Marketing of Tourist Destinations and Products

Code: GES11505M

6 ECTS

Duration: 15 weeks/156 hours

Scientific Area: Management

Teaching languages: Portuguese

Languages of tutoring support: Portuguese, English

Regime de Frequência: Presencial

Presentation

This course introduces the theory and practice of Marketing applied to tourism organizations.

Sustainable Development Goals

Educação de qualidade - Assegurar a educação inclusiva, e equitativa e de qualidade, e promover oportunidades de aprendizagem ao longo da vida para todos.

Igualdade de género - Alcançar a igualdade de gênero e empoderar todas as mulheres e meninas.

Trabalho digno e crescimento económico - Promover o crescimento económico sustentado, inclusivo e sustentável, emprego pleno e produtivo, e trabalho decente para todos.

Cidades e comunidades sustentáveis - Tornar as cidades e os assentamentos humanos inclusivos, seguros, resilientes e sustentáveis.

Produção e consumo sustentáveis - Assegurar padrões de produção e de consumo sustentáveis.

Learning Goals

The expected learning outcomes and competences to be acquired in this curricular unit are:
1. Understand the specificities of services marketing in tourism
2. Identify factors and sources of brand image formation.
3. Build a platform of experiences for brands, including the issues of brand positioning and identity.
4. Define management strategies for the physical evidences and the interfaces with customers.
5. Know strategies and tools for creating loyalty and recovering services in the tourism sector.

1. Introduction
1.1 The concept of services marketing in tourism
1.2 Marketing mix in services
2. Brand management of tourist destinations and products
2.1 Brand positioning, mission and identity
2.2 Brand image and value
3. Marketing Strategies for Tourist Destinations and Products
3.1 Brand Experiences
3.2 Managing Spaces and the Interface with Customers
3.3 Creating Loyalty and Service Recovery

Teaching Methods

The face-to-face sessions are theoretical and practical and will be based on active work methodologies. The content necessary to understand the different topics and the recommended readings will be made available to students in advance on the University's e-learning platform, requiring preparation for sessions outside the classroom.
In class, project-based learning and problem solving will be privileged, individually and in groups, based on real cases. Teachers will accompany students in these tasks and, depending on their needs and difficulties, will present and delve deeper into themes and concepts essential to the acquisition of the defined skills.

Assessment

There are two assessment regimes: continuous and exam.
Under continuous assessment students will do a:
• One project work (groups of 3 or 4 students) (60% weight in the final grade).
• One icase study, individually (40% weight in the final grade).
• To get a pass garde, students must have a minimum grade of 7 in each essay
Under the exam regime, the student will carry out na individual project work (100%)