Marketing and digital communication for tourism (2019/2020)

Course code
4S006135
Name of lecturers
Ilenia Confente, Rossella Baratta
Coordinator
Ilenia Confente
Number of ECTS credits allocated
9
Academic sector
SECS-P/08 - MANAGEMENT
Language of instruction
Italian
Location
VERONA
Period
II semestre (Lingue e letterature straniere) dal Feb 17, 2020 al May 30, 2020.

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 destination marketing

- Destination as a system
- Destination management
- Tourism and sustainable development
- Place marketing: stakeholders, goals and funtions
- - Destination marketing plan

Marketing Analysis
- Demand and Supply analysis
- Quantitative and qualitative methodologies for demand analysis

Strategic Marketing

- Strategic planning
- Segmentation and Target Market
- Market positioning and differentiation

Marketing Mix
- Marketing mix tools for tourist destination
- Communication mix and communication plan for destinations
- Market research for tourism research
- Destination branding and destination image
- Digital and social media Marketing


- Performance metrics
- Case studies
- Team works

Reference books
Author Title Publisher Year ISBN Note
Pike S. Destination Marketing Routledge 2008 Capitoli: 9, 10, 15, 19
Martini U. (a cura di) Management e marketing delle destinazioni turistiche territoriali. Metodi, approcci e strumenti McGrawHill 2017 Capitoli: 1, 2, 3, 4, 6, 7, 8, 10
Kerin R.A., Hartley S.W., Rudelius W. e Pellegrini L. Marketing (Edizione 3) McGraw-Hill 2014 9788838668319 Capitoli: 2, 3, 4, 9, 14, 15

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 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.
All the materials both books and slides are required for the exams for both attendants and not attendants.