The aim is to give students a basic understanding of modern marketing and its role in travel and tourism companies operating in a rapidly changing business environment.
The concept of marketing, evolution of marketing concept
Marketing in a modern travel and tourism firm
The internal and external marketing environment
The dimensions of consumer and organisational buying behaviour
The segmentation process, target marketing and positioning in travel and tourism
E-marketing in tourism
Lectures 50 hours, assignments 70 hours
Announced by the teacher before beginning of the course
Teacher’s material in Openmoodle.