Marketing in Tourism (NOT41O2)

  • Level of study undergraduate studies
  • Subject status: obligatory
  • ECTS: 6
  • Semester: VII
  • Number of classes: 2+2

Training students (theoretically and practically) to master knowledge of market economy in tourism. Special attention is paid to the study of the specifics of marketing and its use. Selection of companies operating in the tourism market is in the function of mastering their business.

Through the study of tour operators, travel agencies, hotel companies and tourist destinations as a whole, students gain competencies for the proper application of marketing in tourism and complementary activities.

Theoretical lectures

1. Global tourism market. 2. Global marketing environment. 3. Marketing concept in tourism. 4. 5. Understanding the behavior of consumers in tourism. 6. Researching the tourism market. 7-8. Segmentation, targeting and positioning. 9. Product and brand management. 10. Management of marketing services. 11. Pricing strategy. 12. Marketing tools in tourism. 13. Tourism product as a marketing instrument. 14. Developing examples from practice through seminar papers. 15. Marketing of tourist destinations.

Practical lectures

Contemporary trends in the development of tourism and marketing. Researching the tourism market. Developing marketing strategy in tourism. Analyzing tourist markets. Determining the strategy of tourism products. Designing and managing services. Development of price strategies in tourism. Sales channels in tourism. Promotion in tourism. Introduction of new tourism products to the market.

Vidoje Stefanović: Marketing u turizmu, Geografski fakultet Univerziteta u Beogradu, 2010.

Ognjen Bakić: Marketing u turizmu, Ekonomski fakultet, Beograd, 2003.

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