(in Polish) Sport and Leisure Marketing Basis 1155-GO1-SaLMB
1. Concepts of service marketing, marketing functions.
2. Marketing MIX (4P, 4C, 5P, 7P). Product, price, distribution, promotion.
3. Advertising media, distribution channels, direct sales.
4. Market segmentation.
5. Motives for choosing an offer, preferences and tourist needs.
6. Basic, extended and potential tourist product. Product life cycle.
7. Marketing management: the basics of planning and marketing planning, setting the mission and goals of the enterprise, SWOT analysis.
8. Basics of a business marketing plan.
9. Brand and logo in tourism. Visual and voice identification.
10. Brand communication strategy. Customer - brand relationship.
11. Marketing of network products in tourism. Practical examples.
12. Business meetings in tourism. Satisfaction and satisfaction category.
13. Selected criteria for evaluating marketing activities. Service monitoring tools.
14. Quality in tourist services.
15. Market research and marketing research. Mystery Shopping Research.
16. Determining the tourist preferences of a selected group of recipients - presentation of preferences.
17. Outdoor recreational product design - health track, outdoor gym
18. Recreational product logo design and analysis.
19. Self-evaluation of own actions. Description of the strengths and weaknesses of the direct presentation.
20. Project of a selected business meeting event based on short-term plans and regulations.
21. The quality of the planned event. Conference Marketing Action Plan.
22. Analysis of the event based on 4P and 4C marketing.
23. Package of tourist services.
Total student workload
Learning outcomes - knowledge
Learning outcomes - skills
Learning outcomes - social competencies
Teaching methods
Expository teaching methods
- problem-based lecture
Exploratory teaching methods
- case study
- project work
- SWOT
- brainstorming
Online teaching methods
- exchange and discussion methods
Prerequisites
Course coordinators
Term 2024/25L: | Term 2023/24L: | Term 2022/23L: |
Assessment criteria
test (tourist part) - types of questions: 1) true/false, 2) matching, 3) short answer 4) gap filling
3.0 – 51%-59,9%;
3.5 – 60%-69,9%;
4.0 – 70%-79,9%;
4.5 – 80%-89,9%;
5.0 – 90%-100%
Presentation orojects in teamwork (sport part):
Case study solution, assessment depending on the complexity of the problem solution (with servey who will be using for tourist or sport organisation):
- solving the problem without using literature sources: 3.0
- problem solving with the use of literature sources: 3.5
- solving the problem of presenting two scenarios: 4
- solving the problem with presenting two scenarios and an additional analysis tool: 4.5
- problem solving with the presentation of at least two scenarios (solutions), an analysis tool (scenario assessment) and the effects of solutions (+ good practices): 5.0
Bibliography
Heath, E., & Wall, G. (1991). Marketing tourism destinations: a strategic planning approach. John Wiley & Sons, Inc.
Holloway, J. C. (2004). Marketing for tourism. Pearson Education.
Kerr, J. H., & Houge Mackenzie, S. (2020). ‘I don’t want to die. That’s not why I do it at all’: multifaceted motivation, psychological health, and personal development in BASE jumping. Annals of Leisure Research, 23(2), 223-242.
Klaus, P., & Maklan, S. (2011). Bridging the gap for destination extreme sports: A model of sports tourism customer experience. Journal of Marketing Management, 27(13-14), 1341-1365.
Kotler, P. (2003). Marketing for Hospitality and Tourism, 5/e. Pearson Education India.
Lowry, L. L. (Ed.). (2016). The SAGE international encyclopedia of travel and tourism. Sage Publications.
Additional information
Additional information (registration calendar, class conductors, localization and schedules of classes), might be available in the USOSweb system: