Publication in the Diário da República: Despacho n.º 7822/2020 - 07/08/2020
5 ECTS; 3º Ano, 1º Semestre, 28,0 T + 28,0 TP + 14,0 OT , Cód. 820736.
Lecturer
- João Pedro Tomaz Simões (1)(2)
- Maria de Fátima Rodrigues Pedro (2)
(1) Docente Responsável
(2) Docente que lecciona
Prerequisites
Not applicable.
Objectives
For the development of a marketing plan, the student must grasp the identification of supply and demand, set both short and long-term general and specific objectives, as well as assess the surrounding context, determining positioning, segmentation, and the marketing mix. In operationalizing the marketing mix, it is essential to conceptualize the product, define pricing and distribution policies, and lay the groundwork for promoting a tourist product. When creating a promotional campaign, the student must identify messages, channels, and target audiences. They will be challenged to align with Sustainable Development Goal (SDG) 12 - Ensure sustainable consumption and production patterns.
Program
1. Fundamental Marketing Concepts
1.1. Historical Evolution of Marketing
1.2. Concepts, Nature, and Functions of Marketing
1.3. The Role of Marketing in Tourism Products: Promotion, Branding, Customer Experience
2. Marketing Environmental Analysis
2.1. Microenvironment
2.2. Macroenvironment
3. Consumer Behavior and Purchase Decision
3.1. Factors Influencing Consumer Behavior
3.2. The Purchase Decision-Making Process
4. Distribution Channels
5. Strategy, Innovation, and Segmentation in Marketing
5.1. International Tourism Activity Trends
5.2. Market Segmentation Methods and Criteria
5.3. The Impact of New Technologies on Marketing
5.4. Influence of Social Media and Digital Content Strategies
6. Development of a Tourism Marketing Plan
6.1. Phases of the Marketing Plan (Diagnosis, SWOT Analysis, Objectives, Strategy, Marketing Mix, Monitoring, and Updating)
6.2. Case Studies and Successful Practices in Marketing Strategies
Evaluation Methodology
Continuous assessment:
Individual Test - 60%
(In the written assessment test, students must obtain a minimum score of 8 points)
Practical group work - 40%
(Minimum score of 10 points - Presentation and discussion required for all group members)
Assessment by exam:
Written Exam - 100%
Bibliography
- Campón-Cerro, A. e Hernández-Mogollón, J. e Folgado-Fernández, J. (2019). Best Practices in Hospitality and Tourism Marketing and Management: A Quality of Life Perspective. (Vol. 1). (pp. ---). Springer Nature, Springer: Cham, Switzerland
- Dionísio, P. (2018). Mercator XXI - 25 anos, O marketing na era digital. (Vol. 1). (pp. ---). Publicação Dom Quixote: Lisboa
- Kotler, P. e Bowen, J. e Makens, J. (2017). Marketing for Hospitality and Tourism. (Vol. 1). (pp. ---). 7th, Global Edition: New York
- Rita, P. e Antunes, J. (2014). A importância do marketing no desenvolvimento de destinos e produtos turísticos. (Vol. 1). (pp. ---). I, Escolar: Lisboa
Teaching Method
Lectures and theoretical-practical classes. The theoretical classes will provide the conceptual and theoretical foundations and support the practical content. The theoretical-practical classes will focus on debate.
Software used in class
Power Point,
