Professional Documents
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May, 2006.
I N T E R S V E U Č I L I Š N I S P E C I J A L I S T I Č K I S T U D I J
„ U P R A V L J A N J E M A R K E T I N G O M U T U R I Z M U ”
1.1. INTRODUCTION
Every market economy recognizes a specific and a huge potential in tourism for marketing
its goods and services. In spite of tourism’s many faults and restrictions, like wild seasonal
fluctuations of demand activation, relatively limited duration of tourist activities and large starting
expenditure for building infrastructure and superstructure, many European and worldwide
countries have chosen tourism as the best conceptual model for the economic development in the
long run. In the developing countries, the orientation to tourism as a development concept is
usually closely tied to the issues like how to strengthen the positions in the international exchange,
find fast solutions to the balance of payments problems, unemployment, faster development of
underdeveloped areas, etc.
Tourism in Croatia proved to be one of the most important economic activities. According
to the estimates of the Institute of Tourism, total value of the tourist consumption, a segment of the
final consumption, is a stimulating economic activity as it accounts for 13% of the GDP.
However, only a small part of its available potential has been used so far. The rest is awaiting to
be exploited. The major problem of our tourism before the patriotic defense war was the length of
the tourist season. Today, that problem is even greater. Substantial additional investments are
necessary in order to obtain prolonged tourist seasons. There are endless possibilities in the
development of the selective types of tourism, especially those whose main activities are
performed during the off-season. Only experts in marketing can offer solutions to the problems of
how to improve the usage of the available potential, how to prolong the business operation season,
how to successfully market in the international tourist trade (including the pricing, types of
promotion and sale) and finally how to realize the development strategy.
Managers working in the modern business environment must have more practical
knowledge in the marketing field. Finished graduate studies and the work experience are not
enough for a successful performance neither of managerial jobs nor for making and realizing
strategic marketing decisions. Managers who intend to develop the professional career need to
continue their education. Education through postgraduate specialist studies is common worldwide.
The need of having a lifetime education, a part of the high education program based on the
Bologna Declaration, is also emphasized.
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Worldwide, specialist studies like Master in Business Administration - MBA are numerous and
diverse. Only a few foreign programs in marketing are quoted: in the USA, MBA program
«Marketing Area of Specialisation», Loyola University, Chicago; 18-month MBA in
«International Marketing and Finance», DePaul University, Chicago; in Italy “Analisi Competitiva
e Strategie di mercato” Universita di Bocconi Milano; in Sweden “Advanced Market Strategy”
Stocholm, School of Economics; in Slovenia “Strateška analiza trženja”, Faculty of Economics
Ljubljana; in the Netherlands “Marketing strategy simulation”, “Marketing strategy”, Marketing
strategy research” Erasmus, Rotterdam; in Poland “Strategie marketingowe”, Szkola Glovna
Handlova V Warszavi; in Austria “Strategisches Handelsmanagement”, University of Innsbruck.
None of the above mentioned postgraduate studies programs was copied, as we tried to
offer a program that would enable students to gain knowledge and acquire skills in solving the
complex marketing problems under today’s competitive conditions in the tourist market. The
students would gain the basic and specialist knowledge necessary for the efficient marketing and
business decision making in tourism. The performance of a successful marketing-manager
depends on the higher level of knowledge. Most of the business economy postgraduate studies in
the World today are specialist orientated.
1. 2. GENERAL PART
1.2.1. Name and type of the studies: Postgraduate specialist studies «Marketing management in
tourism»
1.2.3. Duration of the studies: following international postgraduate specialist studies example, it
lasts for three semesters. Classes and examinations are organized in the first and the second
semester, and the third one is dedicated to writing two seminar papers and final thesis, which will
have to be completed within three years, at the latest.
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If the number of candidates exceeds the entrance quota, the selection will be based upon
the results achieved in the previous undergraduate and graduate studies.
Candidates without a diploma in economics or similar study can also enroll in postgraduate
specialist studies «Marketing Management in Tourism», but they will have to pass an additional
examination. They will have this extra subject in the first semester. There are no points for this
subject, as it is a pre-condition for taking other examinations.
Postgraduate specialist studies «Marketing Management in Tourism» enables students not only to
acquire the knowledge in the current marketing theories, but also to develop abilities for creative
thinking and giving effective solutions for complex problems in this field. The aim of the studies
is to help students grasp the complexity of the marketing management both in a company and in a
tourist destination so that they could contribute to the development of the company and Croatian
tourism. After graduating from the studies, they will be able to perform demanding jobs high in
the hierarchy in the companies directly and indirectly linked to tourism and national tourist
organizations. Lifetime education and advanced training is necessary for the professionals who
want to develop their careers and have a high level of achievements.
Upon completion of the studies, students acquire an academic title according to the Academic and
Vocational Act: »specialist in marketing management in tourism».
Studies are organized as a work-and-study scheme. During the first two semesters, the
classes are organized one week a month, mornings and afternoons. During the studies, the lectures
will be accompanied with the independent and teamwork. Beside lectures, the class consists of
seminars, practice, individual and team projects, business case studies, and mentor work. Students
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will have to complete two seminar papers, each agreed upon and verified with a mentor. The
seminar papers are graded by the professor.
Besides the professors named in the course of study, eminent domestic and foreign experts
will participate in the course process.
1.3.1. List of compulsory and elective subjects with the number of active classes needed, and
ECTS
SPECIALIST POSTGRADUTE
STUDIES
SECOND SEMESTER
THIRD SEMESTER
Seminar paper I 5
Seminar paper II 5
Thesis 20
ELECTIVE SUBJECTS
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E-marketing
Subject from a similar postgraduate
studies
1.3.2. Syllabus
LITERATURE a) basic:
1. Kotler, Ph., Upravljanje marketingom – Analiza,
planiranje, primjena i kontrola, MATE, Zagreb, 2001.
2. Kurtz, D. L. – Louis, E. B., Contemporary Marketing,
The Dryden Press, Portland, 2002.
b) additional:
1. Kotler, Ph. – Armstrong, G., Principles of Marketing,
Prentice Hall, 2005.
2. Meler, M., Marketing, Ekonomski fakultet u Osijeku,
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Osijek, 2002.
3. Perrault, W. D. – McCarthy, E. J., Basic Marketing: A
Global-managerial Approach, IRWIN, Homewood Ill.,
2004.
ECTS 6
METHODS OF Individual and team work assignments and oral examination.
TESTING
Ongoing supervision Students` continuing grading
of the lecturers
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LITERATURE a) basic:
1. Middleton, V.T.C., Clarke, J., Marketing in Travel and
Tourism, Butterworth-Heinemann, Oxford, 2002
2. Uysal, M., Fesenmaier, D.R., Communication and
Channel Systems in Tourism Marketing, The Haworth
Press Inc., New York, 1994.
b) additional:
1. Shimp,T.A., Advertising, Promotion and Supplemental
Aspects of Integrated Marketing Communication, The
Dryden Press, 2000.
2. Yeshin, T., Integrated Marketing Communication,
Butterworth – Heinemann, Oxford 2000.
3. Senečić, J., Marketing turističkog gospodarstva,
Veleučilište u Karlovcu, Karlovac, 2005.
ECTS 6
METHOD OF Seminar papers, written examination
TESTING
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LITERATURE a) basic
1. Leeflang, P.S.H. et al., Building Models for Marketing
Decisions, Kluwer Academic Publications, 2000.
2. Wisniewski, M., Quantitative Methods for Decision
Makers, Prentice-Hall, New York, 2002.
b) additional
1. Sikavica, P., i ost.,. Poslovno odlučivanje, II izmjenjeno
i dopunjeno izdanje, Informator, Zagreb, 1999.
2. Lilien, G.L., Kotler, Ph., Moorthy, K.R., Marketing
Models, Prentice-Hall, New York, 1992.
3. Pavlović, I., Kvantitativni modeli i metode u
poslovnom odlučivanju, Sveučilište u Dubrovniku i
Sveučilište u Mostaru, Dubrovnik, 2005.
ECTS 6
METHOD OF Team work assignments in the course of studies, written
TESTING examination
Ongoing supervision Students` continuing grading
of the lecturers
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ECTS 6
METHODS OF Case study analysis and presentation, oral examination
TESTING
Ongoing supervision Students` continuing grading
of the lecturers
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WORK assignments
SYLLABUS History of the electronic business; the Internet as a new media
for of the business. Conceptual determination of the e-
marketing in tourism; Techniques of e–marketing in tourism;
e- Marketing information system; e-Marketing – researches;
e –business intelligence in tourism; web mining;
Segmentation on the Internet; Dynamic e – micro
segmentation; Designing business WEB application. On line
customers management. Creating, marketing and managing
tourist product, on line tourist services pricing, on line sales,
on line communication with the tourist market (e-advertising,
technology and means to advertise on the Internet, Internet
advertising space holders, evaluation of the efficacy of the
Internet advertising). Internet booking systems. Booking
systems of the hotel chains, different hotels and other
companies. Booking services on the Internet. Destination
Tourist sites. Hotel, agency, restaurant, travel sites. Tourist
mega sites.
LITERATURE a) basic:
1. Ružić, D., E-Marketing, Ekonomski fakultet u Osijeku,
Osijek, 2003.
2. Ulemek-Akrap, J., et.al., Elektroničko poslovanje u
turizmu, E – Business, Mikrorad, Zagreb, 2000. (ur.
Antun Kliment)
3. Strauss, J., Frost, R., E – Marketing, Prentice Hall,
New York, 2001. .
b) additional:
1. Chaffey, D., et al. Internet Marketing: Strategy,
Implementation and Practice, Prentice-Hall, New York, 2003
ECTS 6
METHODS OF In the course of study (teamwork), entry work and
TESTING conversation.
Ongoing supervision Students` continuing grading
of the lecturers
1.3.3. The structure and the rhythm of the studies, and student’s obligations
Specialist postgraduate studies «Tourism marketing management» lasts for three semesters. Two
semesters are intended for the realization of the course of study, with the total of 300 hours. There
are five subjects in each semester. There are seven compulsory and three elective subjects. The
third semester is intended for the realization of two seminar papers and final thesis.
The lectures are organized according to the so-called «part-time» regime. In the first and the
second semester, the classes are held one week a month, morning and afternoon. At the end of
each semester, the examinations are taken from the subjects taken in the previous semester
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(immediately after the end of the semester). The examinations are taken immediately after final
lectures of a subject and at the end of each semester, as well as in the third semester, if a student
does not pass all the exams. Students can take examinations from one subject three times at the
most during the course of studies. Taking examinations is not conditioned by passing examination
of other subjects. Testing is done during the course of studies, and the methods are concrete
projects, seminar papers, case studies analyzed in small groups from 3-4 members and examinations.
Students must realize 30 ETCS in each semester.
The third semester is intended for seminar papers and final thesis. For the final thesis, students
must realize 60 ETCS that they gathered by passing all the examinations. Upon completion, that is
graduating, students realize the total of 90 ETCS.
1.3.4. List of subjects, modules and other parts of the program that students can chose from
other postgraduate specialist studies
Students can enroll one of the subjects from other postgraduate specialist studies as an elective
subject, but only with a previous authorization of the head of the postgraduate studies
Subjects from other postgraduate specialist studies can only be elective subjects with the value of
6 ETCS.
Foreign guest lecturers will perform their classes in the English language.
1.3.7. Terms under which the students who dropped their studies or lost their rights to study
in one of the studies program can continue their studies
1.3.8. Terms under which the student gains the certificate on the completed part of the
studies, as a part of the lifetime education program
Certificate/confirmation on the achieved 60 ECTS is given to the students who pass all the
examination, without giving seminar papers or final thesis
After satisfying all the necessary conditions for the third semester, i.e. 60 ETCS, the student,
supervised by his mentor, submits a request for grading the topic for the final thesis. The mentor
that students chose is a professor of a specific subject from the course of study. Final thesis is to
be graded only after the student has accomplished all the assignments from the course of study and
the syllabus. In their thesis, the students must deal with concrete tourism marketing problems. The
thesis has to be theoretically supported. A Committee composed of a chairperson and two
members (prosessor, assistant professor or full professor) grades the finalthesis. Final thesis is
publicly presented in front of the Committee, and the notification on the date is announced on the
notice board of the University at least seven days ahead. The Committee then decides on the
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success of the written thesis and the presentation. The procedure of admittance, grading, and
presentation of the final thesis are in accordance with the Postgraduates Studies Statute. After a
successful presentation of the final thesis, students must submit five copies of the thesis, in the
hard cover.
Students who accomplish all the assignments on time, write, and present the final thesis are
entitled to the specialist postgraduate studies „Marketing management in tourism„ diploma. The
students must realize the total of 90 ETCS, out of which 42 ETCS belong to the compulsory
subjects, 18 ETCS belong to elective subjects, 10 ETCS belong to two seminar papers and 20
ETCS for the final thesis.
1.4.2. Information on location and equipment for the realization of the studies
The classes will be held in the premises of the University of Dubrovnik. Following preconditions
are satisfied for the realization of the postgraduate specialist studies „Marketing management in
tourism“:
- The University has a total area of 10 000 m2
- classroom ( the area per a regular student is 2,48 m2)
- modern distant learning classroom with 64 seats
- classrooms equipped with other technical (audio-visual) aids
- computer laboratories
- library with more than 12 000 titles of the monograph publications
- Centre for tourist documentation and information, whose library fund amounts to 19 000
library units of the tourist and relevant issues. This library has a unique collection of the
tourist periodic in the world
There is a long scientific tradition for the proposed postgraduate specialist studies on the
University of Dubrovnik and the Faculty of Economic, University of Osijek. At the
University of Dubrovnik, i.e. former Faculty of Tourism and Foreign Trade, graduate
university studies in tourism has been performed for 35 years, and starting from the
academic year 2004/2005 undergraduate studies Business economics in tourism and
marketing started to be performed. Many projects in tourism and marketing have been
developed at the University, and there are three university postgraduate studies in tourism,
out of which „Business economy in tourism the course. At the Faculty of Economics in
Osijek, there have been many postgraduate studies, and for three generations of the
students the postgraduate studies „Marketing „has been performed.
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1.4.3. Names of the professors who will participate in lecturing the subjects
Marketing information system – Prof. Marcel Meler, Ph.D. and Prof. Darko Prebežec, Ph.D.
Sales channels in tourism – Prof. Drago Ružić, Ph.D. and Prof. Nevenka Čavlek, Ph.D.
Quality management in tourism – Prof. Ivo Ban, Ph.D. and Prof. Tonči Lazibat, Ph.D.
Tourist destination marketing – Prof. Vesna Vrtiprah, Ph.D. and Prof. Dragan Magaš, Ph.D.
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Optimal number of students that will enable an active participation in the classes is 30
Estimated costs per student is 24 000 Kuna. The price for the following generations is estimated
according to the number of enrolled students.
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