BPR_MACR Marketing of Tourism

Faculty of Economics and Administration
Autumn 2024
Extent and Intensity
2/1/0. 5 credit(s). Type of Completion: zk (examination).
Taught in person.
Teacher(s)
Ing. Martin Šauer, Ph.D. (lecturer)
Ing. Martin Šauer, Ph.D. (seminar tutor)
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
Prerequisites
Completing the course Tourism (BPR_CERU) 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.
The capacity limit for the course is 80 student(s).
Current registration and enrolment status: enrolled: 0/80, only registered: 0/80, only registered with preference (fields directly associated with the programme): 0/80
fields of study / plans the course is directly associated with
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 structure of tourism product;
discuss 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
    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
    recommended literature
  • PIKE, Steven. Destination Marketing: Essentials. Velká Británie: Taylor & Francis, 2020, 324 pp. info
  • 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
Teaching methods
Lessons take form of lectures (first half of periods) and seminars (second half of periods). The output is a project (selected problems of destination marketing) and subsequent group discussion. Seminar preparation consists in reading selected papers and studies.
Assessment methods
The assessment of the student consists of the verification of his/her practical skills (based on the presentation of the project, mainly the ability to argue is assessed, 60% of the grade) and theoretical knowledge (based on participation in lectures and a written test, 40% of the grade). Erasmus students are not subject to any attendance requirements and can attend the exam directly after completing their individual assignments.
Language of instruction
Czech
Further comments (probably available only in Czech)
The course is taught annually.
The course is taught: every week.
The course is also listed under the following terms Spring 2009, 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.
  • Enrolment Statistics (Autumn 2024, recent)
  • Permalink: https://is.muni.cz/course/econ/autumn2024/BPR_MACR