MAE01 Marketing

University College Prague – Vysoká škola mezinárodních vztahů a Vysoká škola hotelová a ekonomická s.r.o.
zima 2018
Rozsah
2/2/0. 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
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.
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.
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 R a J T Makens J BOWEN. Marketing for hospitality and tourism. Upper Saddle River: Prentice Hall, 2006, 960 s. info
    doporučená literatura
  • REID, R D a D C BOJANIC. Hospitality Marketing Management. 5 vyd. Hoboken: John Wiley and Sons, 2010, 656 s. ISBN 978-0-470-08858-6. info
Výukové metody
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.
Metody hodnocení
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%
Vyučovací jazyk
Angličtina
Informace učitele
NO CLASS ON FOLLOWING DATES: Wednesdays: 07.11. (Mid-term break) + 26.12.2018 (Holidays) + 2.1. 2019 (Excursion instead - joined for Marketing and Managing Catering operation subjects) There will be an excursion instead of class on the 2.1. - the exact date will be agreed 19.12. Group work presentations 13 teaching weeks in total (Including the excursion and group work presentations) Consultations: svobodova@vsh.cz Room 316 During instruction weeks Tuesdays 13:00-13:30 During exam period: on demand
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, léto 2018, zima 2019, zima 2020, zima 2021, zima 2022, zima 2023, zima 2024.