RSb025 Tourism Marketing

Faculty of Arts
Spring 2022
Extent and Intensity
1/1/0. 4 credit(s). Type of Completion: zk (examination).
Taught in person.
prof. PhDr. Josef Dohnal, CSc. (lecturer)
prof. PhDr. Josef Dohnal, CSc. (seminar tutor)
Guaranteed by
prof. PhDr. Josef Dohnal, CSc.
Department of Slavonic Studies - Faculty of Arts
Contact Person: doc. PhDr. Jiří Gazda, CSc.
Supplier department: Department of Slavonic Studies - Faculty of Arts
Mon 8:00–9:40 D31
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
there are 8 fields of study the course is directly associated with, display
Course objectives
The aim of the course is gaining the necessary knowledge and skills in the field of tourism marketing. In the course the students will get acquainted with some problems of the science discipline, multidisciplinary connections of tourism and the basics of marketing. The lecture will be focused as well on the analyses of external and internal environment, marketing strategy, marketing objectives, marketing mix and market segmentation.
Learning outcomes
After finishing the course, the student will be able:
- to orient in the field of tourism marketing;
- to process the marketing analyses, strategies, etc.
  • - Tourism, Its Typology, Geography and Historical Development
  • - The Economic Importance of Tourism and Its Policy
  • - Tourism Management
  • - Tourism Marketing
  • - Marketing Analysis
  • - Marketing Strategy
  • - Market Segmentation
  • - Marketing Mix
  • - Destination Marketing (the Czech Republic, Russia, Poland)
  • 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
  • HALL, C. Michael and Stephen PAGE. The geography of tourism and recreation : environment, place and space. 3rd ed. London: Routledge, 2006. xxi, 427. ISBN 0415335612. info
  • KIRÁĽOVÁ, Alžbeta. Marketing : destinace cestovního ruchu. Vyd. 1. Praha: Ekopress, 2003. 173 s. ISBN 8086119564. info
  • PÁSKOVÁ, Martina and Josef ZELENKA. Výkladový slovník cestovního ruchu. [Praha]: Ministerstvo pro místní rozvoj, 2002. 448 s. info
  • MALÁ, Vlasta. Základy cestovního ruchu. Vyd. 1. V Praze: Vysoká škola ekonomická v Praze, 2002. 97 s. ISBN 8024504391. info
  • MORRISON, Alastair M. Marketing pohostinství a cestovního ruchu. Translated by Dana Slámová. 1. vyd. Praha: Victoria Publishing, 1995. 523 s. ISBN 80-85605-90-2. info
Teaching methods
Theoretical preparation, presentations and group project.
Assessment methods
80% attendance
Examination requirements: project (40%), mid-term test of knowledge (20%) and final written exam (40%)
Rating : A: 100–93; B: 92–85; C: 84–77; D: 76–69; E: 68–60; F: 59–0
Language of instruction
Further Comments
Study Materials
The course is taught annually.
The course is also listed under the following terms Spring 2020, Spring 2021, Spring 2023.
  • Enrolment Statistics (recent)
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