Marketing Tourism ER-BWM>MarketingTour
The aim of this course is to introduce students to tourism marketing concepts and tools, with a particular focus on promotional strategies for cities with a rich cultural history. The course aims to equip students with the skills needed to design and implement effective marketing activities that will attract international tourists to historic cities.
This course will require students to actively participate in class, engage in group projects and do independent research work. During the course, we will also analyse current trends and challenges faced by international tourism marketing to provide students with up-to-date and practical knowledge.
Course coordinators
Learning outcomes
Knowledge: Understanding of key concepts and theories in tourism marketing. Knowledge of marketing strategies used in the promotion of historic cities. Awareness of macroeconomic, social, technological and political factors affecting international tourism promotion.
Skills: Ability to analyse the external and internal environment, including a SWOT assessment of the historic city as a tourism destination. Ability to design effective marketing activities, using digital and traditional tools, to attract international tourists. Skill in customer relationship management (CRM) and building lasting relationships with international tourists. Ability to analyse crisis situations and develop crisis plans in the context of international tourism.
Competences: Research competence such as ability to search, analyse and interpret data and literature in the field of international tourism marketing. Interpersonal competence such as the ability to communicate effectively, both orally and in writing, and to work in a team. Critical thinking competence such as the ability to critically evaluate marketing strategies and formulate own proposals for improvement. Time and task management competence such as the ability to plan work effectively, carry out tasks and achieve objectives.
Assessment criteria
In order to obtain a pass mark, the student must present work throughout the course. A pass mark for the course is awarded to a student who achieves at least 51% (a sufficient mark) of all the elements taken into account in the assessment, which include:
1. theoretical knowledge test - 20%
2. team project - 50%
3. activity in class (two unexcused absences are possible) - 30%
Bibliography
BUHALIS, D., & COSTA, C. (Eds.). (2006). Tourism Management Dynamics: Trends, Management and Tools. Butterworth-Heinemann.
MORRISON, A.M. (2013). Marketing and Managing Tourism Destinations. Routledge.
MCCABE, S. (Ed.). (2013). The Routledge Handbook of Tourism Marketing. Routledge.
PIKE, S. (2015). Destination Marketing: An Integrated Marketing Communication Approach. Routledge.
STOKES, R. (2014). eMarketing. The essential guide to marketing in a digital world (5th. ed.). Quirk eMarketing.
KELLER, K.L. (2016). Strategic Brand Management: Building, Measuring, and Managing Brand Equity. Pearson Education.
KERPEN, D. (2011). Likeable Social Media (1st ed.). McGraw-Hill
RYAN, D. & JONES, C. (2012). Understanding Digital Marketing (2nd ed.). Kogan Page Publishers.
YUNG, R., KHOO-LATTIMORE, C & POTTER, L.E. (2020). Virtual reality and tourism marketing: conceptualizing a framework on presence, emotion, and intention. Current Issues in Tourism, 24:11, 1505-1525, DOI: 10.1080/13683500.2020.1820454.
HYSA B, KARASEK A, ZDONEK I. (2021). Social Media Usage by Different Generations as a Tool for Sustainable Tourism Marketing in Society 5.0 Idea. Sustainability, 13(3):1018. https://doi.org/10.3390/su13031018.
Notes
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Term 2023/2024-L:
Contact hours, e.g. seminar, lecture, consultation: 30 hours |
Additional information
Additional information (registration calendar, class conductors, localization and schedules of classes), might be available in the USOSweb system: