Marketing of tourism businesses
- Assessment methods
- Learning objectives
- Teaching methods
It is suggested but not compulsory to attend the course of Economics and business administration in the 2nd year.
The exam consists of a written test and an optional oral exam. The written test is composed of a first part multiple choices and a second part composed of two open-ended questions.
The course deals with the relationship existing between companies and the market from the strategic and the tactical point of view. The course presents also the marketing approaches in the hotel business.
General marketing concepts, with particular reference to tourism businesses, are discussed following a theoretical and practical approach.
The expected learning outcomes include:
- Knowledge and understanding: the ability to make proper use of the terminology and concepts learned during the course;
- Applying knowledge and understanding: the ability to apply theoretical concepts acquired during the course to the various tourism sectors through the analysis of case studies and lectures of tourism managers.
- Communication skills: ability to interact during lectures and project works in order to develop problem solving skills and discuss the results achieved.
Main subjects will be:
• Definition and evolution of the marketing concept;
• Marketing strategies and planning;
• Segmentation and target marketing;
• Customer value and satisfaction;
• Marketing mix (product, price, distribution, promotion);
• Tourism services marketing;
• Internet marketing and social media marketing (not for students that opt for the version 35 hours 6 credits).
1. KOTLER P., BOWEN J., MAKENS J., Marketing del turismo, (Italian edition Mauri A.G.), Pearson, Milano 2010 (2018 edition if available).
2. MAURI A.G., Le imprese alberghiere. Strategie e marketing, McGraw-Hill, Milano 2011.
3. MINAZZI R., Social media marketing in tourism and hospitality, Springer, Switzerland 2015.
The book n. 3 is optional for students that choose the course of 35 hours (6 credits).
The indications on how to use the texts will be provided at the beginning of the course.
The slides of the lectures are part of the course program and will be available on the E-learning platform after the beginning of the course
The course is in the second semester. Theoretical lectures, case studies, lectures of tourism managers on specific parts of the program.