STRATEGY AND MARKETING FOR TOURISM SERVICES - 2

This course is the second module of the Strategy and Marketing for Tourism Services course and is a core subject of the Master's degree program in Tourism Management and Sustainability. The module aims to explore in depth the marketing strategies applied to tourism services, with a specific focus on market analysis, value creation, and the management of marketing levers

By the end of the second part of the course, students will be able to:

Apply marketing theories and models specific to tourism, hospitality, and events.
Analyze tourist consumer behavior and use segmentation and targeting techniques.
Design and implement marketing plans in the tourism sector.
Plan and promote tourism events.
Use real case studies and practical tools to make data-driven marketing decisions.
Work in teams and present their proposals through participation in group project work.

No previous exams are required

The course provides an overview of marketing strategies applied to tourism services, with a focus on market analysis, value creation, and the management of marketing levers.
The main topics covered include:
Introduction to marketing and the role of marketing in strategic planning
Demand analysis and segmentation
Tourist behavior
Targeting and positioning
Tourism and hospitality products
Distribution channels
Communication of the tourism offering

The lessons combine theoretical and practical approaches, including case study analysis, discussions, and projects.

Mandatory reading
Simon Hudson and Louise Hudson (2024), Marketing for Tourism, Hospitality & Events, Sage

The assessment of learning takes place through an oral exam. During the oral exam, the student must demonstrate knowledge of the topics covered in the course and included in the teaching materials, as well as the ability to present them critically.
The methods used to assess the acquired knowledge and skills are:
a) For the institutional content of the course, a series of questions will be asked to evaluate the student's acquired knowledge, with particular attention to the level of understanding.
b) The ability to apply this knowledge will be assessed by discussing case studies and/or activities carried out during the project work. This second phase will evaluate argumentative skills and critical analysis abilities.

oral

Evaluation Grid:
28-30L: Mastery of the topics; ability to prioritize information; use of appropriate technical terminology.
26-27: Good knowledge of the topics covered in the exam, decent ability to organize and present information orally; familiarity with technical terminology.
24-25: Knowledge of the topics not always in-depth; organized oral presentation, but with occasional misuse of technical terminology.
22-23: Often superficial knowledge of the topics; unclear oral presentation and lacking in technical terminology.
18-21: Poor knowledge of the topics; confused oral presentation, with little use of technical terminology.

Lectures, case studies discussions and project work