Summer Semester 2008/09
Summer Semester 2009/10
Summer Semester 2010/11
Summer Semester 2011/12
Summer Semester 2012/13
Marketing of tourist and recreational serces TSU02059
Lecture: The basics of marketing in tourism (marketing concept, marketing goals, the basic rules of conduct marketing, marketing functions), the concept and functions of the tourism market (tourist service, marketing of tourism services, the classification of the tourist market), characteristics of marketing tourism product, structure and life cycle of the tourism product, marketing management, the mission of the tourist companies, marketing strategies, marketing plan, control of marketing activities, the concept and importance of the tourism market segmentation, pricing policy in tourism, the tourism product distribution channels, sales promotion of tourism products, marketing research in tourism, environmental elements of marketing exercise: marketing support tourists and correlations to identify needs and motives of basic types of operations, the market and its potential for tourism, marketing structure and process support services, provision of services as marketing, marketing management, marketing, tourism events , rules for the preparation of a questionnaire for market research, working on a questionnaire survey
(in Polish) Rodzaj przedmiotu
Course coordinators
Term 2012L: | Term 2011L: | Term 2010L: | Term 2009L: |
Learning outcomes
SS define and explains the concept of marketing issues, including elements of tourism
SS understand issues related to marketing management, defines and describes the elements
SS describe tourism product, its features and elements, pricing policy and distribution channels
SS identify marketing tools, including tourism services, explains the essence of empirical analysis, determine the criteria for market segmentation and marketing strategies for the segments, indicate the types and principles of marketing research in tourism
SS analyze the advantages and disadvantages of the existing instruments of promotion and their application in the tourism industry
SS make analysis of marketing of tourism services market on the basis of gathered information (case study)
SS prepares tool for marketing research organization providing travel services
SS able to work in a team
Assessment criteria
Written exam,
Bibliography
basic literature 1. Altkorn J., 2005, Marketing w turystyce, Wyd. PWN, Warszawa.
further erading
1. Holloway J.C., Robinson C., 1997, Marketing w turystyce, PWE, Warszawa. 2. Briggs S., 1994, Marketing w turystyce, Wyd. PWN, Warszawa. 3. Dudkiewicz D., 2007, Marketing usług turystycznych, WSE, Warszawa. 4. Panasiuk A., 2006, Marketing usług turystycznych, Wyd. PWN, Warszawa. 5. Ustawa z dnia 29 sierpnia 1997 roku o suługach turystycznych, Dz.U. 2004, nr 223, poz. 2268.
2.Chudoba T., 2011, Marketing w turystyce, CeDeWu. PL Wydawnictwo Fachowe, Warszawa