Università degli Studi di Napoli "Parthenope"

Teaching schedule

Academic year: 
2020/2021
Belonging course: 
Course of Bachelor's Degree Programme on MANAGEMENT DELLE IMPRESE TURISTICHE
Disciplinary sector: 
MANAGEMENT (SECS-P/08)
Language: 
Italian
Credits: 
6
Year of study: 
3
Teachers: 
Cycle: 
Second semester
Hours of front activity: 
48

Language

Italian

Course description

The course aims to outline the strategic role of the marketing function in the management of tourism businesses. In particular, the importance assumed by the tourist in modern increasingly complex and competitive market scenarios will be defined in which the business orientation cannot be exclusively and mainly focused on the search for the economy of production processes or on investments in asset matter
there. Rather, the proliferation of activities and an increasingly segmented demand require increasingly strategic investments on the end customer and new tourist-centric business models.
In this context, marketing takes on strategic importance within the value chain in its three aspects that make it the system: analysis, strategy and operations. Consistent with the increasingly strategic role of marketing in the management of tourism businesses, this course is structured in two parts: the first part is aimed at providing learners with the fundamental principles of strategic and operational marketing, while in the second part, the course will have a verticalization in the tourism context of the most important aspects of experiential marketing.
The learning objectives of the course can be defined as follows:
Knowledge and understanding: At the end of the course, the student must be able to understand and analyze the principles of marketing that guide the choices of tourism companies, as well as to approach a market analysis and a tourism marketing plan.
At the end of the course, the student must be able to apply the principles and tools of marketing to a concrete problem concerning the management of the company's relationship with its reference market.
Autonomy of judgment: At the end of the course the student must be able to independently identify the different marketing choices that a tourism company must implement in order to be competitive in its reference market.
Communication skills: At the end of the course, students must have the ability to explain in a simple way the key concepts of marketing and to illustrate the salient aspects of a tourism marketing plan adopted by a company.
Learning skills: At the end of the course the student must be able to analyze concrete case studies in the tourism and cultural sector from a marketing perspective, and the tools for in-depth analysis of marketing methods, seminars, workshops, in-depth courses or master in subjects related to marketing and marketing applied to tourism.

Prerequisites

The course is aimed at students enrolled in the first level degree course in Management of tourism businesses (class L-18) and requires that the students have learned the basic contents of economics and business management.

Syllabus

The course aims to outline the strategic role of the marketing function in the management of tourism businesses. In particular, the importance assumed by the tourist in the increasingly complex and competitive modern market scenarios in which the business orientation cannot be exclusively and predominantly focused on the search for the economy of production processes or on investments in material assets will be defined
there. Rather, the proliferation of activities and an increasingly segmented demand require increasingly strategic investments on the end customer and new tourist-centric business models.
In this context, marketing takes on strategic importance within the value chain in its three aspects that define it: analysis, strategy and operations. Consistent with the increasingly strategic role of marketing in the management of tourism businesses, this course is structured in two parts: the first part is aimed at providing learners with the fundamental principles of strategic and operational marketing, while in the second part, the course will have a verticalization in the tourism context of the most important aspects of experiential marketing. The course content can be broken down into 4 lesson blocks that highlight the macro topics covered. The duration of each block will depend on the level of preparation of the students and their familiarity with the basic concepts of economics and business management and marketing. At the end of the course, the student must be able to apply the principles and tools of marketing to a concrete problem regarding the management of the company's relationship with its target market. At the end of the course, the student must be able to understand and analyze the principles of marketing that guide the choices of tourism companies, as well as to approach a market analysis and a tourism marketing plan. The exam consists of a written test and an oral test for everyone.

The course content can be broken down into 4 lesson blocks that highlight the macro topics covered. The duration of each block will depend on the level of preparation of the students and their familiarity with the basic concepts of economics and business management and marketing. In general, the course will be structured as follows:
Block 1 - Introduction to marketing
Understanding the customer and his needs
Be customer-centric
The meaning of tourism marketing
The customer's purchasing behavior
Block II - Strategic Marketing
Segmentation and choice of the target market
Strategic positioning
Block III - operational marketing
The product
The price
The distribution
The comunication
(the environment, the process and the people)
Block IV - Tourist experience and digital marketing
Guest experience
Digital Marketing
Word of mouth, social media and reviews

Teaching Methods

The course will be organized in lectures, company testimonials (in class or remotely), discussions of suggested readings and development and presentation of a project work.

Textbooks

Morrison, M.A. (2022). Tourism Marketing: In the Age of the Consumer

Learning assessment

For non-attending students or for students unable to carry out the project work, the exam will focus on a written test consisting of 8 open-ended questions on the topics of the program and aimed at assessing the level of assimilation and understanding of the main concepts of marketing . The test will be completed by a mandatory oral interview for those who have passed the written test with a score between 27 and 30, aimed at an exhaustive assessment of the level of learning achieved on all the topics covered.
For attending students, the final evaluation will take into account:
- a written test with 6 open-ended questions in which the understanding of the basic theoretical topics will be assessed (assessed in 24/30);
- the elaboration and presentation of a project work (assessed in 6/30);
- a compulsory oral test for those who have achieved a score in the written tests between 27 and 30 in which the ability to connect and compare different aspects covered during the course will be assessed and will be able to confirm, increase (or decrease) the grade of the previous tests .
- the student's participation in the lessons and exercises, individual and group, scheduled during the course.

More information