Home/ Majors directory/Tourism/Marketing and Promotional Activitiesin Tourism
Marketing and Promotional Activitiesin Tourism
Major: Tourism
Code of subject: 6.242.00.O.031
Credits: 6.00
Department: Tourism
Lecturer: Candidate of Economic Sciences, Docent, Associate Professor at the Department of Tourism Roik Oksana Romanivna
Semester: 5 семестр
Mode of study: денна
Завдання: The study of an educational discipline involves the formation of competencies in students of education:
integral competence:
INT. The ability to comprehensively solve complex professional tasks and practical problems in the field of tourism and recreation both in the process of learning and in the process of work, which involves the application of theories and methods of the system of sciences that form tourism science and are characterized by the complexity and uncertainty of conditions.
general competences (GC):
GC5. The desire to preserve the environment.
GC8. Skills in using information and communication technologies.
GC13. Ability to plan and manage time.
professional competences (PC):
PC7. The ability to develop, promote, implement and organize the consumption of a tourist product.
PC10. Ability to monitor, interpret, analyze and systematize tourist information, ability to present tourist information material.
Learning outcomes: As a result of studying the academic discipline, the student must be able to demonstrate the following learning outcomes (LO):
LO 1. Ability to communicate, including oral and written communication in Ukrainian and foreign languages (English, German, Italian, French, Spanish);
LO 2. The ability to use various methods, including modern information technologies, for effective communication at the professional and social levels;
LO 3. Possessing sufficient knowledge of various theories in the field of communications, which will make it possible to organize communication interaction using modern communication technologies.
COMM 1. Ability to adapt to new situations and make appropriate decisions;
COMM 2. The ability to realize the need for lifelong learning in order to deepen the acquired and acquire new professional knowledge.
As a result of studying the academic discipline, the student must be able to demonstrate the following program learning outcomes (PLO):
PLO7. Develop, promote and implement a tourist product.
PLO12. Apply the skills of productive communication with consumers of tourist services.
PLO21. Make informed decisions and bear responsibility for the results of your professional activity.
Required prior and related subjects: Previous disciplines - Organization of tourism (Fundamentals of tourism), Management in tourism, Economics of enterprises in the tourism industry
The following disciplines - Planning of activities of tourism organizations, International economic relations in tourism, Infrastructure of international tourism
Summary of the subject: The educational discipline "Marketing and advertising and information activities in tourism" belongs to the mandatory educational disciplines of specialty 242 "Tourism". The discipline familiarizes students with the basics of knowledge and skills about studying the essence of the basics of marketing and advertising and information activities in tourism, theoretical aspects of tourism marketing management; mastering the methodological principles of marketing research, market segmentation, selection of target markets and positioning of tourist products on the market; assimilation of knowledge and acquisition of practical skills in the development and formation of an effective complex of marketing and advertising and information activities in the field of tourism; assimilation of knowledge regarding the development of marketing plans and advertising and information activities, control and organization of marketing activities in companies in the field of tourism.
Опис: The educational discipline "Marketing and advertising and information activities in tourism" belongs to the mandatory educational disciplines of specialty 242 "Tourism". The discipline familiarizes students with the basics of knowledge and skills about studying the essence of the basics of marketing and advertising and information activities in tourism, theoretical aspects of tourism marketing management; mastering the methodological principles of marketing research, market segmentation, selection of target markets and positioning of tourist products on the market; assimilation of knowledge and acquisition of practical skills in the development and formation of an effective complex of marketing and advertising and information activities in the field of tourism; assimilation of knowledge regarding the development of marketing plans and advertising and information activities, control and organization of marketing activities in companies in the field of tourism.
Assessment methods and criteria: Assessment of students' knowledge of the academic discipline is carried out on the basis of the results of the current and final examinations.
Current control (40%) is carried out during classes: performance of practical work; protection of laboratory work reports; oral and frontal survey.
Final control (60%) is carried out during the assessment: written component (50%); oral component (10%).
Критерії оцінювання результатів навчання: Practical lessons (maximum number of points for each practical work #1-8 – 2 points) – 16 points
Laboratory sessions (maximum number of points for each report on laboratory work No. 1-8 – 2 points) – 16 points
The maximum number of points for test papers No. 1-2 is 4 points
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: EDUCATIONAL AND METHODOLOGICAL SUPPORT
1. Electronic educational and methodological complex "Marketing and advertising and information activities in tourism". Access mode https://vns.lpnu.ua/course/view.php?id=13859.
RECOMMENDED BOOKS
Basic
1. Zaburanna L.V., Sirenko K.V. Marketing communications of tourist enterprises: modern theory and practice: monograph. Kyiv: Lira-K, 2017. 352 p.
2. Balabanova L.V., Yuzyk L.O. Advertising management: textbook. Kyiv: Center for Educational Literature, 2017. 366 p.
3. Korol I. V. Marketing communications: educational and methodological manual. structure. I. V. Korol. Uman: Visavy, 2018. 191 p.
4. Pravnyk Yu. M. Marketing of tourism: a textbook. Kyiv: Znannia, 2015. 303 p.
5. Marketing in tourism: textbook / N. E. Letunovska, O. V. Lyulov. – Sumy: Sumy State University, 2020. – 270 p
Auxiliary
1. Golovanova M., Kameneva Z. Customer loyalty and its measurement metrics. Marketing in Ukraine. 2019. No. 1. P. 43-46.
2. Derevyanko O. Reputation: reality and speculation. Marketing and advertising. 2018. No. 4. P. 24-26.
3. Dibrova T. G., Solntsev S. O., Bazherina K. V. Advertising management: theory and practice: textbook. Kyiv: KPI named after Igor Sikorskyi, Polytechnic Publishing House, 2018. 300 p.
4. Kosenkov S. I. Marketing research. Kyiv: Skarby, 2014. 464 p.
5. Kudla N.E. Marketing of tourist services: training. manual Kyiv: Znannia, 2014. 351 p.
6. Lylyk I.V. Marketing research market in Ukraine 2020: expert assessment and analysis of UAM. Marketing in Ukraine. 2021. No. 1. P. 4-25.
7. Malska M.P., Hudo V.V. Tourism business: theory and practice: a textbook. 2nd edition processing and add.. Kyiv: TsUL, 2016. 368 p.
8. Melnychenko S.V., Magaletskyi A.V. Marketing policy in the hotel business: monograph. Kyiv: KNTEU, 2011. 344 p.
9. Melnychenko S.V., N.I. Bear. Information technologies in the tourism industry: a textbook. Kyiv, 2016. 280 p.
10. Nechayuk L.I., Nechayuk N.O. Hotel and restaurant business: management: education. manual Kyiv: TsUL, 2015. 344 p.
11. Organization of tourism: textbook / I.M. Pisarevskyi, S.O. Pogasii, M.M. Pokolodna and others; Edited by I.M. Pisarevskyi. Kharkiv: KhNAMG, 2014. 541 p.
12. Putenceilo P.R. Economy and organization of tourism and hotel business. Kyiv: TsNL, 2012. 344 p.
13. Radchenko L.O., Pyvovarov P.P., Novikova O.V., Lyovshina L.D., Nikolayenko-Lomakina A.M. Features of the service. Service of foreign tourists: training. manual Kharkiv: World of Books, 2014. 288 p.
14. Rumyantsev A.P., Kovalenko Yu.O. The world market of services: education. manual Kyiv: TsNL, 2016. 456 p.
15. Savytska N.L., Synitsyna G.A., Olinichenko K.S. Advertising management: education. manual Kharkiv: Ivanchenko, 2015. 169 p.
16. Salo Y.M. Organization of public service at catering enterprises. Restaurant business. Lviv: Afisha, 2015. 336 p.
17. Teletov O. S. Advertising management: a textbook for universities. Sumy: University book, 2015. 365 p.
18. Haminich S.Yu., Varych Yu.M., Matviets M.V. Advertising and advertising activity in the modern dimension: monograph. Dnipro: Yu. V. Makovetsky, 2011. 144 p.
INFORMATION RESOURCES
1. Analytical media portal about the advertising market, marketing, advertising and PR. URL: https://sostav.ua/
2. Law of Ukraine "On Advertising". URL: https://zakon.rada.gov.ua/laws/show/270/96- %D0%B2%D1%80#Text
3. ProPR Internet portal. URL: http://propr.com.ua/ru/newspr/ukraine
4. Official website of the World Tourism Organization. URL: https://www.unwto.org/
5. Official website of the All-Ukrainian Advertising Coalition. URL: http://vrk.org.ua/ad-market/
6. Official website of the National Library of Ukraine named after V. I. Vernadskyi: URL: http://www.nbuv.gov.ua
7. The first Ukrainian online magazine for tourism business professionals /URL: http://turprofi.com.ua/
8. Strategy for the development of tourism and resorts for the period up to 2026. URL: https://zakon.rada.gov.ua/laws/show/168-2017-%D1%80#Text
9. CreativityUA – media about the creative industries of Ukraine and the world. URL: https://creativity.ua/
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