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Tourism Marketing

Code 14043
Year 1
Semester S1
ECTS Credits 6
Workload TP(30H)
Scientific area Marketing
Entry requirements NA
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 plan
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 Kotler, P., Bowen, J. & Makens, J. (2013). Marketing for Hospitality and Tourism (6th Edition). Prentice-Hal.
Morrison (2013), A. Marketing and Managing Tourism Destinations. Routledge
Sarmento. E., Abranja, N. & Carvalho, R. (2022). Plano de marketing e Marketing Digital na Hotelaria e no Turismo, Edições Lidel, ISBN: 978-989-752-686-2.
Serra, A. (2002). Marketing turístico. Ed. Pirámide-ESIC, Madrid.
Vaz, Gil (2001). Marketing turístico. Pioneira.
Wang, Y., & Pizam, A. (Eds.). (2011). Destination marketing and management: Theories and applications. Cabi.

Language Portuguese. Tutorial support is available in English.
Last updated on: 2023-01-09

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