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

The course content covers the following topics: 

• Overview of marketing
• Developing marketing strategies
• Analyzing the marketing environment
• Consumer behavior
• Marketing research
• International Marketing
• Segmentation, targeting, and positioning
• Product, branding and packaging decisions
• Developing new products
• Pricing strategies and tactics
• Integrated marketing communications, advertising, PR and sales promotion
• Supply Chain, retailing, and omnichannel marketing

 

Readings/Bibliography

Grewal and Levy, “Marketing”, 5^th edition (or later ones), McGrawHill

Teaching methods

Interactive lectures that involve multimodal teaching tools (e.g., videos)

Discussion of case studies with a critical and creative thinking approach

Pro-active participation by students to all activities 

Assessment methods

Written exams

Quizzes

Participation grade

Teamwork project

 

Office hours

See the website of Stefania Farace