MAE01 Marketing

University College Prague – Vysoká škola mezinárodních vztahů a Vysoká škola hotelová a ekonomická s.r.o.
léto 2018
Rozsah
2/1/0. 4 kr. Ukončení: zk.
Vyučující
Ing. Darina Svobodová (přednášející)
Ing. Darina Svobodová (cvičící)
Garance
doc. Ing. Dagmar Jakubíková, Ph.D.
University College Prague – Vysoká škola mezinárodních vztahů a Vysoká škola hotelová a ekonomická s.r.o.
Předpoklady
Student is able to solve various marketing tasks, eg elaboration of situational analysis and its impact on company activity; processing the company portfolio; choice of target markets; positioning and repositioning of a company (product, brands); elaboration of a marketing mix of the company, etc. This ability is the basis for successful graduation of a university graduate in managerial positions at the operational or middle management level.
Omezení zápisu do předmětu
Předmět je nabízen i studentům mimo mateřské obory.
Mateřské obory/plány
Cíle předmětu
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.
Výstupy z učení
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 in the form of "P" i "C".
Osnova
  • 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
Literatura
    povinná literatura
  • KOTLER, P, J T BOWEN a J C MAKENS. Marketing for Hospitality and Tourism. 5 vyd. Upper Saddle River: Prentice Hall, 2010, 683 s. ISBN 978-0-13-504559-6. info
    doporučená literatura
  • REID, Robert D. a David C. BOJANIC. Hospitality Marketing Management. 5. vyd. John Wiley & Sons, 2010. ISBN 978-0-470-08858-6. info
Výukové metody
Scope of weekly instruction 2 x lectures + 1 x seminars Lectures, individual and group projects and presentations on a weekly basis, Case studies, class discussion, reading.
Metody hodnocení
Completion of the course: 1. CREDIT Presentations in seminars + participation in seminars and lectures + group project Strictly maximum 2 absences in seminars and lectures allowed (we only have 11 teaching weeks in summer 2018) Zero tolerance for lateness in the seminars 2. ORAL EXAM Oral exam 70% Group or Individual project 20% Required reading 10%
Vyučovací jazyk
Angličtina
Informace učitele
No lectures and seminars on 02.04.(bank holiday) + 09.04 (mid-term break) + 16.04.(there will be an excursion instead) Instead of 16.04. there will be an excursion on 9. or 10.4.(joined for Marketing and Managing Catering operation subjects) There will be 11 teaching weeks in total 23.4. Group work presentations (instead of Mid-term test) Oral exams 28.05. + 29.05. 2018 (joined for Marketing and Managing Catering operation subjects)
Další komentáře
Poznámka k ukončení předmětu: z | zk
Předmět je dovoleno ukončit i mimo zkouškové období.
Předmět je zařazen také v obdobích zima 2011, léto 2012, zima 2012, léto 2013, zima 2013, zima 2014, zima 2015, zima 2016, zima 2017, zima 2018, zima 2019, zima 2020, zima 2021, zima 2022, zima 2023, zima 2024.