Marketing and digital communication for tourism (2020/2021)

Course code
4S006135
Name of lecturer
Vania Vigolo
Coordinator
Vania Vigolo
Number of ECTS credits allocated
9
Academic sector
SECS-P/08 - MANAGEMENT
Language of instruction
Italian
Location
VERONA
Period
II semestre (Lingue e letterature straniere) dal Feb 15, 2021 al May 29, 2021.

Lesson timetable

Go to lesson schedule

Learning outcomes

The aim is to enable students 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.

Syllabus

Introduction to destination marketing

- Places as destinations
- Tourism and sustainable development
- Destination management and governance
- Stakeholders in tourist destination
- Destination marketing plan

Marketing Analysis
- Macro-trends and implications for the tourism industry
- Demand analysis
- Supply analysis
- Marketing research: qualitative and quantitative methodologies

Strategic Marketing
- Strategic planning
- Segmentation and target market
- Market positioning and differentiation

Operational marketing
- Marketing mix tools for tourist destination
- Destination branding: destination identity, image and positioning
- Communication mix and communication plan for destinations
- Digital and social media marketing

Performance metrics

Case studies

Team works

Reference books
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., Pellegrini L., Massara F. e Corsaro D. Marketing (Edizione 4) McGraw-Hill 2020 9788838668319 Capitoli 2, 3, 4, 9, 14, 15

Assessment methods and criteria

The exam consists in an oral examination with five questions.

Evaluation criteria:
- level of knowledge about each topic related
- ability to link different topics
- ability to apply knowledge to real cases and situations;
- appropriate use of the technical language.

Attending students will have the opportunity to work in a team to create a marketing plan for a tourist destination. The score obtained will be considered in the overall evaluation.