HOE201 Hotel Marketing and Event Management

University College Prague – University of International Relations and Institute of Hospitality Management and Economics, Ltd.
summer 2020
Extent and Intensity
2/2/0. 5 credit(s). Recommended Type of Completion: zk (examination). Other types of completion: z (credit).
Teacher(s)
Ing. Darina Svobodová (lecturer)
Ing. Darina Svobodová (seminar tutor)
Guaranteed by
doc. Ing. Jan Hán, Ph.D.
Katedra hotelnictví – University College Prague – University of International Relations and Institute of Hospitality Management and Economics, Ltd.
Contact Person: doc. Ing. Jan Hán, Ph.D.
Prerequisites
The student is able to understand different methods and tools of hotel services evaluation. The student knows the principles and benefits of using Revenue Management tools. Furthermore, the student has a basic knowledge of organizing and managing custom-made events from small groups to congress events using the principles of event management.
Course Enrolment Limitations
The course is offered to students of any study field.
Course objectives
Students will acquire the knowledge and skills of using marketing tools and methods in hotel practice. The aim is to get an overview of the applications of modern marketing tools in the current hospitality industry, and with the help of good and bad real-world examples to realize the opportunities and risks of applying marketing tools.
Learning outcomes
The student will get an overview of the marketing analysis and selected methods of marketing research, will become familiar with the characteristics of the key market segments of the accommodation facilities and their influence on the marketing activities and the hotel decision-making, gain knowledge of the preparation, realization, and evaluation of the success of the marketing strategy and subprojects. The student has an overview of the characteristics of modern hotel products and their use in practice. The student is able to identify the key influences and steps leading to the shaping of corporate identity, culture, image, and hotel brand image. The student has the knowledge of the properties and ways of using individual marketing communication tools, with emphasis on modern information technologies. The student perceives the features, advantages, and disadvantages of currently used distribution channels of accommodation facilities.
Syllabus
  • 1. Role of marketing in the hospitality industry 2. Marketing analysis 3. Marketing research 4. Marketing plans and hotel strategy 5. Hotel products and their distribution 6. Hotel products and their distribution 7. The price of hotel services, introduction to rev. management 8. On-line hospitality marketing 9. On-line hospitality marketing 10. Mobile marketing 11. Reputation management 12. Event management 13. Event management
Literature
    required literature
  • REID, Robert D. and David C. BOJANIC. Hospitality Marketing Management. 5th ed. John Wiley & Sons, 2010. ISBN 978-0-470-08858-6. info
    recommended literature
  • ŠALDA, P. Online Marketing for Independent Hotels.České Budějovice: Grandhotel Zvon, 2016
  • BOVIE, D and F BUTTLE. Hospitality Marketing. Principles and Practice. 2 vyd. Oxford: Elsevier, 2011, 434 pp. info
  • KOTLER, P R and J T Makens J BOWEN. Marketing for hospitality and tourism. Upper Saddle River: Prentice Hall, 2006, 960 pp. info
Teaching methods
Scope of weekly instruction 2 x lectures + 2 x seminars. Individual projects and presentations on a weekly basis, Case studies, class discussion, reading.
Assessment methods
Completion of the course: 1. Credit: Participation in seminars and lectures, individual presentations. Strictly maximum 2 absences in seminars and lectures and seminars allowed (9 teaching weeks only + the excursion) 2. ORAL EXAM (weeks 1-9) will take place on 05.05. 2020 and + required reading discussion
Language of instruction
English
Teacher's information
No class 03.03. (excursion instead - the date will be agreed), 31.03. (mid-term break). Last class 28.04. Oral exam 05.05.
The course is also listed under the following terms summer 2021, summer 2022, summer 2023, summer 2024.
  • Enrolment Statistics (summer 2020, recent)
  • Permalink: https://is.ucp.cz/course/ucp/summer2020/HOE201