CVABPCMA Tourism Marketing

School of Business Administration in Karvina
Summer 2023
Extent and Intensity
2/1/0. 6 credit(s). Type of Completion: zk (examination).
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.
Tue 10:35–12:10 MS
  • Timetable of Seminar Groups:
CVABPCMA/01: Mon 8:05–8:50 VD110, M. Kostková
CVABPCMA/02: Mon 13:55–14:40 VD110, M. Kostková
FAKULTA ( OPF ) && TYP_STUDIA ( B ) && FORMA ( P ) && ( ROCNIK ( 2 ) || ROCNIK ( 3 )) && ( PEMBPMKT Marketing || PEMBPMAR Marketing || PEMBPMAG Marketing )
The course can be enrolled after completing the course Marketing.
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 50 student(s).
Current registration and enrolment status: enrolled: 40/50, only registered: 4/50
fields of study / plans the course is directly associated with
Course objectives
The aim of the course is to acquaint students with the issues of marketing in tourism, explain the use of advanced marketing mix tools, create a marketing plan, teach them to work with marketing strategies of tourism, know the consumer behavior of tourism participants and orient themselves in the marketing process.
Learning outcomes
After completing the course, the student will be able to:
- identify and summarize important features of tourism marketing;
- identify and describe current marketing trends in tourism;
- describe the factors that influence the consumer's decision to buy a tourism product;
- compare and highlight differences in types of marketing strategies in tourism;
- apply marketing principles to a practical problem;
- analyze current scientific knowledge in the field of marketing.
  • 1. Marketing in tourism
    Marketing in tourism, specific features of service marketing, marketing concept and marketing strategy in tourism, creation of a marketing plan, basic marketing rules of tourism.
    2. Marketing research of tourism
    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 tourism
    Marketing mix of services,? 8 P? marketing mix of tourism, characteristics and specifications of individual marketing tools, their importance in creating a tourist offer. Packaging and Programming as an important marketing tool for tourism.
    4. Communication mix in tourism Marketing communication in tourism, its importance and specific features, communication process, communication mix and its tools, advertising, sales support, personal sales, Public Relations, Online marketing, Direct marketing in tourism.
    5. Event marketing
    Event management and Event marketing, the importance of Event marketing in tourism, characteristics and distribution of events, specific events, the procedure and conditions for creating events, requirements and trends in event creation.
    6. Processes in services and quality in tourism
    Classification of processes in services, process diagrams, customer involvement in processes, industrialization of the process of providing services, process productivity. Importance and evaluation of quality, setting quality standards, value marketing in tourism services.
    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
  • JAKUBÍKOVÁ, D. Marketing v cestovním ruchu: jak uspět v domácí i světové konkurenci. Praha: Grada Publishing, 2012. ISBN 978-80-247-4209-0. info
  • GÚČIK, M. Marketing cestovného ruchu. Banská Bystrica : Dali-BB, s.r.o,, 2011. ISBN 978-80-89090-85-3. info
  • VAŠTÍKOVÁ, M. Marketing služeb efektivně a moderně. Praha: Grada Publishing, 2011. ISBN 978-80-247-2721-9. info
    recommended literature
  • KOTLER, P., J. T. BOWEN and J. C. MAKENS. Marketing for Hospitality and Tourism. Prentice Hall: Upper Saddle River, 2013. ISBN 978-0132784023. info
  • DWYER, L. a kol. Tourism Economics and Policy. Bristol: St Nicolaus House, 2010. ISBN 978-1-84541-152-7. info
  • ĎAĎO, J., J. PETROVIČOVÁ a M. KOSTKOVÁ. Marketing služieb. Bratislava: M. Mračko, 2006. ISBN 80-8057-662-9. info
  • HORNER, S. a J. SWARBROOKE. Cestovní ruch, ubytování a stravování, využití volného času. Praha: Grada Publishing, 2003. ISBN 80-247-0202-9. info
  • KIRÁĽOVÁ, A. Marketing hotelových služeb. Praha: Ekopress, 2002. ISBN 80-86119-44-0. info
Teaching methods
class discussion
seminar projects
presentations by professionals in the sectors
Assessment methods
Assessment methods: elaboration of seminar work and its successful defense (10% of evaluation)
participation in seminars (10% of evaluation)
active participation in research activities of the department (20% of evaluation)
written exam (60% of evaluation).
Language of instruction
Further comments (probably available only in Czech)
Study Materials
The course can also be completed outside the examination period.
Teacher's information
Requirements for the student: optional participation in lectures, active participation in seminars, elaboration and presentation of seminar work, participation in expert lectures, participation in research work of the department.
The course is also listed under the following terms Summer 2019, Summer 2020, Summer 2021, Summer 2022.
  • Enrolment Statistics (recent)
  • Permalink: