Marketing and Advertising and Information Activities in The Hotel and Restaurant Business

Major: Hotel and Restaurant Business
Code of subject: 6.241.00.O.035
Credits: 4.50
Department: Tourism
Lecturer: O. Makar
Semester: 6 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.
Порядок та критерії виставляння балів та оцінок: 100-88 points - certified with an “excellent” grade - High level: the student demonstrates an in-depth mastery of the conceptual and categorical apparatus of the discipline, systematic knowledge, skills and abilities of their practical application. The mastered knowledge, skills and abilities provide the ability to independently formulate goals and organize learning activities, search and find solutions in non-standard, atypical educational and professional situations. The applicant demonstrates the ability to make generalizations based on critical analysis of factual material, ideas, theories and concepts, to formulate conclusions based on them. His/her activity is based on interest and motivation for self-development, continuous professional development, independent research activities, implemented with the support and guidance of the teacher. 87-71 points - certified with a grade of “good” - Sufficient level: involves mastery of the conceptual and categorical apparatus of the discipline at an advanced level, conscious use of knowledge, skills and abilities to reveal the essence of the issue. Possession of a partially structured set of knowledge provides the ability to apply it in familiar educational and professional situations. Aware of the specifics of tasks and learning situations, the student demonstrates the ability to search for and choose their solution according to the given sample, to argue for the use of a particular method of solving the problem. Their activities are based on interest and motivation for self-development and continuous professional development. 70-50 points - certified with a grade of “satisfactory” - Satisfactory level: outlines the mastery of the conceptual and categorical apparatus of the discipline at the average level, partial awareness of educational and professional tasks, problems and situations, knowledge of ways to solve typical problems and tasks. The applicant demonstrates an average level of skills and abilities to apply knowledge in practice, and solving problems requires assistance, support from a model. The basis of learning activities is situational and heuristic, dominated by motives of duty, unconscious use of opportunities for self-development. 49-00 points - certified with a grade of “unsatisfactory” - Unsatisfactory level: indicates an elementary mastery of the conceptual and categorical apparatus of the discipline, a general understanding of the content of the educational material, partial use of knowledge, skills and abilities. The basis of learning activities is situational and pragmatic interest.
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. 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.