HOE201 Hotel Marketing and Event Management

University College Prague – Vysoká škola mezinárodních vztahů a Vysoká škola hotelová a ekonomická s.r.o.
léto 2023
Rozsah
2/2/0. 5 kr. Doporučované ukončení: zk. Jiná možná ukončení: z.
Vyučující
doc. Ing. Jan Hán, Ph.D. (přednášející)
Ing. Darina Svobodová (přednášející)
Ing. Darina Svobodová (cvičící)
Garance
doc. Ing. Jan Hán, Ph.D.
Katedra hotelnictví – University College Prague – Vysoká škola mezinárodních vztahů a Vysoká škola hotelová a ekonomická s.r.o.
Kontaktní osoba: doc. Ing. Jan Hán, Ph.D.
Předpoklady
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.
Omezení zápisu do předmětu
Předmět je otevřen studentům libovolného oboru.
Cíle předmětu
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.
Výstupy z učení
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.
Osnova
  • 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
Literatura
    povinná literatura
  • REID, Robert D. a David C. BOJANIC. Hospitality Marketing Management. 5. vyd. John Wiley & Sons, 2010. ISBN 978-0-470-08858-6. info
    doporučená literatura
  • ŠALDA, P. Online Marketing for Independent Hotels.České Budějovice: Grandhotel Zvon, 2016
  • BOVIE, D a F BUTTLE. Hospitality Marketing. Principles and Practice. 2 vyd. Oxford: Elsevier, 2011, 434 s. info
  • KOTLER, P R a J T Makens J BOWEN. Marketing for hospitality and tourism. Upper Saddle River: Prentice Hall, 2006, 960 s. info
Výukové metody
Scope of weekly instruction 2 x lectures + 2 x seminars. Individual projects and presentations on a weekly basis, Case studies, class discussion, reading.
Metody hodnocení
1. Credit: Literature review: 30 literature sources from Ebsco, Wos, Scopus, Google Scholar, and library (minimum eight on Methodology). Harvard-style referencing. The topic must be linked to the MAEM subject. This time it will be a standard literature review with the student´s critical discussion over the literature sources. Topic, Outline, 2-3 aims (main and additional), 2-3 research questions, Introduction, Methodology and Conclusion part. 4500 words, excluding the list of references. The work must be uploaded to the HW vaults on the IS. Deadline 24.04, 14:00 OR Agreed semestral project (for Erasmus students with no Bachelor thesis ahead), choice of in-depth analysis of marketing, digital strategy proposal, event plan etc.… +An individual presentation about your LR + Participation in seminars and lectures. 2. ORAL EXAM (weeks 1-9 x 6-9) + literature review/semestral project in-depth discussion. 09.+10.05. Final mark: 50% literature review/semestral project/ its individual presentation 50% Oral exam - theoretical knowledge Strictly maximum of two absences in seminars and lectures (9 teaching weeks only + the excursion)
Vyučovací jazyk
Angličtina
Informace učitele
Important dates: Nine teaching weeks + the excursion (instead of 02.05.) 04.04. Mid-term break - no UNI 28.03. Mid-term test in the seminar (W 1-5) 24.04. The lit. reviews/ semestral project on the IS HW vaults deadline 14:00 02.05. No class - excursion instead 09 + 10.05. Oral exams (W 1-9 or 6-9) + lit. Reviews or semestral project in-depth discussion Excursion ??? The Date will be agreed upon during the semester
Předmět je zařazen také v obdobích léto 2020, léto 2021, léto 2022, léto 2024.