M., a Starzyczná, H. (2024) Marketing cestovního ruchu: Distanční studijní text. 2. rozšířené vyd. Karviná: Slezská univerzita Obchodně podnikatelská fakulta Karviná.
    recommended literature
  • Vystoupil, J., Šauer, M., Holešinská, A., a Metelková, P. (2007) Marketing cestovního ruchu. Brno: ESF. ISBN 978-80-210-4240-7.
  • Vaštíková, M. (2014) Marketing služeb efektivně a moderně. Praha: Grada Publishing. ISBN 978-80-247-5037-8.
  • Dwyer, L. a kol. (2010) Tourism Economics and Policy. Bristol: St Nicolaus House. ISBN 978-1-84541-152-7.
  • Horner, S. and Swarbrooke, J. (2013) Cestovní ruch, ubytování a stravování, využití volného času. Praha: Grada Publishing. ISBN 80-247-0202-9.
  • Lacina, K. (2010) Management a marketing cestovního ruchu. Praha: VŠE.
Teaching methods
Lecture - frontal teaching, working with text, working in teams, group discussion and group problem solving method, cooperative and collaborative learning, brainstorming, teaching using case studies.
Assessment methods
Assessment methods: Preparation of a seminar paper (30 % of the assessment), written exam (60 % of the assessment).
Language of instruction
Czech
Further comments (probably available only in Czech)
Study Materials
The course can also be completed outside the examination period.
Information on the extent and intensity of the course: Přednáška 16 HOD/SEM.
Teacher's information
Optional participation in tutorials, preparation of a seminar paper, active participation in classes, optional participation in expert lectures.
The course is also listed under the following terms Summer 2020, Summer 2021, Summer 2022, Summer 2023, summer 2024.
  • Enrolment Statistics (recent)
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