78358 - International Marketing in Tourism

Learning outcomes

The purpose of the course is to help students develop expertise in evaluating and formulating strategic marketing decisions. The course will introduce students to the international market environment and the principles underlying the development and implementation of marketing strategies across and within foreign countries. At the end of the course students will be able to understand and use the main variables, teories and basic applications in marketing management. By learning the theoretical background, at the end of the course students will be able to apply the studied concepts to real firms and markets, measuring satisfaction, analyzing and segmenting the market, developing marketing plans, taking decisions about distribution, pricing, and communication particuraly in the tourist sector. Finally the course will provide a basic knowledge of revenue management practices.

Course contents

• Course introduction and expectations
• Overview of Marketing
  
• Analyzing the Marketing Environment
• Developing Marketing Strategies and a Marketing Plan
• Marketing research: qualitative and quantitative
• Segmentation, targeting and positioning
• Digital Marketing: Online, social, and mobile
• Consumer behavior
• Services marketing
• Developing new products
• Product, brand, and packaging decisions
• Supply Chain and Channel Management
• Retailing and Omnichannel Marketing
• Strategic Pricing Methods and Tactics
• Pricing Concepts for Capturing Value
• Integrated marketing communications
• Advertising, PR, and Sales Promotions
• Advertising, PR, and Sales Promotion

Readings/Bibliography

Grewal and Levy, “Marketing”, 7^th edition, McGrawHill, or later editions.

Teaching methods

Lectures, class discussions and interactions, guest speakers

Assessment methods

Mid-term and final exams, short case study presentations, marketing project linked to the SIM (Società Italiana di Marketing) competition (extra credits)

Teaching tools

Virtuale platform, video, conceptual maps

Office hours

See the website of Stefania Farace

See the website of