Degree | Type | Year | Semester |
---|---|---|---|
2500894 Tourism | OB | 3 | 1 |
There are no prerequisites.
This course explains the basic concepts of Marketing, the leading analysis systems of the market and business environment (cultural, political and economic), and the tools and techniques to be applied at the preliminary stages of business decision-making, as well as the variables related to consumer behaviour, product positioning and the main techniques of marketing research.
At the end of the course, students will have a set of theoretical Marketing tools and Marketing research techniques that will allow them to address all the stages of the commercial strategy of the company internationally in the tourism sector.
1. INTRODUCTION: MARKETING FOR TOURISM
1.1 Marketing Definition
1.2 Consumer orientation
1.3 Marketing for Tourism
2. MARKETING AND BUSINESS ENVIRONMENT
2.1 Economic environment
2.2 Cultural environment
2.3 Legal and Political environment
3. BUSINESS ETHICS AND CSR
3.1 CSR and corporate sustainability
3.2 Business ethics dilemmas
3.2 Tools of Business Ethics (UNGC, GRI)
4. MARKETING RESEARCH
4.1 Marketing Information systems.
4.2 Research methods
4.3 Information sources
4.4 Information analysis
5. CONSUMER BUYING BEHAVIOUR
5.1 Model of consumer behaviour
5.2 Personal characteristics affecting consumer behaviour
5.3 Buyer decision process
6. MARKET SEGMENTATION, TARGETING AND POSITIONING (STP)
6.1 Market segmentation
6.2 Market targeting
6.3 Market positioning
6.4 Product differentiation
7. INTRODUCTION TO TOURISM MARKETING MIX
Classroom theoretical part:
a) Lectures by professor
Classroom practical part:
a) Case studies presentations by students
b) Discussion of sector’s economic news
c) Discussion of practical cases
Self-learning part:
a) Resolution of cases by students
b) Tutorials regarding individual cases
c) Group tutorials for group projects
Title | Hours | ECTS | Learning Outcomes |
---|---|---|---|
Type: Directed | |||
Public presentation of work | 4 | 0.16 | 5, 10, 31, 23 |
Solutions of case studies | 12 | 0.48 | 2, 5, 14, 27, 18, 26, 28, 31 |
Theoretical classes | 32 | 1.28 | 5, 4, 9, 10, 15, 29, 28 |
Type: Supervised | |||
Tutorials | 19 | 0.76 | 11 |
Type: Autonomous | |||
Elaboration of reports and presentations | 30 | 1.2 | 2, 5, 4, 9, 12, 11, 30, 18, 20, 31, 23 |
Solution of case studies | 12 | 0.48 | 1, 10, 14, 11, 25, 18 |
Study | 26 | 1.04 | 11 |
The evaluation of this subject consists of the following system:
a) The execution of partial exams, which will be worth 50% of the final grade (20%-25% each exam) and which will include the theoretical material exposed in the lectures.
b) The execution of practical project and its presentation in groups, which will be worth 30% of the final grade. A correct formal presentation and careful elaboration will be valued.
c) The execution of practical projects proposed during the course and delivered within the deadline, which will be worth 20% of the final grade (5%-10% each work).
To pass the course, student needs a minimum score of 5 out of 10 (on average) in each of the three parts of evaluation (separately) to calculate the final grade for the course. Otherwise, he/she should go to final exam.
Final exam: 100% of the final grade
Failure to pass the final exam, obtaining a score between 3.5 and 4.9, student should attend the revaluation to pass the subject.
Title | Weighting | Hours | ECTS | Learning Outcomes |
---|---|---|---|---|
Exams | 50% | 5 | 0.2 | 1, 2, 4, 6, 12, 14, 11, 15, 25, 18, 20, 19, 23 |
Practical case studies | 20% | 5 | 0.2 | 1, 2, 3, 5, 4, 6, 9, 10, 8, 13, 15, 27, 24, 18, 26, 16, 17, 31 |
Project: marketing environment | 30% | 5 | 0.2 | 1, 2, 5, 4, 9, 7, 13, 12, 14, 11, 30, 25, 27, 21, 22, 18, 29, 26, 28, 16, 17, 31, 23 |
KOTLER, P., BOWEN, J., MAKENS, J., BALOGLU, S.:”Marketing for Hospitality and Tourism” Global Edition, Pearson, 7th Edition, 2017.
KOTLER, P., AMSTRONG, G.: “Principles of Marketing” 17th Global Edition, Pearson, 2018.
BARMEYER, C., FRANKLIN, P.: "Intercultural Management. A Case-Based Approach to Achieving Complementarity and Synergy" NY Palgrave Mcmillan, 2016.