Marketing and Tourism Promotion

Year
0
Academic year
2019-2020
Code
01011203
Subject Area
Área Científica do Menor
Language of Instruction
Portuguese
Mode of Delivery
Face-to-face
Duration
SEMESTRIAL
ECTS Credits
6.0
Type
Elective
Level
1st Cycle Studies

Recommended Prerequisites

Not applicable.

Teaching Methods

The unit works with theoretical and practical classes. The lectures allow the transmission of knowledge essential to the course, based on expository methods with the use of marketing tools on paper and in electronic form. Practical sessions aim to enhance the knowledge obtained, allowing the analysis of case studies and carrying out work. The work will lead to the collection and processing of data so critical to the development of marketing strategies information to be generated. The students must present and realise the defence of practical work.

Learning Outcomes

Objectives of the course:

A1. Prepare the students with general knowledge of marketing and with a particular focus on tourism promotion;

A2. Understand the processes of segmentation and awareness about the importance of these tools in the strategic planning of tourism, leisure and heritage organizations;

A3. Development of analytical and constructive criticism around the marketing decisions;


Skills to be developed:

B1. Developing the ability to apply theoretical knowledge in practical context;

B2. Design of specific marketing plans for activities around tourism, leisure and heritage;

B3. Analysis (national and international) tourist services with special focus on the SWOT analysis extrapolating this analysis to strategic marketing and tourism promotion;

B4. Articulate a correct application of the marketing mix (price, product, place and promotion).

Work Placement(s)

No

Syllabus

1. Introduction to marketing and tourism promotion

2. Characteristics of services

3. Marketing environment

4. The role of marketing in strategic planning

5. Marketing and information systems

6. Consumer Behavior

7. "Business-to-business"

8. Segmentation, "targeting" and positioning

9. Development and product management for tourism and leisure

10. The internal Marketing

11 Price: considerations and strategies

12. Distribution Channels

13. Promotion: promotion policy, communication and advertising

14. Relations and Sales Promotion

15. Professionals Sales

16 Direct marketing and online: building relationships with customers

17. Marketing of destinations

18. Marketing plan for next year

Head Lecturer(s)

Cláudia Patrícia de Almeida Seabra Moreira

Assessment Methods

Continuous Assessment
Laboratory work or Field work: 40.0%
Exam: 60.0%

Bibliography

Cooper (2012), Contemporary Tourism, 2 ed Edition, Goodfellow.

Diário Económico;

Jackson, N (2012), Promoting and Marketing Events: Theory and Practice, Routledge.

Jornal de Negócios;

Kotler, P.; Bowen, J; Makens, J. (2014), Marketing for Hospitality and Tourism (6th Edition), Prentice Hall.

Middleton et al. (2009), Marketing in Travel and Tourism, 4th Edition, Butterworth-Heinemann.

Pantelidis, I. (2014), The Routledge Handbook of Hospitality Management, 1st Edition, Routledge.

Revista Marketeer;

Tweedy e Alney (2012), Facebook Marketing Secrets, John Wiley & Sons.

Vida Económica.