UCP:MAE01 Marketing - Course Information
MAE01 Marketing
University College Prague – University of International Relations and Institute of Hospitality Management and Economics, Ltd.winter 2013
- Extent and Intensity
- 2/1. 4 credit(s). Type of Completion: zk (examination).
- Teacher(s)
- Ing. Stanislava Belešová, PhD. (lecturer)
Ing. Stanislava Belešová, PhD. (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. - 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.
- 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
- Literature
- recommended literature
- KOTLER, P R and J T Makens J BOWEN. Marketing for hospitality and tourism. Upper Saddle River: Prentice Hall, 2006, 960 pp. info
- Teaching methods
- Lectures, class discussions and exercises in class within seminars
- Assessment methods (in Czech)
- Credit test - case study solving
Final written test - 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 2013, recent)
- Permalink: https://is.ucp.cz/course/ucp/winter2013/MAE01