Applied Marketing

N/A

Within the scope of this subject, theoretical and practical classes are foreseen. The contents exposure in a dynamic and interactive way will be implemented, facilitating students’ participation in the debate of marketing-related definitions. The analysis of case studies in class also aims to reinforce the theoretical and practical components of the subject, allowing a better understanding of the contents and stimulating students’ critical perspective and analysis.

Regarding the assessment, two models are proposed. In the continuous/periodic assessment model, an individual test (60%) and a project/group work (30%) are planned. Participation by students, involving class exercises, will also be considered (10%). In turn, in the Exam model, the assessment will include an individual written test (100%).

– Identifying the marketing planning objectives and contextualizing the main steps in terms of methodology;

– Recognize the benefits of applying innovative marketing tools in the promotion of products and experiences in the context of Gastronomy;

– Recognizing the various tourism promotion policies undertaken not only by private entities but also by central, regional and local public institutions of national tourism;

– Providing students with specific training to enable them to acquire skills in the area of tourism marketing applied to Gastronomy;

– Developing students’ capacity of self-motivation, self-achievement and autonomy in the accomplishment of tasks they are responsible for, particularly in terms of research, analysis and use of knowledge;

– Preparing students for future practical situations, namely the development  of studies and projects in tourism marketing applied to Gastronomy.

1. The marketing concept

1.1 Definitions

2. Marketing management

2.1 Definitions and general considerations

2.2 The structure of a marketing plan

3. The market: development and management of market offers

3.1 General features

3.2 Analysis of consumer markets: the consumer behaviour

3.3 Segmentation, targeting and positioning

4. Digital Marketing Management

4.1 New technologies in marketing

4.2 Communicating through digital marketing, specifically in the context of Gastronomy

5. Brands’ management and gastronomic products

5.1 Definitions

5.2 Strategic Brand Management

5.3 Development of new products

6. Marketing-mix: characterization of marketing-mix variables

6.1 The Product

6.1.1 Definition

6.1.2 The specificities of gastronomic products

6.2 The Price

6.3 The Distribution

6.4 The Promotion

• - Individual and/or Group Work - 30.0%
• - Attendance and Participation - 10.0%
• - Frequency - 60.0%

• - Exam - 100.0%

NAO

DIXIT, S. (2020). Marketing gastronomic tourism experiences. In S. Dixit (Ed.), The Routledge Handbook of Tourism Experience Management and Marketing (pp. 323-336). Routledge.

KIVELA, J., & CROTTS, J. (2006). Tourism and gastronomy: Gastronomy’s influence in how tourists experience a destination. Journal of Hospitality & Tourism Research, 30, 354-377.

KOTLER, P., BOWEN, J., MAKENS, J., & BALOGLU, S. (2017). Marketing for Hospitality and tourism (7th Ed.). Pearson.

KOTLER, P., KELLER, K., BRADY, M., GOODMAN, M., & HANSEN, T. (2009). Marketing Management. England: Pearson Education Limited.

MIDDLETON, V., FYALL, A., MORGAN, M. & RANCHHOD, A. (2009). Marketing in Travel and Tourism (4th ed.). Oxford: Butterworth-Heinemann.

OKUMUS, B., OKUMUS, F., & McKercher, B. (2007). Incorporating local and international cuisines in the marketing of tourism destinations: The cases of Hong Kong and Turkey. Tourism Management, 28, 253–261.