LEARNING OUTCOMES

The course aims to provide students with the knowledge and skills needed to understand the role and contents of marketing in the management of tourism firms and destinations.

AIMS AND LEARNING OUTCOMES

Learning outcomes

• Knowledge and understanding Students will acquire adequate knowledge of the principles, methodologies and tools of marketing for tourism firms and destinations.
• Applied knowledge and understanding Students will be able to understand and solve problems related to the choice of the most appropriate methodologies to be adopted and to apply the analytical and management tools learned during the course. The ability to draw up a tourism marketing plan will be developed, in both its strategic and operational aspects.
• Judgement skills Students will be able to analyze the tourism market scenario in order to identify and understand evolutionary trends and prepare appropriate responses from the tourism companies and destinations point of view.
• Communication skills Students will acquire the technical language typical of the discipline to communicate clearly and unambiguously with specialist and non-specialist interlocutors.
• Learning capabilities Students will develop adequate critical learning skills, which will allow them to continue to deepen independently the main topics of the discipline both in further education and in the working contexts in which they will operate.

PREREQUISITES

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 product
• main kinds of tourism firms and their peculiarities

TEACHING METHODS

Lectures are integrated with seminars with professionals.

Attendance

Attendance is not compulsory; students can choose to study the syllabus for attending or non-attending students (see below). Furthermore, a special syllabus – fully in English and for non-attending students only – is available to incoming foreign students on request.

SYLLABUS/CONTENT

Main topics:

• 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 foreign students studying the Italian programme

attending students

• slides and other materials available on Aulaweb
• Kotler P., Bowen J.T., Makens J.C. (2018), Marketing del turismo, Pearson
  • chapters to study will be specified on Aulaweb

non-attending students

• Kotler P., Bowen J.T., Makens J.C. (2018), Marketing del turismo, Pearson
  • the chapters to study will be specified on Aulaweb

For incoming 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.