CVABPMCR Marketing in Tourism

School of Business Administration in Karvina
Summer 2015
Extent and Intensity
2/1/0. 5 credit(s). Type of Completion: zk (examination).
Teacher(s)
Ing. Patrik Kajzar, Ph.D. (lecturer)
Ing. Miroslava Kostková, Ph.D. (lecturer)
Ing. Patrik Kajzar, 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: doc. Ing. Pavlína Pellešová, 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
Students in this course introduces the applications and specifications of marketing in tourism. Acquainted with the tourism marketing mix, developing concepts and tools of marketing tourism. Emphasis is placed on market research, to offer creation, marketing strategy, marketing communications in tourism, the psychology of sales in tourism. Application of marketing in terms of tourism student gets an overview of the possibilities of its use in the management of tourism organizations.
Syllabus
  • 1. Business in tourism.
    2. Definition of marketing in tourism.
    3. Marketing strategy, positioning and objectives.
    4. Marketing mix of tourism.
    5. Pricing in tourism.
    6. Distribution mix in tourism.
    7. People and organizations cooperation in tourism.
    8. Communication mix in tourism
    9. Marketing Research.
    10. Marketing management of tourism.
    11. Event marketing.
    12. Marketing tourism destination.
    13. Marketing spa and wellness.
Literature
    required literature
  • : JAKUBÍKOVÁ, D. Marketing v cestovním ruchu : jak uspět v domácí i světové konkurenci. Praha: Grada, 2012. ISBN 978-80-247-4209-0. info
  • : KOTLER, P., ARMSTRONG, G. Marketing. Praha: Grada, 2011. ISBN 978-80-247-0513-2. info
  • GÚČIK, M. Marketing cestovného ruchu. Banská Bystrica : Dali-BB, s.r.o,, 2011. ISBN 978-80-89090-85-3. info
  • JAKUBÍKOVÁ, D. Marketing v cestovním ruchu. Praha: Grada Publishing, 2009. ISBN 978-80-247-3247-3. info
  • KOLEKTIV. Služby a cestovný ruch. Bratislava: Sprint, 2001. ISBN 80-88848-78-4. info
    recommended literature
  • KOTLER, P., J. T. BOWEN a J. C. MAKENS. Marketing for Hospitality and Tourism. Upper Saddle River: Prentice Hall, 2013. ISBN 978-0132784023. info
  • HORNER, S., SWARBROOKE, J. Cestovní ruchu, ubytování a stravování, využití volného času. Praha: Grada Publishing, 2003. ISBN 80-247-0202-9. info
  • KIRÁĽOVÁ, A. Marketing destinace cestovního ruchu. Praha: Ekopress, 2003. ISBN 80-86119-56-4. info
  • KIRÁĽOVÁ, A. Marketing hotelových služeb. Praha: Ekopress, 2002. ISBN 80-86119-44-0. info
Teaching methods
Lecture with a video analysis
One-to-One tutorial
Laboratory work
Internship
Skills demonstration
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
Seminar paper on a selected topic from the practical application of marketing in tourism, 60 % attendance in seminars, participation in scientific - research work of the department.
ActivityDifficulty [h]
Ostatní studijní zátěž65
Přednáška26
Seminář13
Zkouška40
Summary144
The course is also listed under the following terms Summer 2016, Summer 2017, Summer 2018, Summer 2019.
  • Enrolment Statistics (Summer 2015, recent)
  • Permalink: https://is.slu.cz/course/opf/summer2015/CVABPMCR