BUSINESS MANAGEMENT AND TOURISM MARKETING

Single discipline educational activity

Course Sheet

Academic Year of enrolment:

2021/2022

Type of Course:

Characterising

Optional/Mandatory:

Compulsory

Degree:

Bachelor's Degree Programme in TOURISM ECONOMICS AND TOURISM MANAGEMENT

Location:

OLBIA

Disciplinary Sector:

Corporate Finance

Language:

Italian

Credits:

Programme Year:

Professor and Collaborators:

DEL CHIAPPA Giacomo

Hours of classroom activity:

Prerequisites:

Economia Aziendale

AF code:

40002779

Assessment Methods

Verification of learning:

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 10 points. The final evaluation will correspond to the sum of points that the student will obtain in each question.

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.

Teaching period

First trimester

Objectives

The goal of this course is to provide students with the competences and skills needed to examine the main aspects of tourism marketing and management activities, by adopting both the supply and demand-side perspective. At the end of the teaching module the student will have acquired:
- knowledge and comprehension: understanding the main characteristics of the different types of organizations operating within the tourism industry (accommodation facilities, tour operators, traditional and online travel agencies, events organizing companies, attractions), their evolutionary dynamics and positioning, the types of services they offer, their marketing mix variables and the role that the Information and Communication Technologies, Internet and social media can play in their management and marketing.
- ability to apply knowledge and understanding: ability to apply the theoretical principles to guide marketing and management activities such as those related to the analysis of competitive set, to the segmentation analysis, to positioning, to the use of all the marketing variables (product, price, distribution and communication).
- critical thinking: ability to apply the acquired knowledge to consciously interpret and evaluate the main problems related to tourism marketing and management and to identify possible solutions (problem solving). The course will also allow students to develop the ability to identify and have access to different types of (academic and non-academic) information sources that can guide their decision making.
- communication skills: ability to use the specific terminology related to the discipline to describe the most relevant principles of tourism marketing and management and to critically interpret and evaluate real problems related to tourism organizations. Furthermore, the course will allow students to develop the communication skills (written and oral) implicit to the learning process. Specifically, this will be possible by stimulating student-teacher and peer-to-peer verbal discussions about tourism marketing and management principles.
- learning skills: the course provides the basis for learning the basic principles of tourism marketing and management and will offer students with the background needed to attend advanced university courses

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

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. 6, 7 e 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) e 7.
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.
Erasmus students can prepare the exam using the following book:

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

Methods of Provision

Conventional

Teaching Methods

54 hours (in presence, online and/or hybrid solution based on the regulations that the department and the university will adopt to cope with COVID-19 pandemic and evolution).
Traditional, interactive lessons and guest lectures. All the activities will be delivered by using, where useful, slides and multimedia materials.
All the materials (slides, papers and supplementary readings, informative materials, etc.) will be available also for students who will not constantly attend classes at the Learning Platform: https://edisea.uniss.it/

Contacts/More Information

Internationals students will have the possibility to use the English language to interact with the Professor (during teaching activities, etc.), as well as to make the final exam.
All the information on how and when to have the possibilities to meet the Professor, please visit the following website: www.edisea.uniss.it. Students can contact the professor by phone (+39 393 90 26 400), email (gdelchiappa@uniss.it) and skype (ID: giacomo.del.chiappa).

BUSINESS MANAGEMENT AND TOURISM MARKETING

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BUSINESS MANAGEMENT AND TOURISM MARKETING