Ateneo - UPO

First part - 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 - Price management. Marketing Research. Communication and crisis management. Event marketing and management. Advertising e gender factors.

Marketing dell'ospitalità e del turismo , 8 ed., P. Kotler, J.T. Bowen, J.C. Makens, S. Baloglu, Pearson, 2026.
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 for tourism. The teaching method will allow the student to assimilate and elaborate the concepts and the logic of the discipline.
The course is conducted entirely in person.

Business Administration

Lectures, case studies, business testimonials

Additional materials are available on the online platform.
Students with physical disabilities, Learning Disabilities or Special Education Needs can request specific services and tools via the Staff Sviluppo e Coordinamento Carriere e Servizi alle Studentesse e agli Studenti, consulting the University webpage: https://www.uniupo.it/en/services/servicesstudents-physical-or-learning-disabilities Students with disabilities, learning disabilities or special education needs, once they have contacted the University Staff, can refer to the tutor in charge of the course to define the examination modalities, concerning academic aspects.

The exam consists of an written test taken 2 hours in relation with the content of two parts.
The first part of the exam consists of four open-ended questions designed to assess whether the learning outcomes have been achieved; the second part consists of one question designed to assess whether the learning outcomes have been achieved and one exercise designed to evaluate the student’s acquired skills in solving strategic and operational marketing problems.
The evaluation measures are expressed in thirtieths and take into account the following elements: a. From 18 to 21/30: Sufficient knowledge and understanding of the fundamental concepts of teaching; sufficient ability to apply theoretical models. Minimum development of critical skills in developing a communication plan. Sufficient development of technical language in the analysis of business problems. Sufficient ability to use the tools and notions acquired during the course in the analysis and interpretation of business cases. b. From 22 to 25/30: Discrete knowledge and understanding of the fundamental concepts of teaching; reasonable ability to apply theoretical models. Discrete critical skills in developing a communication plan. Discrete development of technical language in the analysis of business problems. Discrete ability in using the tools and notions acquired during the course in the analysis and interpretation of business cases. c. From 26 to 28/30. Good knowledge and understanding of the fundamental concepts of teaching; good ability to apply theoretical models. Good critical skills in developing a communication plan. Good development of technical language in the analysis of business problems. Good skills in using the tools and notions. d. 29 to 30/30 with honors. Excellent knowledge and understanding of the fundamental concepts of the course; excellent ability to apply theoretical models. Excellent critical thinking skills in developing a communication plan. Excellent command of technical language in analyzing business issues. Excellent ability to apply the tools and concepts acquired during the course to the analysis and interpretation of business cases.

First part - 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 - Price Management - Price and demand - Price and competition - Price and costs - Marketing research. Marketing and management of restaurants - Communication and crisis management. Event management. Advertising, language and gender factors.

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.