ESF:BKR_MACR Marketing - Tourism - Course Information

BKR_MACR Marketing - Tourism

Extent and Intensity

26/0/0. 6 credit(s). Type of Completion: zk (examination).

Teacher(s)

Ing. Martin Šauer, Ph.D. (lecturer)

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

Sat 23. 10. 16:00–18:50 P303, Sat 4. 12. 9:00–11:50 P403

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

• Regional Development and Tourism (programme ESF, B-HPS)
• Regional Development and Tourism (programme ESF, B-RRCR)

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 the structure of tourism product;
discuss 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

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
• PALATKOVÁ, Monika. Marketingová strategie destinace cestovního ruchu : jak získat více příjmů z cestovního ruchu. 1. vyd. Praha: Grada, 2006, 341 s. ISBN 8024710145. 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

recommended literature
• PIKE, Steven. Destination Marketing : an integrated marketing communication approach. 1st ed. Amsterdam: Elsevier, 2008, xv, 406. ISBN 9780750686495. 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

not specified
• MORGAN, Nigel, Annette PRITCHARD and Roger PRIDE. Destination branding : creating the unique destination proposition. 2nd ed. Oxford: Elsevier, 2004, 313 s. ISBN 0750659696. info

Teaching methods

lectures;
homework;
presentation of selected problems of destination marketing (seminar work - POT).

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/oral test, 40 % of grade).

Language of instruction

Czech

Further comments (probably available only in Czech)

Study Materials
The course is taught annually.
Information on the extent and intensity of the course: tutoriál 6 hodin.

Listed among pre-requisites of other courses

• BKH_DIMA Digital Marketing
  (BKH_ZAMO||BKR_MACR) && forma(K)  

• Enrolment Statistics (Autumn 2021, recent)
  
• Permalink: https://is.muni.cz/course/econ/autumn2021/BKR_MACR