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University of Dubrovnik, Department of

Economics and Business Economics


in cooperation with
Faculty of Economics, University
J.J.Strossmayer in Osijek

SPECIALIST POSTGRADUATE STUDIES

Marketing Management in Tourism

May, 2006.
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.

The aim of the postgraduate specialist studies �Marketing Management in Tourism�


is to
educate and qualify students for marketing management in tourism. It is intended
for present and
future managers to broaden their knowledge, gain insights into the theory and
practice of
marketing, how to master some basic skills in marketing like solving complex
marketing problems
and to achieve better results in their current jobs. Today�s competitive terms in
the modern tourist
market are a constant challenge that has to be successfully dealt with. The
managers have to be
able to deal with the questions such as: how to apply the marketing conception to
the tourist
market, what goods and services to offer, how to improve extra hotel facilities,
which pricing
policy to adopt, how to improve the tourist promotion quality, how to make a
positive and
recognizable image of Croatia, which strategies to use, etc. The success of the
company and its
market position, as well as the success of the entire Croatian tourism will depend
upon their
decisions. The managers must aim to cover all theoretical and practical aspects of
marketing and
learn how to make efficient marketing decisions to improve the competitive
position of Croatia in
the international tourist market.

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.
There are comparable specialist postgraduate studies in marketing at several
faculties of
economics: Faculty of Economics in Zagreb organizes specialist postgraduate
studies �Business-
Industrial Marketing Management�, Faculty of Economics in Split has �Marketing�,
Faculty of
Economics in Rijeka �Marketing management�, but none of them is specialized in the
area of the
marketing management in tourism, as one of the most important areas for the total
Croatian
economy. There is a need and legitimacy for establishing the specialist
postgraduate studies that
would provide and enable students to gain contemporary knowledge and skills in
marketing
management within the companies that are directly and indirectly linked to
tourism, and in
national tourist organizations. Marketing as a business conception, cannot be
separated from the
market-orientated economy, which is finally becoming an important factor in the
Republic of
Croatia. This connection will contribute to a greater affirmation of marketing,
not only as a
business philosophy, and as a particular philosophy of life.

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 �Strate�ka analiza tr�enja�, 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�

1.2.2. Providers of the postgraduate specialist studies: University of Dubrovnik


in cooperation
with Faculty of Economics, University Josip Juraj Strossmayer in Osijek

Professors from the Department of Economics and Business Economics of the


University
of Dubrovnik and Faculty of Economics in Osijek will teach the postgraduate
specialist studies.

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.
1.2.4. Admission requirements:

In order to be admitted to the postgraduate specialist study �Marketing Management


in Tourism�,
candidates must meet the following requirements:

- Undergraduate diploma according to the study programs before 2005. /2006.


- graduate diploma

- Average grade of at least 3, 5 or two references

- Knowledge of at least one world language

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.

1.2.5. Competencies upon completion:

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.
1.2.6. Academic title upon completion:

Upon completion of the studies, students acquire an academic title according to


the Academic and
Vocational Act: �specialist in marketing management in tourism�.

1. 3. DESCRIPTION OF THE PROGRAM

The course of study is evaluated by the credit system (ECTS � European Credit
Transfer
System) where every credit represents the coefficient of the student�s load, and
states the time
spent on the conquering the subject matter. Credits for each subject are
predetermined and are
based on the number of classes, the complexity of the subject and obligations to
fulfill to pass a
specific subject. Every student has an obligation to participate actively in the
class and pass all
components in order to be eligible for the examination.

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
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

SUBJECT

TOTAL
CLASSES

LECTURES

SEMINARS
PRACTICE

CASE STUDY

ECTS

FIRST SEMESTER
Theory and process of marketing

30

15

15

Marketing information system

30

15

15

Tourism product policy

30

15

15

Price management

30
15

15

Promotion in tourism

30

15

15

SECOND SEMESTER
Sales channels in tourism

30

15

15

Business decision-making in marketing

30

15

15

Elective subject I

30

15

15

Elective subject II

30

15

15

6
Elective subject III

30

15

15

THIRD SEMESTER
Seminar paper I

Seminar paper II

Thesis

20
ELECTIVE SUBJECTS

Quality management in tourism

Tourist destination marketing

Marketing strategies in tourism


E-marketing

Subject from a similar postgraduate


studies

1.3.2. Syllabus

TYPE

Compulsory subject

SUBJECT

THEORY AND MARKETING PROCESS

THE NUMBER OF
HOURS

30

YEAR

First

SEMESTER
First

AIM

To gain general theoretical knowledge in marketing and to


understand total marketing management process in order to
be able to easily follow other subject matters included in the
curriculum.

METHODS OF
WORK

Lectures and interactive methods that include individual and


team tasks, students` presentations of given topics.

SYLLABUS

Introductions on marketing. Marketing-environment.


Marketing theories. New marketing concepts directed at
consumers. Marketing management. Marketing management
process. Market and its particularities. Competitiveness and
sustainable competitive advantage. Customer-consumer
behavior. Needs. Decision-making on buying. Marketing
process initiative. Strategic and marketing planning.
Marketing-researches and marketing-information system.
Market research. Management of the relations with
consumers. Market segmentation. Focusing and positioning.
Development of competitive market strategies. Marketing-
mix elements: Product. Brand. Instrumentation of product
and service policy. Life cycle of the products. Price.
Distribution. Promotion. Primary and secondary
promotional activities. Marketing-control. Marketing
organization. Application of marketing within an area.
Specific features of marketing in tourism.

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,
Osijek, 2002.
3. Perrault, W. D. � McCarthy, E. J., Basic Marketing: A
Global-managerial Approach, IRWIN, Homewood Ill.,
2004.

ECTS

METHODS OF
TESTING

Individual and team work assignments and oral examination.

Ongoing supervision
of the lecturers

Students` continuing grading

TYPE

Compulsory subject

SUBJECT

MARKETING-INFORMATION SYSTEM
THE NUMBER OF
HOURS

30

GODINA

First

SEMESTER

First

AIM

To enable students to grasp total methodological


instrumentation for gathering necessary information for
marketing decision-making.

METHODS OF
WORK

Lectures, discussions, team research projects

SYLLABUS

Economic subject goals and marketing decision-making.


Marketing-information and decision-making in marketing.
Components and evolution levels of the marketing-
information system in tourism. Formulation of data base
(internal, external) and application programs, and solving
organizational problems tied to the establishment of
marketing-information system. Marketing-researches in
tourism. Tourist market researches. Scientific approach to
researches. Tourist market research process. Data sources.
Establishing problems, defining research goals, sample
choice, information gathering, preparation, and data
processing, testing of hypothesis and presentation of the
research results. Tourist market research methodology.
Historical method, research method, observation method and
experimental method. Researches for the needs of tourist
market segmentation, products and services development,
promotion, sales, pricing, levels of tourist satisfaction.
Researches for the necessity of quality of service
measurements - method SERVQUAL. Tourist trends
predictions. Implementation of the tourist market researches.
Practical examples of the tourist market researches.

LITERATURE

a) basic:

1. Meler, M., Istra�ivanje tr�i�ta, Ekonomski fakultet u


Osijeku, Osijek, 2005.
2. Maru�ic, M., Prebe�ec, D., Istra�ivanje turistickih
tr�i�ta, Adeco, Zagreb, 2004.

b) additional:

1. Aaker, D. A., Kumar, V., Day, G.S.: Marketing


Research, 8 Ed. John Wiley & Sons, New York,
2003.

2. Marshal, P.K., Marketing Information System, Boyd &


Fraser, 1996.

ECTS

METHODS OF
TESTING

Research projects during the classes, practical access paper.

Ongoing supervision
of the lecturers

Students` continuing grading

TYPE
Compulsory subject

SUBJECT

TOURISM PRODUCT POLICY

THE NUMBER OF
HOURS

30

YEAR

First

SEMESTER

First

AIM

To enable student for a creative implementation of the


tourism product policy, this will make a better usage of the
available tourist potential and a successful marketing.

METHODS OF
WORK

Lectures, case study analyses, individual and team projects

SYLLABUS

1. Marketing product and service concept. Definition of


the tourist product term. Tourist product formation. Tourist
product types. Product policy in the hotel industry, tourist
agencies, transport and other companies in the tourism sector.
Life cycle of the tourist product � hotels, tourist arrangements,
etc. Planning, development and marketing of new products and
services in the tourist market. Marketing strategies in the
opening phase, growing phase and declining phase.
Identification of the attractive market segments. Target market
selection. The strategies of the unidentified, differential, and
concentrated marketing in the tourist market. Differentiation
of the hotel product, tourist arrangement, or individual tourist
services compared to the competition. Selection of the
competitive advantages. Marketing positioning. Defining
positioning plan procedures. Positioning based on the physical
features of the product. Positioning based on the consumers`
perception. Selection and implementation of the positioning
strategy.
2.

LITERATURE

a) basic:
b) Seaton, A.V., Bennett, M.M., The Marketing of
Tourism Product, Concepts, Issues and Cases,
Thomson Business, 1998.
1. Tribe, J., The Economics of Leisure and Tourism,
Butterworth-Heinemann, Oxford, 2001.

b) additional:

1. Kasper, H., Helsdingen.P., Vries, W., Service


Marketing Management, An International Perspective, John
Wiley & Sons, New York, 1999.

2. Vrtiprah,V., Pavlic, I., Menad�erska ekonomija u


hotelijerstvu, Sveucili�te u Dubrovniku, Dubrovnik, 2005.

ECTS

METHODS OF
TESTING

Case studies, oral examination

Ongoing supervision
of the lecturers

Students` continuing grading


TYPE

Compulsory subject

SUBJECT

PRICE MANAGEMENT

THE NUMBER OF
HOURS

30

YEAR

First

SEMESTAR

First

AIM

To gain knowledge on tourist service pricing methods and


key factors that influence the price and the ability to manage
pricing policy in different market situations.

METHODS OF
WORK

Lectures, case study analysis

SYLLABUS

Distinctive traits of demand in tourism. From individual to


market demand curve. Demand with whom a company is
faced. Price elasticity of demand. Crossed elasticity of
demand. Income elasticity of demand. Tourist demand
estimation. Nature of costs. Functions and curves of the
short-term costs. Total, average and marginal costs. Long-
term costs. Total costs elasticity. Methods for the cost
evaluation. Marking formation and structure of the costs in
the hotel industry and agencies. Costs and level of
employment � seasonality in the hotel industry. Perfect
competition. Monopoly with one or more branch offices.
Determination of the short and long-term price. Price
discrimination. Limited competition. Oligopoly models.
Non-price competition. Oligopoly agreements. Pricing by
cost margin. Methods of accepting existed market prices.
Leadership and satellite analysis on the market. Other types
of pricing in practice. Influence of market factors on prices
in tourism. Influence of other factors. Particularities of the
pricing in agencies, restaurant and hotel industry.
Differences in selling prices of the hotels. Types and
methods of calculations. Specific features and differentiation
of the pension prices.

LITERATURE

a) basic:
1. Salvatore, D., Ekonomija za mened�ere u svjetskoj
privredi, drugo izdanje, MATE, Zagreb, 1994.
2. Kotler,P., Bowen,J., Makens, J., Marketing for
Hospitality & Tourism, Prentice Hall, Second
Edition, Upper Sadlle River, 1999.

b) additional:
1. Pashigian, B.P., Price Theory and Applications,
McGraw-Hill, New York, 1995.

2. Truett, L.J., Truett, D.B., Managerial Economics �


Analysis, Problems, Cases, Eighth Edition, John
Willey & Sons, New York, 2004.

ECTS

METHOD OF
TESTING

Individual and team work tasks, written examination

Ongoing supervision
of the lecturers

Students` continuing grading


TYPE

Compulsory subject

SUBJECT

PROMOTION IN TOURISM

THE NUMBER OF
HOURS

30

YEAR

First

SEMESTER

First

AIM

To get acquainted students with the types of promotion in


tourism and to enable them to successfully communicate
with potential customers/tourists

METHODS OF
WORK

Lectures, case study analysis, promotion plan for a specific


service or tourist destination

SYLLABUS

Basic features of the marketing communication in tourism.


Communication process and consumer behavior. Integrated
marketing communication. Corporative integrity in tourism.
Marketing mix in tourism. Economic propaganda in tourism �
planning and managing economic propaganda initiatives,
advertising messages, decision-making in the media, market
research for the needs of the economic propaganda, the
importance of the feedback. Other types of promotion.
Improvement of the sales in tourism � goals, selection of
means, making programs, pre-testing and realization. Public
relations � major instruments of actions. Sponsorship: sports,
cultural, social, ecological. Personal sales � aims, strategies,
selection of the provider. Direct marketing in tourism.
Promotion �mouth to mouth�. Fairs. Design in tourism.
Promotional activities in the hotel industry and tourist
agencies. Promotion of the tourist attractions, special events,
and anniversaries. Tourist destination promotion.

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. Senecic, J., Marketing turistickog gospodarstva,
Veleucili�te u Karlovcu, Karlovac, 2005.

ECTS

METHOD OF
TESTING

Seminar papers, written examination


Ongoing supervision
of the lecturers

Students` continuing grading

TYPE

Compulsory subject

SUBJECT

SALES CHANNEL IN TOURISM

THE NUMBER OF
HOURS

30

YEAR

First

SEMESTER

Second

AIM

To understand the conception of the marketing channels and


types of the marketing mediators in the channel and to
develop skills for the tourist services sales in the domestic
and international market.

METHODS OF
WORK

Lectures, case studies, project assignments

SYLLABUS

1. Specific features of sales in tourism. Sales policy.


Direct and indirect sales in tourism. Types of direct sales in
tourism � advantages and disadvantages. Importance and types
of indirect sales in tourism. Sales channels in tourism. Nature
of sales channels. Functions and number of sales channels.
International, national and local tourist agencies. Booking
systems. Internet. Selection, motivation, and evaluation of the
sales channels. Role of tour- operators in the tourist market.
Functions of the tour-operators � formation of the tourist
package arrangements, promotion of the package
arrangements in the market, sales of the package arrangements,
protection of the tourist consumers. Types of tour operators.
Integrations within the tour operators. Influence of the tour
operators on the tourist demand and supply. Tour operators
under the terms of the global tourist market. Organization of
sales. Skills of negotiating and contracting. Sales planning and
evaluation of the sales effects
2.

LITERATURE

a) basic:

1. Rosenbloom, B., Marketing channels: a management


view, Thomson South-Western, Ohio, 2004.

2. Kotler, P., Bowen.J., Makens, J., Marketing for


Hospitality & Tourism, Prentice Hall, Second Edition, Upper
Sadlle River, 1999..

b) additional:

1. Garafalo, G., The Practical Guide to Sales & Marketing


Management, Prentice Hall, New York, 1998.

2. Nevenka Cavlek, Touroperatori i svjetski turizam,


Golden marketing, 1998.

ECTS

METHOD OF
TESTING

Team project assignments, written examination

Ongoing supervision
of the lecturers

Students` continuing grading

TYPE

Compulsory subject

SUBJECT

BUSINESS DECISION-MAKING IN MARKETING

THE NUMBER OF
HOURS

30

YEAR

First

SEMESTER

Second

AIM

To familiarize students with the business decision-making


methods and to enable them to their implementation when
making marketing decisions under the terms of risk and
uncertainty in the tourist market (in different problem
situations).
METHODS OF
WORK

Lectures, case study exercises, team work assignments

SYLLABUS

Basic features of decision-making. Decision-making and the


problem situation. Decision-making based on the intuition and
experienced approach. Decision-making based on the rational
approach. Marketing decision-making. Types of decision-
making. Characteristics of the marketing decisions. Decision-
making methods under the terms of determinism. Multi
attributive decision-making methods. Multi criteria
programming. Risk and uncertainty in the tourist market.
Decision-making chart and the rules of decision-making under
the terms of total uncertainty. Subjective probabilities and their
usage. Statistical decision-making theories. Decision-making
under the conditions of certainty. Decision-making under the
conditions of risk. Decision-making under the conditions of
uncertainty. Ongoing decision-making. Models of simulations.
Utility theory. Utility function. Multi attributive utility theory.
Group decision-making. Information system structure and
descriptive models in the hotel industry, tourist mediation and
other companies in the tourist sector. State of development
and construction of information systems. State of the
management information. Measures for improving current
state. Expert systems for marketing in the hotel industry.
Model MADMAISY (Marketing decision making and
information system).
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 odlucivanje, 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. Pavlovic, I., Kvantitativni modeli i metode u
poslovnom odlucivanju, Sveucili�te u Dubrovniku i
Sveucili�te u Mostaru, Dubrovnik, 2005.

ECTS

METHOD OF
TESTING

Team work assignments in the course of studies, written


examination

Ongoing supervision
of the lecturers

Students` continuing grading


TYPE

Elective subject

SUBJECT

QUALITY MANAGEMENT IN TOURISM

THE NUMBER OF
HOURS

30

GODINA

First

SEMESTER

Second

AIM

To gain knowledge and skills for a successful quality


management in tourism, a strategic variable in the war for
market share in the tourist market.

METHODS OF
WORK

Lectures, business case studies

SYLLABUS

Quality � definition, grasp. Product and service quality.


Quality of the market. Quality criterion. Prizes for quality:
Deming prize, Malcom Baldrige and European prize for
quality (EFQM). Croatian seals of approval. Types of
standard. Standards in the hotel industry. Big size hotels.
Quality as a development strategy of the small size hotels.
Process of certification. Documentation of the quality and
auditing. Institutions of quality. Total quality management
(TQM) in tourism and hotel industry.Development of the
quality systems. Systems of quality. Implementation of the
systems of quality. Quality cycles. Quality and standards of
the business result management. Planning and analysis of
the quality. Quality of the business processes and
functions. Quality in the service of marketing.
Management of the consumer-tourist satisfaction.
Methods of evaluating satisfaction of the consumer.
Quality and competition. Quality and price. Quality and
promotion. Quality and marketing strategy. Quality and
sales. Statistical methods and evaluation of the quality of
products and services in the hotel industry, agencies, and
other companies � providers of the tourist offer.
Marketing information system and quality. Quality
marketing management. Process of ongoing improvement
of quality as a part of the tourist market. Remuneration
according to the improvement of quality.

LITERATURE

a) basic:

1. Thyne, M., Laws, E., Hospitality, Tourism and


Lifestyle Concepts, Implications for Quality
Management and Customer Satisfaction, The Haworth
Hospitality Press, New York, 2005.
2. Lockwood, A., Baker, M., Ghillyer, A., Quality
Management in Hospitality, Cassell, London, 1996.

c) additional:
1. Lazibat, T., Poznavanje robe i upravljanje kvalitetom,
Sinergija, Zagreb, 2005.

2. Avelini-Holjevac, I., Upravljanje kvalitetom u turizmu i


hotelskoj industriji, Fakultet za turisticki i hotelski
menad�ment, Opatija, 2002.

3. Ross, J.E., Total Quality Management, Text, Cases and


Readings, Third ed., St.Luice Press, Boca Raton, Florida, 1999.

ECTS

METHOD OF
TESTING

Case studies analysis, oral examination

Ongoing supervision
of the lecturers

Students` continuing grading


TYPE

Elective subject

SUBJECT

TOURIST DESTINATION MARKETING

THE NUMBER OF
HOURS

30

YEAR

First

SEMESTER

Second

AIM

To gain basic knowledge in sustainable development, tourist


policy and tourist destination marketing for better marketing
of the tourist destinations.

METHODS OF
WORK

Lectures, analysis and case studies.

SYLLABUS

Tourist destination development. Influence of tourism on the


economy of the destination. Environment analysis � economic,
sociologic, political, technological, and ecological. Influence of
tourism on the environment. Carrying capacity limits.
Sustainable tourism development. Characteristics of the
destination tourist product. Management of the current offer.
Analysis of the competitiveness. Development of the new
product. Investments in the tourist attractions. Marketing of
the tourist attractions. Building a strategic marketing plan for a
tourist destination. Target market identification. Classification
of the tourist consumers segments. Positioning of the tourist
destination. Functions of the national tourist organizations �
gathering information, promotion of the destination,
organization of the workshops, support to the development of
the middle and small sized companies, protection of the
consumers etc. Development of the destination promotional
strategy. Role of tourist organizations in the development of
the tourist destination. Marketing information system in the
tourist destination. Planning of the tourist destination
development. Controlling. Tourist destination policy. Tourist
policy performers. Tourist policy goals. Tourist policy tasks.

LITERATURE
a) basic:

1. Wong, K.F., Halyan, S., Tourism Forecasting and


Marketing, The Haworth Hospitality Press, New York,
2003.
2. Heath, E., Wall, G., Marketing Tourism Destination, A
Strategic Planning Approach, John Wiley & Sons, Inc.,
New York, 1992.
3. Lumsdon, L., Tourism Marketing, Thomson
Publications, 1997

b) additional:

1. Howie, F., Managing the Tourist Destination,


Continuum, London, 2003.
2. Maga�, D., Management turisticke organizacije i
destinacije, Fakultet za turisticki i hotelski
menad�ment, Opatija, 2003.
ECTS

METHODS OF
TESTING

Case study analysis and presentation, oral examination

Ongoing supervision
of the lecturers

Students` continuing grading

TYPE

Elective subject

SUBJECT

MARKETING STRATEGIES IN TOURISM

THE NUMBER OF
HOURS

30

YEAR

First
SEMESTER

Second

AIM

To comprehend the development of the marketing strategies,


used for achieving competitive advantages in the tourist
market.

METHODS OF
WORK

Lectures-discussions, team analysis of the articles and cases,


individual assignments

SYLLABUS

Concept of the strategy and strategic decision-making.


Nature of competency and competitive strategy. Conception
of the competitive strategy. Marketing planning and the
strategy in tourism. Process of the strategic marketing
planning. Levels of the strategic marketing planning.
Strategic and marketing analysis of the subjects in the tourist
market. Analysis of the company competitiveness. Analysis
of the competition. Analysis of the consumers. Importance
of the financial analysis in defining competitive marketing-
strategy. Strategic directions and formulation of the strategy
in tourism. Strategic mission and goals, and analysis of the
situation using �5C� approach. Structural analysis, analysis
of the market and environment. Market segmentation, target
market selection and tourist product positioning. Shaping
marketing strategy. Analysis of the product portfolio.
Generating market leader�s strategy, challengers, followers,
and buffers. Selection among many alternative strategies in
tourism. Product strategy. Policy and strategy of price.
Internal marketing communication strategy. Defining
strategy of distribution. Implementation and control of the
marketing-strategy in tourism: a) for penetrating new
markets, b) for the growing markets, c) for mature markets,
d) for international markets. Case study: development of the
competitive market strategy of the business subject.

LITERATURE

a) basic:

1. Aaker, D.A., Strategic Marketing Management, 7th ed.,


John Wiley and Sons, Inc., New York, 2004.
2. Paley, N., Manager's Guide to Competitive Marketing
Strategies, 3rd ed., Thorogood Publishing, 2006.
3. Martorell Cunill, O., The growth Strategies of Hotel
Chains, The Haworth Hospitality Press, New York,
2005

b) additional:

4. Sungsoo, P, ed. Benchmarks in Hospitality and


Tourism, The Haworth Hospitality Press, New York,
2001.
5. Knowles, T., Diamantis, D., El-Mourhabi, B.J., The
Globalization of Tourism and Hosoitality : A Strategic
Perspective, Continuum, London, 2001.

6. Anderson, C.H., Vincze, J.W., Strategic Marketing


Management, Houghton Mifflin Co., Boston, 2004.

ECTS

METHODS OF
TESTING

Written examination, oral examination, analysis and/or


simulation of the marketing case study

Ongoing supervision
of the lecturers

Students` continuing grading


TYPE

Elective subject

SUBJECT

E � MARKETING

THE NUMBER OF
HOURS

30

YEAR

First

SEMESTER

Second

AIM

To enable students the understanding of the e-business and


to enable them for individual usage of the e-marketing in
penetrating tourist services in the tourist market

METHODS OF

Lectures, work on computers, case studies analysis, team work


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. Ru�ic, D., E-Marketing, Ekonomski fakultet u Osijeku,


Osijek, 2003.
2. Ulemek-Akrap, J., et.al., Elektronicko 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

METHODS OF
TESTING

In the course of study (teamwork), entry work and


conversation.

Ongoing supervision
of the lecturers
Students` continuing grading

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
(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

1.3.5. Criterion and terms of ETCS transfer

Subjects from other postgraduate specialist studies can only be elective subjects
with the value of
6 ETCS.

1.3.6. List of subjects that can be performed in foreign languages

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

In such cases, the letter of request is submitted

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

1.3.9 The ways to complete the studies

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
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.

1.3.10. Maximal duration of the studies

Maximal duration of the studies is three years

1.4. CONDITIONS OF THE REALISATION OF THE STUDIES

1.4.1. Location of the realization of the studies

University of Dubrovnik

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.
1.4.3. Names of the professors who will participate in lecturing the subjects

Theory and process of marketing � Prof. Marcel Meler, Ph.D.

Marketing information system � Prof. Marcel Meler, Ph.D. and Prof. Darko Prebe�ec,
Ph.D.

Tourism product policy - Prof. Vesna Vrtiprah, Ph.D.

Price management � Prof. �uro Benic, Ph.D.

Promotion in tourism � Prof. Josip Senecic, Ph.D.

Sales channels in tourism � Prof. Drago Ru�ic, Ph.D. and Prof. Nevenka Cavlek,
Ph.D.

Business decision-making in marketing � Prof. Ivan Pavlovic, Ph.D.

Quality management in tourism � Prof. Ivo Ban, Ph.D. and Prof. Tonci Lazibat,
Ph.D.

Tourist destination marketing � Prof. Vesna Vrtiprah, Ph.D. and Prof. Dragan
Maga�, Ph.D.

Marketing strategies in tourism � Prof. Bruno Grbac, Ph.D.

E- Marketing � Prof. Drago Ru�ic, Ph.D.


1.4.3. Information on the engaged professors
1.4.5. List of mentors/moderator of the final thesis

1. Prof. Marcel Meler, Ph.D.

2. Prof. Vesna Vrtiprah, Ph.D.

3. Prof. Drago Ru�ic, Ph.D.

4. Prof. Nevenka Cavlek, Ph.D.

5. Prof. Josip Senecic, Ph. D.

6. Prof. Darko Prebe�ec, Ph. D.

7. Prof. Ivan Pavlovic, Ph.D.

8. Prof. Ivo Ban, Ph.D

9. Prof. Tonci Lazibat, Ph.D.

10. Prof. �uro Benic, Ph.D.

1.4.6. Optimal number of the enrolled students

Optimal number of students that will enable an active participation in the classes
is 30
1.4.7. Cost evaluation per student

Estimated costs per student is 24 000 Kuna. The price for the following
generations is estimated
according to the number of enrolled students.

1.4.8. Methods of supervision of the quality and success of the studies

Quality of the postgraduate specialist studies is controlled by continuing


evaluations and
professors` self-evaluations of the performance of the studies, analysis of the
success of the
mentoring and ensuring the necessary conditions for the ETCS accomplishment.