Course: Marketing of Services in Tourism

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Course title Marketing of Services in Tourism
Course code KMO/MSCR
Organizational form of instruction Lecture + Tutorial
Level of course Bachelor
Year of study not specified
Semester Winter and summer
Number of ECTS credits 4
Language of instruction Czech
Status of course Compulsory-optional
Form of instruction Face-to-face
Work placements This is not an internship
Recommended optional programme components None
  • Tlučhoř Jan, Ing. Ph.D.
  • Janeček Petr, Ing. Ph.D.
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, E-learning, 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
professional knowledge
to provide knowledge of terms in tourism
to provide knowledge of basic relations in tourism
to describe basic micro- and macroeconomic indicators, structures and relations
to describe basics of marketing
professional skills
to use ČSN 690 and 690-2 norms (quotations) in accord to Faculty of Economics standards (University of West Bohemia)
general eligibility
learning outcomes
professional knowledge
to identify specific attributes of services and services marketing
to explicate the specifics of marketing management of various types of tourism companies
to distinguish various approaches to the marketing mix and propose a content of its particular tools
professional skills
to apply marketing tools, skills and processes in activities of tourism companies, destinations and other entities active in this branch
to apply gained knowledge, methods and procedures to particular tasks when working individually
to discuss particular practical examples, analyse texts and present appropriately results of individual work
general eligibility
teaching methods
professional knowledge
Lecture supplemented with a discussion
Interactive lecture
Multimedia supported teaching
Self-study of literature
professional skills
Individual study
Students' portfolio
Task-based study method
Group discussion
general eligibility
Individual study
Students' portfolio
assessment methods
professional knowledge
Written exam
professional skills
Individual presentation at a seminar
general eligibility
Individual presentation at a seminar
Recommended literature
  • Cimler, Petr. Příklady aplikací marketingu. V Plzni : Západočeská univerzita, 2006. ISBN 80-7043-505-4.
  • Goeldner, Charles R.; Ritchie, J. R. Brent. Tourism principles, practices, philosophies. 11th ed. Hoboken : John Wiley & Sons, 2009. ISBN 978-0-470-38213-4.
  • Gúčik, Marian. Marketing cestovného ruchu. Banská Bystrica : DALI-BB, 2011. ISBN 978-80-89090-85-3.
  • Horner, Susan; Swarbrooke, John. Cestovní ruch, ubytování a stravování, využití volného času. null. Praha : Grada, 2003. ISBN 80-247-0202-9.
  • Jakubíková, Dagmar. Marketing v cestovním ruchu: Jak uspět v domácí i světové konkurenci. Praha: Grada, 2012. ISBN 978-80-247-4209-0.
  • Jakubíková, Dagmar. Marketing v cestovním ruchu. 1. vyd. Praha : Grada, 2009. ISBN 978-80-247-3247-3.
  • Jakubíková, Dagmar. Marketingové aplikace. 1. vyd. Plzeň : Západočeská univerzita, 1997.
  • 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. 1. vyd. Praha : Grada, 2007. ISBN 978-80-247-1359-5.
  • Kotler, Philip; Keller, Kevin Lane. Marketing management. 12th ed. Upper Saddle River : Pearson Prentice Hall, 2006. ISBN 0-13-145757-8.
  • Kozak, M.; Gnoth, Juergen,; Andreu, Luisa. Advances in tourism destination marketing : managing networks. First issued in paperback. 2014. ISBN 978-1-138-88062-7.
  • Lacina, Karel. Management a marketing cestovního ruchu. Vyd. 1. Praha : Vysoká škola finanční a správní, 2010. ISBN 978-80-7408-035-7.
  • Morrison, Alastair M. Marketing pohostinství a cestovního ruchu. 1. vydání. Praha : Victoria Publishing, 1995. ISBN 80-85605-90-2.
  • Morrison, M. Alastair. Marketing and Managing Tourism Destinations. London, New York: Routledge, 2012. ISBN 978-041567250-4.
  • Oh, Haemoon. Handbook of hospitality marketing management. Amsterdam : Elsevier, 2008. ISBN 978-0-0804-5080-3.
  • Palatková, Monika. Marketingový management destinací : strategický a taktický marketing destinace turismu, systém marketingového řízení destinace a jeho financování, řízení kvality v destinaci a informační systém destinace. 1. vyd. Praha : Grada, 2011. ISBN 978-80-247-3749-2.
  • Pike, Steven. Destination Marketing: An Integrated Marketing Communication Approach. Butterworth- Heinemann, 2008. ISBN 978-0-75068649-5.
  • 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.
  • Vaštíková, Miroslava. Marketing služeb : efektivně a moderně. 1. vyd. Praha : Grada, 2008. ISBN 978-80-247-2721-9.
  • Zelenka, Josef. Marketing cestovního ruchu. Vyd. 1. Praha : Univerzita Jana Amose Komenského, 2010. ISBN 978-80-86723-95-2.

Study plans that include the course
Faculty Study plan (Version) Branch of study Category Recommended year of study Recommended semester
Faculty of Philosophy and Arts - (16-1) Social sciences 2 Summer
Faculty of Economics Retail Management (1) Economy 3 Summer
Faculty of Economics Retail Management (2015) Economy 3 Summer