Ateneo - UPO

Understanding the basics of marketing; knowing how to develop a marketing strategy; knowing how to define, manage, communicate, and distribute a value proposition

Marketing del turismo, 7 ed., P. Kotler, J.T. Bowen, J.C. Makens, S. Baloglu, Pearson, 2018.
Market-driven management, 8 ed., Lambin J.J., McGrawHill, 2021

- Knowledge and understanding
The course aims to provide students with the necessary tools to master the basic concepts and practice of modern marketing, also for tourism services.
- Applying knowledge and understanding
The knowledge acquired during the course will enable students to analyze theories, concepts, practice, and concrete applications. The student's involvement during the course and participation in the analysis and evaluation of real cases will allow for maximum adherence to the continuous evolution of marketing strategies and tactics, as well as applicative situations.
- Making judgements At the end of the course, the student will be able to independently analyze and evaluate a marketing strategy.
- Communication skills
With the knowledge acquired during the lessons, the student will be able to plan and formulate value propositions, integrating marketing communication programs, which are fundamental for establishing profitable relationships between the company and its customers.
- Learning skills
The course provides the necessary tools and methodologies to develop adequate learning through the analysis of marketing strategies. The teaching method will allow students to assimilate and elaborate the concepts and logics of the subject.

Frontal lectures with the support of slides and additional materials available on the course's DIR page.

Course attendance is not mandatory.

The exam consists of a written test: three open-ended questions on the course syllabus

The principles of marketing.
Consumer behavior. Competitive analysis and strategy selection. Marketing research. (Tourism) Demand segmentation and target market selection. Positioning and differentiation strategies. The brand. Product and services. Pricing policies. Customer relationship.
Marketing communication and sales promotion. Marketing channels and distribution strategies. Tourism marketing. History of tourism - and its promotion - (brief introduction). Analysis of tourism products.

At the end of the course, the student will have the knowledge, skills, and abilities to: - Explain and apply marketing strategies for service companies; - Define the role of marketing in strategic planning; - Outline the marketing information system and describe the marketing research process; - Explain the consumption behavior model, outlining the factors that influence customer behavior and decision-making; - Design a customer-oriented marketing strategy through market segmentation, targeting, and positioning; - recognizing and applying different pricing strategies - Define the term "product" and explain its development process; - Analyze strategies and branding decisions undertaken by companies; - Apply the product life cycle concept, including in the tourism sector; - Describe the nature of distribution channels and various marketing intermediaries available in the hospitality sector;