BPR_MACR Marketing of Tourism

Faculty of Economics and Administration
Autumn 2014
Extent and Intensity
2/1/0. 6 credit(s). Type of Completion: zk (examination).
Teacher(s)
Ing. Ondřej Petr, Ph.D. (lecturer)
Ing. Martin Šauer, Ph.D. (lecturer)
Ing. Ondřej Petr, Ph.D. (seminar tutor)
Ing. Martin Šauer, Ph.D. (seminar tutor)
Guaranteed by
Ing. Martin Šauer, Ph.D.
Department of Regional Economics – Faculty of Economics and Administration
Contact Person: Ing. Iveta Suchomelová Vašíčková
Supplier department: Department of Regional Economics – Faculty of Economics and Administration
Timetable
Mon 14:35–16:15 P312
  • Timetable of Seminar Groups:
BPR_MACR/01: each odd Monday 16:20–17:55 P312, M. Šauer
BPR_MACR/02: each even Monday 16:20–17:55 P312, M. Šauer
Prerequisites
Completing the course Tourism (BPR_CERU) is an advantage.

Course Enrolment Limitations
The course is also offered to the students of the fields other than those the course is directly associated with.
The capacity limit for the course is 80 student(s).
Current registration and enrolment status: enrolled: 0/80, only registered: 0/80, only registered with preference (fields directly associated with the programme): 0/80
fields of study / plans the course is directly associated with
Course objectives
At the end of this course, students should be able to:
explain the specifics of Destination marketing;
use basic methods of marketing research;
analyze the market environment of destinations;
practise market segmentation;
apply the key elements of marketing strategy (targeting, positioning, communication strategy, etc.);
use information about structure of tourism product;
discuss the principles of marketing control;

Syllabus
  • Marketing and Tourism;
  • Marketing information system and marketing research;
  • Marketing Analysis;
  • Marketing objectives and destination mission;
  • Market segmentation;
  • Marketing strategy - product targeting and positioning;
  • Marketing mix I (Creation of market offer for destination product);
  • Destination Image;
  • Marketing mix II (Destination promotion);
  • Marketing mix III (Internet as a marketing tool);
  • Marketing budgeting and auditing;
  • Marketing the Czech republic as a tourist destination.
Literature
  • PIKE, Steven. Destination Marketing : an integrated marketing communication approach. 1st ed. Amsterdam: Elsevier, 2008, xv, 406. ISBN 9780750686495. info
  • 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
Teaching methods
Lessons take form of lectures (every week) and seminars (2 periods once a fortnight). The output is a project (selected problems of destination marketing) and subsequent group discussion. Seminar preparation consists in reading selected papers and studies.
Assessment methods
Evaluation consists of verifying the student's practical skills (based on the presentation of the project - ability of argumentation, 50 % of grade), and testing his theoretical knowledge (oral test 50 % of grade).
Language of instruction
Czech
Further comments (probably available only in Czech)
Study Materials
The course is taught annually.
Information about innovation of course.
This course has been innovated under the project "Inovace studia ekonomických disciplín v souladu s požadavky znalostní ekonomiky (CZ.1.07/2.2.00/28.0227)" which is cofinanced by the European Social Fond and the national budget of the Czech Republic.

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The course is also listed under the following terms Spring 2009, Autumn 2009, Autumn 2010, Autumn 2011, Autumn 2012, Autumn 2013, Autumn 2015, Autumn 2016, Autumn 2017, Autumn 2018, Autumn 2019, Autumn 2020, Autumn 2021, Autumn 2022, Autumn 2023, Autumn 2024.
  • Enrolment Statistics (Autumn 2014, recent)
  • Permalink: https://is.muni.cz/course/econ/autumn2014/BPR_MACR