98742 - PRINCIPLES OF MANAGEMENT

Conoscenze e abilità da conseguire

The "Principle of Management" course is aimed at providing the students with basic knowledge of the dominant theories in business strategy and marketing. The students are expected to become familiar with the main concepts of strategy and marketing, to recognize them in real life situations and to be able to start a critical reflection on them

Contenuti

The course consists of two modules. In module 1 (taught by Dr. Judit Zoltan), the students will gain basic knowledge of the dominant theories in business strategy and marketing. In Module 2 (Taught by Prof. Marcello Mariani) the students will learn about destination management and destination marketing.

Module 1 (Dr. J. Zoltan)

1) Introduction to strategy

2) Strategic analysis

3) Strategic direction and methods

5) Marketing strategies

Module 2 (Prof. M. Mariani)

1) Tourism destinations and markets: facts, figures, relevant phenomena and ongoing trends

2) Concepts and definitions of destination management and marketing

3) Destination Management Organizations (DMOs)

4) Destination competitiveness

5) Destination planning and destination marketing planning

6) Destination Management research

7) Destination Product Development and staging tourism experiences

8) Destination branding

9) Destination Integrated Marketing Communications

10) Destination Information and Communication Technologies

Testi/Bibliografia

For Module 1:

Tribe, J. (2016). Strategy for Tourism (2nd ed.). Goodfellow Publishers Ltd.

References to journal articles will be provided with the lecture notes.

For Module 2:

• Crouch, G. I., & Ritchie, J. B. (1999). Tourism, competitiveness, and societal prosperity. Journal of Business Research, 44(3), 137-152.
• Mariani, M. M., Buhalis, D., Longhi, C., & Vitouladiti, O. (2014). Managing change in tourism destinations: Key issues and current trends. Journal of Destination Marketing & Management, 2(4), 269-272.
• Mariani, M. M., Di Felice, M., & Mura, M. (2016). Facebook as a destination marketing tool: Evidence from Italian regional Destination Management Organizations. Tourism Management, 54, 321-343.
• Morrison, A. (2013) Marketing and Managing Tourism Destinations. London: Routledge.
• Pine, J. & Gilmore, J.H. (1998). Welcome to the Experience Economy. Harvard Business Review, July-August 1998.

Metodi didattici

Module 1 has two main components: lectures, online written exam.

Module 2 has two main components: lectures, online written exam. It will be delivered in blended learning mode.

Modalità di verifica e valutazione dell'apprendimento

The final mark is based on an online written exam for each Module. The final mark is the average of the mark for Module 1 and the mark for Module 2.

The range of grades for the written exam are as follows:

• <18 not sufficient;
• 18-23 sufficient;
• 24-27 good;
• 28-30 very good;
• 30 Lode excellent.

Strumenti a supporto della didattica

All materials can be found on https://virtuale.unibo.it/

Orario di ricevimento

Consulta il sito web di Marcello M. Mariani

Consulta il sito web di Judit Zoltan