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.
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
| 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) |
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.
