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Lecturer(s)
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Rechtorik František, 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 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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Learning activities and teaching methods
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Interactive lecture, Lecture supplemented with a discussion, E-learning, 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 |
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| 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 |
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| N/A |
| N/A |
| N/A |
| teaching methods |
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| Knowledge |
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| Lecture |
| Lecture supplemented with a discussion |
| Interactive lecture |
| Multimedia supported teaching |
| Self-study of literature |
| Případové studie |
| Skills |
|---|
| Practicum |
| Individual study |
| Students' portfolio |
| Discussion |
| Task-based study method |
| Group discussion |
| Case studies |
| Competences |
|---|
| Discussion |
| Individual study |
| Students' portfolio |
| Lecture |
| Case Studies |
| Task-based study method |
| assessment methods |
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| Knowledge |
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| Written exam |
| Portfolio |
| Skills |
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| Portfolio |
| Individual presentation at a seminar |
| Self-evaluation |
| Competences |
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| Portfolio |
| Individual presentation at a seminar |
| Self-evaluation |
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Recommended literature
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Cimler, Petr. Příklady aplikací marketingu. V Plzni : Západočeská univerzita, 2006. ISBN 80-7043-505-4.
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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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Gúčik, Marian. Marketing cestovného ruchu. Banská Bystrica : DALI-BB, 2011. ISBN 978-80-89090-85-3.
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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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Horner, Susan; Swarbrooke, John. Cestovní ruch, ubytování a stravování, využití volného času. Praha : Grada, 2003. ISBN 80-247-0202-9.
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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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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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Jauhari, Vinnie. Hospitality marketing and consumer behavior : creating memorable experiences. 2017. ISBN 978-1-77188-378-8.
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Kotler, Philip; Keller, Kevin Lane. Marketing management. 14., global ed. Boston : Pearson Education, 2012. ISBN 978-0-273-75502-9.
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Kotler, Philip; Keller, Kevin Lane. Marketing management. 14. vyd. Praha : Grada, 2013. ISBN 978-80-247-4150-5.
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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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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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Morrison, Alastair M. Marketing pohostinství a cestovního ruchu. 1. vydání. Praha : Victoria Publishing, 1995. ISBN 80-85605-90-2.
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Morrison, M. Alastair. Marketing and Managing Tourism Destinations. London, New York: Routledge, 2012. ISBN 978-041567250-4.
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Oh, Haemoon. Handbook of hospitality marketing management. Amsterdam : Elsevier, 2008. ISBN 978-0-0804-5080-3.
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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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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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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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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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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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Wirtz, Jochen, Lovelock, Christopher. Services Marketing: People, Technology, Strategy. New Jersey: World Scientific, 2016. ISBN 978-194-4659-01-1.
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Zelenka, Josef. Marketing cestovního ruchu. Vyd. 1. Praha : Univerzita Jana Amose Komenského, 2010. ISBN 978-80-86723-95-2.
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