UCP:MAE01 Marketing - Course Information

MAE01 Marketing

Extent and Intensity

2/2/0. 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

The student can explain the marketing exchange process; describe in detail the phases of the marketing management process; analyze the company environment, its portfolio and the purchasing process; identify target markets; based on the analysis and selection of the target market to develop a marketing mix.

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

• Hospitality Management (Study in Czech) (programme UCP, BC) (2)

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.

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 R and J T Makens J BOWEN. Marketing for hospitality and tourism. Upper Saddle River: Prentice Hall, 2006, 960 pp. info

recommended literature
• REID, R D and D C BOJANIC. Hospitality Marketing Management. 5 vyd. Hoboken: John Wiley and Sons, 2010, 656 pp. ISBN 978-0-470-08858-6. info

Teaching methods

Scope of weekly instruction 2 x lectures + 2 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: Group project 50% + participation in seminars and lectures 50%. Strictly maximum 3 absences in seminars or lectures alloowed. Zero tolerance for lateness in the seminars 2. ORAL EXAM 8+9.1.19 (joined for Marketing and Managing Catering operation subjects) 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.

• Enrolment Statistics (winter 2018, recent)
  
• Permalink: https://is.ucp.cz/course/ucp/winter2018/MAE01