Degree | Type | Year |
---|---|---|
2502904 Hotel Management | OB | 3 |
You can view this information at the end of this document.
There are no prerequisites.
EDUCATIONAL OBJECTIVES
At the end of the course, the student must be able to:
1. Distinguish the concepts of product marketing and service marketing (including servuction) and identify their implications for hospitality, tourism enterprises and destinations.
2. Know, analyze and interpret the main elements of strategic marketing planning.
3. Demonstrate knowledge and understanding of operational marketing: product, price, promotion, and place. With special emphasis on digital marketing.
4. Identify and draw up the main components of a marketing plan.
1. Marketing Principles for Hospitality
1.1. Marketing definition and marketing process.
1.2. Marketing for hospitality and tourism: Mission and goals.
1.3. Characteristics of hospitality and tourism marketing.
1.4. Servuction model.
2. Environmental Analysis and Market Research
2.1. Marketing Macroenvironment: PESTEL.
2.2. Marketing Microenvironment: Porter's 5 Forces.
2.3. Marketing research, information, and customer insights.
2.4. Consumer markets and consumer buying behavior.
2.5. Micro-Macro analysis: SWOT and BCG matrix.
3. Strategic Marketing: Strategy, Value Chain, Segmentation, Targeting, and Positioning
3.1. Strategic marketing triangle.
3.2. Company value chain for hospitality and tourism.
3.3. Market segmentation, targeting, and positioning.
4. Operative Marketing: Hospitality Marketing Mix
4.1. Products and brands: Building customer value.
4.2. Pricing: Understanding and capturing customer value.
4.3. Place and distribution channels: Delivering customer value.
4.4. Promotion and advertising: Communicating customer value and engaging consumers.
4.5. Digital marketing in hospitality and tourism: People, process, and physical presence.
Title | Hours | ECTS | Learning Outcomes |
---|---|---|---|
Type: Directed | |||
Case discussions | 4 | 0.16 | 1, 2, 3, 10, 13, 14 |
Lectures | 40 | 1.6 | 6, 7, 9, 10, 11, 12, 14, 15, 16 |
Type: Supervised | |||
Tutorials | 8 | 0.32 | 1, 2, 14 |
Type: Autonomous | |||
Case solving | 4 | 0.16 | 3, 4, 8, 10, 13, 14, 16 |
Project-Based Learning: Marketing Plan | 20 | 0.8 | 1, 2, 3, 4, 5, 6, 8, 11, 12, 13, 17, 18 |
Self-learning by reading and studying materials | 30 | 1.2 | 8, 13, 17 |
Teaching language: English
The teaching methodology is theoretical and practical, using various methods (presentations, personal discussions, forums, case studies, group discussions, project-based learning, tutorials), with the concern of involving and provoking the intellectual and emotional concerns of the student through types of activities directed, autonomous and supervised. For the development and evaluation of these activities, work will be done individually and in teams, and tutorials will be carried out by the professor. Adequate monitoring of a student's course generally involves the following activities:
1. Directed
1.1. Attendance at professor presentations and evaluations of individual participation in the classroom.
1.2. Discussion of case studies in the classroom.
1.3. Discussion of marketing plan progress in the classroom.
2. Autonomous
2.1. Self-learning through the textbook, slides, videos, links, and other resources on the virtual campus.
2.2. Case studies: personal reading, analysis based on theory, and presentation report on the virtual campus.
2.3. Project-based learning: Progressive development of a complete marketing plan on the virtual campus.
3. Supervised
3.1. Tutoring for the development of personal case studies.
3.2. Tutoring for the development of the group marketing plan.
Teaching methodology plan:
11 | Marketing Plan: Final Presentation | ||
Week | Content | Method | Normative Bibliography |
1, 2 | Marketing Principles for Hospitality | Lecturing Attendance and Participation, Project-Based Learning (Marketing Plan Progress) | Chapters 1, 2, 3 |
3, 4, 5 | Environmental Analysis and Market Research | Lecturing Attendance, Case Study, Project-Based Learning (Marketing Plan Progress) | Chapters 4, 5, 6, 7 |
6 | Midterm Exam | ||
6, 7 | Strategic Marketing: Strategy, Value chain, Segmentation, Target, and Position | Lecturing Attendance and Participation, Project-Based Learning (Marketing Plan Progress) | Chapters 8, 10 |
8, 9, 10 | Operative Marketing: Hospitality Marketing Mix | Lecturing Attendance, Case Study, Project-Based Learning (Marketing Plan Progress) | Chapters 9, 11, 12, 13, 14, 16 |
Annotation: Within the schedule set by the centre or degree programme, 15 minutes of one class will be reserved for students to evaluate their lecturers and their courses or modules through questionnaires.
Title | Weighting | Hours | ECTS | Learning Outcomes |
---|---|---|---|---|
Attendance and Participation | 15% | 14 | 0.56 | 6, 7, 8, 9, 10, 13, 14, 15, 16, 17 |
Case Studies | 25% | 8 | 0.32 | 3, 4, 5, 6, 8, 10, 13, 14, 17, 18 |
Marketing Plan | 30% | 20 | 0.8 | 2, 3, 4, 6, 8, 10, 11, 12, 14, 18 |
Midterm Exam | 30% | 2 | 0.08 | 1, 2, 8, 9, 10 |
A) CONTINOUS EVALUATION:
The evaluation of this course consists of the following system:
a) Attendance and participation in classroom activities proposed by the professor, which will be worth 15% of the final grade.
b) Answers to individual questions formulated in the case studies and during the discussions, which will be worth 25% of the final grade.
c) Progressive development of a marketing plan and presentation, which will be worth 30% of the final grade.
d) Taking a partial exam, which will be worth 30% of the final grade.
To make the final average, should get at least 4 out of 10 in each part evaluated.
B) UNIQUE/FINAL EVALUATION:
There will be one final exam, having no difference between the students who have not successfully completed the continuous evaluation and those who have not followed it.
The date and time are established by the Official Programming according to the academic calendar.
C) RE-EVALUATION:
Only addressed to students obtaining a grade between 3.5 and 5 in Single Assessment. The maximum possible grade to be obtained will not exceed 5. Nature of the evaluation to be defined. Date and time established by the Official Programming according to the academic calendar.
The grade for the subject will be NOT EVALUABLE when the student attends less than half of the assessment activities and/or does not attend the final exam.
Normative:
KOTLER, P., BOWEN, J. T., BALOGLU, S. (2021). Marketing for Hospitality and Tourism. 8th edition. Global edition. Pearson.
POWERPOINT PRESENTATIONS, CASE STUDIES, LINKS TO VIDEOS, AND OTHERS ON VIRTUAL CAMPUS.
Complementary:
GEORGE, R. (2021). Marketing Tourism and Hospitality: Concepts and Cases. 1st edition. Palgrave Macmillan.
OLLER NOGUÉS, J. (1997). Creación y mejora de empresas turísticas. Editorial Deusto.
MS-Office.
Campus Virtual UAB.
Name | Group | Language | Semester | Turn |
---|---|---|---|---|
(TE) Theory | 1 | English | first semester | morning-mixed |