Marketing and Tourism Promotion

Year
0
Academic year
2021-2022
Code
01011203
Subject Area
Tourism
Language of Instruction
Portuguese
Mode of Delivery
Face-to-face
Duration
SEMESTRIAL
ECTS Credits
6.0
Type
Elective
Level
1st Cycle Studies

Recommended Prerequisites

NA

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

Goals 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 services’ marketing mix (price, product, placement, promotion, process, people and physical evidence);

Work Placement(s)

No

Syllabus

1. Introduction to Tourism Marketing

2. Characteristics and specificities of tourism products

3. Information Systems and Tourism Marketing

   3.1 Data analysis and study of the Tourist Market

4. The Tourism Marketing Environment

   4.1. Analysis of the environment

   4.2. The size and structure of the tourism market

   4.3. Competition Analysis

5. The behavior of tourist consumers

6. Market segmentation, target and positioning of the tourism product

7. Tourism Marketing management

   7.1. Development of the Tourism Marketing strategy

   7.2. Positioning management

   7.3. The expanded marketing-mix

     7.3.1. Product

     7.3.2. Price

     7.3.3. Placement

     7.3.4. Promotion

     7.3.5. Process

     7.3.6. People

     7.3.7. Physical Evidence

8. Service quality management and consumer satisfaction

9. New trends in Tourism Marketing

10. Marketing of tourism destinations

Head Lecturer(s)

Cláudia Patrícia de Almeida Seabra Moreira

Assessment Methods

Assessment
Frequency: 50.0%
Project: 50.0%

Bibliography

Baines, P., Fill, C., Rosengren, S., & Antonetti, P. (2017). Fundamentals of marketing. Oxford University Press.

Cooper, C., & Hall, M. (2018). Contemporary tourism: An international approach. (4th Ed). Goodfellow.

Kotler, P. (2011). Marketing turístico. Pearson.

Kotler, P. Setiawan, I.; Kartajaya, H. (2017). Marketing 4.0: Mudança do tradicional para o digital. Actual Editora.

Kotler, P., Bowen, J., Makens, J., Baloglu, S. (2020). Marketing for hospitality and tourism. (8th Ed.).Prentice Hall.

Morrison, A. (2019). Marketing and managing tourism destinations. (2nd Ed.). Routledge.

Morrison, A. M., &  Coca-Stefaniak,  J. A. (Eds.) (2021). Routledge handbook of tourism cities. Routledge.

Silva, F., & Umbelino, J. (2017). Planeamento e desenvolvimento turístico. LIDEL.

 

São disponibilizados aos alunos relatórios e estudos atualizados do WTTO, WTTC, Euromonitor e European Travel Commission.