BUDAPEST BUSINESS SCHOOL COLLEGE OF COMMERCE, CATERING AND TOURISM
Subject Outlines of the
TOURISM & HOSPITALITY BA MAJOR
C Module
in the 2015/2016. academic year
Budapest, May 2015.
Contents
C. MAIN SUBJECTS IN TOURISM-HOSPITALITY (MAJOR) .............................................................................. 3
C. COMMON MODULE IN TOURISM-HOSPITALITY .......................................................................................................... 3 C.1 Introduction to Tourism (BEVT1K0ATVT) ......................................................................................................... 4 C.2. Geography of Tourism (Hungary) (IDFF0KAATVT) ........................................................................................ 6 C.3. Basics of Cultural History (MUVA1K0ATVT) ................................................................................................... 8 C.4. Basics of Hotel Operations (SZGA1K0ATVT) ................................................................................................. 10 C.5-1. Hotel Operation Management-1 (*5.) (SZGV1K0ATVT) ............................................................................ 13 C.5-2. Hotel Operation Management-2 (*5.) (SZGV2K0ATVT) ............................................................................ 15 C.6. Basic Studies in Gastronomy (GASZ1K0ATVV) .............................................................................................. 17 C.7. Restaurant Service (*2.) (ERTA1K0ATVV) .................................................................................................... 18 C.8. Foreign Language for Tourism and Hospitality .............................................................................................. 19
C.9. OBLIGATORY ELECTIVE COURSES IN THE LAST SEMESTER (STUDENTS HAVE TO CHOOSE ONE) ................................ 20 C.9.1. Tourism Marketing (TURM1S0ATVT) (for Specialization THM in the 7th semester) .................................. 20 C.9.2. Hospitality Marketing (VMAR1S0ATVV) (for Specialization CHM in the 6th semester) ............................. 22
C. Main Subjects in Tourism-Hospitality (Major)
In Module C - the Main Subjects of the Tourism & Hospitality BA Major, the common core and alternative
elective members of all Tourism & Hospitality Curricula in the undergraduate Bachelor Level Education
Programmes of the Hungarian Higher Education System. It contains the following essential subject groups:
The C.1. Common Module of Tourism & Hospitality BA Major contains all those subjects,
which must be taken by students gradually already in the first, second and third academic year
of their BA studies. All these subjects should be present in all Tourism & Hospitality BA
Curricula in Hungary, and students must take them to achieve the BA degree in this major. In
these subjects students learn essential cultural, geographical and business topics of the main
actors on the tourism market, the travel agencies and the hotels. They have to get acquainted
with the basic studies in gastronomy and restaurant service.
In the second part of the module the tourism marketing and the hospitality marketing is
taught the students.
Attention please!
1) Read carefully the information in which semester (fall or spring) are the subjects offered in
English. You can find them in the 4. row of the identification section of the outline. The
majority of subjects are offered either in the 1.; 3.; 5; or 7. (fall semester) or in the 2.; 4. or 6.
(spring semester). We can offer some of them in every semester. If you not only failed the
exam, but the teacher has denied his signature for the subject, you must retake it in a special
course. Please, read therefore the curriculum map carefully and choose those subjects into
your individual study time-table, which help you to avoid unnecessary delays or bad lucks in
the study sequence of subjects.
2) Read carefully the prerequisites of subjects to avoid situations in which you can’t pass
exam successfully, because of the lack of exam from previous subjects. Even ERASMUS
students should think on this issue, because they may take subjects totally free, but the lack of
prerequisite subject knowledge might cause difficulty to pass the exam, and get the necessary
ECTS.
3) Read also the language knowledge requirement of the various subjects. This might cause
also problems, especially if some ERASMUS students are coming mainly to learn English
language during their stay at BBS. This is an important objective of ERASMUS mobility,
however some courses in the main study require a C2 level of English language knowledge.
This requirement is only indicated implicitly in the identification section of the subject outline.
You find hints on it by investigating the semester number of the subject offered. Subjects
usually offered in the 5.; 6. or 7. semester require C2 level of English language skills.
C. Common Module in Tourism-Hospitality
C.1 Introduction to Tourism (BEVT1K0ATVT)
Subject name: Introduction to Tourism
Subject code: BEVT1K0ATVT
Subject type: Basic subject in Tourism & Hospitality C Module
Subject level: BA level
Contact hours: 14*2
Examination: Written simple exam
Credit: 3
Preliminary study:
Frequency of education: weekly
Aim: To provide opportunity to students to gain comprehensive knowledge in
tourism and to give the students more extensive information on various
components of the tourist industry.
To provide an introduction to the concepts of tourism as an activity and
develop an understanding of the structure, organization and
interdependence of the various sectors of the tourism industry.
Subject responsible:
Subject coordinator: Tourism Department
Lecturers: Ms. Éva GARÁN
Assessment method:
Requirements during the semester to get signature
Midterm test:
Minimum of 50% must be achieved in order to get the signature
It takes 60 minutes, includes two short essays and test (YES/NO questions and selecting
questions).
There will be only one repeat exam date announced just for the students who
had transmitted a doctor’s certificate latest a day after the midterm test (might be a scanned and
e-mailed one)
Exam (C): written basic examination It takes 80 minutes, includes three short essays and and test (YES/NO questions and
selecting questions)
Structure of the assessment Type Duration Maximum points Weight (% of total )
Midterm test
Short and extended
answers and test
questions
60 min 50
20%
Written exam Short and extended
answers and test
questions
80 min 100 80%
Grading:
0- 61 % fail (1)
62-71 % pass (2)
72-81 % satisfactory (3)
82-91 % good (4)
92-100 % excellent (5)
Mandatory
reading:
1. Holloway, J. Christopher Humphreys, Claire(2012) The Business of
Tourism 9th Edition
2. J.R. Brent Ritchie, Geoffrey I. Crouch (2003) The Competitive
Destination - A Sustainable Tourism Perspective, 1st Edition
- Chapter 2; Part II. Pages 33-59
- Chapter 8 Pages 148-151, Page 153
3. UNWTO Tourism Highlights, 2014 Edition
(http://mkt.unwto.org/publication/unwto-tourism-highlights-2014-edition)
Recommended
reading:
1. Mill Robert C , Morrison Alastair M (Editions of 2010 OR 2013) The
Tourism System 5th or 6th Edition
2. Charles R. Goeldner, John. R. Brent Ritchie (2006) Tourism –
Principles, Practices,Philosophies, 10th Edition – Chapter 8,
Chapter11, Chapter 12, Chapter 14,
3. WTTC: Economic Impacts of Travel & Tourism 2014 (downloadable
from www.wttc.org)
4. Actual statistical data published by KSH (Central Statistic Office of
Hungary) , Publications of WTO and WTTC
Other
instruments:
1. Coospace – messages, subject materials uploaded by the lecturer
2. websites:
www.ksh.hu,
www.unwto.org,
www.wttc.org,
http://www.etc-corporate.org
http://ec.europa.eu/enterprise/sectors/tourism/index_en.htm
3. newsletters:
www.travelmole.com,
4. Periodicals:
Annals of Tourism Research
Journal of Travel Research
C.2. Geography of Tourism (Hungary) (IDFF0KAATVT)
Subject’s title: Geography of Tourism - Hungary
Subject’s code: IDFF0KAATVT
Subject’s leader: Ms. Krisztina NEMERKÉNYI
Type of subject: Main subject of Tourism & Hospitality C Module
Level of the subject: BA level
Credit points: 3
Contact hours: Lecture: 14 Practice: 28 (in 3
groups) Total: 84
Students learning hours: Total: 98
Type of exam: Course unit exam
Prerequisites to qualify for subject:
Geographical studies in secondary education and Introduction to Tourism
Short description of the subject:
Physical geography and its elements on tourism
Important destinations of tourism
Tourism in Hungary
Regional overview of Hungarian tourism
Aims:
To provide an overview of the possibilities of tourism in Hungary from geographical viewpoint
Learning outcomes: knowledge
The students should be able
to understand the importance of geography and geographical elements in tourism
Learning outcomes: skills
The students should be able
to identify the major tourist destinations in Hungary
to examine critically the impact of tourism on different tourist destinations
Teaching strategies and method of delivery:
Lectures and Practice
Projects prepared by the students
Locating oneself on maps
PowerPoints, maps, slides will be used extensively
Home assignment:
To prepare 3 different short presentations about the given topics
Compulsory reading
Handouts for students
Recommended reading:
Travel Geography (Rosemary Burton), Pitman Publ.
A Complete Guide - Hungary (Gyula Németh), Corvina
The Geographical Magazine (Royal Geographical Society)
The Lonely Planet Guides
Hungary (The Lonely Planet Guide)
Other learning sources:
TV, videos, magazines, journal, personal experiences
Assessment and grading
Presentations 20 % GRADING
Final Exam 80 %
TOTAL 100 %
Excellent (5) 90-100 %
Good (4) 80-89 %
Satisfactory (3) 70-79 %
Pass (2) 60-69 %
Fail (1) > 59 %
C.3. Basics of Cultural History (MUVA1K0ATVT)
Subject’s title: Basics in Cultural History
Subject’s code: MUVA1K0ATVT
Type of subject: Main subject of „Tourism & Hospitality” Major in the C Module
Level of the subject: BA, level (Year 1, Semester 1)
Subject’s leader: Ms. Andrea HÜBNER
Credit points: 3
Contact hours: Lecture 2 Practice: 0 Total: 2
Students learning hours: Total: 2
Type of exam: written examination
Prerequisites to qualify for subject:
none
Short description of the subject:
This course aims to give an introduction to the basic questions concerning the interpretation of
the different eras of culture in Europe. The lectures go along the traditional scheme, but the use of the
traditional approach is also a good a’propos for a critical analysis . The latest methods of
interpretation are always introduced. The latest interdisciplinary concepts are also mentioned
Aims:
The aim of this subject is to introduce the methods of investigating cultural phenomena
through the analysis of the main trends of European culture. Every theme is approached from
alternative directions.
Learning outcomes: knowledge
The students are expected to have a general overview of the most important cultural issues in
Europe, with the capacity to touch these questions with a critical and analytical mind
Learning outcomes: skills
Th gained knowledge is expected to have a practical side: problems of old periods can give
solutions for contemporary problems. The knowledge of the mainstreams of European culture
can give clues to questions of Euro-centric attitude, Globalization, and inter-cultural
communication
Teaching strategies and method of delivery: discussions and presentations
Home assignment: home readings
Compulsory reading
Fleming : Arts and Ideas
Copied versions of the obligatory pages are available at the library.
The obligatory sections for the mid-term papers are sent by e-mail (scanned)
Recommended reading:
Other learning sources:
Assessment and grading
9
Requirements during the semester:
There is 1 midterm after 8 lectures, and 1 at the end of the term.
Midterm assessment:
According to the usual rate of the course: 60%-69%: marginal pass(2)
70%-79% satisfactory(3)
80%-89% good(4)
90%-100% excellent(5)
Requirements of semester:
Closing mark method of semester:
The final mark is made up of three equal shares of the two midterm papers and the written
examination .The midterm and the exam are different : whereas the midterm expects factual
knowledge of a prompt nature, the exam focuses on essay writing ability.
10
C.4. Basics of Hotel Operations (SZGA1K0ATVT)
Subject’s title: Basics of Hotel Operation
Subject’s code: SZGA1K0ATVT
Subject’s leader: Dr. László JUHÁSZ PhD
Type of subject: Main Subject of Tourism and Catering in C Module
Level of the subject: BA level
Credit points: 4
Contact hours (hours/week): Lecture: 1 Practice: 2 Total: 3
Students learning hours: Total:
Type of exam: Practice mark
Prerequisites to qualify for subject:
BA C 1
Short description of the subject:
Basic Operation System of the Hotel
Aims:
To introduce the hotel operation. To know the basic operation system of the hotel. To be able to act
and organize the different part of hotel activities. To make managerial decisions on hotel activities.
Learning outcomes: knowledge
To be aware of the different departmental basic activities of the hotel
Learning outcomes: skills
To be in accordance with the subject requirements, to successfully pass the midterm and final test of
the subject
Teaching strategies and method of delivery:
Home assignment:
To prepare and perform different studies in powerpoint presentations
Compulsory reading
Managing Front Office Operation Charles E. Steadmon and Michael L. Kasavana
Managing House Keeping Operation by M. Kappa, A. Nitsch, P.B. Schappert
Recommended reading:
Supervision in the Hospitality Industry by R.R. Kavanaugh and J.D. Ninemeier
Periodicals: “Hotels” – “European Hotelier” and various other readings
Other learning sources:
Electronic:
www.gsztujsag.com; www.turizmus.com; www.ehotelier.com ; www.hotelsmag.com;
www.hah.hu, www.instituteofhospitality.org, www.hotelnewsnow.com, http://turizmus.com,
Indigo Hotel receptionist - YouTube
at my job - hotel receptionist - YouTube
What it's like to be a hotel doorman - YouTube
YouTube - Hotel Housekeeping Training Video- Part 2.flv - YouTube
How to: Make a Five stars Hotel bed. - YouTube
World Trainer Guestroom & Bathroom Cleaning - YouTube
Others: Recommended readme texts and studies on ‘Coospace’ (www.coospace.bgf.hu)
Assessment and grading
Requirements of the semester for Signature:
An active participation on practice hours (maximum 3 /25%/ missings)
Studies attaching to the Coospace according to deadline
Presentation of Studies
Midterm and Final tests
Point Earning Quiz following each Lecture hours
An available mark of the subject ‘Introduction to Tourism’ is required in order to be graded.
11
Assessment, grading
• Written tests: Midterm test max. 40 points
Final test max. 40 points
Study presentation max. 1-5 points
PE Quiz max. 1-2 points
Final Assessment 100 points
Minimum requirement: 61 points
(including points earned from Mid-Term, Final-Term, Study presentation & PE Quiz)
Practice Marks:
Over 91 points 5
Between: 81-90 points 4
71-80 points 3
61-70 points 2
Between 0-60 points 1 fail
Different Activities (=Additional point-earning opportunities):
Activities during Seminars from 1 to 5 points
Additional study or survey from 1 to 10 points (optional)
Care! Additionally earned points could only be taken into account if the minimum
requirement (61 pts) already performed!
Midterm and final tests plus study presentations is a MUST!
Study format is in ppt, duration of the presentation is 7(seven) minutes. Each hotel
member must ALWAYS be aware of the topic that is performed.
Monday, February 09, 3 p.m. – deadline on Coospace for providing me with hotel
names and members-(attachment in doc file).
Practical mark replacement possible – only if failed - twice during exam period.
Exam Course
Failed semester, but have a signature
One exam in the last week of semester
Special or technical course
Failed semester, but have a signature
Two exams during the examination period
Conduct In The Classroom
1. We want to maintain the high quality of these classrooms for the students in future years.
Thus, it is necessary for you to adhere to the established policy of NO BEVERAGES, FOOD,
TOBACCO PRODUCTS, CHEWING GUMS within the Markó Building Classrooms. Your
assistance in enforcing this policy is greatly appreciated.
2. No talking in classroom while the instructor is conducting the class.
3. Arriving to the classroom in time, in case of being late you won’t be admitted into the
classroom. (= missing occasion).
4. 3 missing seminar occasions are accepted, above that you cannot get a signature of the lecturer
for the semester. (according to the rules of the college).
13
C.5-1. Hotel Operation Management-1 (*5.) (SZGV1K0ATVT)
Subject’s name: Hotel Operation Management-1
Subject’s code: SZGV1K0ATVT
Subject Instructor: Dr. László JUHÁSZ PhD.
Subject lecturer: Petra GYURÁCZ-NÉMETH
Subject Coordinator : BBS – CCCT – Institute of Tourism
Subject’s type: Main subject of Tourism & Hospitality C Module
Subject’s level: BA level
Contact hours : 2 lectures + 3 seminar (one 1 hour hotel computer program
practice)
Exam: Practice mark
Credit: 6
Prerequisite courses to qualify for current
subject:
B.1.6. Basics of Accounting
B.1.8. Basics of Finance
C.4. Basics of Hotel Operation
Disclosure frequency: impair semesters and as needed
2-12 weeks: IT Professional Practice Programme.
Practice hours per week for a total of 12 -15 hours, 3x4 hours, in blocs. Computer room for 25 persons in
small groups. Presentation and exercise the programs and systems.
The Front Office: Fidelio, Hostware, Flexsys, GuestPartner, Opera
Booking: Online booking service systems
Distribution: Amadeus, Galileo, editing websites
Catering, event: Hostware, Restinfo, Micro
Subject Program Practice
(Virtual Hotel Feasibility Study)
Chapter I. "Hotel market position over the past five years"
Chapter II. “Hotel Operation Scenario”
Chapter III. “Marketing Plan of the Hotel”
Chapter IV. “Lodging Revenue Budget”
Chapter V. “Hotel F&B Sales Budget”
Chapter VI. ”Revenue Budget of Hotel (specialization)”
Requirements
Exam type: Practice mark
Aim:
Students understand the operation and activities of accommodation, decision criteria and vocational
fields are connections to other areas of tourism.
Expectations of the subject:
Capable of accommodation in the domestic and international activity levels,
to do activities,
to manage activities
to organize activity and to identify relationship
to manage conflicts of interest related to tourism development,
To have knowledge of the next high education level to continue.
Speciality of Subject: Lectures are feature to seminar presentations the practices built on
each other, that why to visit is highly recommended.
14
Mid-term requirement, to have a signature:
Active participation on lecture and seminars, maximum three missing expected
Preparation each Chapters of Practice Study,
Retention of Presentations,
Completing the Hotel IT Practice
Practice mark-evolving method with weighted average:
10 % complete the Practice Study Chapters
90 % a Final Test (minimum 61%)
Replace or improving of Practice mark, once a semester during the last week of the study and the
first ten working day of exam period. It gas two parts calculation and verbal exam.
The improving exam failure the subject has take into account again but nlz once a semester.
Exam course: only with signed semester
Biannual evaluation method:
0-60% fail, 61-70% pass, 71-80% satisfactory
81-90% good 91-100% excellent
Curriculum processing of literatures:
Compulsory Reading:
Dana Tesone, 2010. Principle of management of Hospitality Industry, Cl. UniversityKotler / Makens /
Bowen, 2003, Marketing for Hospitality and Tourism
Recommended reading:Dana Tesone, 2009. Hospitality IS and E-Commerce, Cl. University Central Florida
Kotler / Makens / Bowen, 2003, Marketing for Hospitality and Tourism
by seminar teachers
Other: Individual learning support: CooSpace
Electronic handouts of seminars and conducting Practice
Computer Practice
15
C.5-2. Hotel Operation Management-2 (*5.) (SZGV2K0ATVT)
Subject’s name: Hotel Operation Management-2
Subject’s code: SZGV2K0ATVT
Subject Instructor: Dr. László JUHÁSZ PhD.
Subject lecturer: Mr. Péter PARACZKY
Subject Coordinator : BBS – CCCT – Institute of Tourism
Subject’s type: Main subject of Tourism & Hospitality C Module
Subject’s level: BA level
Contact hours : 2 lectures + 2 seminar
Exam: Oral exam – colloquium
Credit: 6
Prerequisite courses to qualify for current subject:
C.5. Hotel Operation and Management I.
Hotel F&B Management (only for THM)
Disclosure frequency: impair semesters and as needed
Virtual Hotel Study
Chapter VII - XII+
VII. "Human Resources Budget"
VIII. “Lodging P&L Budget”
IX. “Hotel F&B P&L Budget”
X. “Specialization and other activities P&L Budget”
XI. “Functional Activities P&L Budget”
XII. “Income Statement Budget”
XII+. “Financial Budget”
Requirements
Validation of semester, signature:
Active participation on seminars (maximum 25%, three missing),
Submission of Seminar studies, short essays and article analysis on Coospace,
To keep the presentations,
To wrote the Test (minimum 61% achievement)
Failed test improve possible on the exam
Examination
Entering question
To replace the failed test (minimum 61% achievement)
Compliance the question
Exam Course
Aim:
Students understand the operation and activities of accommodation, decision criteria and vocational
fields are connections to other areas of tourism.
Expectations of the subject:
Capable of accommodation in the domestic and international activity levels,
to do activities,
to manage activities,
to organize activity and to identify relationship among departments,
to manage conflicts of interest related to tourism development,
to have knowledge of the next high education level to continue.
Speciality of Subject: Lectures are feature to seminar presentations the Seminars built on
each other, that why to visit is highly recommended.
16
only available after a failed rating of completed (signed) semester
one examination possibility last week of semester
Special or Technical Course
only available after a failed rating of completed (signed) semester
at least five attendant required on seminars
two examinations possibility on examination period
Midterm Test method of valuation:
00-60% fail 61-70% pass
71-80% satisfactory 81-90% good 91-100% excellent
Curriculum processing of literatures:
Compulsory Reading:
Dana Tesone, 2010. Principle of management of hospitality industry, Cl. University Central Florida
Chris Guilding, 2009, Accounting Essentials for Hospitality Managers, Department of Tourism, leisure,
Hotel and Sport management, Griffith University Australia, Linacre House, Jordan Hill Oxford.
Lecture handout
Recommended Reading:
Medlik Slovay, 1995. Hotel Management, Oxford
Medlik Slovay, 1991. Business of Hotel, Oxford
Michael. L. Kasavana – Richard. M. Brooks. 2005. 7th edition, Managing Front Office Operation,
Educational Institute, American Hotel and Lodging Association
Other: Individual learning support: CooSpace
17
C.6. Basic Studies in Gastronomy (GASZ1K0ATVV)
Subject code: GASZ1K0ATVV
Subject type: Main subject of Tourism & Hospitality C Module
Subject level BA level
Subject leader: Dr. Dénes SÁNDOR
Subject leader: Dr. Dénes SÁNDOR
Subject coordinator :
Subject lecturers: Dr. Dénes SÁNDOR; dr. György CSERVÁK; dr. Katalin
SCHMIODT; dr. András CSIZMADIA
Contact hours: 2+0
Examination type: written
Credit value of Subject: 3
Prior knowledge of subjects:
As the subject is an introductory one there is no assumed knowledge.
Semesters of study: 1
Aim and objectives of Subject:
The aim of the module “GASTRONOMY” is to give the students a general introduction to the
Catering Industry and the basic principles of Food Science Theory in Semester 1. The material will
be split into three elements.
To give the students general information about Food and Beverage area
To provide basic principles of Nutrition, Food Science & Hygiene
To cover the knowledge necessary in Food and Beverage Operations particularly Kitchen &
Restaurant Service area
Examination:
Requirements during the semester:
Midterm assessment: There is no midterm assessment
Requirements of semester:
Closing mark method of semester: Final Examination The material will consist of Introduction to Catering Operations both Kitchen and
Restaurant area (85%) and Food Science Theory (15%) and will be organised in January 2015.
In case of fail on the examination two repeat examinations can be taken of the subject.
Literatures of subject:
Required reading:
Sándor, D.: Food Preparation practice. CD, BGF. KVIK., Budapest, 2004. 262 p.
Sándor, D.: Food Preparation. Video film, BGF. KVIK., Budapest, 2004.
Lillicrap, D. – Cousins, J.: Food and Beverage Service. Hodder & Stoughton, London, 1990. 398 p.
Gaman, P. M. – Sherrington, K. B.: The Science of Food. Elsevier Ltd., Oxford, 1996. 304 p.
Copied descriptions from lecturers on CooSpace
Selected bibliography:
Materials to support of the subject:
Printed:
Electronic:
Others:
Subject name: Basic Studies in Gastronomy
18
C.7. Restaurant Service (*2.) (ERTA1K0ATVV)
Subject’s title: Restaurant service I.
Subject’s code: ERTA1K0ATVV
Type of subject: Practice
Level of the subject: BA, Year 1, Semester 2
Subject’s leader: Dr. Dénes SÁNDOR
Subject’s instructor: Ms. Katalin SÓVÁRI
Credit points: 2
Contact hours:0+3 Lecture: 0 Practice: 3 Total:3
Students learning hours: Total:
Type of exam: Practical exam
Prerequisites to qualify for subject:
The assumed knowledge and skills based on the previous Gastronomy and Food & Beverage
Operation lectures.
Short description of the subject:
The subject give general and practical skills about restaurant service methods and how to
manage a small restaurant
Aims:
The aim of the module “Restaurant Service I.” is to provide the students a real life Restaurant
Operation Situation, without guests
Learning outcomes: knowledge
Practical restaurant service knowledge, Basics Studies in Gastronomy
Learning outcomes: skills
Service methods
Offering beverages
Offering and serving meals and beverages
Teaching strategies and method of delivery:
Practical table set ups, serving a guest, cleaning the tables
Home assignment: -
Compulsory reading
Food and Beverage Service, Lillicrap-Cousins
Recommended reading:
Food Preparation CD, Dénes Sándor
Food Preparation Video film, Dénes Sándor
The Science of Food, Gaman and Sherrington
Copied descriptions from lecturers
Other learning sources:
Professional literature
Assessment and grading
Practical exam
20
C.9. Obligatory elective courses in the last semester (students have to
choose one)
C.9.1. Tourism Marketing (TURM1S0ATVT) (for Specialization THM in the 7th
semester)
Subject’s title: Tourism marketing
Subject’s code: TURM1S0ATVT
Type of subject: Obligatory, professional subject in the C Module for Specialization
“Tourism and Hotel Management”
Level of the subject: BA level in semester 7
Subject’s instructor: Mr. László József, dr. Kovács Miklós
Subject’s lecturer: dr. Kovács Miklós
Consulting hours: by appointment
Credit points: 6
Language of education: English
Contact hours: Lecture:
2 hrs
per
week Practice:
2 hrs
per
week Total:
4 hrs
per week
Students learning hours: hours every second week Total: 4
Subject’s schedule: Lecture: 2 hrs
seminars: 2 hrs
Type of exam: Practise mark
Prerequisites to qualify for subject:
B 4 Marketing
Short description of the subject:
As the students have studied the Basics of Marketing and got information about marketing during
their studies of Basics of Tourism subject and they learned hospitality marketing management, this
course focuses on the Regional Management subject provided marketing knowledge relating
Destination Marketing, Destination Branding, on local, regional and national level.
The module introduces and develops student’s knowledge and understanding of marketing issues in
tourism. The lecture program provides the theoretical input, whilst the seminar program supplements
and reinforces this input.
The seminar sessions allow students to consolidate their knowledge and understanding of the
module trough tasks such as making comparisons via presentations and discussions.
The lectures deal with topics such as modern and postmodern marketing , analysing the current
tourism trends, marketing strategies, marketing processes, place and destination marketing, branding,
reviewing the executive organisations on different levels from the local communities to the national
tourist offices.
Aims:
The aim is to enable students to explore the unique problems of marketing tourism, to understand the
relationship between marketing strategies and tactics in the seven elements of the marketing mix in
order to meet all the challenges in promoting and selling tourism destinations.
Learning outcomes:
Knowledge: On competing the module students will understand the relevant theories of community
marketing in tourism.
Skills : Students will be able to adopt the principles and concepts in the seven elements of the
destination ( and city ) branding and marketing. including the basics of planning. They will be able to
structure a written and verbal work in order to effectively communicate ideas on the above
mentioned topics.
Teaching strategies and method of delivery:
The topics will be covered by lectures and discussed during the seminars. Students will have the task
21
to give short presentation on the topics agreed with the tutor.
Home assignment:
None.
Compulsory reading:
Kotler P. Bowen P.Makens J. Marketing for hospitality and tourism (2006) Prentice Hall
Handouts provided by the lecturer
Recommended reading:
Susan Horner and Swarbrooke: Marketing – Tourism, Hospitality and leisure in Europe
International Tourism- A global perspective – WTO ( WTO Tourism Educational Series )
Mihalis Kavaratzis: From city marketing to city branding
Marketing Theory and Practise – A Hungarian perspective ) Akadémiai Kiadó, Budapest )
Assessment and grading:
1. Requirement to get signature: active participation on the seminars and successful presentation
max.100 points and
2. Midterm written exam max. 100 p.( 30 % of practise mark )
3. Written exam ( final test ) max. 100 p ( 70 % of practise mark )
Grading: below 60 pct fail, 61-70 pass, 71-80 satisfactory, 81-90 good, 91-100 pct very good
22
C.9.2. Hospitality Marketing (VMAR1S0ATVV) (for Specialization CHM in the
6th semester)
Subject’s title: Hospitality Marketing
Subject’s code: VMAR1S0ATVV
Type of subject: Obligatory, professional subject in the C Module for Specialization
“Catering and Hotel Management”
Level of the subject: BA level
Subject’s instructor: Ms. Judit Papp
Consulting hours: Fridays 13.00-14.00 Markó str. building, M12
Credit points: 6
Language of education: English
Contact hours: Lecture: 2 per
week Practice: 2 per
week Total: 4 per
week
Students learning hours: - hours per week Total: 4
Subject’s schedule:
Type of exam: Seminar mark
Prerequisites to qualify for subject:
Marketing
Short description of the subject:
Learn the special communication, marketing and marketing communication models and tools used in
the services industries, especially in the catering and/or hotel business.
Aims:
To be able to develop the marketing plan and feasibility study of a catering and/or hotel business.
Teaching strategies and method of delivery:
1. Teacher’s lectures (lectures)
2. Presentation on lectures held by the teacher. (seminars)
3. On the seminar classes teamwork.
4. External experts’ presentations on special business models, especially on franchises as one of
the most typical in these industries, like restaurant, hotel and catering chains (depending on
time and financial resources)
Home assignment:
Students in teams can choose one of the following possibilities:
1. Choose an already operating catering/hotel enterprise, contact the management, discover the
marketing problems and work out a complex marketing and operational plan, write a report
and make oral presentation (practice oriented teamwork)
2. “My Dream enterprise”- the complex marketing plan and the feasibility study of a not-yet-
existing catering/hotel unit, write a report and make a presentation (practice oriented
teamwork)
3. Get to know the franchise and micro-franchise systems as the future of distribution in the
services sector. Read a selection of books on franchise systems and attend experts’ lectures.
Week by week oral consultation with the teacher on the selected literature (theory oriented
individual work)
Compulsory reading:
P. Kotler: Basics of Marketing
Malhotra: Marketing research
Advertising and Promotion
Ries-Trout: Marketing war
Recommended reading:
Katona M. – M. Tóth Ágota: Marketing a vendéglátásban (Hungarian book)
Töröcsik: Empatikus marketing
Papp I: Szolgáltatásmarketing
Sas: Reklám és pszihológia
23
Assessment and grading:
50 points on the essay, 50 points on the presentation and public defense. Pass from 61%. If any part is
less than 50%, it is failed too.
Being absent more than 20% of classes (both lectures and seminars as the classes are interdependent of
each other) student must write an extra exam based upon the compulsory and recommended readings.
If more than 50% of the classes are missed or/and one does not take part and/or does not perform
presentation, the semester is not valid.
Top Related