78358 - INTERNATIONAL MARKETING IN TOURISM

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

Theory:

• 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.

Testi/Bibliografia

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.

Metodi didattici

Classical teaching. Lab sessions.

Modalità di verifica e valutazione dell'apprendimento

Open book exam. Optional oral exam.

Further details will be provided at the beginning of the course.

Strumenti a supporto della didattica

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

Orario di ricevimento

Consulta il sito web di Marco Visentin

Consulta il sito web di Annamaria Tuan