Advanced tourism marketing (2016/2017)

Course code
4S02581
Name of lecturer
Ilenia Confente
Coordinator
Ilenia Confente
Number of ECTS credits allocated
9
Academic sector
SECS-P/08 - MANAGEMENT
Language of instruction
Italian
Location
VERONA
Period
II SEMESTRE dal Feb 27, 2017 al Jun 10, 2017.

Lesson timetable

II SEMESTRE
Day Time Type Place Note
Monday 11:50 AM - 1:30 PM lesson Lecture Hall T.10 from Mar 6, 2017  to Jun 10, 2017
Tuesday 11:50 AM - 1:30 PM lesson Lecture Hall T.7  
Thursday 1:30 PM - 3:10 PM lesson Lecture Hall T.7  

Learning outcomes

The aim is to enable student to identify and manage the main destination marketing tools. Several case studies at a national and international level will be analysed. Within the course, a team project will be realized to develop a destination marketing plan.


Syllabus

-Introduction to destionation marketing
- Destination as a system
- Place marketing
- Destination management
- Deamnd and Supply analysis
- Strategic planning
- Destination marketing plan
- Market positioning
- Target Market
- Marketing Mix
- Digital Marketing
- Performance metrics
- Case studies

Reference books
Author Title Publisher Year ISBN Note
Pike S. Destination Marketing Routledge 2008
Kerin R.A., Hartley S.W., Rudelius W. e Pellegrini L. Marketing (Edizione 3) McGraw-Hill 2014 9788838668319 esclusivamente il capitolo 3

Assessment methods and criteria

The exam will be written and it is the same for both attending and not attending students. It will be constituted by three open questions and several aspects will be evaluated: the knowldege about each topic related to destination marketing, the marketing style language and the capability to link theory to practice.

STUDENT MODULE EVALUATION - 2016/2017