| Code |
11897
|
| Year |
1
|
| Semester |
S1
|
| ECTS Credits |
6
|
| Workload |
TP(30H)
|
| Scientific area |
Marketing
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|
Mode of delivery |
Face-to-face
|
|
Work placements |
NA
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|
Learning outcomes |
To provide a broad overview on the processes of marketing management in the tourism and leisure industry. Provide skills for transforming resources into tourism products and leisure, taking into account the desires and trends in today tourism demand.
By the end of this unit the student should be able to:
- Analyze market opportunities in the tourism sector
- Analyze the attractiveness and selecting target markets
- Develop marketing strategies applied to the tourism sector
- Develop strategic and operating marketing plans in the tourism sector
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|
Syllabus |
1.Introduction to Tourism Marketing
2. Tourism potential analysis
3. The Consumer Behavior in Tourism
4. The Segmentation and Positioning Strategies of Tourist Markets
5. The Tourism Product
6. The communication for tourism
7. The distribution of tourism
|
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Main Bibliography |
Philip R Kotler, John T. Bowen and James Makens (2013) Marketing for Hospitality and Tourism (6th Edition). Prentice-Hal. - Alastair M. Morrison (2013) Marketing and Managing Tourism Destinations. Routledge - Serra Cantallops. A. (2002) – Marketing turístico. Ed. Pirámide-ESIC, Madrid. - Vaz, Gil (2001) – Marketing turístico. Pioneira. - Victor T C Middleton; Jackie Clarke (2001) - Marketing in travel and tourism, - Isabel Milio Balazá; Mónica Cabo Natal (2003) – Marketing e Comercialização de Produtos Turísticos. Ed. Thomson. - Josep Ejarque (2005) – Destinos Turísticos de Éxito: Diseño, Creación, Gestión y Marketing. Pirámide.
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Language |
Portuguese. Tutorial support is available in English.
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