78358 - International Marketing in Tourism

Course Unit Page


This teaching activity contributes to the achievement of the Sustainable Development Goals of the UN 2030 Agenda.

Good health and well-being Quality education Decent work and economic growth Sustainable cities

Academic Year 2021/2022

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


  • Introduction to hospitality and tourism marketing process
  • The role of marketing in strategic planning
  • Designing customer value-driven marketing strategy
  • Market segmentation, targeting and positioning
  • Developing the hospitality and tourism marketing mix (product, price, distribution, promotion)
  • Building customer loyalty through quality
  • Marketing communication within tourism marketing
  • Digital and social media marketing in hospitality and tourism industry
  • Destination marketing
  • Designing a marketing plan

Application of statistical analyses to tourism marketing:

  • Chi-squared tests and linear models.
  • Conjoint analysis
  • Sentiment analysis using R
  • Binomial and multinomial logit models.


Kotler, P., Bowen, J. T., Makens, J., & Baloglu, S. (2017). Marketing for hospitality and tourism.

Ripley, B. D. (2002). Modern applied statistics with S. Springer.

Reid, R. D., & Bojanic, D. C. (2010). Hospitality marketing management. John Wiley and Sons (free to download from sba.unibo.it, eBook Academic Collection di Ebsco)

Additional papers, data and scripts will be suggested during lectures.

Teaching methods

Classical teaching. Lab sessions.

Assessment methods

Open book exam.The open book exam includes three question (theoretical or practical). Each question can be evaluated in the range of 0-10 points. The final grade corresponds to the sum of the grades obtained for each question.

The grading of the answers' score is as follows:

  • 9-10: answer correct, exhaustive, complex, which highlights the complete mastery of the topics covered in the course and a consistent execution ability with any minor inaccuracies;
  • 7-8: answer not entirely correct and/or incomplete, from which emerges an appreciable degree of knowledge of the topics covered in the course and a good ability of execution;
  • 6: answer with significant methodological or theoretical inaccuracies or significant analytical imperfections, which show just sufficient ability of execution;
  • 0-5: answer inadequate or wrong.

Additional laude can be given when the three answers score 10, and the overall exam shows an excellent theoretical knowledge and a practical ability.

The graduation of the final grade is as follows:

  • 18-19: knowledge of a very limited number of topics covered in the course and analytical skills that emerge only with the help of the teacher, expressed in an overall correct language;
  • 20-24: knowledge of a limited number of topics covered in the course and ability to autonomous analysis only on purely executive matters, expression in correct language;
  • 25-29: good knowledge of a large number of topics covered in the course, ability to make independent choices of critical analysis, mastery of specific terminology;
  • 30-30L: Excellent knowledge of the topics covered in the course, ability to make autonomous choices of critical analysis and connection, full mastery of specific terminology and ability to argue and self-reflection.

Teaching tools

Additional papers, data and scripts will be suggested during lectures.

Office hours

See the website of Marco Visentin

See the website of Riccardo Pirazzoli