MAE01 Marketing

University College Prague – University of International Relations and Institute of Hospitality Management and Economics, Ltd.
summer 2018
Extent and Intensity
2/1/0. 4 credit(s). Type of Completion: zk (examination).
Teacher(s)
Ing. Darina Svobodová (lecturer)
Ing. Darina Svobodová (seminar tutor)
Guaranteed by
doc. Ing. Dagmar Jakubíková, Ph.D.
University College Prague – University of International Relations and Institute of Hospitality Management and Economics, Ltd.
Prerequisites
Student is able to solve various marketing tasks, eg elaboration of situational analysis and its impact on company activity; processing the company portfolio; choice of target markets; positioning and repositioning of a company (product, brands); elaboration of a marketing mix of the company, etc. This ability is the basis for successful graduation of a university graduate in managerial positions at the operational or middle management level.
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
Objective of this subject to introduce marketing as discipline, define it and explain its importance in the business environment. Furthermore to apply and differentiate marketing strategies and principles in hospitality industry with special attention to the hotel marketing. By taking this subject student should be equipped with solid foundation of marketing strategies, principles, definitions and its applications in hospitality industry.
Learning outcomes
Students will acquire basic knowledge about marketing, marketing concepts, individual phases of marketing management, importance of company environment analysis and prediction of its development, marketing information system and its components, consumer and organization buying process, target market selection process, marketing mix in the form of "P" i "C".
Syllabus
  • 1.Introduction to marketing, basic definitions, development and specifics 2. Marketing in hospitality industry, definition of tourism, holiday, free time, services and service industry specifics 3. Strategic marketing, Marketing Plan 4. Marketing environment and its analysis 5. Marketing Information Systems and Marketing Research 6. Consumer Markets and Consumer Behaviour, Market Segmentation, Targeting and Positioning 7. Developing the Hospitality and Tourism Marketing Mix - Designing and Managing Products 8. Developing the Hospitality and Tourism Marketing Mix - Pricing Products 9. Developing the Hospitality and Tourism Marketing Mix - Distribution Channels 10. Developing the Hospitality and Tourism Marketing Mix - Promoting Products, Advertising, PR and Sales Promotion 11. Developing the Hospitality and Tourism Marketing Mix - Professional Sales, Building Customer Relationships 12. Destination Marketing
Literature
    required literature
  • KOTLER, P, J T BOWEN and J C MAKENS. Marketing for Hospitality and Tourism. 5 vyd. Upper Saddle River: Prentice Hall, 2010, 683 pp. ISBN 978-0-13-504559-6. info
    recommended literature
  • REID, Robert D. and David C. BOJANIC. Hospitality Marketing Management. 5th ed. John Wiley & Sons, 2010. ISBN 978-0-470-08858-6. info
Teaching methods
Scope of weekly instruction 2 x lectures + 1 x seminars Lectures, individual and group projects and presentations on a weekly basis, Case studies, class discussion, reading.
Assessment methods
Completion of the course: 1. CREDIT Presentations in seminars + participation in seminars and lectures + group project Strictly maximum 2 absences in seminars and lectures allowed (we only have 11 teaching weeks in summer 2018) Zero tolerance for lateness in the seminars 2. ORAL EXAM Oral exam 70% Group or Individual project 20% Required reading 10%
Language of instruction
English
Further comments (probably available only in Czech)
Information on completion of the course: z | zk
The course can also be completed outside the examination period.
The course is also listed under the following terms winter 2011, Summer 2012, winter 2012, Summer 2013, winter 2013, winter 2014, winter 2015, winter 2016, winter 2017, winter 2018, winter 2019, winter 2020, winter 2021, winter 2022, winter 2023.
  • Enrolment Statistics (summer 2018, recent)
  • Permalink: https://is.ucp.cz/course/ucp/summer2018/MAE01