The course deals with the relationship existing between the companies and the market from the strategic and the tactical point of view. In particular, the course presents the marketing approaches in the tourism sector. General marketing concepts, with particular reference to the various tourism businesses, are discussed following a theoretical and practical approach. The expected learning outcomes include: - Knowledge and understanding: the ability to make proper use of the terminology and of the concepts learned during the course; - Applying knowledge and understanding: the ability to apply theoretical concepts acquired during the course to the various tourism sectors through the analysis of case studies and through lectures of tourism managers. - Communication skills: ability to interact during the lectures and the project works in order to develop problem solving skills and discuss the results achieved.
Course Prerequisites
It is suggested but not compulsory to attend the course of Economics and business administration in the 2nd year.
Teaching Methods
The course is in the second semester. Theoretical lectures, case studies, lectures of tourism managers on specific parts of the program.
Assessment Methods
The exam consists of a written test and an optional oral exam. The written test is composed of a first part multiple choices and a second part composed of two open-ended questions.
Contents
Main subjects will be: • Definition and evolution of the marketing concept; • Marketing strategies and planning; • Segmentation and target marketing; • Customer value and satisfaction; • Marketing mix (product, price, distribution, promotion); • Internet marketing and social media marketing (not for students that opt for the version 35 hours 6 credits). • Tourism services marketing; • Destination management and marketing.
Course Language
ITALIAN
More information
Office hours On appointment by writing to roberta.minazzi@uninsubria.it.
