Applied Marketing

Non applicable

The content of the subject will be conveyed through a framework of oral presentations and research methods will be promoted through the contact with key references. Students will be stimulated to identify and understand practical contexts where several concepts dealt with all over the lessons can be applied to, namely leading concepts related to the subject and the components of marketing-mix. As regards project works, students will have to focus on case studies and analyse them, so their critical thinking is stimulated.

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

2. Recognizing the benefits of innovative marketing tools in order to promote products and experiences in ecotourism;

3. Recognizing the various tourism promotion policies undertaken by private institutions and also by some central, regional and local public institutions of national tourism;

4. Providing students with specific training to enable them to acquire skills in the areas of Tourism Marketing and Ecotourism;

5. 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;

6. Preparing students for future practical situations, namely the development of studies and projects in Tourism marketing applied to Ecotourism.

1. Application of the marketing concept to tourism and ecotourism;

2. Tourism marketing management: definitions and related concepts; the structure of a marketing plan;

3. The market: developing and managing market offerings: general features; analysing consumer markets: consumer behaviour; segmentation, targeting and positioning;

4. Digital marketing management: the range of ICTs in marketing; communication in digital marketing; consumer digital shopping behaviour; cultural influence on digital shopping behaviour;

5. The management of brands in Ecotourism destinations: definitions; brands strategic management; the development of new products;

6. Marketing-mix: characterizing the marketing-mix variables: product; price; distribution Channels; promotion;

7. Marketing-mix strategies in Ecotourism destinations.

• - Written test - 100.0%

• - Participation and interest in class - 10.0%
• - Written tests - 60.0%
• - group work - 30.0%

NAO

KASTENHOLZ, E. (2002). The role and Marketing implications of Destination images on tourist Behavior: The case of Northern Portugal. Tese de Doutoramento, Universidade de Aveiro, Portugal.

KASTENHOLZ, E. (2014). Novas dinâmicas turísticas em espaços rurais e de natureza. In C. Costa, F. Brandão, R. Costa & Z. Breda (Eds.), Produtos e Competitividade do Turismo na Lusofonia (285-301). Lisboa: Escolar Editora.

RITA, P. & ANTUNES, J. (2014). A Importância do Marketing no Desenvolvimento de Destinos e Produtos Turísticos. In C. Costa, F. Brandão, R. Costa & Z. Breda (Eds.), Turismo nos Países Lusófonos: Conhecimento, Estratégia e Territórios (187-204). Lisboa: Escolar Editora.

KOTLER, P., & KELLER, K. (2009). Marketing Management. 15th Edition, England: Pearson Education.

WEARING, S., & NEIL., J. (1999). Ecotourism: Impacts, potentials and possibilities. Oxford: Butterworth Heinemann.

World Tourism Organization (2009). Handbook on Tourism Destination Branding. Spain: UNWTO.