Each student (attending classes or not) will be evaluated based on a written final exam lasting 2 hours (The exam will be managed orally through the platform Microsoft teams if this might be needed, according to the department and university regulations, to cope with the “COVID-19 pandemic”). The exam will consist of three questions. Furthermore, each student will be asked to deliver an individual brief report (up to 4 pages all included) specifically developed to present and discuss findings of an empirical marketing research (carried out on primary and/or secondary data) aimed to analyze a specific tourism phenomenon (the specific topic will be defined and assigned by the instructor at the beginning of the teaching module).
Specifically, two open-ended questions will be theoretical in nature and will cover the different topics addressed in the course program. The“analytical”question will require to critically analyze how a defined theoretical concept can be applied to fix real business needs and problems (for example, to identify the communication and marketing targets for a certain type of product or service, to define distribution strategies for a certain type of offer, etc.). During the exam students will be allowed to use only calculators.
Each question can obtain an evaluation ranging from 0 to 9 points. The final evaluation will correspond to the sum of points that the student will obtain in each question and in the report.
The lowest grade requires the demonstration of an elementary and sufficient knowledge of the basics of the discipline. The attribution of the highest grade requires excellent theoretical knowledge, the ability to use it critically to simulate the adoption of real business decisions and, last but not least, a good capacity for linguistic expression.