INTRODUCTION TO MARKETING AND REVENUE MANAGEMENT

The course retrieves the fundamental principles of marketing and then deepens their application in the tourism field. Some topics, interconnected and of particular relevance in the current development of tourism, are subsequently explored: experiential marketing; tourism and internet; culture, events and destinations.
The basic objective of the course is to provide the students with a broad introduction to marketing concepts, how these concepts fit within the overall strategy of the firm, and how they influence management and decision making. The basic concept is the value creation of the company by mean of marketing strategies and actions.
Students will develop a working knowledge of the 4 P's of marketing—product, price, promotion, place—along with concepts such as consumer and business buyer behavior, segmentation, product life cycle, and the other fundamental components.

Attendance and active participation to the three formative activities proposed by the course (taught classes, teamworks, management guest lectures) coupled with systematic individual study will allow students to achieve the following learning outcomes:
1. Knowledge and understanding
● Knowing the correct marketing terminology.
● Knowing the different marketing tools used by companies and their interaction.
● Knowing the basics of the strategic marketing behavior of the companies in the markets.
2. Ability to apply knowledge and understanding
● Knowing how to recognize correctly which marketing tools and activities are involved in the various company-market relationship situations.
● Knowing how to make a simple analysis of the marketing problems that a company faces daily.
● Being able to recognize the key aspects of a marketing decision and its implementation.
● Being able to work in a team to solve complex problems.
3. Ability to judge
● To know how to formulate and to argue simple hypotheses of solution to marketing problems, also developing a critical approach to the evaluation of alternative hypotheses.
4. Communication skills
● Know how to use appropriate language in describing aspects of business marketing.
● Know how to interact with peers, in a critical and respectful way, oriented towards problem solving.
5. Learning skills
● Knowing how to critically consult the reference texts and the bibliography contained in them.
● Knowing how to find, collect and select useful information from various sources for solving marketing problems

Knowledge of basic strategy and management concepts, including knowledge of the nature and activities of the firm's business functions, will be taken for granted.

The course will cover the following topics:

- The Nature of Marketing
- Marketing Strategy and Planning
- Understanding Customer Behaviour
- Market Segmentation, Targeting and Positioning
- Value through Products, Brands, Services, Relationships and Experiences
- Value through Pricing
- Distribution: Delivering Customer Value
- Integrated Marketing Communications
- The Marketing Environment
- Revenue management

Foundation of Marketing - J. Fahy e D. Jobber 7th edition (2022) McGraw-Hill Education ISBN: 9781526849007

Additional teaching material will be uploaded on the Moodle page of the course

Learning achievements are assessed through a written test composed of 15 multiple-choice questions (to be submitted in 25 minutes) with penalties (-0,5 for each wrong answer). Questions will verify the knowledge of the theoretical concepts and models presented in the course, the ability to apply it to real-world examples, and the critical understanding of such concepts. For students attending the course, the grade of the written test is complemented by extra-points earned during classroom activities.

The course will be mainly based on Lectures, with all material used during classes made available to attending students through the moodle platform.
During classroom hours there will be case studies discussion, project works and manager speeches, helpful for the application to empirical cases of theoretical concepts presented during the week's classes.
Additional readings and materials will be available to attending students on the course moodle page.

English

Exam registration
Only registered students will be allowed to take the exam. Any registration problems must be solved with the Campus Economico before the registration deadline.

Accessibility, Disability and Inclusion
Accommodation and support services for students with disabilities and students with specific learning impairments
Ca’ Foscari abides by Italian Law (Law 17/1999; Law 170/2010) regarding support services and accommodation available to students with disabilities. This includes students with
mobility, visual, hearing and other disabilities (Law 17/1999), and specific learning impairments (Law 170/2010). If you have a disability or impairment that requires accommodations (i.e., alternate testing, readers, note takers or interpreters) please contact the Disability and Accessibility Offices in Student Services: disabilita@unive.it

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This subject deals with topics related to the macro-area "Human capital, health, education" and contributes to the achievement of one or more goals of U. N. Agenda for Sustainable Development