Marketing strategies in hospitality - SPEC: Hospitality Management [TRM2SE12TR-L19]
Semestr letni 2018/2019
Ćwiczenia,
grupa nr 1
Przedmiot: | Marketing strategies in hospitality - SPEC: Hospitality Management [TRM2SE12TR-L19] | ||||||||||||||||||
Zajęcia: |
Semestr letni 2018/2019 [2019L]
(zakończony)
Ćwiczenia [C], grupa nr 1 [pozostałe grupy] |
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Termin i miejsce:
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Terminy najbliższych spotkań:
Kliknij w datę by zobaczyć tygodniowy plan z zaznaczonym spotkaniem. |
Wszystkie zajęcia tej grupy już się odbyły - pokaż terminy wszystkich spotkań.
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Liczba osób w grupie: | 22 | ||||||||||||||||||
Limit miejsc: | (brak danych) | ||||||||||||||||||
Zaliczenie: | Egzamin/zaliczenie na ocenę/zal w skali zal-std2 | ||||||||||||||||||
Prowadzący: | Krzysztof Nowakowski | ||||||||||||||||||
Literatura: |
(tylko po angielsku) Philip Kotler, John T. Bowen, James C. Makens, Marketing for Hospitality and Tourism, Pearson Education International &Prentice Hall 2006. Philip Kotler, Gary Armstrong. 1989. Principles of Marketing. Prentice Hall, 1989. Leslie de Chernatony, Malcolm Mc. Donald and Elaine Wallace, Creating Powerful Brands, Published by Elsevier, 2011. James F. Engel, Martin R. Warshaw, Thomas C. Kinnear. Promotional Strategy. Managing the Marketing Communications Process, IRWIN, 1987. H. Michael Hayes, Per V. Jenster, Nils-Erik Aaby. 1996. Business Marketing. A Global Perspective, Irwin McGraw-Hill, 1996. Leslie Gaines-Ross, Corporate Reputation, 12 Steps to Safeguarding and Recovering Reputation, John Wley & Sons, 2008. Alan M. Rugman, Simon Collinson, 2006, International Business, Pearson Education. Philip Kotler, Gary Armstrong. 1989. Principles of Marketing. Prentice Hall. H. Michael Hayes, Per V. Jenster, Nils-Erik Aaby. 1996. Business Marketing. A Global Perspective, Irwin McGraw-Hill. Peter Doyle. 2000. Value-Based Marketing. Marketing Strategies for Corporate Growth and Shareholder Value, Jaohn Wiley&Sons, Ltd. James F. Engel, Martin R. Warshaw, Thomas C. Kinnear. 1987. Promotional Strategy. Managing the Marketing Communications Process, IRWIN. John J. Wild, Kenneth L. Wild, Jerry C.Y. Han, 2008, International Business. The Challenge of Globalization, Pearson Education. Jean-Claude Usunier, Julie Anne Lee, 2009, Marketing Across Cultures, Prentice Hall. Larry A. Samovar, Richard E. Porter, Edwin R. McDaniel, 2010, Communication Between Cultures, Wadsworth Cengage Learning. Harrison M. Trice, Janice M. Beyer, 1993, The Cultures of Work Organizations, Prentice Hall,. Vladimir Pucik, Noel M. Tichy, Carole K. Barnett (edit.), 1993, Globalizing Management. Creating and Leading the Competitive Organization, John Wiley & Sons. Peter J. Dowling, Randall S. Schuler, Denice E. Welch, 1994, International Dimention of Human Resource Management, Wadsworth Publishing Company. |
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Zakres tematów: |
(tylko po angielsku) Exercise 1; Globalization of markets and marketing's role in the organization. Compulsory reading for this class; Philip Kotler, John T. Bowen, James C. Makens, Marketing for Hospitality and Tourism, 2006, Pearson Education International &Prentice Hall, Chapter 1; Inroduction: Marketing for Hospitality and Tourism. Supplementary reading for this class; Masaaki Kotabe, Kristiaan Helsen, 2008, Global Marketing Management, John Wiley & Sons, Inc., Chapter 1; Globalization Imperative. Exercise 2; The role of marketing in strategic planning. Compulsory reading for this class; Philip Kotler, John T. Bowen, James C. Makens, Marketing for Hospitality and Tourism, 2006, Pearson Education International &Prentice Hall, Chapter 2; Service Characteristics of Hospitality and Tourism Marketing & Chapter 3; The Role of Marketing in Strategic Planning. Supplementary reading for this class; Masaaki Kotabe, Kristiaan Helsen, 2008, Global Marketing Management, John Wiley & Sons, Inc., Chapter 2; Economic Environment. Exercise 3; Global consumer markets: influences on consumer behavior. Buyer decision process. Compulsory reading for this class; Philip Kotler, John T. Bowen, James C. Makens, Marketing for Hospitality and Tourism, 2006, Pearson Education International &Prentice Hall, Chapter 6; Consumer Markets and Consumer Buying Behavior. Supplementary reading for this class; Masaaki Kotabe, Kristiaan Helsen, 2008, Global Marketing Management, John Wiley & Sons, Inc., Chapter 4; Global Cultural Environment and Buying Behavior. Exercise 4; Global segmentation and positioning - selecting business markets. Compulsory reading for this class; Philip Kotler, John T. Bowen, James C. Makens, Marketing for Hospitality and Tourism, 2006, Pearson Education International &Prentice Hall, Chapter 8; Market Segmentation, Targeting and Positioning. Supplementary reading for this class; Masaaki Kotabe, Kristiaan Helsen, 2008, Global Marketing Management, John Wiley & Sons, Inc., Chapter 7; Global Segmentation and Positioning. Exercise 5; Global competition strategy; new product development. Compulsory reading for this class; Philip Kotler, John T. Bowen, James C. Makens, Marketing for Hospitality and Tourism, 2006, Pearson Education International &Prentice Hall, Chapter 7; Organizational Buyer Behavior of Group Market & Chapter 9; Designing and Managing Products. Supplementary reading for this class; Masaaki Kotabe, Kristiaan Helsen, 2008, Global Marketing Management, John Wiley & Sons, Inc., Chapter 8; Global Marketing Strategies. Exercise 6; Global Branding Strategies – building customer loyalty. Compulsory reading for this class; Philip Kotler, John T. Bowen, James C. Makens, Marketing for Hospitality and Tourism, 2006, Pearson Education International &Prentice Hall, Chapter 11; Building Customer Loyalty Through Quality. Supplementary reading for this class; Philip Kotler, 1994, Marketing Management. Analysis, Planning, Implementation and Control, Prentice-Hall, Chapter 17; Managing Product Lines, Brands, and Packaging. Exercise 7; Global communications and advertising strategy. Compulsory reading for this class; Philip Kotler, John T. Bowen, James C. Makens, Marketing for Hospitality and Tourism, 2006, Pearson Education International &Prentice Hall, Chapter 14; Promoting Products: Communication and Promotion Policy and Advertising. Supplementary reading for this class; Masaaki Kotabe, Kristiaan Helsen, 2008, Global Marketing Management, John Wiley & Sons, Inc., Chapter 14; Communicating With the World Consumer. Exercise 8; Global sales-promotional and customer relationship management. Compulsory reading for this class; Philip Kotler, John T. Bowen, James C. Makens, Marketing for Hospitality and Tourism, 2006, Pearson Education International &Prentice Hall, Chapter 15; Promoting Products: Public Relations and Sales Promotion. Supplementary reading for this class; Masaaki Kotabe, Kristiaan Helsen, 2008, Global Marketing Management, John Wiley & Sons, Inc., Chapter 15; Sales Management. |
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Metody dydaktyczne: |
(tylko po angielsku) The course employs a variety of teaching methods, including lectures, discussion, case write. Although the specific activities will vary, the objectives will always be the same: to improve students understanding of marketing. |
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Metody i kryteria oceniania: |
(tylko po angielsku) 1. Midterm exercise (max; 50 points) 2. Final exercises (max; 50 points) The final course grading criteria is described below; 91 – 100 points; Very Good (grade 5) 81 – 90 points; Good plus (grade 4.5) 71 – 80 points; Good (grade 4) 61 – 70 points; Satisfactory plus (grade 3.5) 51 – 60 points; Satisfactory (grade 3) 0 – 50 points; Failing (grade 2) |
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Uwagi: |
TR-M2SE/THO/1 |
Właścicielem praw autorskich jest Akademia Finansów i Biznesu Vistula.