BPR_MACR Marketing of Tourism

Faculty of Economics and Administration
Spring 2009
Extent and Intensity
2/1/0. 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: Ing. Iveta Suchomelová Vašíčková
Timetable
Mon 14:35–16:15 P201
  • Timetable of Seminar Groups:
BPR_MACR/1: Mon 16:20–17:55 P102
BPR_MACR/2: Wed 11:05–12:45 P102
Prerequisites
Completing the course Tourism (BKR_CR) 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.
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 environment of destinations;
carry out market segmentation;
apply the key elements of marketing strategy (targeting, positioning, communication strategy, etc.);
use information about structure of tourism product;
understand 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
  • 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;
class discussions in seminars;
homework;
reading.
Form of examination:
half-term and final test,
preparation for the classes
Language of instruction
Czech
Further Comments
The course is taught annually.
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 2023, Autumn 2024.
  • Enrolment Statistics (Spring 2009, recent)
  • Permalink: https://is.muni.cz/course/econ/spring2009/BPR_MACR