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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

http://mkt.unwto.org/publication/unwto-tourism-highlights-2014-edition

http://www.ksh.hu/

http://www.unwto.org/

http://www.wttc.org/

http://www.etc-corporate.org/

http://ec.europa.eu/enterprise/sectors/tourism/index_en.htm

http://www.travelmole.com/

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


none


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.


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


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)




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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.

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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


Credit points: 4

Contact hours (hours/week): Lecture: 1 Practice: 2 Total: 3

Students learning hours: Total:

Type of exam: Practice mark


BA C 1


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.


To be aware of the different departmental basic activities of the hotel


To be in accordance with the subject requirements, to successfully pass the midterm and final test of

the subject


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


Supervision in the Hospitality Industry by R.R. Kavanaugh and J.D. Ninemeier

Periodicals: “Hotels” – “European Hotelier” and various other readings


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)


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.

http://www.gsztujsag.com/

http://www.turizmus.com/

http://www.ehotelier.com/

http://www.hotelsmag.com/

http://www.hah.hu/

http://www.instituteofhospitality.org/

http://www.hotelnewsnow.com/

http://turizmus.com/

http://www.coospace.bgf.hu/

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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).

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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.

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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

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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

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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


The assumed knowledge and skills based on the previous Gastronomy and Food & Beverage

Operation lectures.


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


Practical restaurant service knowledge, Basics Studies in Gastronomy


Service methods

Offering beverages

Offering and serving meals and beverages


Practical table set ups, serving a guest, cleaning the tables

Home assignment: -

Compulsory reading

Food and Beverage Service, Lillicrap-Cousins


Food Preparation CD, Dénes Sándor

Food Preparation Video film, Dénes Sándor

The Science of Food, Gaman and Sherrington

Copied descriptions from lecturers


Professional literature


Practical exam

19

C.8. Foreign Language for Tourism and Hospitality

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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


B 4 Marketing


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.


The topics will be covered by lectures and discussed during the seminars. Students will have the task

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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


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

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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”


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


Marketing


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.


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


Katona M. – M. Tóth Ágota: Marketing a vendéglátásban (Hungarian book)

Töröcsik: Empatikus marketing

Papp I: Szolgáltatásmarketing

Sas: Reklám és pszihológia

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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.

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