Marketing of Tourist Services

Major: Marketing
Code of subject: 6.075.02.E.094
Credits: 4.00
Department: Marketing and Logistics
Lecturer: U. Balyk, PhD.
Semester: 7 семестр
Mode of study: денна
Learning outcomes: The study of the discipline involves the formation and development of students' competencies - INT. Ability to solve complex specialized problems and practical problems during professional activities in the field of marketing or in the learning process, which involves the use of optimal marketing approaches and methods and is characterized by complexity and uncertainty of conditions. general competencies: - LC 5. Ability to effectively use in practice various theories in the field of education and administration. - LC 13. Skills in the use of information and communication technologies, implementation of computer programs and the use of existing ones.is service, develop customer service standard travel services.
Required prior and related subjects: - prerequisite: marketing of services; - co-requisites: customer service in the field of services.
Summary of the subject: Essence, the content, the basic concepts of marketing in tourism. The concept of marketing in tourism. Marketing research - the basis of the definition of market opportunities tourist enterprise. Market research tourism product. Market segmentation travel services. Marketing pricing strategy of tourism enterprises. Marketing communication strategy of tourism enterprises. Corporate іdentity tourism enterprises. Marketing in different sectors of tourism. Marketing information services in tourism.
Assessment methods and criteria: Current control (100): performance and protection of laboratory works (60%); execution and protection of individual control work (20%); control testing (20%).
Recommended books: – Ткаченко Л.В. Маркетинг послуг. Підручник. - Київ: Центр навчальної літератури, 2013. – 192 с. – Пащук О.В. Маркетинг послуг: стратегічний підхід: Навчальний посібник. – К.: ВД «Професіонал», 2011. – 560 с. – Кулибанова В.В. Маркетинг: сервисная деятельность. – СПб.: Питер, 2010. – 240 с. – Кристофер Лавлок. Маркетинг услуг: персонал, технологии, стратегии. – 4-е изд. - СПб.: Издательский дом «Вильямс», 2013. – 983 с. – Вачевський М.В., Скотний В.Г. Маркетинг в сферах послуг: Навчальний посібник. – Київ: «Центр навчальної літератури», 2014. – 232 с. – Пащук О.В. Маркетинг послуг: стратегічний підхід: Навчальний посібник. – К.: ВД «Професіонал», 2012. – 560 с. – Вачевський М.В., Скотний В.Г. Маркетинг в сферах послуг: Навчальний посібник. – Київ: «Центр навчальної літератури», 2010. – 232 с.