BKR_MACR Marketing - Tourism

Faculty of Economics and Administration
Autumn 2008
Extent and Intensity
0/0. 5 credit(s). Type of Completion: zk (examination).
Teacher(s)
Ing. Martin Šauer, Ph.D. (lecturer)
Guaranteed by
prof. RNDr. Milan Viturka, CSc.
Department of Regional Economics – Faculty of Economics and Administration
Contact Person: Klára Viturková
Timetable
Sat 4. 10. 12:50–16:15 P102, Sun 26. 10. 12:50–14:30 P102
Prerequisites
The advantage is undertaking of course Tourism (BKR_CR).

Course Enrolment Limitations
The course is only offered to the students of the study fields the course is directly associated with.
fields of study / plans the course is directly associated with
Course objectives
At the end of this course, students should be able to:
understand the specifics of Destination marketing;
use basic methods of marketing research;
analyze the market background of destinations;
carry out market segmentation;
apply the key elements of marketing strategy (targeting, positioning, communications strategy, etc.);
use information about structure of tourism product;
understand the principles of marketing control;

Syllabus
  • Marketing information system and marketing research;
  • Marketing Analysis;
  • Marketing objectives and destination mission;
  • Market segmentation;
  • Marketing strategy - targeting and positioning of destination;
  • Marketing mix I (Creation of destination product);
  • Destination Image;
  • Marketing mix II (Destination promotion);
  • Marketing mix III (Internet as marketing tool);
  • Marketing budgeting and controling;
  • Marketing Czech republic as tourist destination.
Literature
  • VYSTOUPIL, Jiří, Martin ŠAUER, Andrea HOLEŠINSKÁ and Petra METELKOVÁ. Marketing cestovního ruchu (Tourism Marketing). 2007th ed. Brno: Masarykova univerzita, Ekonomicko-správní fakulta, 2007, 134 pp. ISBN 978-80-210-4240-7. info
  • PALATKOVÁ, Monika. Marketingová strategie destinace cestovního ruchu : jak získat více příjmů z cestovního ruchu. 1. vyd. Praha: Grada, 2006, 341 s. ISBN 8024710145. info
  • MORGAN, Nigel, Annette PRITCHARD and Roger PRIDE. Destination branding : creating the unique destination proposition. 2nd ed. Oxford: Elsevier, 2004, 313 s. ISBN 0750659696. info
  • KIRÁĽOVÁ, Alžbeta. Marketing : destinace cestovního ruchu. Vyd. 1. Praha: Ekopress, 2003, 173 s. ISBN 8086119564. info
  • KOTLER, Philip, John T. BOWEN and James C. MAKENS. Marketing for hospitality and tourism. 3rd ed. Upper Saddle River, NJ: Prentice Hall, 2003, xvi, 893. ISBN 0130996114. info
Assessment methods
Teaching methods:
lectures;
homeworks;
readings.
Form of examination:
final written test,
seminar work(POT)
Language of instruction
Czech
Further Comments
The course is taught annually.
Listed among pre-requisites of other courses
The course is also listed under the following terms Autumn 2009, Autumn 2010, Autumn 2011, Autumn 2012, Autumn 2013, Autumn 2014, Autumn 2015, Autumn 2016, Autumn 2017, Autumn 2018, Autumn 2019, Autumn 2020, Autumn 2021, Autumn 2022, Autumn 2024.
  • Enrolment Statistics (Autumn 2008, recent)
  • Permalink: https://is.muni.cz/course/econ/autumn2008/BKR_MACR