CODE 64832 ACADEMIC YEAR 2017/2018 CREDITS 9 cfu anno 3 SCIENZE DEL TURISMO: IMPRESA, CULTURA E TERRITORIO 9912 (L-15) - SCIENTIFIC DISCIPLINARY SECTOR SECS-P/08 LANGUAGE Italian TEACHING LOCATION SEMESTER 1° Semester TEACHING MATERIALS AULAWEB AIMS AND CONTENT LEARNING OUTCOMES The course provides a broad introduction to the fundamentals of tourism marketing, exploring the components of a marketing strategy for a tourism company and a tourism destination. TEACHING METHODS Lectures are integrated with readings from economic press and individual/group works. SYLLABUS/CONTENT Main subjects: Marketing for tourism companies and destinations; Analyzing the Marketing Environment; Understanding Consumer and Business Buyer Behavior; Segmentation, targeting and positioning in tourism markets; Value creation and experiential marketing; Tourism marketing mix; Introduction to destination marketing RECOMMENDED READING/BIBLIOGRAPHY For foregin students studying the Italian programme attending students slides and other materials available on Aulaweb Kotler P., Bowen J.T., Makens J.C. (2010), Marketing del turismo, Pearson the chapters to study will be specified on Aulaweb non-attending students Kotler P., Bowen J.T., Makens J.C. (2010), Marketing del turismo, Pearson the book has to be studied entirely For foreign students studying the English programme (non-attending only) Kotler P. et al., Marketing for Hospitality and Tourism, Latest edition, Prentice Hall details on the chapters to study will be provided on request. TEACHERS AND EXAM BOARD RICCARDO SPINELLI Ricevimento: In Imperia: on Tuesdays at 4 p.m. In Genoa: on Thursadys at 10 a.m. Exam Board RICCARDO SPINELLI (President) CLARA BENEVOLO MARIO GRASSO LESSONS LESSONS START 19th September 2018 Class schedule TOURISM MARKETING EXAMS EXAM DESCRIPTION Written exam with open-ended questions ASSESSMENT METHODS Questions will explore both teorethical and applied aspects of the subject. The student is expected not only to know the core concepts of the discipline, but also to be able to apply them to real situations, making reference to cases explored during classes or to original examples. Exam schedule Data appello Orario Luogo Degree type Note 09/01/2018 11:00 IMPERIA Scritto 23/01/2018 11:00 IMPERIA Scritto 16/02/2018 11:00 IMPERIA Scritto 05/06/2018 11:00 IMPERIA Scritto 03/07/2018 11:00 IMPERIA Scritto 04/09/2018 14:00 IMPERIA Scritto FURTHER INFORMATION Attendance Attendance is not compulsory; students can choose to study the syllabus for attending or non-attending students (see above). Furthermore, a special syllabus – fully in English and for non-attending students only – is available to foreign students on request. Previous knowledge Students are expected to be familiar with concepts such as: resource-based view competitive advantage and competitive strategies firm functions tourism demand concepts and elements of tourism destinations tourism service main kinds of tourism firms and their peculiarities
