Objectives and competences
In this course students:
1. Get the basic grasp of hospitality and tourism marketing;
2. Repeat the basic knowledge on marketing and upgrade it with specific elements of marketing for services, especially for tourism and hospitality;
3. Get familiar with basic elements of tourism, hospitality and civil transportation marketing and are aware of interdependences between them;
4. Are familiarised with and grasp the basic terms regarding hospitality, tourism and civil transportation service as a product;
5. Are familiarised with and grasp the basic concepts of shaping the 4P policy in the field of tourism in its broadest meaning;
6. Get the feeling for responsible shaping of the 4P’s policy, especially responsible advertising.
Content (Syllabus outline)
Selected chapters in marketing with applications for tourism, hospitality and civil transportation
• Tourism, hospitality, and transport services as a product,
• Forming prices of tourism and hospitality services,
• Placement of the T&H services,
• Promotion in T&H and its particularities,
• Digital Marketing in T&H
Learning and teaching methods
Lectures,
Seminar,
Presentations,
Case studies,
Team work,
Field work
Intended learning outcomes - knowledge and understanding
Development of knowledge and understanding of students:
1. Understanding basics of marketing for hospitality, tourism and civil transportation;
2. Learn to use different contents in solving marketing problems in hospitality, civil transportation and touism;
3. Recognize basic characteristics between different kinds of tourism providers (hotel, tourism agency, transportation enterprise, destination) and their differentiated needs in marketing knowledge;
4. Can demonstrate awareness of ethical issues in the field of responsible marketing and especially advertising
Intended learning outcomes - transferable/key skills and other attributes
Cognitive/Intellectual skills:
Students:
1. Are able to complete – under guidance – an analyses using given classification/principles;
2. Can collect and arrange data and ideas in a standard way.
3. Can evaluate the reliability of data using defined techniques and under guidance.
4. Students develop greater independence of thought and the ability to solve problems.
Key/Transferable skills
Students:
1. Use ICT.
2. Develop skills for team work.
3. Develop professional ethics.
4. Establish international relations.
5. Develop learning techniques and strategies for individual study, permanent reflection and evaluation.
6. Develop interest for lifelong learning.
Readings
Obvezna študijska literatura (Compulsory textbooks):
Gradivo, ki ga pripravi nosilka predmeta:
Lebe, Sonja Sibila. Marketing za turizem in gostinstvo. Študijsko gradivo za predavanja, BV 2. letnik. Univerza v Mariboru, Ekonomsko-poslovna fakulteta, Katedra za mednarodno ekonomijo in poslovanje. Maribor, 2024
Dodatna študijska literatura (Additional textbooks):
• Richard George: Marketing Tourism and Hospitality. Concepts and Case, Palgrave Macmillan, 2021
• Kotler, Ph.; J.Browen, J. Markens: Marketing for Hospitality and Tourism. 2014 Pearson New International Edition
