BUSINESS MANAGEMENT AND TOURISM MARKETING

Single discipline educational activity

Course Sheet

Academic Year of enrolment:

2016/2017

Type of Course:

Characterising

Optional/Mandatory:

Compulsory

Degree:

Bachelor's Degree Programme in TOURISM ECONOMICS AND TOURISM MANAGEMENT

Location:

OLBIA

Disciplinary Sector:

Corporate Finance

Credits:

Programme Year:

Professor and Collaborators:

DEL CHIAPPA Giacomo

Hours of classroom activity:

Prerequisites:

Economia Aziendale

AF code:

40002779

Assessment Methods

Verification of learning:

Written examination and project work

Teaching period

Second trimester

Objectives

This module will introduce students to the key strategy, management and marketing issues in the tourism sector. In particular, it will be adopted the perspective of the main operators involved in this industry, namely: hotels, intermediaries, attractions, destination management bodies and non-governmental bodies. By this way it will be examined the following topics: analysis of the environment, analysis of the competition and of the company competitiveness, analysis of tourist demand, market segmentation, targeting and positioning, portfolio strategy and, finally, marketing mix (product, price, placement and communication). Further the role of the internet and social media in tourism sector and their influence on tourists behavior and choices will be examined.

Contents

Value creation and stakeholder management
Strategic marketing and marketing operations
Tourism products and services: the micro and macro perspective
Tourists' decision making
Marketing strategy: definition and aims
Task environment analysis
Competitive analysis
Analysis of internal resources and competences
Analysis of tourism demand
Segmentation
Targeting
Positioning
Cost leadership and differentiation
Strategic options
The 4P: price, product, promotion and distribution (placement)
Marketing for the hotel sector
Tourism intermediaries: tour operator and travel agencies
Meeting industry: actors, type of meeting, venue and impacts
Cruise industry: actors and marketing operations
Digital marketing and principles of revenue management
Guest lectures and project works

Recommended Bibliography

F. Casarin, Il marketing dei prodotti turistici. Specificità e varietà, G. Giappichelli Editore, Torino, vol. 1 (tranne cap. 1) e 2 (tranne cap. 8).
M. Rispoli, M. Tamma, 1996, Le imprese alberghiere nell’industria dei viaggi e del turismo, Cedam Padova, capp. 6 (paragrafi 1, 2 e 3), 7, 9, 11.
Del Chiappa, G. “Internet e User Generated Content: ruolo e influenza nei processi di scelta dei prodotti turistico-alberghieri”. In S. Messina e V. Santamato (Eds), Esperienze e casi di turismo sostenibile, Franco Angeli, Milano.
Slides and other reading materials (if any) will be available online in the department website.

Teaching Methods

54 face-to-face hours. Traditional, interactive lessons, guest lectures and project works

Contacts/More Information

Readiness to offer individual assistance also in a foreign language to incoming international students as well as readiness to accept final examination in english.

English reading to be used to prepare the exam are as follow:

Bennett, J. A., & Strydom, J. W. (Eds.). (2001). Introduction to travel and tourism marketing. Juta and Company Ltd.

Slides and other reading materials (if any) will be available online in the department website (further contact Prof Del Chiappa to define any program details).

The Professor will be available each Wednesday from 9 am to 11 am. In order to achieve an effective planning Students are kindly invited, if possible, to contact him by e-mail (gdelchiappa@uniss.it), skype (giacomo.del.chiappa), or mobile phone (+39 393 90 36 400).

BUSINESS MANAGEMENT AND TOURISM MARKETING

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BUSINESS MANAGEMENT AND TOURISM MARKETING