Base Knowledge
N/A
Teaching Methodologies
The content of the subject will be conveyed through a framework of oral presentations, based on relevant texts and illustrative case studies. Searching for suggested bibliographical references and dealing with terms and concepts related to tourism marketing will be stimulated in classes and project works, which will allow students to undertake studies of academic and scientific nature with practical tenor. Group feedback tasks will be encoraged throughout the course, specially when commenting on case studies as well as when presenting class project works. Theoretical and practical classes will be implemented, using graphs and key-words to enhance relevant concepts. Regarding assessment, two models arre proposed. Under continuous assessment, a grupo work (50%), an individual work (40%) and the presence in sessions with activities (10%)are forseen. In turn, the final assessment includes a pratical work (50%) and a written test (50%).
Learning Results
Encouraging a critical understanding of tourism marketing concepts;
– Enhancing the importance of applying for appropriate marketing strategies and techniques according to specific situations in the tourism industry;
– Encouraging the critical perspective of marketing research and strategies in diverse case studies;
– Assessing the effectiveness of marketing techniques in tourism destinations and considering the concepts and methods applied to these areas in order that the success of enterprises can be promoted;
– 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.
Program
1. The principals of Marketing
1.1 General concepts and new marketing approaches;
2. Tourism Marketing and the characteristics of services
2.1 Features of tourism services;
2.2 Features of tourism marketing and its evolution;
3. The Market Environment
3.1 Market analysis in Tourism Marketing system;
3.2 Considering B2C process – Analysing Consumer behaviour;
3.3 Marketing segmentation, targeting and positioning;
3.4 Marketing Strategic Planning;
4. Digital Marketing and Social Media in Tourism Industry
4.1 New technologies in marketing as strategic tools;
4.2 Communicating through digital marketing – enhancing the competitiveness of entreprises;
5. The variables of Marketing-mix
5.1 The Product
5.2 The Price
5.3 The Place
5.4 The promotion;
6. Features of Tourism Destination Marketing
6.1 Competitiveness of tourism destinations and the role of DMOs
Grading Methods
- - written test - 50.0%
- - practical work - 50.0%
- - Presence in sessions with activities - 10.0%
- - Group work - 50.0%
- - Individual work - 40.0%
Internship(s)
NAO
Bibliography
Gronröos, C. (2007). Service Management and Marketing: Customer Management in Service Competition (3rd Ed.). West Sussex, England: John Wiley & Sons Ltd.
Kastenholz, E. (2004). «Management of Demand» as a Tool in Sustainable Tourist Destination Development. Journal of Sustainable Tourism, 12, 5, 388-408.
Kotler, P., Keller, K., Brady, M., Goodman, M., & Hansen, T. (2009). Marketing Management. Pearson Education Limited, England.
Pike, S., & Page, S. (2014). Destination Marketing Organizations and destination marketing: A narrative analysis of the literature. Tourism Management, 41, 202-227.
Sarmento, E., Abranja, N. & CArvalho, R. (2022). Plano de Marketing e Marketing digital na hotelaria e turismo. Lidel – edições técnicas-
Xiang, Z., Magnini, V., & Fesenmaier, D. (2015). Information technology and consumer behavior in travel and tourism: Insights from travel planning using the internet. Journal of Retailing and Consumer Services, 22, 244-249.