Marketing In Tourism

University of Dubrovnik, Department of Economics and Business Economics in cooperation with Faculty of Economics, University J.J.Strossmayer in Osijek

SPECIALIST POSTGRADUATE STUDIES

Marketing Management in Tourism

May, 2006.

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1.1. INTRODUCTION Every market economy recognizes a specific and a huge potential in tourism for marketing its goods and services. In spite of tourism’s many faults and restrictions, like wild seasonal fluctuations of demand activation, relatively limited duration of tourist activities and large starting expenditure for building infrastructure and superstructure, many European and worldwide countries have chosen tourism as the best conceptual model for the economic development in the long run. In the developing countries, the orientation to tourism as a development concept is usually closely tied to the issues like how to strengthen the positions in the international exchange, find fast solutions to the balance of payments problems, unemployment, faster development of underdeveloped areas, etc. Tourism in Croatia proved to be one of the most important economic activities. According to the estimates of the Institute of Tourism, total value of the tourist consumption, a segment of the final consumption, is a stimulating economic activity as it accounts for 13% of the GDP. However, only a small part of its available potential has been used so far. The rest is awaiting to be exploited. The major problem of our tourism before the patriotic defense war was the length of the tourist season. Today, that problem is even greater. Substantial additional investments are necessary in order to obtain prolonged tourist seasons. There are endless possibilities in the development of the selective types of tourism, especially those whose main activities are performed during the off-season. Only experts in marketing can offer solutions to the problems of how to improve the usage of the available potential, how to prolong the business operation season, how to successfully market in the international tourist trade (including the pricing, types of promotion and sale) and finally how to realize the development strategy. The aim of the postgraduate specialist studies «Marketing Management in Tourism» is to educate and qualify students for marketing management in tourism. It is intended for present and future managers to broaden their knowledge, gain insights into the theory and practice of marketing, how to master some basic skills in marketing like solving complex marketing problems and to achieve better results in their current jobs. Today’s competitive terms in the modern tourist market are a constant challenge that has to be successfully dealt with. The managers have to be able to deal with the questions such as: how to apply the marketing conception to the tourist market, what goods and services to offer, how to improve extra hotel facilities, which pricing policy to adopt, how to improve the tourist promotion quality, how to make a positive and recognizable image of Croatia, which strategies to use, etc. The success of the company and its market position, as well as the success of the entire Croatian tourism will depend upon their decisions. The managers must aim to cover all theoretical and practical aspects of marketing and learn how to make efficient marketing decisions to improve the competitive position of Croatia in the international tourist market. Managers working in the modern business environment must have more practical knowledge in the marketing field. Finished graduate studies and the work experience are not enough for a successful performance neither of managerial jobs nor for making and realizing strategic marketing decisions. Managers who intend to develop the professional career need to continue their education. Education through postgraduate specialist studies is common worldwide. The need of having a lifetime education, a part of the high education program based on the Bologna Declaration, is also emphasized.

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There are comparable specialist postgraduate studies in marketing at several faculties of economics: Faculty of Economics in Zagreb organizes specialist postgraduate studies «BusinessIndustrial Marketing Management», Faculty of Economics in Split has «Marketing», Faculty of Economics in Rijeka «Marketing management», but none of them is specialized in the area of the marketing management in tourism, as one of the most important areas for the total Croatian economy. There is a need and legitimacy for establishing the specialist postgraduate studies that would provide and enable students to gain contemporary knowledge and skills in marketing management within the companies that are directly and indirectly linked to tourism, and in national tourist organizations. Marketing as a business conception, cannot be separated from the market-orientated economy, which is finally becoming an important factor in the Republic of Croatia. This connection will contribute to a greater affirmation of marketing, not only as a business philosophy, and as a particular philosophy of life. Worldwide, specialist studies like Master in Business Administration - MBA are numerous and diverse. Only a few foreign programs in marketing are quoted: in the USA, MBA program «Marketing Area of Specialisation», Loyola University, Chicago; 18-month MBA in «International Marketing and Finance», DePaul University, Chicago; in Italy “Analisi Competitiva e Strategie di mercato” Universita di Bocconi Milano; in Sweden “Advanced Market Strategy” Stocholm, School of Economics; in Slovenia “Strateška analiza trženja”, Faculty of Economics Ljubljana; in the Netherlands “Marketing strategy simulation”, “Marketing strategy”, Marketing strategy research” Erasmus, Rotterdam; in Poland “Strategie marketingowe”, Szkola Glovna Handlova V Warszavi; in Austria “Strategisches Handelsmanagement”, University of Innsbruck. None of the above mentioned postgraduate studies programs was copied, as we tried to offer a program that would enable students to gain knowledge and acquire skills in solving the complex marketing problems under today’s competitive conditions in the tourist market. The students would gain the basic and specialist knowledge necessary for the efficient marketing and business decision making in tourism. The performance of a successful marketing-manager depends on the higher level of knowledge. Most of the business economy postgraduate studies in the World today are specialist orientated.

1. 2. GENERAL PART 1.2.1. Name and type of the studies: Postgraduate specialist studies «Marketing management in tourism» 1.2.2. Providers of the postgraduate specialist studies: University of Dubrovnik in cooperation with Faculty of Economics, University Josip Juraj Strossmayer in Osijek Professors from the Department of Economics and Business Economics of the University of Dubrovnik and Faculty of Economics in Osijek will teach the postgraduate specialist studies. 1.2.3. Duration of the studies: following international postgraduate specialist studies example, it lasts for three semesters. Classes and examinations are organized in the first and the second semester, and the third one is dedicated to writing two seminar papers and final thesis, which will have to be completed within three years, at the latest.

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1.2.4. Admission requirements: In order to be admitted to the postgraduate specialist study «Marketing Management in Tourism», candidates must meet the following requirements: - Undergraduate diploma according to the study programs before 2005. /2006. - graduate diploma - Average grade of at least 3, 5 or two references - Knowledge of at least one world language If the number of candidates exceeds the entrance quota, the selection will be based upon the results achieved in the previous undergraduate and graduate studies. Candidates without a diploma in economics or similar study can also enroll in postgraduate specialist studies «Marketing Management in Tourism», but they will have to pass an additional examination. They will have this extra subject in the first semester. There are no points for this subject, as it is a pre-condition for taking other examinations. 1.2.5. Competencies upon completion: Postgraduate specialist studies «Marketing Management in Tourism» enables students not only to acquire the knowledge in the current marketing theories, but also to develop abilities for creative thinking and giving effective solutions for complex problems in this field. The aim of the studies is to help students grasp the complexity of the marketing management both in a company and in a tourist destination so that they could contribute to the development of the company and Croatian tourism. After graduating from the studies, they will be able to perform demanding jobs high in the hierarchy in the companies directly and indirectly linked to tourism and national tourist organizations. Lifetime education and advanced training is necessary for the professionals who want to develop their careers and have a high level of achievements. 1.2.6. Academic title upon completion: Upon completion of the studies, students acquire an academic title according to the Academic and Vocational Act: »specialist in marketing management in tourism».

1. 3. DESCRIPTION OF THE PROGRAM The course of study is evaluated by the credit system (ECTS – European Credit Transfer System) where every credit represents the coefficient of the student’s load, and states the time spent on the conquering the subject matter. Credits for each subject are predetermined and are based on the number of classes, the complexity of the subject and obligations to fulfill to pass a specific subject. Every student has an obligation to participate actively in the class and pass all components in order to be eligible for the examination. Studies are organized as a work-and-study scheme. During the first two semesters, the classes are organized one week a month, mornings and afternoons. During the studies, the lectures will be accompanied with the independent and teamwork. Beside lectures, the class consists of seminars, practice, individual and team projects, business case studies, and mentor work. Students

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will have to complete two seminar papers, each agreed upon and verified with a mentor. The seminar papers are graded by the professor. Besides the professors named in the course of study, eminent domestic and foreign experts will participate in the course process.

1.3.1. List of compulsory and elective subjects with the number of active classes needed, and ECTS

SPECIALIST POSTGRADUTE STUDIES SUBJECT

TOTAL CLASSES

LECTURES

SEMINARS PRACTICE CASE STUDY

ECTS

30 30 30 30 30

15 15 15 15 15

15 15 15 15 15

6 6 6 6 6

30 30 30 30 30

15 15 15 15 15

15 15 15 15 15

6 6 6 6 6

FIRST SEMESTER Theory and process of marketing Marketing information system Tourism product policy Price management Promotion in tourism

SECOND SEMESTER Sales channels in tourism Business decision-making in marketing Elective subject I Elective subject II Elective subject III

THIRD SEMESTER Seminar paper I Seminar paper II Thesis

5 5 20

ELECTIVE SUBJECTS Quality management in tourism Tourist destination marketing Marketing strategies in tourism

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E-marketing Subject from a similar postgraduate studies

1.3.2. Syllabus TYPE

Compulsory subject

SUBJECT

THEORY AND MARKETING PROCESS

THE NUMBER OF HOURS

30

YEAR

First

SEMESTER AIM

METHODS WORK SYLLABUS

LITERATURE

First To gain general theoretical knowledge in marketing and to understand total marketing management process in order to be able to easily follow other subject matters included in the curriculum. OF Lectures and interactive methods that include individual and team tasks, students` presentations of given topics. Introductions on marketing. Marketing-environment. Marketing theories. New marketing concepts directed at consumers. Marketing management. Marketing management process. Market and its particularities. Competitiveness and sustainable competitive advantage. Customer-consumer behavior. Needs. Decision-making on buying. Marketing process initiative. Strategic and marketing planning. Marketing-researches and marketing-information system. Market research. Management of the relations with consumers. Market segmentation. Focusing and positioning. Development of competitive market strategies. Marketingmix elements: Product. Brand. Instrumentation of product and service policy. Life cycle of the products. Price. Distribution. Promotion. Primary and secondary promotional activities. Marketing-control. Marketing organization. Application of marketing within an area. Specific features of marketing in tourism. a) basic: 1. Kotler, Ph., Upravljanje marketingom – Analiza, planiranje, primjena i kontrola, MATE, Zagreb, 2001. 2. Kurtz, D. L. – Louis, E. B., Contemporary Marketing, The Dryden Press, Portland, 2002. b) additional: 1. Kotler, Ph. – Armstrong, G., Principles of Marketing, Prentice Hall, 2005. 2. Meler, M., Marketing, Ekonomski fakultet u Osijeku, 5

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Osijek, 2002. 3. Perrault, W. D. – McCarthy, E. J., Basic Marketing: A Global-managerial Approach, IRWIN, Homewood Ill., 2004. 6

METHODS OF Individual and team work assignments and oral examination. TESTING Ongoing supervision Students` continuing grading of the lecturers

TYPE

Compulsory subject

SUBJECT

MARKETING-INFORMATION SYSTEM

THE NUMBER OF HOURS

30

GODINA

First

SEMESTER AIM METHODS WORK SYLLABUS

First To enable students to grasp total methodological instrumentation for gathering necessary information for marketing decision-making. OF Lectures, discussions, team research projects Economic subject goals and marketing decision-making. Marketing-information and decision-making in marketing. Components and evolution levels of the marketinginformation system in tourism. Formulation of data base (internal, external) and application programs, and solving organizational problems tied to the establishment of marketing-information system. Marketing-researches in tourism. Tourist market researches. Scientific approach to researches. Tourist market research process. Data sources. Establishing problems, defining research goals, sample choice, information gathering, preparation, and data processing, testing of hypothesis and presentation of the research results. Tourist market research methodology. Historical method, research method, observation method and experimental method. Researches for the needs of tourist market segmentation, products and services development, promotion, sales, pricing, levels of tourist satisfaction. Researches for the necessity of quality of service 6

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measurements - method SERVQUAL. Tourist trends predictions. Implementation of the tourist market researches. Practical examples of the tourist market researches. a) basic: 1. Meler, M., Istraživanje tržišta, Ekonomski fakultet u Osijeku, Osijek, 2005. 2. Marušić, M., Prebežec, D., Istraživanje turističkih tržišta, Adeco, Zagreb, 2004. b) additional: 1. Aaker, D. A., Kumar, V., Day, G.S.: Marketing Research, 8 Ed. John Wiley & Sons, New York, 2003. 2. Marshal, P.K., Marketing Information System, Boyd & Fraser, 1996. 6

METHODS OF Research projects during the classes, practical access paper. TESTING Ongoing supervision Students` continuing grading of the lecturers

TYPE

Compulsory subject

SUBJECT

TOURISM PRODUCT POLICY

THE NUMBER OF HOURS

30

YEAR

First

SEMESTER AIM METHODS WORK SYLLABUS

First To enable student for a creative implementation of the tourism product policy, this will make a better usage of the available tourist potential and a successful marketing. OF Lectures, case study analyses, individual and team projects 1. Marketing product and service concept. Definition of the tourist product term. Tourist product formation. Tourist product types. Product policy in the hotel industry, tourist agencies, transport and other companies in the tourism sector. Life cycle of the tourist product – hotels, tourist arrangements, etc. Planning, development and marketing of new products and services in the tourist market. Marketing strategies in the opening phase, growing phase and declining phase. Identification of the attractive market segments. Target market selection. The strategies of the unidentified, differential, and 7

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concentrated marketing in the tourist market. Differentiation of the hotel product, tourist arrangement, or individual tourist services compared to the competition. Selection of the competitive advantages. Marketing positioning. Defining positioning plan procedures. Positioning based on the physical features of the product. Positioning based on the consumers` perception. Selection and implementation of the positioning strategy. 2. a) basic: b) Seaton, A.V., Bennett, M.M., The Marketing of Tourism Product, Concepts, Issues and Cases, Thomson Business, 1998. 1. Tribe, J., The Economics of Leisure and Tourism, Butterworth-Heinemann, Oxford, 2001. b) additional: 1. Kasper, H., Helsdingen.P., Vries, W., Service Marketing Management, An International Perspective, John Wiley & Sons, New York, 1999. 2. Vrtiprah,V., Pavlić, I., Menadžerska ekonomija u hotelijerstvu, Sveučilište u Dubrovniku, Dubrovnik, 2005. 6

METHODS OF Case studies, oral examination TESTING Ongoing supervision Students` continuing grading of the lecturers

TYPE

Compulsory subject

SUBJECT

PRICE MANAGEMENT

THE NUMBER OF HOURS

30

YEAR

First

SEMESTAR AIM METHODS WORK SYLLABUS

First To gain knowledge on tourist service pricing methods and key factors that influence the price and the ability to manage pricing policy in different market situations. Lectures, case study analysis OF Distinctive traits of demand in tourism. From individual to market demand curve. Demand with whom a company is faced. Price elasticity of demand. Crossed elasticity of 8

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demand. Income elasticity of demand. Tourist demand estimation. Nature of costs. Functions and curves of the short-term costs. Total, average and marginal costs. Longterm costs. Total costs elasticity. Methods for the cost evaluation. Marking formation and structure of the costs in the hotel industry and agencies. Costs and level of employment – seasonality in the hotel industry. Perfect competition. Monopoly with one or more branch offices. Determination of the short and long-term price. Price discrimination. Limited competition. Oligopoly models. Non-price competition. Oligopoly agreements. Pricing by cost margin. Methods of accepting existed market prices. Leadership and satellite analysis on the market. Other types of pricing in practice. Influence of market factors on prices in tourism. Influence of other factors. Particularities of the pricing in agencies, restaurant and hotel industry. Differences in selling prices of the hotels. Types and methods of calculations. Specific features and differentiation of the pension prices. a) basic: 1. Salvatore, D., Ekonomija za menedžere u svjetskoj privredi, drugo izdanje, MATE, Zagreb, 1994. 2. Kotler,P., Bowen,J., Makens, J., Marketing for Hospitality & Tourism, Prentice Hall, Second Edition, Upper Sadlle River, 1999. b) additional: 1. Pashigian, B.P., Price Theory and Applications, McGraw-Hill, New York, 1995. 2. Truett, L.J., Truett, D.B., Managerial Economics – Analysis, Problems, Cases, Eighth Edition, John Willey & Sons, New York, 2004. 6

METHOD OF Individual and team work tasks, written examination TESTING Ongoing supervision Students` continuing grading of the lecturers

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TYPE

Compulsory subject

SUBJECT

PROMOTION IN TOURISM

THE NUMBER OF HOURS

30

YEAR

First

SEMESTER AIM METHODS WORK SYLLABUS

LITERATURE

ECTS METHOD TESTING

First To get acquainted students with the types of promotion in tourism and to enable them to successfully communicate with potential customers/tourists OF Lectures, case study analysis, promotion plan for a specific service or tourist destination Basic features of the marketing communication in tourism. Communication process and consumer behavior. Integrated marketing communication. Corporative integrity in tourism. Marketing mix in tourism. Economic propaganda in tourism – planning and managing economic propaganda initiatives, advertising messages, decision-making in the media, market research for the needs of the economic propaganda, the importance of the feedback. Other types of promotion. Improvement of the sales in tourism – goals, selection of means, making programs, pre-testing and realization. Public relations – major instruments of actions. Sponsorship: sports, cultural, social, ecological. Personal sales – aims, strategies, selection of the provider. Direct marketing in tourism. Promotion «mouth to mouth». Fairs. Design in tourism. Promotional activities in the hotel industry and tourist agencies. Promotion of the tourist attractions, special events, and anniversaries. Tourist destination promotion. a) basic: 1. Middleton, V.T.C., Clarke, J., Marketing in Travel and Tourism, Butterworth-Heinemann, Oxford, 2002 2. Uysal, M., Fesenmaier, D.R., Communication and Channel Systems in Tourism Marketing, The Haworth Press Inc., New York, 1994. b) additional: 1. Shimp,T.A., Advertising, Promotion and Supplemental Aspects of Integrated Marketing Communication, The Dryden Press, 2000. 2. Yeshin, T., Integrated Marketing Communication, Butterworth – Heinemann, Oxford 2000. 3. Senečić, J., Marketing turističkog gospodarstva, Veleučilište u Karlovcu, Karlovac, 2005. 6 OF Seminar papers, written examination

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Ongoing supervision Students` continuing grading of the lecturers

TYPE

Compulsory subject

SUBJECT

SALES CHANNEL IN TOURISM

THE NUMBER OF HOURS

30

YEAR

First

SEMESTER AIM

METHODS WORK SYLLABUS

LITERATURE

Second To understand the conception of the marketing channels and types of the marketing mediators in the channel and to develop skills for the tourist services sales in the domestic and international market. OF Lectures, case studies, project assignments 1. Specific features of sales in tourism. Sales policy. Direct and indirect sales in tourism. Types of direct sales in tourism – advantages and disadvantages. Importance and types of indirect sales in tourism. Sales channels in tourism. Nature of sales channels. Functions and number of sales channels. International, national and local tourist agencies. Booking systems. Internet. Selection, motivation, and evaluation of the sales channels. Role of tour- operators in the tourist market. Functions of the tour-operators – formation of the tourist package arrangements, promotion of the package arrangements in the market, sales of the package arrangements, protection of the tourist consumers. Types of tour operators. Integrations within the tour operators. Influence of the tour operators on the tourist demand and supply. Tour operators under the terms of the global tourist market. Organization of sales. Skills of negotiating and contracting. Sales planning and evaluation of the sales effects 2. a) basic: 1. Rosenbloom, B., Marketing channels: a management view, Thomson South-Western, Ohio, 2004. 2. Kotler, P., Bowen.J., Makens, J., Marketing for Hospitality & Tourism, Prentice Hall, Second Edition, Upper Sadlle River, 1999.. b) additional: 1. Garafalo, G., The Practical Guide to Sales & Marketing Management, Prentice Hall, New York, 1998. 2. Nevenka Čavlek, Touroperatori i svjetski turizam, 11

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Golden marketing, 1998. 6

METHOD OF Team project assignments, written examination TESTING Ongoing supervision Students` continuing grading of the lecturers

TYPE

Compulsory subject

SUBJECT

BUSINESS DECISION-MAKING IN MARKETING

THE NUMBER OF HOURS

30

YEAR

First

SEMESTER AIM

METHODS WORK SYLLABUS

Second To familiarize students with the business decision-making methods and to enable them to their implementation when making marketing decisions under the terms of risk and uncertainty in the tourist market (in different problem situations). OF Lectures, case study exercises, team work assignments Basic features of decision-making. Decision-making and the problem situation. Decision-making based on the intuition and experienced approach. Decision-making based on the rational approach. Marketing decision-making. Types of decisionmaking. Characteristics of the marketing decisions. Decisionmaking methods under the terms of determinism. Multi attributive decision-making methods. Multi criteria programming. Risk and uncertainty in the tourist market. Decision-making chart and the rules of decision-making under the terms of total uncertainty. Subjective probabilities and their usage. Statistical decision-making theories. Decision-making under the conditions of certainty. Decision-making under the conditions of risk. Decision-making under the conditions of uncertainty. Ongoing decision-making. Models of simulations. Utility theory. Utility function. Multi attributive utility theory. Group decision-making. Information system structure and descriptive models in the hotel industry, tourist mediation and other companies in the tourist sector. State of development and construction of information systems. State of the management information. Measures for improving current state. Expert systems for marketing in the hotel industry. Model MADMAISY (Marketing decision making and information system). 12

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LITERATURE

a) basic 1. Leeflang, P.S.H. et al., Building Models for Marketing Decisions, Kluwer Academic Publications, 2000. 2. Wisniewski, M., Quantitative Methods for Decision Makers, Prentice-Hall, New York, 2002. b) additional 1. Sikavica, P., i ost.,. Poslovno odlučivanje, II izmjenjeno i dopunjeno izdanje, Informator, Zagreb, 1999. 2. Lilien, G.L., Kotler, Ph., Moorthy, K.R., Marketing Models, Prentice-Hall, New York, 1992. 3. Pavlović, I., Kvantitativni modeli i metode u poslovnom odlučivanju, Sveučilište u Dubrovniku i Sveučilište u Mostaru, Dubrovnik, 2005.

ECTS

6

METHOD OF Team work assignments in the course of studies, written TESTING examination Ongoing supervision Students` continuing grading of the lecturers

TYPE

Elective subject

SUBJECT

QUALITY MANAGEMENT IN TOURISM

THE NUMBER OF HOURS

30

GODINA

First

SEMESTER AIM METHODS WORK SYLLABUS

Second To gain knowledge and skills for a successful quality management in tourism, a strategic variable in the war for market share in the tourist market. OF Lectures, business case studies Quality – definition, grasp. Product and service quality. Quality of the market. Quality criterion. Prizes for quality: Deming prize, Malcom Baldrige and European prize for quality (EFQM). Croatian seals of approval. Types of standard. Standards in the hotel industry. Big size hotels. Quality as a development strategy of the small size hotels. Process of certification. Documentation of the quality and auditing. Institutions of quality. Total quality management (TQM) in tourism and hotel industry.Development of the 13

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quality systems. Systems of quality. Implementation of the systems of quality. Quality cycles. Quality and standards of the business result management. Planning and analysis of the quality. Quality of the business processes and functions. Quality in the service of marketing. Management of the consumer-tourist satisfaction. Methods of evaluating satisfaction of the consumer. Quality and competition. Quality and price. Quality and promotion. Quality and marketing strategy. Quality and sales. Statistical methods and evaluation of the quality of products and services in the hotel industry, agencies, and other companies – providers of the tourist offer. Marketing information system and quality. Quality marketing management. Process of ongoing improvement of quality as a part of the tourist market. Remuneration according to the improvement of quality. a) basic: 1. Thyne, M., Laws, E., Hospitality, Tourism and Lifestyle Concepts, Implications for Quality Management and Customer Satisfaction, The Haworth Hospitality Press, New York, 2005. 2. Lockwood, A., Baker, M., Ghillyer, A., Quality Management in Hospitality, Cassell, London, 1996. c) additional: 1. Lazibat, T., Poznavanje robe i upravljanje kvalitetom, Sinergija, Zagreb, 2005. 2. Avelini-Holjevac, I., Upravljanje kvalitetom u turizmu i hotelskoj industriji, Fakultet za turistički i hotelski menadžment, Opatija, 2002. 3. Ross, J.E., Total Quality Management, Text, Cases and Readings, Third ed., St.Luice Press, Boca Raton, Florida, 1999. 6

METHOD OF Case studies analysis, oral examination TESTING Ongoing supervision Students` continuing grading of the lecturers

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TYPE

Elective subject

SUBJECT

TOURIST DESTINATION MARKETING

THE NUMBER OF HOURS

30

YEAR

First

SEMESTER AIM METHODS WORK SYLLABUS

LITERATURE

Second To gain basic knowledge in sustainable development, tourist policy and tourist destination marketing for better marketing of the tourist destinations. OF Lectures, analysis and case studies. Tourist destination development. Influence of tourism on the economy of the destination. Environment analysis – economic, sociologic, political, technological, and ecological. Influence of tourism on the environment. Carrying capacity limits. Sustainable tourism development. Characteristics of the destination tourist product. Management of the current offer. Analysis of the competitiveness. Development of the new product. Investments in the tourist attractions. Marketing of the tourist attractions. Building a strategic marketing plan for a tourist destination. Target market identification. Classification of the tourist consumers segments. Positioning of the tourist destination. Functions of the national tourist organizations – gathering information, promotion of the destination, organization of the workshops, support to the development of the middle and small sized companies, protection of the consumers etc. Development of the destination promotional strategy. Role of tourist organizations in the development of the tourist destination. Marketing information system in the tourist destination. Planning of the tourist destination development. Controlling. Tourist destination policy. Tourist policy performers. Tourist policy goals. Tourist policy tasks. a) basic: 1. Wong, K.F., Halyan, S., Tourism Forecasting and Marketing, The Haworth Hospitality Press, New York, 2003. 2. Heath, E., Wall, G., Marketing Tourism Destination, A Strategic Planning Approach, John Wiley & Sons, Inc., New York, 1992. 3. Lumsdon, L., Tourism Marketing, Thomson Publications, 1997 b) additional: 1. Howie, F., Managing the Tourist Destination, Continuum, London, 2003. 2. Magaš, D., Management turističke organizacije i destinacije, Fakultet za turistički i hotelski menadžment, Opatija, 2003.

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METHODS OF Case study analysis and presentation, oral examination TESTING Ongoing supervision Students` continuing grading of the lecturers

TYPE

Elective subject

SUBJECT

MARKETING STRATEGIES IN TOURISM

THE NUMBER OF HOURS

30

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SEMESTER AIM METHODS WORK SYLLABUS

Second To comprehend the development of the marketing strategies, used for achieving competitive advantages in the tourist market. Lectures-discussions, team analysis of the articles and cases, OF individual assignments Concept of the strategy and strategic decision-making. Nature of competency and competitive strategy. Conception of the competitive strategy. Marketing planning and the strategy in tourism. Process of the strategic marketing planning. Levels of the strategic marketing planning. Strategic and marketing analysis of the subjects in the tourist market. Analysis of the company competitiveness. Analysis of the competition. Analysis of the consumers. Importance of the financial analysis in defining competitive marketingstrategy. Strategic directions and formulation of the strategy in tourism. Strategic mission and goals, and analysis of the situation using «5C» approach. Structural analysis, analysis of the market and environment. Market segmentation, target market selection and tourist product positioning. Shaping marketing strategy. Analysis of the product portfolio. Generating market leader’s strategy, challengers, followers, and buffers. Selection among many alternative strategies in tourism. Product strategy. Policy and strategy of price. Internal marketing communication strategy. Defining 16

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strategy of distribution. Implementation and control of the marketing-strategy in tourism: a) for penetrating new markets, b) for the growing markets, c) for mature markets, d) for international markets. Case study: development of the competitive market strategy of the business subject. a) basic: 1. Aaker, D.A., Strategic Marketing Management, 7th ed., John Wiley and Sons, Inc., New York, 2004. 2. Paley, N., Manager's Guide to Competitive Marketing Strategies, 3rd ed., Thorogood Publishing, 2006. 3. Martorell Cunill, O., The growth Strategies of Hotel Chains, The Haworth Hospitality Press, New York, 2005 b) additional: 4. Sungsoo, P, ed. Benchmarks in Hospitality and Tourism, The Haworth Hospitality Press, New York, 2001. 5. Knowles, T., Diamantis, D., El-Mourhabi, B.J., The Globalization of Tourism and Hosoitality : A Strategic Perspective, Continuum, London, 2001. 6. Anderson, C.H., Vincze, J.W., Strategic Marketing Management, Houghton Mifflin Co., Boston, 2004. 6

METHODS OF Written examination, oral examination, analysis and/or TESTING simulation of the marketing case study Ongoing supervision Students` continuing grading of the lecturers

TYPE

Elective subject

SUBJECT

E – MARKETING

THE NUMBER OF HOURS

30

YEAR

First

SEMESTER AIM METHODS

Second To enable students the understanding of the e-business and to enable them for individual usage of the e-marketing in penetrating tourist services in the tourist market OF Lectures, work on computers, case studies analysis, team work 17

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WORK SYLLABUS

assignments History of the electronic business; the Internet as a new media for of the business. Conceptual determination of the emarketing in tourism; Techniques of e–marketing in tourism; e- Marketing information system; e-Marketing – researches; e –business intelligence in tourism; web mining; Segmentation on the Internet; Dynamic e – micro segmentation; Designing business WEB application. On line customers management. Creating, marketing and managing tourist product, on line tourist services pricing, on line sales, on line communication with the tourist market (e-advertising, technology and means to advertise on the Internet, Internet advertising space holders, evaluation of the efficacy of the Internet advertising). Internet booking systems. Booking systems of the hotel chains, different hotels and other companies. Booking services on the Internet. Destination Tourist sites. Hotel, agency, restaurant, travel sites. Tourist mega sites.

LITERATURE

a) basic: 1. Ružić, D., E-Marketing, Ekonomski fakultet u Osijeku, Osijek, 2003. 2. Ulemek-Akrap, J., et.al., Elektroničko poslovanje u turizmu, E – Business, Mikrorad, Zagreb, 2000. (ur. Antun Kliment) 3. Strauss, J., Frost, R., E – Marketing, Prentice Hall, New York, 2001. . b) additional: 1. Chaffey, D., et al. Internet Marketing: Strategy, Implementation and Practice, Prentice-Hall, New York, 2003 6

ECTS

METHODS OF In the course of study (teamwork), entry work and TESTING conversation. Ongoing supervision Students` continuing grading of the lecturers

1.3.3. The structure and the rhythm of the studies, and student’s obligations Specialist postgraduate studies «Tourism marketing management» lasts for three semesters. Two semesters are intended for the realization of the course of study, with the total of 300 hours. There are five subjects in each semester. There are seven compulsory and three elective subjects. The third semester is intended for the realization of two seminar papers and final thesis. The lectures are organized according to the so-called «part-time» regime. In the first and the second semester, the classes are held one week a month, morning and afternoon. At the end of each semester, the examinations are taken from the subjects taken in the previous semester 18

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(immediately after the end of the semester). The examinations are taken immediately after final lectures of a subject and at the end of each semester, as well as in the third semester, if a student does not pass all the exams. Students can take examinations from one subject three times at the most during the course of studies. Taking examinations is not conditioned by passing examination of other subjects. Testing is done during the course of studies, and the methods are concrete projects, seminar papers, case studies analyzed in small groups from 3-4 members and examinations. Students must realize 30 ETCS in each semester. The third semester is intended for seminar papers and final thesis. For the final thesis, students must realize 60 ETCS that they gathered by passing all the examinations. Upon completion, that is graduating, students realize the total of 90 ETCS.

1.3.4. List of subjects, modules and other parts of the program that students can chose from other postgraduate specialist studies Students can enroll one of the subjects from other postgraduate specialist studies as an elective subject, but only with a previous authorization of the head of the postgraduate studies 1.3.5. Criterion and terms of ETCS transfer Subjects from other postgraduate specialist studies can only be elective subjects with the value of 6 ETCS. 1.3.6. List of subjects that can be performed in foreign languages Foreign guest lecturers will perform their classes in the English language. 1.3.7. Terms under which the students who dropped their studies or lost their rights to study in one of the studies program can continue their studies In such cases, the letter of request is submitted 1.3.8. Terms under which the student gains the certificate on the completed part of the studies, as a part of the lifetime education program Certificate/confirmation on the achieved 60 ECTS is given to the students who pass all the examination, without giving seminar papers or final thesis 1.3.9 The ways to complete the studies After satisfying all the necessary conditions for the third semester, i.e. 60 ETCS, the student, supervised by his mentor, submits a request for grading the topic for the final thesis. The mentor that students chose is a professor of a specific subject from the course of study. Final thesis is to be graded only after the student has accomplished all the assignments from the course of study and the syllabus. In their thesis, the students must deal with concrete tourism marketing problems. The thesis has to be theoretically supported. A Committee composed of a chairperson and two members (prosessor, assistant professor or full professor) grades the finalthesis. Final thesis is publicly presented in front of the Committee, and the notification on the date is announced on the notice board of the University at least seven days ahead. The Committee then decides on the 19

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success of the written thesis and the presentation. The procedure of admittance, grading, and presentation of the final thesis are in accordance with the Postgraduates Studies Statute. After a successful presentation of the final thesis, students must submit five copies of the thesis, in the hard cover. Students who accomplish all the assignments on time, write, and present the final thesis are entitled to the specialist postgraduate studies „Marketing management in tourism„ diploma. The students must realize the total of 90 ETCS, out of which 42 ETCS belong to the compulsory subjects, 18 ETCS belong to elective subjects, 10 ETCS belong to two seminar papers and 20 ETCS for the final thesis. 1.3.10. Maximal duration of the studies Maximal duration of the studies is three years

1.4. CONDITIONS OF THE REALISATION OF THE STUDIES 1.4.1. Location of the realization of the studies University of Dubrovnik 1.4.2. Information on location and equipment for the realization of the studies The classes will be held in the premises of the University of Dubrovnik. Following preconditions are satisfied for the realization of the postgraduate specialist studies „Marketing management in tourism“: - The University has a total area of 10 000 m2 - classroom ( the area per a regular student is 2,48 m2) - modern distant learning classroom with 64 seats - classrooms equipped with other technical (audio-visual) aids - computer laboratories - library with more than 12 000 titles of the monograph publications - Centre for tourist documentation and information, whose library fund amounts to 19 000 library units of the tourist and relevant issues. This library has a unique collection of the tourist periodic in the world There is a long scientific tradition for the proposed postgraduate specialist studies on the University of Dubrovnik and the Faculty of Economic, University of Osijek. At the University of Dubrovnik, i.e. former Faculty of Tourism and Foreign Trade, graduate university studies in tourism has been performed for 35 years, and starting from the academic year 2004/2005 undergraduate studies Business economics in tourism and marketing started to be performed. Many projects in tourism and marketing have been developed at the University, and there are three university postgraduate studies in tourism, out of which „Business economy in tourism the course. At the Faculty of Economics in Osijek, there have been many postgraduate studies, and for three generations of the students the postgraduate studies „Marketing „has been performed.

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1.4.3. Names of the professors who will participate in lecturing the subjects Theory and process of marketing – Prof. Marcel Meler, Ph.D. Marketing information system – Prof. Marcel Meler, Ph.D. and Prof. Darko Prebežec, Ph.D. Tourism product policy - Prof. Vesna Vrtiprah, Ph.D. Price management – Prof. Đuro Benić, Ph.D. Promotion in tourism – Prof. Josip Senečić, Ph.D. Sales channels in tourism – Prof. Drago Ružić, Ph.D. and Prof. Nevenka Čavlek, Ph.D. Business decision-making in marketing – Prof. Ivan Pavlović, Ph.D. Quality management in tourism – Prof. Ivo Ban, Ph.D. and Prof. Tonči Lazibat, Ph.D. Tourist destination marketing – Prof. Vesna Vrtiprah, Ph.D. and Prof. Dragan Magaš, Ph.D. Marketing strategies in tourism – Prof. Bruno Grbac, Ph.D. E- Marketing – Prof. Drago Ružić, Ph.D.

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1.4.3. Information on the engaged professors

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1.4.5. List of mentors/moderator of the final thesis 1. Prof. Marcel Meler, Ph.D. 2. Prof. Vesna Vrtiprah, Ph.D. 3. Prof. Drago Ružić, Ph.D. 4. Prof. Nevenka Čavlek, Ph.D. 5. Prof. Josip Senečić, Ph. D. 6. Prof. Darko Prebežec, Ph. D. 7. Prof. Ivan Pavlović, Ph.D. 8. Prof. Ivo Ban, Ph.D 9. Prof. Tonči Lazibat, Ph.D. 10. Prof. Đuro Benić, Ph.D.

1.4.6. Optimal number of the enrolled students Optimal number of students that will enable an active participation in the classes is 30 1.4.7. Cost evaluation per student Estimated costs per student is 24 000 Kuna. The price for the following generations is estimated according to the number of enrolled students.

1.4.8. Methods of supervision of the quality and success of the studies Quality of the postgraduate specialist studies is controlled by continuing evaluations and professors` self-evaluations of the performance of the studies, analysis of the success of the mentoring and ensuring the necessary conditions for the ETCS accomplishment.

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