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Tourism Marketing

Code 12545
Year 1
Semester S1
ECTS Credits 6
Workload TP(30H)
Scientific area Marketing
Entry requirements N A.
Mode of delivery Face-to-face
Work placements NA
Learning outcomes - To acquire theoretical knowledge necessary for the elaboration of a tourist destination marketing planning.
-To develop the ability to analyze market opportunities in the tourism sector
- To develop the ability to analyze attractiveness and select target markets
- Be able to develop marketing strategies applied to the tourism sector.
- Be capable of developing strategic and operational marketing plans.
Syllabus 1.Introduction to Tourism Marketing
2. Tourism potential analysis
3. The touristic marketing plan
4. The Consumer Behavior in Tourism
5. The Segmentation and Positioning Strategies of Tourist Markets
6. The Tourism Product
7. The communication for tourism
8. The distribution of tourism
Main Bibliography - Wang, Y., & Pizam, A. (Eds.). (2011). Destination marketing and management: Theories and applications. Cabi.
- 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.
Teaching Methodologies and Assessment Criteria This CU aims to provide a broad overview of the processes of marketing management in tourist destinations, as well as the current state of research in this field. Thus, students are assessed for their knowledge of the content discussed in class. In order to develop research skills and being a first-semester subject, students are introduced to the current state of literature in this field of research, being evaluated in groups by the review and presentation that make on topic assigned to each group.
Language Portuguese. Tutorial support is available in English.
Last updated on: 2021-01-15

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