2024

Marketing and Tourism

Name: Marketing and Tourism
Code: GES13850L
6 ECTS
Duration: 15 weeks/156 hours
Scientific Area: Management

Teaching languages: Portuguese
Languages of tutoring support: Portuguese, English
Regime de Frequência: Presencial

Presentation

x

Sustainable Development Goals

Learning Goals

By the end of the module students should:
- Be familiar with the core concepts and techniques in tourism marketing;
- Be aware of the specificities for marketing tourism products;
- Be able to analyze tourism marketing strategies;
- Understand the connection between the issues studied in the module

Contents

1. Introduction
Marketing and tourism
The role of marketing in the organization's strategic planning
The specific characteristics of tourism marketing
2. Marketing Strategy
The marketing environment
Objectives and key strategic options: Segmentation, Positioning and Branding
3. Marketing-Mix Design:
Managing the 7 Ps of Services Marketing

Teaching Methods

Teaching:
- Lectures: aiming at the connection between theoretical and practical knowledge; In these lectures student involvement will be sought, through the promotion of dialog, and discussion of ideas and opinions, in order to promote students' ability for reasoning, abstraction, and oral expression;
- Analysis and discussion of case studies;
The syllabus and the bibliography (with the indication of the fundamental texts), are publicized one week before the beginning of the semester, through the intranet of the University of Évora, using for this effect the moodle platform

Assessment

Assessment:
In continuous evaluation regime
- Group Essay: case studies (40%)
- Written in-class exam (60%)
In exam regime
- Written in-class exam (100%)
Students will pass the course with an overall grade equal to or greater than 10, as long as they do not have a grade lower than 7 in any of the assessments.
Class attendance is mandatory. To pass the course, students must attend at least 75% of classes.