Course: Hotel Marketing Services

« Back
Course title Hotel Marketing Services
Course code CVA/PMHS
Organizational form of instruction Lecture + Seminary
Level of course Bachelor
Year of study 3
Semester Summer
Number of ECTS credits 3
Language of instruction Czech
Status of course Compulsory
Form of instruction Face-to-face
Work placements This is not an internship
Recommended optional programme components None
Lecturer(s)
  • KOSTKOVÁ Miroslava, Ing. Ph.D.
  • PELLEŠOVÁ Pavlína, doc. Ing. Ph.D.
Course content
1. Marketing services and specific marketing mix accommodation 2. Demand for food and accommodation services 3. Marketing Information System in Hospitality 4. The importance of market analysis and the use of marketing research in the hotel industry 5 .The development and introduction of new services 6. Packages accommodation services 7. Promotion in the hotel industry 8. Forms of promotion 9. Destination marketing / management 10. Event marketing in hotel industry 11. The use of electronic forms of marketing in hotel industry 12. Marketing planning in hotel industry 13. Marketing plan in hotel

Learning activities and teaching methods
Lecturing, Lecture with a video analysis, Seminar classes, Students' self-study
Recommended literature
  • BERÁNEK, J. a kol. Moderní řízení hotelového provozu. Praha: MagConsulting, 2016. ISBN 978-80-86724-45-4.
  • ĎAĎO, J., PETROVIČOVÁ, J., KOSTKOVÁ, M. Marketing služieb. Bratislava: M.Mračko, 2006. ISBN 80-8057-662-9.
  • JAKUBÍKOVÁ, D. Marketing v cestovním ruchu. Praha: Grada Publishing, 2009. ISBN 978-80-247-3247-3.
  • KIRÁĽOVÁ, A. Marketing hotelových služeb. II. Praha: Ekopress, 2006. ISBN 80-86929-05-1.
  • KOTÍKOVÁ, H. a E. SCHWARTZHOFFOVÁ. Nové trendy v nabídce cestovního ruchu. Praha: Grada Publishing, 2013. ISBN 978-88-87147-05-4.
  • KOTLER, P. Marketing management, analýza, plánování, využití, kontrola. Praha: Victoria Publishing, 1992. ISBN 80-85605-08-2.
  • POMPUROVÁ, K. a M. GÚČIK. Manažment organizovaných podujatí v cestovnom ruchu. Banská Bystrica: Belianum, 2015. ISBN 978-80-557-0990-1.
  • ŠINDLER, P. Event marketing.. Praha: Grada Publishing, 2003. ISBN 80-247-0646-6.


Study plans that include the course
Faculty Study plan (Version) Branch of study Category Recommended year of study Recommended semester
School of Business Administration in Karvina Hotel Industry (14) Gastronomy, hotel industry and tourism 3 Summer