78358 - INTERNATIONAL MARKETING IN TOURISM

Anno Accademico 2018/2019

  • Docente: Marco Pichierri
  • Crediti formativi: 8
  • SSD: SECS-P/08
  • Lingua di insegnamento: Inglese
  • Moduli: Marco Pichierri (Modulo 1) Valentino Moscariello (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 and Competitor Analysis; 04. Product and Service Decisions; 05. Pricing and Promotion Strategies; 06. Marketing Communications and Advertising Strategies; 07. Distribution Channels; 08. Destination Marketing; 09. Direct, Online, Social Media, and Mobile Marketing; 10. Team-work: Class Presentation.

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Module 2 (Prof. Moscariello) - The module includes an in-depth study of the key concepts of the Revenue Management discipline and a structured methodology for the application of the Revenue Management process, with particular reference to the hotel industry. The goal of the course is the development of knowledge and basic skills in Revenue Management, helping to strengthen the formation of a professional profile that responds to the demands and needs expressed by the world of work.

Learning Outcomes: The student acquires the appropriate knowledge to apply the theoretical tools to the implementation of Revenue Management techniques in the hospitality industry. The training course aims to transmit operational skills as well as the soft skills necessary to concretely apply the knowledge and methodologies acquired during the course.

Contents of the module: 01. Definition of Revenue Management; 02. Pricing and non Pricing Hotel Revenue Management tools; 03. Segmentation, profiling systems according to a web-oriented approach; 04. Metrics; 05. Forecast and analysis; 06. Optimization (revenue optimization, nesting, and bid price); 07. Booking; 08. Control tools.

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:

1. Revenue Management - A Practical Pricing perspective, edited by Ian Yeoman and Una McMahon-Beattie; PALGRAVE MCMILLAN, 2011. Chapters: 1-3-7-8-9-10-13;

2. Slides and practical exercises

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:

Written exam at the end of the course.

Orario di ricevimento

Consulta il sito web di Marco Pichierri

Consulta il sito web di Valentino Moscariello