Marketing in Cultural Tourism
Instructor: Перица Мацура, PhD, Full Professor
Adopt basic knowledge about paradigms, methods, techniques, marketing strategies and develop the ability to create flexible ways of responding to changes in business conditions. Acquiring knowledge in the field of marketing management, especially from the perspective of the basic postulates of marketing conception and the application of this concept in cultural tourism.
|Number of classes per week:
PhD Full Professor
|Learning Outcomes (gained knowledge):
||Upon completion of this course, students will be able to independently engage in the process of creating a marketing campaign in order to conquer the market. The acquired knowledge from marketing will help students identify different market and business phenomena and solve problems they have in marketing theory and practice in the field of cultural tourism. Students will be able to work independently and within the team, to solve problems individually, collectively and interactively, to establish a certain level of communication and to adequately present the results of their work.
||Marketing as a business function, basic ideas about marketing, basic characteristics of modern society, marketing management, micro and macro marketing, marketing environment, concepts within the basic marketing concept, business and market relations, market design and market mechanism, marketing mix, promotional mix, creation of promotional messages, marketing and conflict, competition, marketing strategies, new product strategies, integrated marketing communications. Formulation of marketing programs, products, prices, distribution, promotion, marketing management, basic marketing strategies, marketing in institutions in the field of culture and tourism (connectivity). Exercises on practical examples of creating a marketing plan in institutions in the field of culture and tourism (cultural tourism).
|Teaching Methods and Learning Activities:
||Lectures, exercises, seminar classes that include the creation and presentation of papers, group presentations and discussions on a given topic.
||Bakić, O. (2008). Marketing in tourism. Belgrade: Faculty of Economics
Kotler, P. (2008). Marketing Management. Zagreb: Mate, (Belgrade: Data status)
Macura, P. (2009). Marketing - micro, small and medium enterprises, Banja Luka, Faculty of Economics, University of Banja Luka
|Types of Assessment for the subject:
||Attendance (2 points); Final exam (0-50 points); Pre-exam activities (pre-exam paper) (0 - 48 points)
|Special Remarks for the subject: