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TOURISM MARKETING

CODE 64832
ACADEMIC YEAR 2022/2023
CREDITS
  • 9 cfu during the 3nd year of 9912 SCIENZE DEL TURISMO: IMPRESA, CULTURA E TERRITORIO(L-15) - IMPERIA
  • SCIENTIFIC DISCIPLINARY SECTOR SECS-P/08
    LANGUAGE Italian
    TEACHING LOCATION
  • IMPERIA
  • SEMESTER 1° Semester
    TEACHING MATERIALS AULAWEB

    OVERVIEW

    Contemporary tourism trends and the growing competitive pressure make it necessary for tourism companies and destinations to design and implement effective marketing strategies, to identify, acquire and retain tourism demand. The course explores this topic introducing models and tools of tourism marketing.

    AIMS AND CONTENT

    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.

    TEACHERS AND EXAM BOARD

    Exam Board

    RICCARDO SPINELLI (President)

    CLARA BENEVOLO

    MARIO GRASSO

    LESSONS

    LESSONS START

    4th October 2022

    Class schedule

    TOURISM MARKETING

    EXAMS

    EXAM DESCRIPTION

    Written exam with open-ended questions.

    Due to the covid-19 emergency, the written exam may be replaced by an oral interview or a mixed exam (test+interview).

     

    In case of exam failure, students cannot take the exam on the following call (appello) and need to skip a date. The can take the exam on the following call if that call belongs to another exam session.

    If students do not accept a positive grade (18 or more), they can retry the exam on the following call.

    Incoming mobility students do not have to skip a call in case of failure.

    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

    Date Time Location Type Notes
    17/01/2023 11:00 IMPERIA Scritto
    31/01/2023 11:00 IMPERIA Scritto
    14/02/2023 11:00 IMPERIA Scritto
    16/05/2023 11:00 IMPERIA Scritto
    30/05/2023 11:00 IMPERIA Scritto
    04/07/2023 11:00 IMPERIA Scritto
    06/09/2023 11:00 IMPERIA Scritto