Course: Marketing of Services in Tourism in English

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Course title Marketing of Services in Tourism in English
Course code KMO/AMSCR
Organizational form of instruction Lecture + Lesson
Level of course Bachelor
Year of study not specified
Semester Summer
Number of ECTS credits 4
Language of instruction English
Status of course Compulsory-optional
Form of instruction Face-to-face
Work placements This is not an internship
Recommended optional programme components None
Course availability The course is available to visiting students
  • Tlučhoř Jan, Ing. Ph.D.
Learning outcomes
The aim of this course is to: enrich basic marketing knowledge with specifics of tourism companies and destinations; identify, characterize and summarize specifics of services and services marketing; describe use of marketing tools in activities of tourism companies, firms and institutions directly related to tourism; to describe various approaches to marketing mix and show examples of companies and destinations from the field of tourism; to explain marketing specifics of various tourism companies; to practice those specifics on real examples from tourism businesses and destinations.
Student is able to: - identify specific attributes of services and services marketing - apply marketing tools, skills and processes in activities of tourism companies, destinations and other entities active in this branch - explicate the specifics of marketing management of various types of tourism companies - distinguish various approaches to the marketing mix and propose a content of its particular tools - give information on creation of strategic documents in the field of tourism - analyse available sources of information as an enrichment of acquired theoretical knowledge - apply gained knowledge, methods and procedures to particular tasks when working individually - understand relations among theoretical knowledge and real cases using particular examples - discuss particular practical examples, analyse texts - present appropriately results of individual work
Knowledge of basic tourism terms; basic relations in tourism; micro- and macroeconomic indicators, coherence, structures and connections; basics of marketing. Ability to use ČSN 690 and 690-2 norms (quotations) according to standards of Faculty of Economics (University of West Bohemia).

Course content
- introduction to the marketing of tourism services - specifics of services marketing and tourism marketing - tourism and services, services definition, importance of services and their typology - examples - supply and demand on the services market, customer decision-making - marketing research in the field of services and tourism - marketing strategies of tourism companies - creation and implementation - marketing mix in tourism companies - different approaches - role of human factor in services - implementation of marketing tools - practical examples - marketing specifics of tourism companies and destinations - importance of rules, codex, certifications and branch standards Materials for each topic are during the semester available on Courseware, or in LMS Unifor. There are, if need be, specified further links for study sources. Verifying of students´ knowledge is based on those materials.

Learning activities and teaching methods
Interactive lecture, Lecture supplemented with a discussion, Discussion, Multimedia supported teaching, Students' portfolio, One-to-One tutorial, Task-based study method, Individual study, Self-study of literature, Textual studies, Lecture, Practicum
  • Contact hours - 39 hours per semester
  • Preparation for an examination (30-60) - 30 hours per semester
  • Presentation preparation (report) (1-10) - 5 hours per semester
  • Undergraduate study programme term essay (20-40) - 30 hours per semester
Assessment methods and criteria
Oral exam, Portfolio

Student achieves the credit for collecting the determinated amount of points. These points are obtained by fulfilling various activities during lessons which reflect the content of lectures and current situation in the discussed field. Activities may vary from oral to written form, including presentations of outcomes. Activities are pointed. To gain the credit, at least 70 % of maximal available points must be acquired. In the first tutorial of the course the students are familiarised with the pointing system for the semester. Regular deadline for submitting the last activity is the last day of instruction in the semester. In case of not reaching the 70% level of available points for activities, the student will receive special activities, only one remake of a activity is possible, deadline for submitting the remade activity is the end of the third week of examination period of the semester. The final examination form is oral. Classification of student's knowledge: - unsatisfactory: student has not shown sufficient knowledge of the course content -good: student has shown only basic knowledge acquired during lectures and tutorials without extending them up with studying of related basic literature - very good: student has shown knowledge enriched by studying of related basic literature - excellent: student has shown excellent knowledge of the course content enriched by studying of basic and extended literature, she/he is dealing widely with the course content
Recommended literature
  • Goeldner, Charles R.; Ritchie, J. R. Brent. Tourism principles, practices, philosophies. 11th ed. Hoboken : John Wiley & Sons, 2009. ISBN 978-0-470-38213-4.
  • Horner, Susan; Swarbrooke, John. Cestovní ruch, ubytování a stravování, využití volného času. null. Praha : Grada, 2003. ISBN 80-247-0202-9.
  • Kolb, Bonita M. Tourism marketing for cities and towns : using branding and events to attract tourists. Amsterdam: Elservier, 2006. ISBN 0-7506-7945-X.
  • Kotler, Philip; Haider, Donald H.; Rein, Irving. Marketing Places : Attracting Investment, Industry, and Tourism ti Cities, States, and Nations. 3. vydání. New York : Free Press, 1993. ISBN 0-02-917596-8.
  • Kotler, Philip; Keller, Kevin Lane. Marketing management. 12th ed. Upper Saddle River : Pearson Prentice Hall, 2006. ISBN 0-13-145757-8.
  • Kotler, Philip R.; Bowen, John T.; Makens, James. Marketing for Hospitality & Tourism. Prentice Hall, 2009. ISBN 978-0135045596.
  • Middleton, Victor T.C.; Fyall, Alan; Morgan, Mike; Ranchhod, Ashok. Marketing in Travel and Tourism. Butterworth-Heinemann, 2009. ISBN 978-0750686938.
  • Morrison, Alastair M. Hospitality and Travel Marketing. Delmar Cengage Learning, 2009. ISBN 978-1418016555.
  • Oh, Haemoon. Handbook of hospitality marketing management. Amsterdam : Elsevier, 2008. ISBN 978-0-0804-5080-3.
  • Rogers, Tony; Rogers, Tony. Marketing destinations and venues for conferences, conventions and business events. 1st ed. Amsterdam : Elsevier, 2006. ISBN 0-7506-6700-1.
  • Seitz, Erwin; Rossmann, Dominik. Fallstudien zum Tourismus-Marketing : Marketingerfolg trainieren. 2., vollständig überarbeitete Aufl. München : Franz Vahlen, 2007. ISBN 978-3800633951.

Study plans that include the course
Faculty Study plan (Version) Branch of study Category Recommended year of study Recommended semester
Faculty of Economics Retail Management (2015) Economy 3 Summer
Faculty of Economics Retail Management (1) Economy 3 Summer