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
- José Alberto de Figueiredo Oliveira Rodrigues (1)(2)
- Maria de Fátima Rodrigues Pedro (2)
(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 short and long-term) general and specific objectives, as well as assess the environment and define the positioning, segmentation and the marketing mix. To know how to operationalize the marketing mix, the student must conceptualize the product, define the pricing and distribution policies, and develop the basis for promoting a tourist 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 - Ensuring 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. Macroenvironment of Tourism Marketing
2.3. Tourism impacts and the power of Marketing
2.4. Purchase decision process
3. Tourist 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
5. Tourism Marketing Plan
5.1. Phases of the marketing plan (diagnosis, SWOT analysis, objectives, Strategy, Marketing-Mix, control and update).
5.2. Case study and success cases (e.g. Marketing of Cities, Wine Tourism, Sensory Marketing etc (notions of the strategy for developing a plan)
Evaluation Methodology
Bibliography
- Dionísio, P. (2018). Mercator XXI - 25 anos, O marketing na era digital. (Vol. 1). (pp. ---). Publicação Dom Quixote: Lisboa
- Folgado-Fernández, J. e Hernández-Mogollón, J. e Campón-Cerro, A. (2019). Best Practices in Hospitality and Tourism Marketing and Management: A Quality of Life Perspective. (Vol. 1). (pp. ---). Springer Nature, Springer: Cham, Switzerland
- 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
The uc will be taught with theoretical and theoretical-practical classes. The theoretical ones will provide the conceptual and theoretical bases, supporting the practical contents. The theoretical-practical will operationalize the elaboration and dis
Software used in class
Power Point,
