Teaching Methodologies
In person:
1. Theoretical/practical classes: expository methodology of concepts and contents, followed by the demonstrative method with discussion
and application of programme contents in various contexts.
2. PBL Problem/Project-based learning and case studies.
Autonomous:
3. Consolidation of the contents taught in class by researching additional information on the different themes and contents covered.
Learning Results
Objectives:
O1. Understand the role of marketing in tourism products and destinations: promotion, branding, customer experience
O2. Understand tourism marketing information systems
O3. Identify the Ps of the marketing mix applied to tourism and services
O4. Recognise the characteristics and specificities of services marketing
O5. Understand the quality and evaluation of services in the context of marketing
Competences:
C1. Master the techniques of tourism marketing and services marketing
C2. Apply tourism marketing information systems
C3. Apply the Ps of services marketing
C4. Analyse and evaluate the characteristics and specificities of services marketing
C5. Analyse and assess the quality and evaluation of services in the context of marketing
Program
1. Concepts of tourism and services marketing: tourism products and destinations, promotion, branding, distribution channels, customer
experience
2. Tourism marketing information systems
3. Ps of marketing-mix applied to services and tourism
4. Characteristics and specificities of services marketing
5. Quality and evaluation of services in the context of marketing
Internship(s)
NAO
Bibliography
Campón-Cerro, A. M., Hernández-Mogollón, J. M., & Folgado-Fernández, J. A. (2019). Best Practices in Hospitality and Tourism Marketing
and Management. Heidelberg: A Quality of Life Perspective. Springer.
George, R. (2021). Marketing tourism and hospitality: Concepts and cases. Springer Nature.
Morrison, A. M. (2023). Marketing and managing tourism destinations. Routledge.
Horn, B. (2020). The Customer Service Revolution: 8 Principles That Will Change the Way Companies Think About the Customer
Experience and the Employees Who Work for Them. AuthorHouse.
Wirtz, J., & Lovelock, C. (2021). Services marketing: People, technology, strategy. World Scientific.
Wilson, A., Zeithaml, V., Bitner, M. J., & Gremler, D. (2020). EBK: Services Marketing: Integrating Customer Service Across the Firm 4e.
McGraw Hill.