MAE01 Marketing

University College Prague – University of International Relations and Institute of Hospitality Management and Economics, Ltd.
winter 2024
Extent and Intensity
2/2/0. 4 credit(s). Type of Completion: zk (examination).
Teacher(s)
doc. Ing. Dagmar Jakubíková, Ph.D. (lecturer)
Ing. Darina Svobodová (lecturer)
Ing. Darina Svobodová (seminar tutor)
Guaranteed by
doc. Ing. Dagmar Jakubíková, Ph.D.
Katedra marketingu – University College Prague – University of International Relations and Institute of Hospitality Management and Economics, Ltd.
Prerequisites
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.
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
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.
Learning outcomes
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.
Syllabus
  • 1. Introduction to Marketing, basic terms definition
  • 2. Marketing and its concepts, its historical development (Business concepts historical development)
  • 3. The hospitality industry (Service industry) and its specifics. Application of Marketing in the hospitality and the tourism industry and non-profit organizations
  • 4. Marketing management, its principles, and specifics
  • 5. The Marketing Environment, its analysis. Predictions of Marketing environment development
  • 6. Marketing Information System, Internal Reports (Records) system, Marketing Research System - Research methods and techniques
  • 7. Selection of target markets and their processes - Market Segmentation, Targeting, and Positioning
  • 8. Consumers and organizations buying decisions process
  • 9. Marketing mix from different points of view (Supply and demand), individual tools of the marketing mix
  • 10. Tools of the marketing mix from the Supply point of view - product, place, price
  • 11. Tools of the marketing mix from the Supply point of view - promotion, people, packages, programming, partnership, processes
  • 12. Tools of the marketing mix from the Demand point of view - customer value, cost to the customer, convenience, communication
  • 13. Role of the marketing department in a company
Literature
    required literature
  • Scott, M.D. The New Rules of Marketing & PR: How to use social media, Online video, Mobile Applications, Blogs, New releases and Viral Marketing to Reach Buyers Directly. John Wiley & Sons, 2013, USA. ISBN 9781118711071
    recommended literature
  • Pulizzi, J. Review Epic Content Marketing: How to tell a Different Story, Break Through the Clutter, and Win more Customers by Marketing Less. McGraw Hill Professional, USA, 2013. ISBN 9780071819916
  • Atkin, D. The Culting of Brands: When customers become true believers. Portfolio, 2004, USA. ISBN 9781591840275
  • BOVIE, D and F BUTTLE. Hospitality Marketing. Principles and Practice. 2 vyd. Oxford: Elsevier, 2011, 434 pp. info
  • REID, R D and D C BOJANIC. Hospitality Marketing Management. 5 vyd. Hoboken: John Wiley and Sons, 2010, 656 pp. ISBN 978-0-470-08858-6. info
  • 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
Scope of weekly instruction 2 x lectures + 2 x seminars, individual and group projects and presentations on a weekly basis, Case studies, class discussion, reading.
Assessment methods
1. CREDIT Group project 50% + participation in seminars and lectures 50% HW as we go 2. ORAL EXAM Oral exam 50% Group or Individual project 50% Oral exam = 1 lesson from 1-10 weeks (1-6 x 7-10) Note: if the oral exam is marked FX or No show it is always 3 x from 1-13 (or accordingly the current year materials on the IS)
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.
Teacher's information
NO CLASS ON FOLLOWING DATES: 29.10. + 30.10 classes cancelled; Excursion during Oct or Nov instead (joined with MCO) 05.11. and 06.11. No Uni; Mid-term break 24.12; 25.12; 31.12; 01.01 No Uni, Bank holidays IMPORTANT DATES: ASAP Agreed groups and topics of semestral group projects 09.10. Video advert - group homework, in seminar 20.11. Mid-term test (W1-6) 17 + 18.12. Video advert - group semestral project teaser + marketing plan writing retreat 03.01. Marketing plan upload with plagi report IS 07 + 08.01. Semestral group work presentations - marketing plan 14 + 15.01 Oral exam (joined for Marketing and Managing Catering operation modules) 10 teaching weeks in total + Excursion + Writing retreat + Group work - marketing plan presentations Strictly a minimum of 75% presence in seminars or lectures Group work presentation is mandatory Zero-tolerance policy for the late arrivals Mobile phones/Computers discussion Excursion info All info on the IS incl. the slides and important dates, consultations etc… Previous year's Marketing plan sample on the IS No show for group project presentation or poor participation = 3 lessons for the oral exam (1-10) No show for Midterm test = 3 lessons for the oral exam (1-10) Mid-term test 85% + (1-6) = only weeks 7-10 for the oral exam Marketing plans - semestral group project: 20-30 standard pages (1800 characters pp) Authors of all parts mentioned All sources/references mentioned (Harvard ref) Groups + topics ASAP 9.10. video advert (most boring thing) 17 + 18.12. video teaser topic of the marketing plan; writing retreat 03.01; 14:00 marketing plan upload IS with plagi report 07 + 08.01. presentations 20 minutes all groups involved
The course is also listed under the following terms winter 2011, Summer 2012, winter 2012, Summer 2013, winter 2013, winter 2014, winter 2015, winter 2016, winter 2017, summer 2018, winter 2018, winter 2019, winter 2020, winter 2021, winter 2022, winter 2023.
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