MARKETING TURISTICO

The Tourism Marketing course deals with the study of the demand for tourism products in order to support tourism firms in marketing policies and strategies. After introducing the topic of marketing and the territory as a tourist destination, the course focuses on the analysis of aggregate demand and individual traveler behavior. In particular, this course delves into the segmentation, targeting and tourism product positioning, in addition to planning and marketing tools through which tourism companies can enhance their attractiveness for the market. Particular emphasis is given to modern marketing tools for the tourism product promotion. Digital marketing, Social media, Web marketing metrics, Analytics tools and KPIs complete the table of contents.

Knowledge and understanding: This course aims to provide the student with theoretical knowledge for the analysis of the market in the tourism sector and the consequent formulation of decisions regarding the tourism product commercialisation and marketing policies. At the end of the course, students will know the concept of tourism marketing and destination marketing, the several approaches for market analysis, the meaning of segmentation and market positioning for the market objectives achievement, the performance indicators and their application in the tourism sector.

Applying knowledge and understanding: The course aims to develop in the student critical and analytical skills related to marketing and destination marketing activities. At the end of the course, the student will be able to define the tourism product, estimate and analyze tourism demand and travellers behavior, research economic sources and information data, conduct marketing research, select the most appropriate KPIs, evaluate the web reputation of a destination or a tourism product, and draw up a summary report. The approach adopted is inductive. Through the examination of case studies, testimonials from marketing experts and web analytics tools, the student will be able to reconstruct the conceptual categories, matrixes and concept maps and to apply them correctly in the various decision-making contexts. The practical activities, carried out individually and in groups, and the reports presentation in the classroom will allow these activities to be further refined.

Making judgements: At the end of the course, the student will develop autonomy of judgment and ability to connect theoretical arguments and related application models, with particular reference to market analysis and research models. The student will be able to express judgments on the tourism products and destination management activities adequately supported by data, as well as to propose solutions for the improvement of the tourism product and destination attractiveness and their web reputation.

Communication skills: Students will be able to effectively communicate ideas in written and oral form. They will use appropriate technical language that will allow them to relate effectively with the professionals they will meet in the job market. Communication skills, in particular, consist in analyzing data and presenting the results based on marketing metrics. These skills will be stimulated by classroom discussions and debates, by the activities carried out in groups, and by the presentation of individual or team projects. Students will be encouraged to use digital tools and create content to be shared online.

Learning skills: At the end of the cycle of lectures, students will have acquired specific knowledge and critical evaluation skills that will allow them to explore the marketing topics and its metrics. They will acquire the ability to critically read and summarize articles and case studies and will be able to select further training in master and bachelor's degree programs. Learning skills will be stimulated during the lessons through active and participatory involvement of students, research, laboratory activities and field observations. Learning will be gradual and will be favoured by the analysis of case studies, applied activities, in-class presentations and discussions with experts, , and a thorough knowledge of the teaching material. Companies tour are also planned (if possible). Reports, individual and group assignments, and project works will further support the learning process and of understanding. Students will present and discuss case studies, papers and project work, developed by working in small groups.

• Lectures
• Applied Activities, Case Studies, In-Class Presentations
• Discussions with Executives, Managers, Start-uppers and Entrepreneurs
• Individual and Group Assignments.
• Final tests.

Pre- requisites: None. 

Attendance: Strongly recommended

Class discussion is a central part of the learning experience. Students are expected to actively participate in the classroom, read the teaching material in advance, and discuss cases and readings. Classroom interventions are expected to be constructive, articulated, documented and well motivated.

The main topics are: 

Tourism Marketing - Destination Management - Tourism Product -  Tourism Demand Analysis - Traveler Behaviour - Segmentation, Targeting and Market Positioning  - Marketing Information System - Marketing Plan - Marketing Informative System - Pricing and Yield Management   - Marketing metrics for tourism- Web Marketing and Digital Platforms - Social media Marketing for Tourism - Web Marketing Metrics: Analytics and KPI.

Contribution of the course to the 2030 Agenda for Sustainable Development Goals

Goal 8: Decent work and economic growth
8.3: Promote development-oriented policies that support productive activities, decent job creation, entrepreneurship, creativity and innovation, and encourage the formalization and growth of micro-, small-and medium-sized enterprises, including through access to financial services
8.9: By 2030, devise and implement policies to promote sustainable tourism that creates jobs and promotes local culture and products

Goal 11: Sustainable cities and communities
11.4: Strengthen efforts to protect and safeguard the world’s cultural and natural heritage

Goal 12: Responsible consumption and production
12.8.b: Develop and implement tools to monitor sustainable development impacts for sustainable tourism that creates jobs and promotes local culture and products

Modalities:

• lecture
  
• dedicated seminar
  
• study visit
  
• in-depth materials

• Martini U., 2017, Marketing e Management delle Destinazioni Turistiche Territoriali, McGraw Hill, Milano, Cap. 2, 3, 6, 10 (e-book)
• Della Corte Valentina, Imprese e Sistemi Turistici, III edizione, Egea Milano, Chapters: 2 par. 2.6-2.9; Cap. 5, par. 5.5.1- 5.5.2 . 
• Supplementary teaching materials used during the course (slides, case studies, book chapters, scientific articles and other readings) available on Studium

Attending students

• Written test (50%  of the final grade), based on the whole program. The written test is divided into true / false, multiple and semi-open questions and takes place in 20 minutes. The vote is expressed out of thirty.
  
• Project work (50% of the final grade). The vote is expressed out of thirty and takes into account the relevance of the topic, the quality of the project and the oral presentation.
  

The written test and the presentation of the project will take place exclusively in the first exam session scheduled for January. Reservations are required on the student portal. To pass the final exam, it is necessary to obtain a pass in both tests.

 Non-attending students

• Written exam (100% of the final grade) is divided into true / false, multiple, semi-open and open questions and takes place in 40 minutes. The vote is expressed out of thirty. The written test is based on the contents discussed during the lessons, the book chapters and the supplementary teaching materials, as reported in the syllabus. 
  
• The written test is adopted for each session. Reservation is required for each exam session. 
  

Evaluation Criteria: The final evaluation expressed out of thirty will be carried out by assigning a partial score to the following criteria in line with the objectives indicated above: knowledge of the assigned topic, appropriateness of the technical language, relevance of the answers to the questions posed, ability to connect between the topic discussed and other topics inherent to the program, logical ability to argue the assigned topic, ability to contextualize the topic with practical examples taken from the company reality, active participation in the classroom.

 Readings, testimonials of firms and material distributed in the classroom are among the topics required for attending and non-attending students.

1. What do we mean by a tourist destination from a marketing perspective? 
   
2. What are the tools for analyzing the tourist demand?
   
3. What is the contribution of marketing research to the tourist marketing? 
4. Who are the most effective of digital marketing? 
5. What are the attributes that qualify a tourism product? 
6.  What are the market segmentation criteria?
7. How can marketing metrics be classified?
8. What are the advantage of a market positioning? 
9. Which structure can data reports have? 
10. Which analytics tools and KPI are used for the digital marketing?