The course contents addresses international tourism marketing principles, issues and trends in contemporary tourism marketing and strategic marketing in the tourism sector focusing on definitions and the role of international marketing in tourism, describing the strategic marketing process, from analysis and strategy formulation to implementation of strategies and techniques to bring products and services to the market. The course focuses on specific issues that are influencing tourism marketing nowdays explaining how technology is affecting the way tourism firms operate and communicate with their customers and discusses the influence of environmental awareness, human resources strategy and service quality on tourism marketing.
The first part of the course aims to provide an overview of the fundamentals of the marketing discipline applied to tourism industry, exploring the main themes that characterize both theory and practice.
The module introduces students to several marketing topics (e.g. marketing definition, tourism and International marketing, globalisation, deregulation and technological avances, the evolution of marketing and tourism marketing strategy).
The focus is on strategic marketing planning understanding the business and defining the company mission, understandig the existing situation, forecast the future and setting marketing objectives, operational strategies and programmes.
The course provides an overview on the stages of the strategic marketing process introducing few techniques using in developing strategic plan considering the basic questions: “Why we do? What is it we want? Where are we now? Where do we want go? How do we do get there? When and Who?
Learning Outcomes: Providing a basic understanding of marketing and its importance in the global business environment, class lectures aim to help students to: i) understand and use the specific marketing language; ii) learn how to analyze markets and consumer behavior through a marketing lens; iii) identify and apply the main marketing levers to support managerial decisions; iv) improve their ability to assess marketing opportunities, to make effective marketing decisions, and implementing marketing strategies in the tourism industry; marketing audit.
Content Outline: Introduction to the Course; Definitions of Marketing; Tourism and International marketing, Globalisation, Deregulation and Technologiacal Advances; the evolution of marketing and tourism marketing, Strategy, strategic marketing planning, under standing the business and defining the organization’s mission, the marketing audit, forecasting future and making assumption, defining operational strategies, operational programmes, budget and resources.
The second part of the course provides an overview of the trends that are affecting the way tourism is marketed now and will be in the future considering the impact of technologies on tourism marketing and the recent environmental awareness with the development of “green marketing strategies”. This part focuses on the importance of the human resources strategies in tourism marketing examining service quality.
Content outline: The Impact of Technology on Tourism and Marketing,, E-commerce and Database Marketing, 'Green' Strategies in the Tourism and Hospitality Industries, The Influence of Human Resources on Tourism Marketing, Managing the Service Encounter: Consistent High Quality Delivery Through 'Internal Marketing'.