Innovative Management Approaches in the HoReCa Segment
- Credits: 4
- Ending: Examination
- Range: 2C
- Semester: summer
- Year: 2
- Faculty of Commerce
Teachers
Included in study programs
Teaching results
Knowledge: The student will gain a basic overview of theoretical knowledge in the field of innovative management approaches in the HoReCa segment. This knowledge is specific as it is changing (evolving).
Competence: the graduate of this course is able to independently perform and create a job in the HoReCa segment with a focus on the digital area. He/she is able to create a comprehensive marketing campaign for an HoReCa enterprise, can determine and calculate the financial resources that need to be spent (or have been spent) to obtain new business opportunities in the digital environment. Can analyze and specify results based on statistical data created. Can deduce market opportunities and choose an appropriate strategy to reach potential clients in the HoReCa segment.
Skills: the graduate of the course acquires skills that are often applied in the market in positions such as digital manager, digital marketing specialist, and marketing and communication specialist, especially for employment in the HoReCa segment. He can apply his skills in both Slovak and English, which gives him a comprehensive outlook and unlimited opportunities on the job market.
Indicative content
This course deals with a set of basic knowledge of innovative management approaches in the HoReCa segment. It takes into account the current required knowledge of workers in the positions of manager and marketing manager. It discusses basic theoretical knowledge that can be immediately applied to practice. It is primarily a basic overview of the necessary requisites that future managers should master in terms of the appropriate presentation of an HoReCa enterprise as well as other enterprises in the vicinity of this segment and the tourism segment. The course addresses web development, brand positioning, and product marketability in the HoReCa segment through SEO settings and deals with the necessity and importance of social networking for the needs of the addressed segment as well as data analysis and evaluation, based on which one can better specify marketing communication and the creation of tailor-made products for the selected target group.
Support literature
Hanuláková, Eva a kol. Marketing. Bratislava. Vydavateľstvo: Wolters Kluwer, 2021. 364 s. ISBN 9788057104384.
- Chomová, Katarína. Udržateľný marketing. Vydavateľstvo: Chomová Katarína, 2022. 232 s. ISBN 9788057038665.
- Koman, Gabriel a kol. Digitálny marketing – vybrané nástroje prezentácie podniku v online priestore. Žilina. Vydavateľstvo: Žilinská univerzita v Žiline. 2020. 200 s. ISBN 9788055417028.
- Losekoot, Michelle, Vyhnánková Eliška. Jak na sítě. Praha. Vydavateľstvo: Jan Melvil publishing, 2019. 328 s. ISBN 9788075550842
Syllabus
1. Introduction to digital business in HoReCa 2. Web development - the basics necessary for a knowledgeable manager 3. SEO and the need to be visible 4. Basic social networking for business development in HoReCa 5. Other social networks as a tool to educate future potential clients 6. Effective campaign in the online world for the HoReCa segment 7. Evaluation and analysis of statistical data from digital campaigns 8. Critical communication in the digital environment and conflict resolution 9. Marketing strategy of HoReCa enterprise 10. Sales psychology with a focus on the HoReCa product segment 11. Content marketing and copywriting in HoReCa 12. Softskills in management and marketing 13. Selected examples from practice in the HoReCa segment (building on previous weeks) and their analysis
Requirements to complete the course
10 % continuous written work;
30 % term paper;
60 % written examination;
Student workload
Workload: 104 hours
Seminar attendance: 26 hours
Preparation for seminars: 26 hours
Semester project: 30 hours
Exam preparation: 22 hours
Language whose command is required to complete the course
Slovak, English
Date of approval: 31.05.2023
Date of the latest change: 20.02.2024