78358 - INTERNATIONAL MARKETING IN TOURISM

Anno Accademico 2017/2018

  • Docente: Marco Pichierri
  • Crediti formativi: 8
  • SSD: SECS-P/08
  • Lingua di insegnamento: Inglese
  • Moduli: Marco Pichierri (Modulo 1) Giorgio Ribaudo (Modulo 2)
  • Modalità didattica: Convenzionale - Lezioni in presenza (Modulo 1) Convenzionale - Lezioni in presenza (Modulo 2)
  • Campus: Rimini
  • Corso: Laurea in Economia del turismo (cod. 8847)

Conoscenze e abilità da conseguire

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.

Contenuti

Module 1 - The module aims to provide an overview of the fundamentals of the marketing discipline, exploring the main themes that characterize both marketing theory and practice. The module introduces students to several marketing topics (e.g. market-oriented strategic planning, marketing research and information systems, consumer behavior, target market selection and competitive positioning, pricing and promotion strategies, marketing communications), linking them with tourism industry and internationalization strategies.

Learning Outcomes: Providing a basic understanding of marketing and its importance in the global business environment, class lectures aim to help students to: i) understand and use the specific marketing language; ii) learn how to analyze markets and consumer behavior through a marketing lens; iii) identify and apply the main marketing levers to support managerial decisions; iv) improve their ability to assess marketing opportunities, to make effective marketing decisions, and implementing marketing strategies in the tourism industry.

Content Outline: 01. Introduction to the Course; 02. Analyzing Consumer Behavior; 03. Marketing Research; Market Structure and Competitor Analysis; 04. Product and Service Decisions; 05. Pricing and Promotion Strategies; 06. Communications and Advertising Strategies; 07. Distribution Channels Delivering Customer Value; 08. Destination Marketing; 09. Direct, Online, Social Media, and Mobile Marketing; 10. Team-work: Class Presentation.

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Module 2 - The module provides an overview of the application of marketing fundamentals to international tourism phenomena. The classes will provide students with knowledge in the areas of tourist demand segmentation, quality framework for tourism services, measures of international tourism volumes, hospitality performance and global trends in tourism.
The focus of the module will be on demand analysis and competition analysis. The understanding of the tourism industry will be enriched through the study of international trends in demand and supply, analyzed thorough an international marketing perspective.
Marketing and Management concepts applied to travel, tourism and hospitality operators will be explored through case histories. Destinations will also be studied, covering the aspects of life-cycle, product, pricing and promotion.
The fundamentals of revenue management will be covered including a review of basic parameters (in hospitality, aviation, golf, etc...), the analysis of competition, benchmarking techniques, distribution alternatives.
For the peculiar nature of this course students will be often provided with readings (article, industry reports, case histories).

Learning Outcomes: How to apply marketing fundamentals to hospitality, travel and leisure industry, with specific focus on demand analysis and competition analysis.

Content Outline:

1. Introduction to marketing for tourism and hospitality
2. Global trends in tourism
3. Demand analysis with an international perspective
4. Competition analysis with an international perspective
5. Hospitality drivers and their evolution in the last 10 years.
6. Introducing destination marketing
7. Introducing revenue management
8. Using industry parameters and techniques in revenue management

Testi/Bibliografia

Module 1:

Suggested Textbook: Winer, R., & Dhar, R. (2013). Marketing Management, 4th edition: Pearson New International Edition

Lecture Slides

Video clips, case studies and scholarly articles may also supplement lectures.

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Module 2:

Students will be provided with slides and readings in class.
Most of concepts and cases will be adopted from "P. Kotler - Marketing for Hospitality and Tourism, 2010", "Hotels & Chains in Europe 2017", "Hotels & Chains in Italy 2016".

Metodi didattici

In-class lectures.

Modalità di verifica e valutazione dell'apprendimento

Module 1:

Individual grading is based on a final written exam and on a team-work assignment (optional).

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Module 2: Individual grading is based on a final written exam

Orario di ricevimento

Consulta il sito web di Marco Pichierri

Consulta il sito web di Giorgio Ribaudo