BPR_MACR Marketing of Tourism

Faculty of Economics and Administration
Autumn 2018
Extent and Intensity
2/1/0. 6 credit(s). Type of Completion: zk (examination).
Teacher(s)
Ing. Martin Šauer, Ph.D. (lecturer)
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 14:00–15:50 P302a
  • Timetable of Seminar Groups:
BPR_MACR/01: each odd Wednesday 10:00–11:50 S311, M. Šauer
BPR_MACR/02: each even Wednesday 10:00–11:50 S311, 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
The aim of the course is to provide students with the latest knowledge and appropriate skills in the field of the destination marketing.
Learning outcomes
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
    required literature
  • ŠAUER, Martin, Jiří VYSTOUPIL, Andrea HOLEŠINSKÁ, Monika PALATKOVÁ, Martina PÁSKOVÁ, Josef ZELENKA, Dana FIALOVÁ, Jiří VÁGNER, Petr HALÁMEK, Ondřej REPÍK and Ondřej PETR. Cestovní ruch. Učební text (Tourism. Learning text.). 1st ed. Brno: Masarykova univerzita, 2015, 477 pp. info
  • 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
  • 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
    recommended literature
  • 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
Teaching methods
Lessons take form of lectures (first half of periods) and seminars (second half of periods). 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, 60 % of grade), and testing his theoretical knowledge (written test 40 % of grade).
Language of instruction
Czech
Further comments (probably available only in Czech)
Study Materials
The course is taught annually.
The course is also listed under the following terms Spring 2009, Autumn 2009, Autumn 2010, Autumn 2011, Autumn 2012, Autumn 2013, Autumn 2014, Autumn 2015, Autumn 2016, Autumn 2017, Autumn 2019, Autumn 2020, Autumn 2021, Autumn 2022, Autumn 2023, Autumn 2024.
  • Enrolment Statistics (Autumn 2018, recent)
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