Marketing and Promotional Activitiesin Tourism

Major: Tourism
Code of subject: 6.242.00.O.061
Credits: 6.00
Department: Tourism
Lecturer: Associate Professor O.Makar
Semester: 5 семестр
Mode of study: денна
Learning outcomes: - analyze market trends, conduct marketing analysis to bring new tourist products to the market of tourist services; - organize the service process in travel companies, having modern information and communication technologies; - ability to demonstrate knowledge and skills in the development and implementation of new innovative promotional tourism products; - analyze market trends, to conduct marketing analysis to bring new tourist products to the market of tourist services.
Required prior and related subjects: economics of enterprises in the tourism industry, tourism organization, planning the organization of tourism activities, investment in tourism
Summary of the subject: Marketing informational systems in the tourism. Segmentation of the tourism market. Differentiation of the tour product and its advantages at the modern market. Segmentation and positioning of the tour product. Marketing communications in tourism. Features of the modern advertising process, advertising functions. Means of distribution of tourist advertising, Creation of branding in the tourism industry. The tourism marketing strategy. Marketing pricing strategy in tourism.
Assessment methods and criteria: - The current control (30%) are workshops, oral interviews and test; - The final control (70%) is a exam.
Recommended books: Балабанова Л.В.Маркетинг підприємства: Навч. посібник/ Л.В.Балабанова, В.В. Холод, І.В. Балабанова - К.: Центр учбової літератури, 2012. - 612 с. Мальська М.П. Основи маркетингу в туризмі підручник. / М.П. Мальська, Н.Л. Мандюк – К.: - К.: “Центр учбової літератури”, 2016. – 336 с. Барышев А.Ф. Маркетинг в туризме и гостеприимстве : учеб. пособие / А.Ф. Барышев. — М. : Финансы и статистика, 2007. — 160 с. Котлер Ф., Келлер К.Л.Маркетинг менеджмент/ Ф. Котлер, К.Л. Келлер; 14-е изд;. пер. С англ. под. ред. В. Кузина. — СПб.: Питер, 2014. - 800 с. Маркетинг Навч.посіб М.В. Мальчик, Н.А.Гонтаренко, О.В. Попко, З.О.Толчанова, Б.О.Король, О.В.Мартинюк, С.І.Коваль; за заг.ред.д.е.н., проф. Мельчик М.В.- Рівне: НУВГП,2014.- 444с. Ромат Є.В. Основи реклами: Навч.посіб.- Харків: Студцентр, 2006.-288с.