HO201 Hospitality marketing and event management

University College Prague – University of International Relations and Institute of Hospitality Management and Economics, Ltd.
winter 2022
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)
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.
Course Enrolment Limitations
The course is offered to students of any study field.
Course objectives
THE AIM IS: To expand the knowledge and abilities of marketing tools and methods in hospitality and events management Expand the knowledge about marketing tools application in modern hotel industry and events management and planning To understand the character, opportunities and risks of marketing tools application
Learning outcomes
KNOWLEDGE: Deeper knowledge of activities and importance of marketing analysis realization and events management Student will understand the characteristics of various market segments and their influence on hotel marketing activities and decisions Detailed knowledge about preparation, realization and success evaluation of marketing strategy and partial plans Understanding the connections and continuity of individual steps of marketing strategy Students will understand the characteristics of modern hotel products and event management methods and their usage in practice To be able to identify the key forces and steps of creating the hotel’s identity, culture, image and brand, usage of marketing communication tools To be able to identify the methods and tools of hotel services evaluation. Students know the principles and advantages of using Revenue and Yield management Students will get advanced knowledge about event management principles, organizing and managing the events in general SKILLS: To analyze the internal and external factors influencing the success of sales hence success of entire hotel business To be able to prepare the framing marketing plan and partial plans about marketing mix tools To be able to prepare and realize partial practical activities of production and distribution of supply of hotel products to particular target group, also with activities of their quality measurement To be able to prepare and realize different events for customers based on event management principles COMPETENCE: Students will be able to work in sales/marketing department or event management Students will have complete understanding of processes, functions and several options of marketing communication, sales in hotel Students will understand the marketing cycle. They will be able to prepare and realize sales of several types of hotel product on their own, regarding to partial market segments specifics
Syllabus
  • 1. The role of marketing in hospitality industry 2. Marketing analysis 3. Marketing research 4. Marketing plans and strategies 5.-6. Hotel products and their distribution 7. Hotel products prices, Revenue management introduction 8.-9. On-line marketing in hospitality 10. Mobile marketing 11. Reputation management 12.-13. Event management
Literature
    required literature
  • HÁN, Jan, Štěpán CHALUPA, Zdena LUSTIGOVÁ, Jaromír PAŽOUT, Petr ŠALDA and Martina SOCHŮRKOVÁ. Vybrané kapitoly z hotelnictví a gastronomie, svazek třetí: Online marketing. první. Praha: Wolters Kluwer, 2017, 312 pp. Vybrané kapitoly z hotelnictví a gastronomie, 3. ISBN 978-80-7552-888-9. info
    recommended literature
  • HÁN, Jan, Martina BERÁNEK, Stanislava BELEŠOVÁ, Dan MRKOS, Petr STUDNIČKA and Martina SOCHŮRKOVÁ. Vybrané kapitoly z hotelnictví a gastronomie. Svazek druhý - Ubytovací služby. 1st ed. Praha: Wolters Kluwer, 2016, 352 pp. Vybrané kapitoly z hotelnictví a gastronomie, 2. svazek. ISBN 978-80-7552-253-5. info
  • BOVIE, D and F BUTTLE. Hospitality Marketing. Principles and Practice. 2 vyd. Oxford: Elsevier, 2011, 434 pp. info
  • JAKUBÍKOVÁ, Dagmar. Strategický marketing. Strategie a trendy. 2., rozšířené vydání. Praha: Grada Publishing, a.s., 2013, 368 pp. ISBN 978-80-247-4670-8. info
  • ŠALDA, P. Online Marketing for Independent Hotels. České Budějovice: Grandhotel Zvon, 2016.
Teaching methods
2 hours of lectures + 2 hours of seminars per week The seminars are interaktive, actual trends are shown and students are presenting their seminar works on marketing communication topics.
Assessment methods
1. 30% Seminar work presentation 2. 20% Final test 2. 50% Oral exam
Language of instruction
Czech
Further comments (probably available only in Czech)
Information on the extent and intensity of the course: 5-5-5.
The course is also listed under the following terms winter 2019, winter 2020, winter 2021, winter 2023, winter 2024.
  • Enrolment Statistics (winter 2022, recent)
  • Permalink: https://is.ucp.cz/course/ucp/winter2022/HO201