Study-unit TOURISM MARKETING
| Course name | Economics of tourism |
|---|---|
| Study-unit Code | 20099109 |
| Location | ASSISI |
| Curriculum | Impresa turistica |
| Lecturer | Fabio Forlani |
| Lecturers |
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| Hours |
|
| CFU | 9 |
| Course Regulation | Coorte 2021 |
| Supplied | 2023/24 |
| 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 in tourism marketing. Attention will be paid to the analysis of the specificities of the tourist product and its reading from the perspective of experience logic. The operational marketing tools that best suit the characteristics of tourist enterprises 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 enterprises of different types and sizes (intermediation, hospitality, etc). The student will be able to understand the main marketing criticalities related to the government of tourist enterprises, grasp their connections and strategic interdependencies. The course aims to lead the student to acquire autonomy in the use of marketing tools to be able to build a complete marketing plan. |
| Prerequisites | For the purpose of learning the course content, both theoretical and practical, basic skills in Economics and Management of Tourism Enterprises are essential. Furthermore, curiosity and passion for tourism are highly beneficial. |
| 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 exercises and group work, it is strongly recommended. |
| Learning verification modality | The assessment of learning will be conducted through a written exam followed by an oral interview. The final evaluation may be supplemented with a bonus score based on the assessment of practical activities (exercises and/or simulations) carried out 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. |
| Obiettivi Agenda 2030 per lo sviluppo sostenibile | Decent work and economic growth. |