Publication in the Diário da República: Aviso nº 619/2016 - 21/01/2016 - retificação
6 ECTS; 2º Ano, 1º Semestre, 30,0 T + 45,0 TP , Cód. 611811.
Lecturer
(1) Docente Responsável
(2) Docente que lecciona
Prerequisites
Not applicable.
Objectives
To develop a marketing plan the student must understand how to identify supply and demand, define the objective (s), general (s) and specific (s), short and long term, as well as evaluate the environment and define the positioning, segmentation and marketing mix. In order to know how to operate the marketing mix, the student must conceptualize the product, define the price and distribution policies, and develop the basis for the promotion of a tourism product. To develop a promotional campaign the student must identify the messages, channels and audience of the tourist product. At the end of the unit, the student will be challenged to approach the Sustainable Development Goals (SDGs) 12 - Ensure sustainable consumption and production patterns
Program
1. General Concepts of Tourism Marketing
1.1. Characterization of Tourism Marketing
1.2.The role of Marketing in tourism planning
2. Analysis of the Surroundings of Tourism Marketing
2.1. Tourism Marketing Microenvironment
2.2. Tourism Marketing Macroenvironment
2.3. Tourism impacts and the power of Marketing
2.4. Purchase decision process
3. Touristic offer
3.1. Tourism Marketing Trends in the Promotion of Tourism Products
3.2. New Technologies in Tourism Marketing
3.3. Decision-making power and influence
3.4. New tourists 4.Distribution channels
4.1. Spontaneous advertising
5. Tourism Marketing Plan
5.1. Marketing plan phases (diagnosis, SWOT analysis, objectives, Strategy, Marketing-Mix, budgets, control and updating).
5.2. Case study and success cases (e.g. City Marketing, Wine Tourism, Sensory Marketing etc. (notions of the plan development strategy)
Evaluation Methodology
Bibliography
- Buhalis, D. e Costa, C. (2006). Tourism Management Dynamics ? Trends, Management and Tools. (Vol. 1). UK: Elsevier
- Holloway, C. (2004). Marketing for Tourism. (Vol. 1). UK: Pearson
- Kotler, P. (2011). Marketing 3.0 Do produto e do consumidor até ao espírito humano. (Vol. 1). UK: Atual
- Lindon, D. e Lendrevi, J. e Levy, P. e Rodrigues, J. (2015). Mercator XXI: teoria e prática do marketing. (Vol. 1). Lisboa: Dom Quixote
Teaching Method
The UC will be taught with theoretical and theoretical-practical classes. Theoreticals will provide the conceptual and theoretical bases, supporting practical content. Theoretical-practical will operationalize the preparation and discussion of market
Software used in class
Power Point, Zoom, Teams
