Académique Documents
Professionnel Documents
Culture Documents
May, 2006.
1.1. INTRODUCTION
Every market economy recognizes a specific and a huge potential in tourism for
marketing
its goods and services. In spite of tourism�s many faults and restrictions, like
wild seasonal
fluctuations of demand activation, relatively limited duration of tourist
activities and large starting
expenditure for building infrastructure and superstructure, many European and
worldwide
countries have chosen tourism as the best conceptual model for the economic
development in the
long run. In the developing countries, the orientation to tourism as a development
concept is
usually closely tied to the issues like how to strengthen the positions in the
international exchange,
find fast solutions to the balance of payments problems, unemployment, faster
development of
underdeveloped areas, etc.
Managers working in the modern business environment must have more practical
knowledge in the marketing field. Finished graduate studies and the work
experience are not
enough for a successful performance neither of managerial jobs nor for making and
realizing
strategic marketing decisions. Managers who intend to develop the professional
career need to
continue their education. Education through postgraduate specialist studies is
common worldwide.
The need of having a lifetime education, a part of the high education program
based on the
Bologna Declaration, is also emphasized.
There are comparable specialist postgraduate studies in marketing at several
faculties of
economics: Faculty of Economics in Zagreb organizes specialist postgraduate
studies �Business-
Industrial Marketing Management�, Faculty of Economics in Split has �Marketing�,
Faculty of
Economics in Rijeka �Marketing management�, but none of them is specialized in the
area of the
marketing management in tourism, as one of the most important areas for the total
Croatian
economy. There is a need and legitimacy for establishing the specialist
postgraduate studies that
would provide and enable students to gain contemporary knowledge and skills in
marketing
management within the companies that are directly and indirectly linked to
tourism, and in
national tourist organizations. Marketing as a business conception, cannot be
separated from the
market-orientated economy, which is finally becoming an important factor in the
Republic of
Croatia. This connection will contribute to a greater affirmation of marketing,
not only as a
business philosophy, and as a particular philosophy of life.
None of the above mentioned postgraduate studies programs was copied, as we tried
to
offer a program that would enable students to gain knowledge and acquire skills in
solving the
complex marketing problems under today�s competitive conditions in the tourist
market. The
students would gain the basic and specialist knowledge necessary for the efficient
marketing and
business decision making in tourism. The performance of a successful marketing-
manager
depends on the higher level of knowledge. Most of the business economy
postgraduate studies in
the World today are specialist orientated.
1. 2. GENERAL PART
1.2.1. Name and type of the studies: Postgraduate specialist studies �Marketing
management in
tourism�
If the number of candidates exceeds the entrance quota, the selection will be
based upon
the results achieved in the previous undergraduate and graduate studies.
The course of study is evaluated by the credit system (ECTS � European Credit
Transfer
System) where every credit represents the coefficient of the student�s load, and
states the time
spent on the conquering the subject matter. Credits for each subject are
predetermined and are
based on the number of classes, the complexity of the subject and obligations to
fulfill to pass a
specific subject. Every student has an obligation to participate actively in the
class and pass all
components in order to be eligible for the examination.
Studies are organized as a work-and-study scheme. During the first two semesters,
the
classes are organized one week a month, mornings and afternoons. During the
studies, the lectures
will be accompanied with the independent and teamwork. Beside lectures, the class
consists of
seminars, practice, individual and team projects, business case studies, and
mentor work. Students
will have to complete two seminar papers, each agreed upon and verified with a
mentor. The
seminar papers are graded by the professor.
Besides the professors named in the course of study, eminent domestic and foreign
experts
will participate in the course process.
1.3.1. List of compulsory and elective subjects with the number of active classes
needed, and
ECTS
SPECIALIST POSTGRADUTE
STUDIES
SUBJECT
TOTAL
CLASSES
LECTURES
SEMINARS
PRACTICE
CASE STUDY
ECTS
FIRST SEMESTER
Theory and process of marketing
30
15
15
30
15
15
30
15
15
Price management
30
15
15
Promotion in tourism
30
15
15
SECOND SEMESTER
Sales channels in tourism
30
15
15
30
15
15
Elective subject I
30
15
15
Elective subject II
30
15
15
6
Elective subject III
30
15
15
THIRD SEMESTER
Seminar paper I
Seminar paper II
Thesis
20
ELECTIVE SUBJECTS
1.3.2. Syllabus
TYPE
Compulsory subject
SUBJECT
THE NUMBER OF
HOURS
30
YEAR
First
SEMESTER
First
AIM
METHODS OF
WORK
SYLLABUS
LITERATURE
a) basic:
b) additional:
ECTS
METHODS OF
TESTING
Ongoing supervision
of the lecturers
TYPE
Compulsory subject
SUBJECT
MARKETING-INFORMATION SYSTEM
THE NUMBER OF
HOURS
30
GODINA
First
SEMESTER
First
AIM
METHODS OF
WORK
SYLLABUS
LITERATURE
a) basic:
b) additional:
ECTS
METHODS OF
TESTING
Ongoing supervision
of the lecturers
TYPE
Compulsory subject
SUBJECT
THE NUMBER OF
HOURS
30
YEAR
First
SEMESTER
First
AIM
METHODS OF
WORK
SYLLABUS
LITERATURE
a) basic:
b) Seaton, A.V., Bennett, M.M., The Marketing of
Tourism Product, Concepts, Issues and Cases,
Thomson Business, 1998.
1. Tribe, J., The Economics of Leisure and Tourism,
Butterworth-Heinemann, Oxford, 2001.
b) additional:
ECTS
METHODS OF
TESTING
Ongoing supervision
of the lecturers
Compulsory subject
SUBJECT
PRICE MANAGEMENT
THE NUMBER OF
HOURS
30
YEAR
First
SEMESTAR
First
AIM
METHODS OF
WORK
SYLLABUS
LITERATURE
a) basic:
1. Salvatore, D., Ekonomija za mened�ere u svjetskoj
privredi, drugo izdanje, MATE, Zagreb, 1994.
2. Kotler,P., Bowen,J., Makens, J., Marketing for
Hospitality & Tourism, Prentice Hall, Second
Edition, Upper Sadlle River, 1999.
b) additional:
1. Pashigian, B.P., Price Theory and Applications,
McGraw-Hill, New York, 1995.
ECTS
METHOD OF
TESTING
Ongoing supervision
of the lecturers
Compulsory subject
SUBJECT
PROMOTION IN TOURISM
THE NUMBER OF
HOURS
30
YEAR
First
SEMESTER
First
AIM
METHODS OF
WORK
SYLLABUS
LITERATURE
a) basic:
b) additional:
ECTS
METHOD OF
TESTING
TYPE
Compulsory subject
SUBJECT
THE NUMBER OF
HOURS
30
YEAR
First
SEMESTER
Second
AIM
METHODS OF
WORK
SYLLABUS
LITERATURE
a) basic:
b) additional:
ECTS
METHOD OF
TESTING
Ongoing supervision
of the lecturers
TYPE
Compulsory subject
SUBJECT
THE NUMBER OF
HOURS
30
YEAR
First
SEMESTER
Second
AIM
SYLLABUS
a) basic
b) additional
ECTS
METHOD OF
TESTING
Ongoing supervision
of the lecturers
Elective subject
SUBJECT
THE NUMBER OF
HOURS
30
GODINA
First
SEMESTER
Second
AIM
METHODS OF
WORK
SYLLABUS
LITERATURE
a) basic:
c) additional:
1. Lazibat, T., Poznavanje robe i upravljanje kvalitetom,
Sinergija, Zagreb, 2005.
ECTS
METHOD OF
TESTING
Ongoing supervision
of the lecturers
Elective subject
SUBJECT
THE NUMBER OF
HOURS
30
YEAR
First
SEMESTER
Second
AIM
METHODS OF
WORK
SYLLABUS
LITERATURE
a) basic:
b) additional:
METHODS OF
TESTING
Ongoing supervision
of the lecturers
TYPE
Elective subject
SUBJECT
THE NUMBER OF
HOURS
30
YEAR
First
SEMESTER
Second
AIM
METHODS OF
WORK
SYLLABUS
LITERATURE
a) basic:
b) additional:
ECTS
METHODS OF
TESTING
Ongoing supervision
of the lecturers
Elective subject
SUBJECT
E � MARKETING
THE NUMBER OF
HOURS
30
YEAR
First
SEMESTER
Second
AIM
METHODS OF
assignments
SYLLABUS
LITERATURE
a) basic:
b) additional:
ECTS
METHODS OF
TESTING
Ongoing supervision
of the lecturers
Students` continuing grading
1.3.3. The structure and the rhythm of the studies, and student�s obligations
The lectures are organized according to the so-called �part-time� regime. In the
first and the
second semester, the classes are held one week a month, morning and afternoon. At
the end of
each semester, the examinations are taken from the subjects taken in the previous
semester
(immediately after the end of the semester). The examinations are taken
immediately after final
lectures of a subject and at the end of each semester, as well as in the third
semester, if a student
does not pass all the exams. Students can take examinations from one subject three
times at the
most during the course of studies. Taking examinations is not conditioned by
passing examination
of other subjects. Testing is done during the course of studies, and the methods
are concrete
projects, seminar papers, case studies analyzed in small groups from 3-4 members
and examinations.
Students must realize 30 ETCS in each semester.
The third semester is intended for seminar papers and final thesis. For the final
thesis, students
must realize 60 ETCS that they gathered by passing all the examinations. Upon
completion, that is
graduating, students realize the total of 90 ETCS.
1.3.4. List of subjects, modules and other parts of the program that students can
chose from
other postgraduate specialist studies
Students can enroll one of the subjects from other postgraduate specialist studies
as an elective
subject, but only with a previous authorization of the head of the postgraduate
studies
Subjects from other postgraduate specialist studies can only be elective subjects
with the value of
6 ETCS.
Foreign guest lecturers will perform their classes in the English language.
1.3.7. Terms under which the students who dropped their studies or lost their
rights to study
in one of the studies program can continue their studies
1.3.8. Terms under which the student gains the certificate on the completed part
of the
studies, as a part of the lifetime education program
After satisfying all the necessary conditions for the third semester, i.e. 60
ETCS, the student,
supervised by his mentor, submits a request for grading the topic for the final
thesis. The mentor
that students chose is a professor of a specific subject from the course of study.
Final thesis is to
be graded only after the student has accomplished all the assignments from the
course of study and
the syllabus. In their thesis, the students must deal with concrete tourism
marketing problems. The
thesis has to be theoretically supported. A Committee composed of a chairperson
and two
members (prosessor, assistant professor or full professor) grades the finalthesis.
Final thesis is
publicly presented in front of the Committee, and the notification on the date is
announced on the
notice board of the University at least seven days ahead. The Committee then
decides on the
success of the written thesis and the presentation. The procedure of admittance,
grading, and
presentation of the final thesis are in accordance with the Postgraduates Studies
Statute. After a
successful presentation of the final thesis, students must submit five copies of
the thesis, in the
hard cover.
Students who accomplish all the assignments on time, write, and present the final
thesis are
entitled to the specialist postgraduate studies �Marketing management in tourism�
diploma. The
students must realize the total of 90 ETCS, out of which 42 ETCS belong to the
compulsory
subjects, 18 ETCS belong to elective subjects, 10 ETCS belong to two seminar
papers and 20
ETCS for the final thesis.
University of Dubrovnik
1.4.2. Information on location and equipment for the realization of the studies
The classes will be held in the premises of the University of Dubrovnik. Following
preconditions
are satisfied for the realization of the postgraduate specialist studies
�Marketing management in
tourism�:
- The University has a total area of 10 000 m2
- classroom ( the area per a regular student is 2,48 m2)
- modern distant learning classroom with 64 seats
- classrooms equipped with other technical (audio-visual) aids
- computer laboratories
- library with more than 12 000 titles of the monograph publications
- Centre for tourist documentation and information, whose library fund amounts to
19 000
library units of the tourist and relevant issues. This library has a unique
collection of the
tourist periodic in the world
Marketing information system � Prof. Marcel Meler, Ph.D. and Prof. Darko Prebe�ec,
Ph.D.
Sales channels in tourism � Prof. Drago Ru�ic, Ph.D. and Prof. Nevenka Cavlek,
Ph.D.
Quality management in tourism � Prof. Ivo Ban, Ph.D. and Prof. Tonci Lazibat,
Ph.D.
Tourist destination marketing � Prof. Vesna Vrtiprah, Ph.D. and Prof. Dragan
Maga�, Ph.D.
Optimal number of students that will enable an active participation in the classes
is 30
1.4.7. Cost evaluation per student
Estimated costs per student is 24 000 Kuna. The price for the following
generations is estimated
according to the number of enrolled students.