Strategic Marketing in Tourism
Part of this Programme
Level of Qualification|Semesters|ECTS
Master Degree | Semestral | 6,5
Year | Type of course unit | Language
1 |Mandatory |Português
Total of Working Hours | Duration of Contact (hours)
170 | 40
Recommended complementary curricular units
Prerequisites and co-requisites
The Role of Marketing in Strategic Planning and Information Systems Market Study Tour - The importance of Web marketing and e-marketing Attitude and Behavior Tourist Segmentation, Targeting and Positioning Tourism in Design and Management of Tourist Product Quality and Service Loyalty Customers - CRM as a strategic tool Channels of Distribution and Marketing Communication Marketing Destinations - Branding Building a Tourism Marketing Plan
With this course aims to:. Emphasize training in tourism is conceived. . Induce a solid preparation for the investigation of the phenomenon of tourism in all its dimensions. . Sensitize students developing their skills at the level of importance that marketing can play in the (un) success of a tourist destination. . Define and implement an appropriate marketing strategy to ensure the success of a destination or prevent its decline. . It is also intended that students analyze in a thorough and sustained to define the best strategies through reflection of existing cases.
Knowledge, abilities and skills to be acquired
This course aims to provide students with:. Gain skills to anticipate and adapt to changes that characterize the tourist activity;. Learn to characterize and deal with complex systems and find appropriate solutions;. Identify the specific terminology used in the context of tourism. Understanding the balance between objectives, resources and opportunities identified in the current global tourism market. . Set in a structured marketing strategy. . Building on duly supported a campaign of Marketing.
Teaching methodologies and assessment
Classes will be split between more expository lectures by the teacher and lessons more practical construction, analysis and discussion of cases. These students will be encouraged to seek references and documents that may be relevant to the topics identified. The continuous assessment will be making use of several methods: oral and written presentation of cases with subsequent discussion. There will also be a time that corresponds to the individual construction of a report on a practical case. Are adopted following evaluation with the following weights: Element Assessment Weighting in the final Mandatory Optional Attendance / Class participation 5% x 40% Working Group Case Study X x Only 55% will be approved who obtains more than 10 values and more than 75% attendance in class. Who reprove, can perform a final exam of the normal season and still a exam.
Kotler, Philip, John Bowen, James Makens (2006), Marketing for Hospitality and Tourism, (4 / e). Prentice Hall KHAN, MA (2006), Tourism Marketing, Motilal Books, Uk. KOZAK, Metin; Luisa Andreu (2006), Progress in Tourism Marketing, Elsevier, UK. Malhotra, RK (2005), Tourism Marketing, Anmol Publications Pvt Ltd GOPAL, VV (2005), CRM in Travel and Tourism: Concepts and Cases, Amicus-ICFAI