The curricular unit of Tourism and Digital Marketing intends to describe the concepts and methods of service marketing applied to the activity of companies operating in the tourism industry and provide students with skills that enable them to understand and deal with the challenges posed by services, namely , in its intervention area. Despite the emphasis being on marketing applied to the tourist activity, aspects of a more transversal nature in the Marketing area will be addressed, such as relational marketing, customer loyalty, complaints management, assessment of social and ethical satisfaction and responsibility and new marketing trends digital.
Objectives and expected learning outcomes
The general objective of this course is to provide an integrated vision of tourism and digital marketing. Students are expected to be able to understand, analyze, choose and implement tourism and digital marketing strategies. The specific objectives are:
1- Understand the concept of marketing and how it fits into the hotel and tourism sector;
2- Understand the specifics of service marketing;
3- Apply the concept of marketing mix to hotel and tourism services;
4- Develop digital marketing strategy planning.
Competences to develop
Upon completion of the course, the student is expected to be able to:
-Understand the dynamics and functioning of the markets and the adequacy of marketing tools to companies operating in the tourism sector;
-Understand the specifics of tourism marketing;
-Recognize the challenges of services and their consequences for management and marketing;
- Acquire basic skills to develop skills and solid knowledge related to the marketing of tourism services;
-To develop students' understanding and decision-making capacity in the face of real problems of tourism marketing;
-Develop individual analytical skills through personal experiences as service customers.
Programme
Chapter 1: Introduction to Tourism Marketing 1.1 Concept and importance of marketing. 1.2 The evolution of the concept and distinctive aspects. 1.3 Ethics and social responsibility in tourism marketing. 1.4 Concrete cases and questions for reflection.
Chapter 2: Tourism demand and supply 2.1 Conceptual structure of the tourism and digital market. 2.2 Components of the tourism system. 2.3 Types of tourism according to demand. 2.4 Seasonality and its problems. 2.5 The offer and the tourist product.
Chapter 3: Management and Marketing of Tourism and Digital Services 3.1 The economy of tourism and digital services. 3.2 The concept of services: evolution and new digital approaches 3.3 Characteristics of services. 3.4 The marketing mix (marketing-mix) of tourist services. 3.5 Distinctive aspects of service management.
Chapter 4: The Service Experience, Selection and Maintenance of the market 4.1 Customer involvement in the Tourist and Digital Service Process. 4.2 The management of the meeting point of the service. 4.3 Selection of target customers. 4.4 Relationship management and customer loyalty.
Chapter 5: Quality Management and Digital Marketing Trends 5.1 The concept of quality, measurement and content of quality in services 5.2 E-tourism. E-Wom in tourism. Digital Marketing Applied to Tourism 5.3 Strategic objectives in Digital Marketing.
Demonstration of the syllabus coherence with the curricular unit's learning objectives
In order to achieve objective 1: Understand the concept of marketing and how it fits into the hotel and tourism sector, the first 2 chapters of the program will be developed; for the 2nd objective: Understanding the specifics of service marketing, the 3rd chapter of the program will be developed; to achieve the 3rd objective: Apply the concept of marketing mix to hotel and tourism services, the 4th chapter of the program will be developed; finally to reach the last objective: To develop the digital marketing strategy planning, the last chapter of the program will be developed.
Main literature
Sarmento, E., Abranja, N., & Carvalho, R. V. ;Plano de Marketing e Marketing Digital na Hotelaria e no Turismo, Lidel, 2022. ISBN: 978-989-561-149-2
Kotler, P., Bowen, J. T. & Baloglu, S.;Marketing for hospitality and tourism - 8th Ed., Pearson Education, 2021. ISBN: 9780135209844
Supplementary Bibliography
Kotler, P.;Marketing para o século XXI, 5ª edição, Editorial Presença, Lisboa., 2009
Middleton, V.; Fyall, A. Morgan, M. & Ranchhod, A;Marketing in Travel and Tourism, 4 th Edition, Oxford: Elsevier., 2009
Baynast, A.; Lendrevie, J.; Lévi, J.; Dionísio, P. & Rodrigues, J.;Mercator - O Marketing na Era Digital, Dom Quixote, 2018
Learning Methods
This Curricular Unit has a weekly schooling of 2 hours, divided into theoretical-practical classes, which will be used to present the material through the interactive expository method complemented with the resolution of exercises. Successful case studies will also be made available to students for reading, analysis and discussion in class.
Assessment Components
Avaliação distribuída com exame final
Assessment Components
Description
Type
Time (hours)
Conclusion Date
Attendance (estimated)
Lessons
30
Trabalho laboratorial ou de campo
10
Participação Presencial
6
Participação Presencial
3
Teste/Exame
2
Study
56
Total:
107
Continuous Assessment
- Accomplishment of 1 team work: 20% - 2 Tests: Individual written test: 2x40%
Under the terms of the General Regulation: 1. The effective presence of students in classes will be registered and, if the number of absences per student exceeds 30% of the total number of contact sessions foreseen for each course unit, it will be automatically transferred to the final assessment of the normal season. 2. In the written tests and defined evaluation elements, it is necessary to obtain a minimum score of 7.5 (seven point five) values. 3. If the student misses or obtains a rating lower than 7.5 in the tests or in the assessment elements referred to in the previous paragraph, he will be automatically transferred to the final assessment of the normal season. 4. If the student misses or obtains a score lower than 7.5 in the second written test (carried out on the same date as the final written test in the normal season), he / she may require registration for evaluation during the appeal period. 5. All written academic work provided for in the assessment (reports, case studies, etc.) must be submitted in the Turnitin database, available on ISAG's E-Learning platform, with a similarity rate of up to 30% being acceptable.
Final Exam
Written test - 100%
Demonstration of the coherence between the teaching methodologies and the learning outcomes
The interactive expository methodology will be used at the level of all learning objectives allowing the student to grasp and critically analyze the theoretical and conceptual dimensions related to the UC program. This methodology will be complemented with other methods, specific to each objective, namely the analysis of practical cases, the research, consultation and interpretation of specific documentation according to each of the themes of the UC.