International Tourism Marketing

doc. Ing. Monika Palatková, Ph.D.

5 ECTS

Bachelor / Master

The course focuses on tourism marketing in the international market from point of view of destination management organization, hotel groups, small and medium sized enterprises of tour operators. Students will acquire knowledge and practical use of strategic and tactical marketing tools with application to the tourism sector. On a strategic level, it addresses the vision, goals, business models of organizations, and setting strategic decisions in the micro and macro environments. Tactical level is associated with the setting of marketing mix, especially product development, pricing policy, distribution policy and communication strategy. Special attention is paid to communication strategy and new tools of marketing communication with application on tourism.