Principles of tourism marketing (2020/2021)

Course code
Name of lecturer
Marta Maria Ugolini
Marta Maria Ugolini
Number of ECTS credits allocated
Academic sector
Language of instruction
II semestre (Lingue e letterature straniere) dal Feb 15, 2021 al May 29, 2021.

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

Assessment methods and criteria

An oral examination with open questions will be carried out to assess:

- knowledge of concepts,
-ability to apply knowledge;
-appropriate use of the technical language.