Class Marketing de Produtos Turísticos

The curricular unit¿s main goal is to address basic marketing concepts and discuss their application to tourism, in the context of both destinations and organizations. In this context, the discipline aims to prepare students to apply this knowledge in practical contexts, aiming to obtain competitive advantages in the domestic and global markets.

Not applicable

1. Marketing strategy Elements and steps of the strategy Planning tools 2. Tourism services¿ differentiating features Differentiating features of services Differentiating features of tourism services 3. Tourism supply and demand Economic, demographic, and geographical factors 4. Tourism consumers¿ motivations and behaviour Influencing factors Decision-making model Relationship marketing 5. Market segmentation in tourism Different methods and criteria for segmentation 6. Formulation of tourism products The perspectives of components and benefits Components of the general and the specific Co-creation and consumer participation 7. The marketing mix of tourism products The 4 Ps applied to tourism The variables of services marketing 8. Market research in tourism Main types of market research for tourism products

In addition to lectures, classes include activities such as discussions, case studies and quizzes. The evaluation is comprised of three elements: A final assignment, a test and other activities. The final assignment consists of creating a new tourism product. Students must carry out a market analysis, define a target audience and develop an appropriate marketing strategy for it. The test is objective, but requires a high degree of interpretation, as well as the ability to apply the contents in practice. Activities include, in addition to quizzes and discussions, the presentation of a seminar aimed at developing autonomy in research. The performance in this component is controlled by the submission of activities in Moodle and by the registration of participation and performance in activities carried out and/or trained in the classroom. The work and activities are equivalent to 25% of the final grade, while the test corresponds to 50%.

Boone L. E., Kurtz D.L. (1998). Contemporary Marketing. 14th ed. Mason-OH, South-Western Cengage Learning Hassan, A., Pulido-Fernández, J. I., Sharma, A. (2020). Sustainable destination branding and marketing strategies for tourism development, CABI, Oxfordshire. Kotler, P.,  Kartajaya , H.,  Setiawan, I. (2010). Marketing 3.0: From Products to Customers to the Human Spirit. New Jersey, John Wiley and Sons. Kotler, P., & Maon, F. (2012). A Stakeholder Approach to Corporate Social Responsibility: Pressures, Conflicts and Reconciliation. London, Gower. Mcabe, S. (2009). Marketing Communications in Tourism and Hospitality, Oxford, Elsevier Middleton, V., Fyall, A., Morgan, M. (2009). Marketing in Travel and Tourism, Oxford, Elsevier