MAE01 Marketing

University College Prague – University of International Relations and Institute of Hospitality Management and Economics, Ltd.
winter 2011
Extent and Intensity
2/1. 4 credit(s). Type of Completion: zk (examination).
Teacher(s)
Mgr. Anica Djokič, MBA (lecturer)
doc. Ing. Dagmar Jakubíková, Ph.D. (lecturer)
Guaranteed by
doc. Ing. Dagmar Jakubíková, Ph.D.
University College Prague – University of International Relations and Institute of Hospitality Management and Economics, Ltd.
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.
Syllabus
  • Topics covered Introduction to marketing, basic definitions, development and specifics Marketing in hospitality industry, definition of tourism, holiday, free time, services and service industry specifics Strategic marketing, Marketing Plan Marketing environment and its analysis Marketing Information Systems and Marketing Research Consumer Markets and Consumer Behaviour Market Segmentation, Targeting and Positioning Developing the Hospitality and Tourism Marketing Mix - Designing and Managing Products Developing the Hospitality and Tourism Marketing Mix - Pricing Products Developing the Hospitality and Tourism Marketing Mix - Distribution Channels Developing the Hospitality and Tourism Marketing Mix - Promoting Products, Advertising, PR and Sales Promotion Developing the Hospitality and Tourism Marketing Mix - Professional Sales, Building Customer Relationships Destination Marketing
Teaching methods
Lectures, class discussions and exercises in class within seminars, individual essey seminar work as part of homework
Assessment methods
Final written test and seminar work, project
Language of instruction
English
Further comments (probably available only in Czech)
The course can also be completed outside the examination period.
The course is also listed under the following terms Summer 2012, winter 2012, Summer 2013, winter 2013, winter 2014, winter 2015, winter 2016, winter 2017, summer 2018, winter 2018, winter 2019, winter 2020, winter 2021, winter 2022, winter 2023, winter 2024.
  • Enrolment Statistics (winter 2011, recent)
  • Permalink: https://is.ucp.cz/course/ucp/winter2011/MAE01