Course objectives
Provide students with an opportunity to understand the organization of a hotel through its departments and facilities as well as the tasks of each department. Introduce students to the characteristics of managing luxury hotels. Provide students with the knowledge and skills necessary for planning, reporting on performance and managing hotel departments. Point out the specifics of doing business in an international environment. Facilitate the understanding of the role of marketing, consumer needs along with the specifics and structure of the hotel services market. Provide students with the insight of basic activities related to market research, market segmentation, targeting and positioning, designing and managing a hotel product, price setting and placement of a hotel product. Provide knowledge and skills necessary to create and implement hotel marketing plans.
Expected learning outcomes
Having successfully completed the course, the students will be able to:
Explain the organisation of a hotel through hotel departments and activities, define specific tasks of each department.
Interpret the characteristics of luxury hotel management.
Define the potential for realising additional income in hotel departments.
Explain the opportunities for synergy between state and town institutions and hotels.
Understand the specifics of doing business in an international environment.
Describe the role of marketing in hotel operations and explain consumer needs, specifics and the structure of the hotel service market.
Demonstrate the role of marketing in strategic planning of hotel operations and activities related to market research and segmentation along with hotel product positioning.
Deploy basic marketing tools in designing and managing hotel products, price setting and placement of a hotel product.
Take part in managing a promotional campaign, PR and advertising and sales of hotel services using traditional and new technologies in hotel marketing.
Create a simple hotel marketing plan and manage its implementation.
Course objectives
Provide students with the basic knowledge and skills necessary to set up and manage a food and beverage establishment. Give students an insight into the specifics of running bars and restaurants in terms of managing finances, procurement, sales, administrative and operational tasks. Facilitate students’ understanding of market definition and specifics of bar and restaurant marketing. Enable students to understand the concept and types of restaurants, their inventory and technical equipment. Provide students with the knowledge and skills necessary for developing marketing plans and managing their implementation in bars and restaurants.
Expected learning outcomes
Having successfully completed the course, the students will be able to:
Explain the concept and types of restaurants as well as describe the inventory and technical equipment.
Explain the role of marketing and specifics of food and beverage establishment marketing with the overview of specific marketing of special types of restaurants.
Give an overview of specifics of food and beverage preparation and serving in restaurants and external locations.
Explain market positioning of food and beverage establishments.
Interpret promotional campaigns, PR and advertising, market networking and sales of restaurant services.
Interpret the characteristics of investing in restaurant operations as well as sustainable and competitive restaurant operations.
Deploy essential tools for managing finances, procurement, sales and other administrative and operational segments of the restaurant business.
Manage employee motivation, education and occupational safety in restaurants.
Apply the process of development and planning in restaurants.
Use tools and skills to increase restaurant guest spending.
Develop a business plan for a restaurant start up business as students’ own entrepreneurial venture.
Course objectives
Facilitate the understanding of market features, consumer behaviour, importance of market research and market segmentation as well as creating a theme and image appealing to target customers. Refer students to the specifics of marketing and organisation of events. Provide students with the knowledge and skills necessary for managing marketing operations and developing marketing plans and organizational and logistic processes of events. Introduce students to the beginnings of the congress industry, advantages of congress and business tourism. Determine the ways of evaluating congress effectiveness. Explain the necessary employee knowledge and skills in the congress industry as well as its future prospects. Introduce students to the organizational logistics of congresses as events. Introduce students to the creators, events and achievements of Croatian cultural history and its present as part of its national identity and brand. Recognize Croatian achievements and its cultural heritage within the European context as a differentiating feature in the process of the country’s tourist branding. Give students an insight into strategic communication with the public in tourism. Analyse communication strategies of cultural heritage. Introduce students to the importance of management and managing creative processes in the organization of events.
Expected learning outcomes
Having successfully completed the course, the students will be able to:
Describe the market features and behavior of event customers.
Demonstrate a process, goals, strategies and tactics of event marketing along with applying different tools of financing.
Plan and mange promotion, sales and other marketing activities in the organization of events.
Develop a marketing and PR plan for an event.
Describe the concept, forms, types and the importance of events and manifestations for a tourist destination.
Demonstrate a planning process and securing necessary resources for the organization of events and manifestations.
Manage the preparation and implementation of a smaller event or a segment of preparation and implementation of a manifestation.
Determine characteristics, goals, strategies and types of congress industry and its interaction with a congress destination.
Give an overview of the historical development of the congress industry; differentiate the types and categories of congress organizers as well as the role of different subjects in the organization of meetings.
Prepare a bid book and candidacy along with a conference organization plan, side events, and marketing activities (promotion, sales, PR and online activities).
Recognize the specifics of Croatian cultural heritage as part of Croatia’s tourism branding.
Recognize the monuments and creators of Croatian cultural heritage and connect Croatian cultural achievements with the European ones.
Interpret the cultural heritage of Croatia and communication as part of destination public relations.
Manage creative processes in the organization of a manifestation.
Course objectives
Facilitate the understanding of the concept, reason of emergence, tasks, functions, and development prospects of travel agencies and their role in the distribution of services in tourism. Provide students with an insight into the legal framework and specifics of planning, organization, decision making as well as managing marketing processes in travel agencies. Provide students with knowledge and skills necessary for planning and successfully valorising different travel agency activities on the market.
Expected learning outcomes
Having successfully completed the course, the students will be able to:
Describe tasks, concepts and the reasons of emergence of travel agencies.
Explain the role, function and types of travel agencies as well as their position and distribution structure in tourism.
Demonstrate the process of strategic and operational planning and decision making in travel agencies.
Manage the marketing process of travel agencies services.
Give an overview of the specifics of travel agency services marketing.
Develop a marketing plan for a travel agency product line.
Manage the implementation of the marketing plan of travel agency products.
Create a business plan for starting a small travel agency as students’ own entrepreneurial project.