CVABPCMA Tourism Marketing

School of Business Administration in Karvina
Summer 2026
Extent and Intensity
2/1/0. 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
Tue 8:05–9:40 VYAULA
  • Timetable of Seminar Groups:
CVABPCMA/01: Tue 11:25–12:10 VD110, except Tue 5. 5. ; and Tue 5. 5. 11:25–12:10 VD106, M. Kostková
CVABPCMA/02: Tue 12:15–13:00 VD110, except Tue 5. 5. ; and Tue 5. 5. 12:15–13:00 VD106, M. Kostková
CVABPCMA/03: Tue 13:05–13:50 VD110, except Tue 5. 5. ; and Tue 5. 5. 13:05–13:50 VD106, M. Kostková
Prerequisites
FAKULTA(OPF) && TYP_STUDIA(B) && FORMA(P) && (ROCNIK(2) || ROCNIK(3)) && ( PEMBPMKT Marketing || PEMBPMAR Marketing || PEMBPMAG Marketing )
faculty SBA && bachelor form of study && full-time
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 90 student(s).
Current registration and enrolment status: enrolled: 76/90, only registered: 6/90
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
After successful completion of the course, students will be able to specify the economic sector of tourism, define tourism marketing, and explain its significance and development. They will be able to explain marketing research and its application in the tourism industry, the marketing system of tourism, and the extended marketing mix of tourism services. Students will be able to specify the tourism product and its characteristics, distinguish the principles of the marketing approach in tourism and its subsectors, distinguish between basic and supplementary services, and identify the stages of the marketing process. They will be able to apply the principles of market segmentation, explain the needs and requirements of tourism participants, and explain the development of tourism products in accordance with current trends. Furthermore, students will be able to define a marketing plan, analyse the results of marketing research in relation to proposals for practice, distinguish product innovations and perceived product value, and explain proposals for increasing product quality and innovation. Students will be able to analyse the effectiveness of distribution strategies and the impacts of marketing communication on target groups. They will be able to explain the significance of events in tourism and describe the creation of packages and programmes in individual tourism organisations. In addition, students will be able to specify destination marketing and destination packages, analyse the offerings of tourism producers, and explain their marketing communication activities.
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.
  • Kostková, M., a Starzyczná, H. (2024) Marketing cestovního ruchu: Distanční studijní text. 2. rozšířené vyd. Karviná: Slezská univerzita Obchodně podnikatelská fakulta Karviná.
  • Gúčik, M. (2011) Marketing cestovného ruchu. Banská Bystrica: Dali-BB, s.r.o. ISBN 978-80-89090-85-3.
  • Kotler, P., Bowen, J.T., and Makens, J.C. (2013) Marketing for Hospitality and Tourism. Prentice Hall: Upper Saddle River. ISBN 978-0132784023.
    recommended literature
  • Lacina, K. (2010) Management a marketing cestovního ruchu. Praha: VŠE..
  • Horner, S. and Swarbrooke, J. (2013) Cestovní ruch, ubytování a stravování, využití volného času. Praha: Grada Publishing. ISBN 80-247-0202-9.
  • Vystoupil, J., Šauer, M., Holešinská, A., a Metelková, P. (2007) Marketing cestovního ruchu. Brno: ESF. ISBN 978-80-210-4240-7.
  • Dwyer, L. a kol. (2010) Tourism Economics and Policy. Bristol: St Nicolaus House. ISBN 978-1-84541-152-7.
  • Vaštíková, M. (2014) Marketing služeb efektivně a moderně. Praha: Grada Publishing. ISBN 978-80-247-5037-8.
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 and its successful defense (20 % of the assessment), 60 % mandatory participation in seminars (20 % 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.
Teacher's information
Student requirements: 60% mandatory participation in seminars, preparation of a seminar paper and its defense, active participation in classes, optional participation in expert lectures.
The course is also listed under the following terms Summer 2019, Summer 2020, Summer 2021, Summer 2022, Summer 2023, summer 2024, Summer 2025.
  • Enrolment Statistics (recent)
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