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 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
| 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 |
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.
