- Docente: Stefania Farace
- Credits: 8
- SSD: ECON-07/A
- Language: English
- Teaching Mode: In-person learning (entirely or partially)
- Campus: Rimini
- Corso: First cycle degree programme (L) in Economics of Tourism and Cities (cod. 6054)
Learning outcomes
The purpose of the course is to help students develop expertise in evaluating and formulating strategic marketing decisions, building on key insights from previous courses on business strategy and destination management. 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. By the end of the course, students will be able to understand and use the main variables, theories, and basic applications in marketing management. Through learning the theoretical background, students will be equipped to apply the studied concepts to real firms and markets, measuring customer satisfaction, analyzing and segmenting the market, developing marketing plans, and making decisions about distribution, pricing, and communication, particularly 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 and Tourism Trends
- 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 and services
- Product and services decisions
- Supply Chain and Channel Management
- Multichanel and Omnichannel Marketing
- Strategic Pricing Methods and Tactics
- Pricing Concepts for Capturing Value
- Integrated marketing communications
- Advertising, PR, and Promotions
Readings/Bibliography
Richard George, "Marketing Tourism and Hospitality: Concepts and Cases", Palgrave MacMillan, 2025 (second edition)
Teaching methods
Lectures, class discussions and assignments, 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, ppt, conceptual maps
Office hours
See the website of Stefania Farace
SDGs
This teaching activity contributes to the achievement of the Sustainable Development Goals of the UN 2030 Agenda.