Marketing and digital communication for tourism (2018/2019)

Course code
4S006135
Name of lecturer
Ilenia Confente
Coordinator
Ilenia Confente
Number of ECTS credits allocated
9
Academic sector
SECS-P/08 - MANAGEMENT
Language of instruction
Italian
Period
II semestre dal Feb 18, 2019 al Jun 1, 2019.

Lesson timetable

Go to lesson schedule

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 limitatamente ai Capitoli 9-10-19
Martini U. (a cura di) Management e marketing delle destinazioni turistiche territoriali. Metodi, approcci e strumenti McGrawHill 2017 limitatamente ai Capitoli 1-2-3-6-7-8
Kerin R.A., Hartley S.W., Rudelius W. e Pellegrini L. Marketing (Edizione 3) McGraw-Hill 2014 9788838668319 limitatamente ai Capitoli 2-3-4-9 (accettata anche la prima edizione del volume)

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 - 2017/2018