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Lecturer(s)
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Martínek Lukáš, doc. Ing. Ph.D.
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Course 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
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Learning activities and teaching methods
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Interactive lecture, Lecture supplemented with a discussion, Discussion, Multimedia supported teaching, Students' portfolio, One-to-One tutorial, Task-based study method, Individual study, Self-study of literature, Textual studies, Lecture, Practicum
- Contact hours
- 39 hours per semester
- Preparation for an examination (30-60)
- 30 hours per semester
- Presentation preparation (report) (1-10)
- 5 hours per semester
- Undergraduate study programme term essay (20-40)
- 30 hours per semester
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| prerequisite |
|---|
| Knowledge |
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| 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 |
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| to use ČSN 690 and 690-2 norms (quotations) in accord to Faculty of Economics standards (University of West Bohemia) |
| Competences |
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| N/A |
| N/A |
| N/A |
| N/A |
| learning outcomes |
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| Knowledge |
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| 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 |
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| 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 |
|---|
| N/A |
| N/A |
| N/A |
| N/A |
| teaching methods |
|---|
| Knowledge |
|---|
| Lecture |
| Lecture supplemented with a discussion |
| Interactive lecture |
| Multimedia supported teaching |
| Self-study of literature |
| Skills |
|---|
| Practicum |
| Individual study |
| Students' portfolio |
| Discussion |
| Task-based study method |
| Group discussion |
| Competences |
|---|
| Discussion |
| Individual study |
| Students' portfolio |
| assessment methods |
|---|
| Knowledge |
|---|
| Written exam |
| Portfolio |
| Skills |
|---|
| Portfolio |
| Individual presentation at a seminar |
| Self-evaluation |
| Competences |
|---|
| Portfolio |
| Individual presentation at a seminar |
| Self-evaluation |
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Recommended literature
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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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Horner, Susan; Swarbrooke, John. Consumer behaviour in tourism. Third edition. 2016. ISBN 978-1-138-01339-1.
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Jauhari, Vinnie. Hospitality marketing and consumer behavior : creating memorable experiences. 2017. ISBN 978-1-77188-378-8.
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Kolb, Bonita. Tourism marketing for cities and towns : using branding and events to attract tourists. Amsterdam : Elsevier, 2006. ISBN 0-7506-7945-X.
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Kotler, Philip; Keller, Kevin Lane. Marketing management. 15e. 2018. ISBN 978-93-325-5718-5.
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Middleton, Victor T.C.; Fyall, Alan; Morgan, Mike; Ranchhod, Ashok. Marketing in Travel and Tourism. Butterworth-Heinemann, 2009. ISBN 978-0750686938.
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Morrison, Alastair M. Hospitality and Travel Marketing. Delmar Cengage Learning, 2009. ISBN 978-1418016555.
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Morrison, Alastair M. Marketing and managing tourism destinations. Second edition. 2019. ISBN 978-1-138-89729-8.
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Oh, Haemoon. Handbook of hospitality marketing management. Amsterdam : Elsevier, 2008. ISBN 978-0-0804-5080-3.
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Polaine, Andrew; Lovlie, Lavrans,; Reason, Ben. Service design : from insight to implementation. 2013. ISBN 978-1-933820-33-0.
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Reason, Ben; L?vlie, Lavrans,; Flu, Melvin Brand. Service design for business : a practical guide to optimizing the customer experience. 2016. ISBN 978-1-118-98892-3.
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Robinson, Peter. Tourism : the key concepts. 2012. ISBN 978-0-415-67793-6.
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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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Wirtz, Jochen; Lovelock, Christopher H. Services marketing : people, technology, strategy. Eighth edition. 2016. ISBN 978-1-944659-01-1.
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Wirtz, Jochen. Winning in service markets : success through people, technology and strategy. 2017. ISBN 978-1-944659-05-9.
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Yayici, Emrah. Design thinking methodology book. 2016. ISBN 978-605-86037-5-2.
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