Principles of tourism marketing (2017/2018)

Course code
Name of lecturer
Marta Maria Ugolini
Marta Maria Ugolini
Number of ECTS credits allocated
Academic sector
Language of instruction
Semester 2 dal Feb 26, 2018 al Jun 9, 2018.

Lesson timetable

Go to lesson schedule

Learning outcomes

The course contributes the managerial knowledge inside the degree course. It aims to give an introduction to the principles and way of thinking typical of corporate marketing. Topics related to tourism industry will be focused as well as problems regarding strategic and operating marketing, taking the perspective of the tourist business (accommodation, transport, tour organization) in its changing environment (globalization, new trends in consumer behavior, ICT development). The course will introduce theory and case histories, examples and professionals’ invited speeches. At the end of the course, students will have to be able to identify marketing oriented behaviors and relative tools inside business decisions.


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

For attending students, teaching consist in lectures, where basic knowledge is delivered together with business cases, examples and living testimonials. Using e learning platform, slides are uploaded at the end of each teaching week. Additional material will be uploaded on e learning platform and also optional readings can be found on social network platform (closed group).

Incoming ERASMUS students are asked to contact professor Ugolini at the beginning of the course in order to agree with the teaching methods and assessment tests

Reference books
Author Title Publisher Year ISBN Note
Kotler P., Bowen J., Makens J., Baloglu S. Marketing del Turismo Edizione italiana a cura di A.G. Mauri (Edizione 7) Pearson, Milano 2017 8891904678

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.