Principles of tourism marketing (2014/2015)

Course code
Name of lecturer
Marta Maria Ugolini
Marta Maria Ugolini
Number of ECTS credits allocated
Academic sector
Language of instruction
II semestre dal Feb 23, 2015 al May 30, 2015.

Lesson timetable

II semestre
Day Time Type Place Note
Tuesday 5:30 PM - 7:00 PM lesson Lecture Hall T.8  
Wednesday 8:30 AM - 10:00 AM lesson Lecture Hall 2.6  
Thursday 10:00 AM - 11:30 AM lesson Lecture Hall T.8  

Learning outcomes

The course aims to give an introduction to the principles and way of thinking typical of corporate marketing. Topics related to tourism sector will be focused as well as problems regarding strategic and operating marketing, taking the perspective of the tourist company (accommodation, transport, tour organization) in its changing environment. The course will introduce theory and case histories, examples and professionals’ invited speeches.


Introduction to tourism marketing
The features of services in tourism marketing
Marketing environment
The role of marketing in strategic planning
Marketing information systems and marketing research
Buying behavior in consumer and organizations markets
Segmentation, targeting and positioning
Development of the marketing mix for tourism and hospitality industry
Distribution channels
Promotion: communication, sales promotion, advertising
Direct marketing and online marketing
Destination marketing
The marketing plan

Assessment methods and criteria

A written test to assess accurate knowledge and a supplementary oral examination are required. The written test will include 5 open questions for which specific answers are demanded. The tests will be corrected in the same day or in the immediately following days. The results of the written tests as well as the calendar of oral examinations will be published on the website and in the faculty notice board.