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Main menu for Browse IS/STAG
Course info
KMO / MSCR
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Course description
Department/Unit / Abbreviation
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KMO
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MSCR
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Academic Year
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2023/2024
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Academic Year
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2023/2024
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Title
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Marketing of Tourism Services
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Form of course completion
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Exam
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Form of course completion
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Exam
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Accredited / Credits
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Yes,
4
Cred.
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Type of completion
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Written
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Type of completion
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Written
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Time requirements
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Lecture
1
[Hours/Week]
Tutorial
2
[Hours/Week]
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Course credit prior to examination
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Yes
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Course credit prior to examination
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Yes
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Automatic acceptance of credit before examination
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No
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Included in study average
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YES
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Language of instruction
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Czech
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Occ/max
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|
|
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Automatic acceptance of credit before examination
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No
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Summer semester
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0 / -
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0 / 200
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0 / 3
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Included in study average
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YES
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Winter semester
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0 / -
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0 / -
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0 / -
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Repeated registration
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NO
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Repeated registration
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NO
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Timetable
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Yes
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Semester taught
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Summer semester
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Semester taught
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Summer semester
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Minimum (B + C) students
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10
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Optional course |
Yes
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Optional course
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Yes
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Language of instruction
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Czech
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Internship duration
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0
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No. of hours of on-premise lessons |
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Evaluation scale |
1|2|3|4 |
Periodicity |
každý rok
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Evaluation scale for credit before examination |
S|N |
Periodicita upřesnění |
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Fundamental theoretical course |
No
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Fundamental course |
No
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Fundamental theoretical course |
No
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Evaluation scale |
1|2|3|4 |
Evaluation scale for credit before examination |
S|N |
Substituted course
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None
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Preclusive courses
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N/A
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Prerequisite courses
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N/A
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Informally recommended courses
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N/A
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Courses depending on this Course
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N/A
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Histogram of students' grades over the years:
Graphic PNG
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XLS
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Course objectives:
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The aim of this course is to: enrich basic marketing knowledge with specifics of tourism companies and destinations; identify, characterize and summarize specifics of services and services marketing; describe use of marketing tools in activities of tourism companies, firms and institutions directly related to tourism; to describe various approaches to marketing mix and show examples of companies and destinations from the field of tourism; to explain marketing specifics of various tourism companies; to practice those specifics on real examples from tourism businesses and destinations.
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Requirements on student
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Student gains the credit by achieving determined amount of points. These points are obtained by fulfilling various activities during lessons which reflect the content of lectures and current situation. Activities may vary from oral to written form including presentations of outcomes. Activities are rated. To get the credit, at least 70 % of maximum possible points must be acquired. Students are informed about the system of collecting points during the first lesson.
Regular deadline for submitting the last activity is the last day of instruction in the semester. In case of not reaching the 70% level of available points for activities, the student will receive special activities, only one remake of a activity is possible, deadline for submitting the remade activity is the end of the third week of examination period of the semester.
The final examination form is written and at least 70 % of possible points must be collected. Classification of student's knowledge:
- unsatisfactory: 0-69 % of possible written test points
- good: 70-79 % of possible written test points
- very good: 80-89 % of possible written test points
- excellent: 90-100 % of possible written test points
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Content
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introduction to the marketing of tourism services
specifics of services marketing and tourism marketing
tourism and services, services definition, importance of services and their typology - examples
supply and demand on the services market, customer decision-making
marketing research in the field of services and tourism
marketing strategies of tourism companies - creation and implementation
marketing mix in tourism companies - different approaches
role of human factor in services
implementation of marketing tools - practical examples
marketing specifics of tourism companies and destinations
importance of rules, codex, certifications and branch standards
Materials for each topic are during the semester available on Moodle. There are, if need be, specified further links for study sources. Verifying of students´ knowledge is based on those materials.
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Activities
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Fields of study
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Guarantors and lecturers
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Literature
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Basic:
Vlaštíková, Miroslava. Marketing služeb : efektivně a moderně. 2., aktualiz. a rozš. vyd. Praha : Grada Publishing, 2014. ISBN 978-80-247-5037-8.
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Basic:
Jakubíková, Dagmar. Marketing v cestovním ruchu: jak uspět v domácí i světové konkurenci. Praha, 2012. ISBN 978-80-247-4209-0.
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Extending:
Kozak, M.; Gnoth, Juergen,; Andreu, Luisa. Advances in tourism destination marketing : managing networks. First issued in paperback. 2014. ISBN 978-1-138-88062-7.
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Extending:
Horner, Susan; Swarbrooke, John. Cestovní ruch, ubytování a stravování, využití volného času. Praha : Grada, 2003. ISBN 80-247-0202-9.
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Extending:
Seitz, Erwin; Rossmann, Dominik. Fallstudien zum Tourismus-Marketing : Marketingerfolg trainieren. 2., vollständig überarbeitete Aufl. München : Franz Vahlen, 2007. ISBN 978-3800633951.
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Extending:
Jauhari, Vinnie. Hospitality marketing and consumer behavior : creating memorable experiences. 2017. ISBN 978-1-77188-378-8.
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Extending:
Gúčik, Marian. Marketing cestovného ruchu. Banská Bystrica : DALI-BB, 2011. ISBN 978-80-89090-85-3.
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Extending:
Rogers, Tony; Rogers, Tony. Marketing destinations and venues for conferences, conventions and business events. 1st ed. Amsterdam : Elsevier, 2006. ISBN 0-7506-6700-1.
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Extending:
Kotler, Philip; Keller, Kevin Lane. Marketing management. 14. vyd. Praha : Grada, 2013. ISBN 978-80-247-4150-5.
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Extending:
Morrison, Alastair M. Marketing pohostinství a cestovního ruchu. 1. vydání. Praha : Victoria Publishing, 1995. ISBN 80-85605-90-2.
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Extending:
Cimler, Petr. Příklady aplikací marketingu. V Plzni : Západočeská univerzita, 2006. ISBN 80-7043-505-4.
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Extending:
Wirtz, Jochen, Lovelock, Christopher. Services Marketing: People, Technology, Strategy. New Jersey: World Scientific, 2016. ISBN 978-194-4659-01-1.
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Recommended:
Horner, Susan; Swarbrooke, John. Consumer behaviour in tourism. Third edition. 2016. ISBN 978-1-138-01339-1.
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Recommended:
Oh, Haemoon. Handbook of hospitality marketing management. Amsterdam : Elsevier, 2008. ISBN 978-0-0804-5080-3.
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Recommended:
Lacina, Karel. Management a marketing cestovního ruchu. Vyd. 1. Praha : Vysoká škola finanční a správní, 2010. ISBN 978-80-7408-035-7.
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Recommended:
Rašovská Ida, Ryglová Kateřina. Management kvality služeb v cestovním ruchu: Jak zvýšit kvalitu služeb a spokojenost zákazníků. Praha, 2017. ISBN 978-80-247-5021-7.
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Recommended:
Morrison, M. Alastair. Marketing and Managing Tourism Destinations. London, New York: Routledge, 2012. ISBN 978-041567250-4.
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Recommended:
Zelenka, Josef. Marketing cestovního ruchu. Vyd. 1. Praha : Univerzita Jana Amose Komenského, 2010. ISBN 978-80-86723-95-2.
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Recommended:
Kotler, Philip; Keller, Kevin Lane. Marketing management. 14., global ed. Boston : Pearson Education, 2012. ISBN 978-0-273-75502-9.
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Recommended:
Palatková, Monika. Marketingový management destinací : strategický a taktický marketing destinace turismu, systém marketingového řízení destinace a jeho financování, řízení kvality v destinaci a informační systém destinace. 1. vyd. Praha : Grada, 2011. ISBN 978-80-247-3749-2.
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Recommended:
Hazdra, Adam. Skvělé služby : jak dělat služby, které vaše zákazníky nadchnou. 1. vyd. Praha : Grada, 2013. ISBN 978-80-247-4711-8.
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Recommended:
Goeldner, Charles R.; Ritchie, J. R. Brent. Tourism principles, practices, philosophies. 11th ed. Hoboken : John Wiley & Sons, 2009. ISBN 978-0-470-38213-4.
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On-line library catalogues
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Time requirements
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All forms of study
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Activities
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Time requirements for activity [h]
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Contact hours
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39
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Undergraduate study programme term essay (20-40)
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30
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Presentation preparation (report) (1-10)
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5
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Preparation for an examination (30-60)
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30
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Total
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104
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Prerequisites
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Knowledge - students are expected to possess the following knowledge before the course commences to finish it successfully: |
to provide knowledge of terms in tourism |
to provide knowledge of basic relations in tourism |
to describe basic micro- and macroeconomic indicators, structures and relations |
to describe basics of marketing |
Skills - students are expected to possess the following skills before the course commences to finish it successfully: |
to use ČSN 690 and 690-2 norms (quotations) in accord to Faculty of Economics standards (University of West Bohemia) |
Competences - students are expected to possess the following competences before the course commences to finish it successfully: |
N/A |
N/A |
N/A |
N/A |
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Learning outcomes
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Knowledge - knowledge resulting from the course: |
to identify specific attributes of services and services marketing |
to explicate the specifics of marketing management of various types of tourism companies |
to distinguish various approaches to the marketing mix and propose a content of its particular tools |
Skills - skills resulting from the course: |
to apply marketing tools, skills and processes in activities of tourism companies, destinations and other entities active in this branch |
to apply gained knowledge, methods and procedures to particular tasks when working individually |
to discuss particular practical examples, analyse texts and present appropriately results of individual work |
Competences - competences resulting from the course: |
N/A |
N/A |
N/A |
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Assessment methods
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Knowledge - knowledge achieved by taking this course are verified by the following means: |
Written exam |
Portfolio |
Skills - skills achieved by taking this course are verified by the following means: |
Portfolio |
Individual presentation at a seminar |
Self-evaluation |
Competences - competence achieved by taking this course are verified by the following means: |
Portfolio |
Individual presentation at a seminar |
Self-evaluation |
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Teaching methods
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Knowledge - the following training methods are used to achieve the required knowledge: |
Lecture |
Lecture supplemented with a discussion |
Interactive lecture |
Multimedia supported teaching |
Self-study of literature |
Případové studie |
Skills - the following training methods are used to achieve the required skills: |
Practicum |
Individual study |
Students' portfolio |
Discussion |
Task-based study method |
Group discussion |
Case studies |
Competences - the following training methods are used to achieve the required competences: |
Discussion |
Individual study |
Students' portfolio |
Lecture |
Task-based study method |
Case Studies |
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