HOE201 Hotel Marketing and Event Management

University College Prague – University of International Relations and Institute of Hospitality Management and Economics, Ltd.
summer 2025
Extent and Intensity
2/2/0. 5 credit(s). Recommended Type of Completion: zk (examination). Other types of completion: z (credit).
Teacher(s)
doc. Ing. Jan Hán, Ph.D. (lecturer)
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
  • 50 Shades of events, Benedicta Asante
  • 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 every week, Case studies, class discussion, reading, academic writing
Assessment methods
1. Credit: Literature review - individual: 30 literature sources (minimum five on methodology). The requirements are detailed; IS in study materials (LR1 general info Maem). Deadline IS upload 13.04; 18:00 An Individual presentation about your LR; ongoing Event observation - practical; in groups. Requirements in details; IS study materials (AAA on-site event observation). Deadline IS upload 27.04; 18:00 Group presentation; on-site event observation, 28.04. in class Active participation in seminars and lectures Agreed semestral project (for Erasmus students with no Bachelor thesis ahead), choice of in-depth analysis of marketing, digital strategy proposal, event plan etc… Strictly maximum 2 absences in seminars and lectures (8 teaching weeks only + the excursion) 2. ORAL EXAM (weeks 1-8) + literature review/semestral project in-depth discussion 05.05. (12:30-14:30) Final mark: 40% literature review written quality, its presentation in the class and the quality of the discussion during the oral exam 40% On-site event observation, quality of written report and its presentation in a class/committee 20% Oral exam - theoretical knowledge of module content
Language of instruction
English
Teacher's information
Important dates: 8 teaching weeks + the excursion (instead of 24.03.) 10.03. No seminar- Event observation instead 24.03. MAEM class cancelled - excursion instead 31.03. Mid-term break - no UNI 07.04. No seminar- Event observation instead 13.04. The literature review IS upload 18:00 21.04. No Uni-Easter Bank holiday 27.04. Event observation report IS upload 18:00 28.04. Event observation presentation (committee) 05.05. Oral exam final (12.30-14:30) + lit. Reviews or semestral project in-depth discussion Excursion - The exact date will be agreed upon during the semester If you read this whole syllabus, send a confirmation by 23.02.2025 to svobodova@ucp.cz, and you will receive a sweet treat.
The course is also listed under the following terms summer 2020, summer 2021, summer 2022, summer 2023, summer 2024.
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