_______________________________________________________________ Instituto de Geografia e Ordenamento do Território ▪ Edifício IGOT – R. Branca Edmée Marques 1600-276 LISBOA ▪ tel.: 21 044 3000

Academic Year: 2015/2016 Course: Tourism Marketing Coordinator: Maria de Lurdes Calisto Teaching Staff: Maria de Lurdes Calisto ECTS: 6 Weekly Hours: 2 Typology: TP - theoretical & practical

Contents  

1. The nature of Marketing a. Defining Marketing b. Marketing vs. Tourism Marketing c. The marketing concept.

2. The marketing environment a. The micro-environment b. The macro-environment c. Trends in tourism demand d. Tourists’ motivation and behaviour.

3. Market segmentation and targeting. Product positioning a. From mass marketing to market segmentation b. Segmenting tourism markets c. Criteria for selecting market targets d. Positioning options e. Positioning maps.

4. Market information a. The need for market information b. The market research process.

5. Product decisions a. The tourism product concept b. The tourist experience c. Branding d. Developing new tourist products e. The product life-cycle.

6. Distribution decisions a. Distribution channel options b. The role of tour operators in tourism distribution c. The role of travel agencies in tourism distribution d. The importance of direct channels in tourism.

7. Marketing communication decisions a. What is marketing communication b. Marketing communication planning c. The marketing communication mix d. Online marketing.

8. Price decisions a. Factors that influence price in the tourism market b. Pricing strategies c. Managing demand through price decisions.

9. Other marketing decisions in services a. People b. Processes c. Physical evidence.

10. Implementing and controlling marketing strategy.  

Objectives and skills Objectives: This course is intended to introduce students to the essentials of marketing: how tourism firms and tourists behave and what strategies and methods marketers can use in today’s dynamic tourism environment. At the end of the course, students will be able to: • Identify the role of Marketing in today’s world

 

_______________________________________________________________ Instituto de Geografia e Ordenamento do Território ▪ Edifício IGOT – R. Branca Edmée Marques 1600-276 LISBOA ▪ tel.: 21 044 3000

• Establish the relationship between sales, marketing and operation in tourism businesses • Analyse the Tourism market trends • Analyse a marketing problem and propose a marketing plan that includes a strategy

(targeting and positioning) and a set of tactics (marketing-mix) which implement the strategy.

Skills: During the course, students will develop the following skills: • Use an ethical approach to Tourism marketing • Team work • Communication • Information-based decision-making • Critical thinking • Apply marketing concepts and tools to actual situations

References Aaker, D. A., Kumar, V., & Day, G. S. (2007). Marketing research (9th ed.). Hoboken: John Wiley & Sons. Bowie, D. & Buttle, F. (2004). Hospitality marketing: an introduction. New York: Elsevier. Hawkins, D., Mothersbaugh, D., & Best, R. (2007). Consumer behavior: building marketing strategy (10th ed.). Boston: McGraw-Hill. Holloway, J. (2004). Marketing for tourism (4th ed.). Harlow: Pearson Education. Kotler, P., Bowen, J., & Makens, J. (2006). Marketing for hospitality and tourism (4th ed.). London: Prentice Hall. Mccabe, S. (2009). Marketing communications in tourism and hospitality: concepts, strategies and cases. Oxford: Butterworth-Heinemann. Shoemaker, S., Yesawich, P. C., & Lewis, R. (2007). Marketing Leadership in Hospitality and tourism. (4th ed.). Upper Saddle River: Pearson. Swarbrooke, J. & Horner, S. (2007). Consumer behaviour in tourism (2nd ed.). Oxford: Butterworth-Heinemann.  

Knowledge evaluation methods and their partial grades Assessment will be composed of three elements. Element A is a written assignment that students must do in pairs – it can either be a scientific paper concerned with the content of the curricular unit or a strategic marketing plan for a Tourism organization. Element B is an individual written test. Element C includes students’ participation and work during classes. The final grade will be according to the following ponderations: A – Written assignment (in pairs): 40% B – Written test (individual): 50% C – Participation during classes (individual): 10% All grades, regarding each assessment element (A, B e C), must be at least equal to 8 (out of 20) for students to successful conclude the curricular unit. A guide for the development of the written assignment will be provided.