Course ID 17СТ27
  • Tourism and Hospitality
Number of classes 2+2
Semester 4
Status Core
The aim of this course is to introduce students to the one of the most modern disciplines in the field of tourism and economy. In addition, the objective of the course is to educate students on the essential characteristics of marketing, then to apply marketing concept in tourism sector and of course to familiarize students with the management of marketing activities in the tourism sector. Students will be introduced to marketing research in all tourist companies and at all levels of market variables, starting with consumers, prices, exports and imports, through competition to the promotion channels itself. More specifically, the textbook will serve students as a basis for further study of this extremely dynamic scientific discipline and access to relations in the tourism market.
By mastering the content of the course, students will be able to evaluate the current state or position of a tourist product or service on the basis of the acquired knowledge in the field of marketing in the tourist economy and by using that, successfully construct marketing activities, models and methods, and place the product on the best market position. By mastering the content of the course, students will acquire the necessary knowledge in the field of marketing in the tourism industry, and on the basis of that they will be able to participate successfully in the planning, making and realisation of optimal marketing decisions, and with the help of adequate information they will acquire the ability to forecast changes in the market competition and environment and solve current issues. By modifying determining factors for the development of tourism, by their knowledge and activities, students will successfully secure the survival of a product or service in a highly competitive market.
Theoretical training
• The concept and characteristics of the tourist market.
• The application of marketing concept in tourism.
• Marketing information system in tourism.
• Management of marketing activities in tourism.
• Tourism marketing instruments.
• Marketing research.
• Specific aspects and applications of marketing in tourism.

Practical training
• Analysis of case studies, field research.
Попеску, Ј. (2015). Маркетинг у туризму и хотелијерству. Београд: Сингидунум.

Вељковић, С. (2009), Маркетинг услуга. Београд.

Котлер, П., и др. (2010). Маркетинг услуга у угоститељству, хотелијерсту и туризмз, Загреб: Мате.

Бакић, О. (2005). Маркетинг менаџмент туристичке дестинације. Београд: Чигоја.

Bowie, D., & Buttle, F. (2011). Hospitality Marketing. Amsterdam: Elsevier.
Practice classes, lectures, seminar papers.
Assessment (maximum number of points – 100)
Exam Requirements 45 points Final exam 55 points
Attendance 5 Written exam 55
Ongoing assessment 30 Oral exam  
Class participation 10  
Case  study