Ateneo - UPO

First part - Tourism Marketing
Marketing principles.
Strategic and operational marketing
Tourism marketing.
External and internal environment
SWOT analysis
Marketing mix and its evolution
Strategic planning. New product launch strategies.
Distribution and price strategies.
The CRM (Customers relationship Management) and its evolution.
Marketing communication and use of new tools.
The new role of consumers.

Second part - Tourism Management

Price management
Theme parks
Sport tourism
Restaurant management
Event marketing and management

Marketing del turismo, 7 ed., P. Kotler, J.T. Bowen, J.C. Makens, S. Baloglu, Pearson, 2018.
Materials on the online platform (DIR).

- Knowledge and understanding
The course aims to provide tools to master the basic concepts and practices of modern tourism marketing;
- Applying knowledge and understanding
The knowledge acquired during the course will allow the student to analyze the theories, concepts, practice and concrete applications. The involvelment of the student during the course and the participation in analyzing and evaluating concrete cases will allow to maintain the maximum adherence to the continuous evolution of marketing strategies and tactics, as well as of concrete situation.
At the end of the course, the student will be able to understand how strategic and operational decisions related to the development of a marketing plan are formulated.
- Making judgments
At the end of the course, the student will be able to analyze and evaluate independently a marketing strategy applied to tourist products.
- Communication skills
With the knowledge acquired during lecturing activities, 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 customers.
- Learning skills
The course provides tools and methodologies necessary to develop adequate learning through the analysis of marketing strategies. The teaching method will allow the student to assimilate and elaborate the concepts and the logic of the discipline.

Business Administration

Lecture, case studies, business testimonials

Additional materials are available on the online platform.

The exam consists of an written test in relation with the content of two parts.

First part - Tourism Marketing
- Services in tourism marketing, features and strategies: marketing management and marketing managers
- Strategic planning
- The marketing environment: microenvironment and macro-environment
- the SWOT analysis
- Marketing research
- Models of behavior in the purchase, factors of influence and decision-making processes
- Segmentation, target market selection and positioning
- Design and management of products and brands
- Distribution channels
- Communication and promotional mix
- Social media and customer reviews
- Direct and digital marketing
- Destination marketing
Second part - Tourism management
Price Management
- Price and demand
- Price and competition
- Price and costs
Theme parks
- Demand analysis
- Marketing strategies
- Analysis of investment
Sport Tourism
- Analysis of resources
- Golf
- Ski product
- Sport events
Marketing and management of restaurants
- Marketing
- Effective management
Event marketing

At the end of the course, the student will possess knowledge, skills and abilities in order to:
- explain and apply marketing strategies for service companies;
- define the role of marketing in strategic planning;
- explain the concept of marketing information system and outline the marketing research process;
- explain the consumption behavior model, outlining the factors that influence customer behavior and lead to decision-making;
- design a customer-oriented marketing strategy through market segmentation, targeting and positioning;
- define the term product and explain its development process;
- analyze strategies and branding decisions undertaken by companies;
- understand how to apply the life cycle of a product in the hospitality sector;
- describe the nature of the distribution channels and also be able to describe the various marketing intermediaries available in the hospitality sector;
- understand the impact of social media on the tourist's buying behavior and finally have the necessary knowledge to develop a marketing plan.