The course includes 36 hours of lessons, divided between frontal teaching (28 hours), seminars and company testimonials (4 hours) and deepening of case histories and development of the guidelines of a strategic marketing plan with the possible involvement of a public or private business partner (business game model) (4 hours).
The frontal teaching is divided into three parts:
Part I - Strategic marketing and place marketing management (10 hours) - strategic marketing vs. operational marketing, research in marketing, information flow management, big data, innovation of the economic-territorial product with a tourist vocation, innovation of the tourism product;
Part II - Market analysis (10 hours) - advanced techniques for market analysis and scenario analysis, market trends, scenario analyzes, tourism learning markets, SWOT Analysis;
Part III - The strategic marketing plan for tourism (8 hours) - The articulation of the strategic marketing plan, vision and mission, the strategic axes, the action plan, the construction of the product.