Summer Semester 2009/10
Winter Semester 2009/10
Winter Semester 2010/11
Winter Semester 2011/12
Winter Semester 2012/13
Marketing in tourism TN05417
Course content:
Functions of the market. The definition of marketing. Principles and law marketing. The orientations of the market.Tourism business environment. The tourist market: subject and object of the market. Marketing strategies and marketing mix in tourism services. Marketing research. Market segmentation.Tourist product.Factors of the price policy. Policy for distribution of services. Communication policy.
Learning outcomes: basic knowledge of marketing activities in tourism
(in Polish) Rodzaj przedmiotu
Course coordinators
Term 2009L: | Term 2009Z: | Term 2010Z: | Term 2012Z: |
Bibliography
a) basic references:
1.Kotler Ph., Marketing, Wyd. pod red. B. Pilarczyk, H. Mruk, Dom Wydawniczy REBIS, Poznań 2005
2.Kotler Ph., Marketing. Podręcznik Europejski, PWE, Warszawa 2002
3.Kompendium wiedzy o marketingu, red: B. Pilarczyk, H. Mruk, PWN, Warszawa 2006
4.Panasiuk A., Marketing usług turystycznych, PWN, Warszawa 2005
b) supplementary references:
1.Gilmore A., Usługi: marketing i zarządzanie, Warszawa 2006
2.Mitręga M., Marketing relacji: teoria i praktyka, CeDeWu, Warszawa 2005.
3.Skawińska E., (red.), Podstawy marketingu: kompendium, testy, zadania, analiza przypadków, Wydawnictwo Wyższej Szkoły Bankowej, Poznań 2005.