Study-unit TOURISM MARKETING

Course name Economics of tourism
Study-unit Code 20099109
Location ASSISI
Curriculum Impresa turistica
Lecturer Fabio Forlani
Lecturers
  • Fabio Forlani
Hours
  • 63 ore - Fabio Forlani
CFU 9
Course Regulation Coorte 2018
Supplied 2020/21
Supplied other course regulation
Learning activities Affine/integrativa
Area Attività formative affini o integrative
Sector SECS-P/08
Type of study-unit Obbligatorio (Required)
Type of learning activities Attività formativa monodisciplinare
Language of instruction Italian
Contents The course provides students with basic knowledge about tourism marketing. Attention will be given to the analysis of the specifics of the tourist product and its reading from the perspective of experience logic. In this perspective, the strategic and operational marketing tools that best suit the characteristics of tourist companies will be presented.

Reference texts Marketing del turismo, Kotler P., Bowen J.T., Makes J.C., Baloglu S., Pearson, 2018.
Il marketing delle esperienze turistiche, Forlani F., Aracne, 2018
Educational objectives The aim of the course is to provide a coherent overview of the role of marketing in tourist businesses of different types and sizes (intermediation, hospitality, etc.). The student will be able to understand the main marketing issues related to the governance of tourist companies. The course aims to lead the student to acquire autonomy in using marketing tools to be able to build a complete marketing plan.
Prerequisites To learning the contents of the course, both theoretical and application, the basic skills of economics and business management are indispensable.

Teaching methods Frontal lesson, business simulation, group work and in-depth seminars.

Other information Attendance at classes is optional. However, since there is an interactive teaching with tutorials and group work, it is highly recommended.

Learning verification modality The learning test will be carried out through a written test and a subsequent oral interview. The final assessment can be supplemented with a score bonus from the assessment of practical activities developed individually or in groups by the student during the course.

Extended program Tourism in the experience logic perspective; Marketing of services and tourist experiences; The role of marketing in strategic planning; The marketing environment; The marketing information system and marketing research; Purchasing behavior in tourism; Segmentation, target market choice and positioning; Marketing mix in tourism; The definition of the price; Distribution channels; Product promotion; Online marketing and web 2.0; The target enterprise report; The marketing plan.