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Lecturer(s)
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Janeček Petr, doc. Ing. Ph.D.
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Course content
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Introduction to marketing communication in tourism. New communication tools. Communication strategy, ethics. Selecting a topic for communication. Script and preparation for media appearances. Shot production - production and post-production. Podcast deployment and marketing support. Individual and group consultations. Project finalization and self-assessment. Presentation of the final version of the project and subsequent expert discussion.
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Learning activities and teaching methods
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- Contact hours
- 32 hours per semester
- Team project (50/number of students)
- 64 hours per semester
- Presentation preparation (report) (1-10)
- 8 hours per semester
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| prerequisite |
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| Knowledge |
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| to describe basics of marketing management |
| describe the basic aspects of marketing communication |
| Skills |
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| to apply basic instruments of marketing situation analysis |
| prepare a communication plan, script, and implement podcast recording |
| communication and presentation of topics in the field of tourism |
| Competences |
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| N/A |
| N/A |
| N/A |
| N/A |
| N/A |
| learning outcomes |
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| Knowledge |
|---|
| to describe knowledge gained and used during the solving of the project |
| Skills |
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| to apply knowledge from marketing management, trade or services for processing a complex practical project |
| to select adequate sources, to understand them, to analyse them, to quote them and based on them to define the objectives of the work and to formulate research questions |
| to realize with interdisciplinary and independent approach a solution for a practical task |
| to present final study and defend the solution |
| Competences |
|---|
| N/A |
| N/A |
| N/A |
| N/A |
| teaching methods |
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| Knowledge |
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| Self-study of literature |
| Project-based instruction |
| Skills |
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| Seminar |
| Individual study |
| Students' portfolio |
| One-to-One tutorial |
| Group discussion |
| Task-based study method |
| Project-based instruction |
| Competences |
|---|
| Students' portfolio |
| Individual study |
| Project-based instruction |
| assessment methods |
|---|
| Knowledge |
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| Project |
| Self-evaluation |
| Skills |
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| Project |
| Group presentation at a seminar |
| Self-evaluation |
| Competences |
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| Project |
| Group presentation at a seminar |
| Self-evaluation |
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Recommended literature
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Egan, John. Marketing communications. Fourth edition. 2023. ISBN 978-1-5297-8121-2.
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Karlíček, Miroslav. Jak na marketingovou komunikaci. 2023. ISBN 978-80-271-5013-7.
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Morrison, Alastair M. Marketing and managing tourism destinations. Second edition. 2019. ISBN 978-1-138-89729-8.
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Ray, Nilanjan,; Das, Dillip Kumar,; Kumar, Raj. Tourism marketing : a strategic approach. First issued in paperback. 2021. ISBN 978-1-77-463695-4.
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Scott, David Meerman. Nová pravidla marketingu a PR : naučte se využívat vydávání zpráv, blogy, podcasty, virální marketing a online média pro přímé oslovení zákazníků. Vyd. 1. Brno: Zoner Press, 2008. ISBN 978-80-86815-93-0.
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