Details - Tematika

Management and marketing of touristic enterprises (MATUBAN-MAMATOEN-1)

Basic data

Name and type of the study programme

Tourism and catering, undergraduate program

Curriculum

2024

Classes / consultation hours

2 + 0 + 0 (L+S+Labs)

Credits

4 credits

Theory – Practice

Theory: 100%, Practice: 0%

Recommended semester

Semester 4

Study mode

full-time

Prerequisites

Evaluation type

Mid-term evaluation

Course category

Compulsory

Language

English

Instructors

Responsible instructor

Dávid Lóránt Dénes Dr.

Responsible department

Gazdaságtudományi Kar

Instructor(s)

Dávid Lóránt Dénes Dr.

Checked by

–

Course objectives

The aim of the course is to provide students with comprehensive knowledge of the characteristics of the tourism industry and the tools and strategies necessary for the successful management and market positioning of tourism businesses. Students will learn about the economic, social, and cultural impacts of tourism businesses and how to manage them. In addition, through practical examples and case studies, they will learn how to develop effective marketing strategies and build long-term customer relationships. The course also aims to promote critical thinking and problem-solving skills that students can apply in the rapidly changing environment of the tourism sector.

Course content

Lectures

Discussion of the semester requirements for the course. Formation of pairs to work together during the semester. The operating environment of tourism businesses. The global and local significance of tourism. Trends and characteristics of the tourism market. The impact of economic, social, and environmental factors. The operation and types of tourism businesses. Business models of various tourism businesses (accommodation, travel agencies, hospitality, etc.). The economic, social, and environmental impacts of businesses. Strategic planning and management. SWOT analysis and competitiveness strategies. Developing growth strategies and objectives. Customer experience management and service quality. The role of quality management in tourism businesses. Loyalty programs and measuring guest satisfaction. Crisis and change management. Handling crisis situations in the tourism industry. Innovation and adaptation to a changing market environment. Performance measurement and analysis. Key performance indicators (KPIs) in tourism businesses. Use of analytical tools to support management. Closed-book exam. Tourism market and consumer behavior. Characteristics and segmentation of the tourism market. Tourists' motivations, decision-making processes, and travel habits. Marketing strategies in tourism. Application of the marketing mix (7Ps) in tourism. Branding, positioning, and market trends. Digital marketing and technology in tourism. Online presence, social media, and SEO in tourism. The role of online booking systems and OTAs. Experience-based marketing. The role of customer experience. Storytelling and gamification in tourism marketing. Sustainable tourism marketing. Green marketing and sustainability communication. Social responsibility in tourism businesses.

Acquired competences

Knowledge

- Knows the rules and ethical standards of cooperation in projects, teams, work organizations, and project management rules and ethical standards. - Knows the principles of the tourism industry and its related sectors, knows the domestic and international tourism market, its players, characteristics, peculiarities, and connections. - Knows the different types of tourism businesses (accommodation, catering, leisure facilities) in , as well as the principles and management methods related to their operation and market activities. - Knows the operation, evaluation, decision-making criteria, professional sub-areas, and sectoral connections of tourism sub-sectors and activities (e.g., accommodation and catering establishments, travel organization and mediation, regional management organizations, other service providers, etc.). - Knows the types of different tourism businesses (accommodation, catering, leisure facilities) and the principles and management methods related to their operation and the management of their market activities.

Skills

- Using the theories and methods learned, is able to explore, systematize, and analyze facts and fundamental relationships, formulate independent conclusions and critical observations, prepare decision-making proposals, and make decisions in routine and partially unfamiliar environments. - Able to communicate their conclusions and the knowledge and reasoning behind them clearly and unambiguously to both professional and lay audiences. - Able to organize and manage the market activities of tourism businesses. Able to plan, organize, manage, and control the activities of tourism and hospitality businesses, either partially or completely. - Able to manage and solve economic problems arising in various areas of tourism and hospitality.

Attitude

- Demonstrates a problem-sensitive, proactive attitude in order to perform high-quality work; is constructive, cooperative, and proactive in projects and group tasks. - Receptive to new information, new professional knowledge and methodologies, open to taking on new, independent and collaborative tasks and responsibilities. Strives to develop their knowledge and working relationships, cooperating with colleagues in this regard. - Is open to learning about changes affecting tourism and hospitality, as well as the given business organization, understanding their effects, and applying new professional knowledge and methodologies. - Strives to share professional achievements and suggestions with those interested in the development of tourism and hospitality.

Autonomy and responsibilities

- Takes responsibility for their analyses, conclusions, and decisions. - Consciously accepts and communicates the ethical standards of their profession. - Is prepared to independently observe changes in the social, economic, technological, and legal environment of tourism, follow relevant policies, and draw conclusions responsibly.

Additional professional competences

Not relevant.

Requirements, evaluation and grading

Mid-term study requirements

Mode of assessment (coll. / pract. grade. / other ): grades (1-5) ): practical grade Additional (specific) methods to be used in knowledge testing (if any): 1. There are two midterm assessments during the semester. Each midterm exam must be completed with a minimum score of 51-51%. 2. At the end of the semester, pairs working together must prepare a presentation and briefly show their results in relation to the management and marketing activities of a selected and pre-agreed tourism business. This presentation consists of several subtasks. The individual tasks and their possible solutions will be distributed and presented during the seminar classes. In order to complete the seminar work, all subtasks must be presented together at the end of the semester: During the designated exercises (the last two weeks of the semester), pairs must prepare a 15-20 minute presentation on their results! A total of 100 points can be earned from the above two subtasks, which will make up the final practical grade: - closed-book exams: 25-25 points - end-of-semester presentation: 50 points Grading scale: 86-100% performance - excellent (5) 76-85% performance - good (4) 61-75% performance - average (3) 50 - 60% performance - satisfactory (2) - 49% performance - unsatisfactory (1)

Generative AI usage

2nd position: Use of GAI tools is permitted in a limited manner (e.g., for literature search support or specific tools). In this case, the course instructor is responsible for defining where and how GAI tools may be used in assignments. The course description must specify in detail how GAI tools may be used during the course.

Study aids, laboratory background

Not relevant, mandatory and recommended reading is required.

Readings

Compulsory readings

- Cooper, C. – Fletcher, J. – Fyall, A. – Gilbert, D. – Wanhill, S. (2020): Tourism: Principles and Practice. Pearson Education, 6th edition. - Holloway, J. C. – Humphreys, C. – Davidson, R. (2016): The Business of Tourism. Pearson Education, 10th edition.