| Code: | DPT15 | Acronym: | MT |
| Teaching Area: | Marketing |
| Acronym | Study plan | Curriculum Years | ECTS | Contact hours | Total Hours |
|---|---|---|---|---|---|
| CTSPDP | Aviso nº 10227/2016 | 2º | 6 | 45 | 160 |
| Theoretical-Practical: | 42,00 |
Teaching - Hours
|
Portuguese
SUMMARY DESCRIPTION OF THE CURRICULAR UNIT
As part of the economic market service, characterized by an activity and increasing competitiveness in a globalized world, the course of Tourism Marketing to describe the concepts and methods of marketing services applied to the activities of companies operating in sector.
AIMS AND LEARNING OUTCOMES
- To know and understand the central concepts of tourism marketing, as well as the dimensions of the tourism phenomenon.
- Understand the essential dynamics of tourism, its spatial distribution and in relation to its main resources, attractions, products, services and demand behaviors.
- Understand the way the tourism market works and the use of quantitative and qualitative methods to reduce uncertainty and risk.
SKILLS TO BE DEVELOPED
- Understanding the dynamics and functioning of markets and the adaptation of marketing tools for companies operating in the tourism sector.
- Understanding the specifics of tourism marketing.
- Recognize the challenges of services and their consequences for the management and marketing.
- Acquire basic skills to develop skills and solid knowledge of the marketing of tourist services.
- Develop understanding and decision-making ability of students face the real problems of tourism marketing.
I - Introduction to Tourism Marketing.
1.1 Concept and importance of marketing;
1.2 Development and marketing concept;
1.3 The ethic and social responsibility in marketing in tourism;
1.4 Case-studies and issues.
II - Demand and Offer in Tourism.
2.1 Conceptual structure of the tourist market;
2.2 The tourism system components;
2.3 Tourism types depending on demand;
2.4 Seasonality and its problems;
2.5 The offer and the tourism product;
III - Nature of Management and Services Marketing.
3.1 Services economics
3.2 The concept of services: trends and new approaches.
3.3 Characteristics of services.
3.4 The marketing mix of services in tourism contexts.
3.5 Distinctive aspects of service management;
IV - The Experience of the Service.
4.1 Selection and Maintenance of the market - The involvement of the customer service process in tourism contexts.
4.2 Management of the meeting place of service.
4.3 Selection of target clients.
4.4 Relationship management and loyalty.
V - Quality Management and Productivity and Value Creation.
5.1 The concept of quality measurement and quality content services.
5.2. Identification and correction of quality.
5.3 Productivity in the services sector.
VI - Establishment and Provision of Goods in the Service.
6.1 Planning and creation of services;
6.2 Offer Services;
6.3 The blueprinting service;
6.4 Targeting and labeling of additional services;
6.5 Delivery systems.
The curricular unit is structured in six integrated and fundamental topics in Tourism Marketing, starting with the introductory foundations of marketing and its evolution, followed by the approach to tourism demand and supply and its relation with the marketing and respective markets of tourist destination. A chapter on the nature of the management and marketing of services will be considered, with their fundamental characteristics, and practical cases will be presented for a better knowledge consolidation. The understanding of the experience of a service in the tourism dimension of experiences and in the selection and maintenance of the market, the importance of quality of services and the perspective of Tourism as Happiness Economy and lastly a practical theoretical approach based on examples on Creation and Provision of the Product in the Service.
| Kotler, P. e Armstrong, G. ;Principles of Marketing: Global Edition 14/e, , Pearson Higher Education., 2012 |
| Escobar, A. e González, Y. ;Marketing Turístico. , Madrid: Editorial Sintesis., 2011 |
| Apontamentos do Professor |
| Kotler, P.; Bowen, J. T. e Makens, J. C. ;Marketing for Hospitality & Tourism: International Edition, 5/E. , Pearson Higher Education., 2010 |
| Kotler, P. ;Marketing para o século XXI, 5ª edição, Editorial Presença, Lisboa, 2009 |
| Philip Kottler et Bernard Dubois;Marketing Management, PUBLI UNION, 1992. ISBN: 2-85790-075-9 |
| Philip Kotler e Hermwan Kartajaya e IWan Setiawan;Marketing 4.0, CONJUNTURA ACTUAL EDITORES, 2017. ISBN: 978-989-694-208-3 |
| Middleton, V.T.C.; Fyall, A.; Morgan, M. e Ranchhod, A.;Marketing in Travel and Tourism, 4ª ed. , Oxford: Elsevier., 2009 |
| Lindon, D.; Lendrevie, J.; Lévi, J.; Dionísio, P. & Rodrigues, J.;Mercator XXI ¿ Teoria e Prática do marketing, Dom Quixote, Lisboa., 2004 |
| Lockwood, A. & Medlik, S.;Tourism and Hospitality in the 21st Century, Butterworth Heinemann, Oxford., 2001 |
| Palmer, A.;Principles of Services Marketing, McGraw-Hill, 3rd Edition, Berkshire, England., 2001 |
| Gronroos, S.;Service Management and Marketing, John Wiley & Sons, 3rd Edition, Chischester, England., 2000 |
The classes are theoretical and practical. It presents the basic concepts followed by the study of practical applications.
Will be used different types of methods, namely: active, expository, interrogative and demonstrative.
Will be used the following materials: theory notes made by the teacher, real context of documents, texts, case studies and graphic material.
It is planned the participation in conferences / seminars.
There will also be activities performed within the ISAG e-learning Platform (http://elearning.isag.pt/isag1718/).
Avaliação distribuída com exame final
| Description | Type | Time (hours) | Conclusion Date |
|---|---|---|---|
| Attendance (estimated) | Lessons | 45 | |
| Test/Exam | Teste/Exame | 3 | |
| Self study | Study | 112 | |
| Total: | 160 |
- Individual written tests: 2 X 35%;
- Practical work in group (includes written work and presentation / defense): 30%;
Under CTSP Regulation:
1. The presence of students in classes will be recorded and if the number of absences exceed 30% of the total number of contact sessions the student will be automatically transferred to the final evaluation of the regular season.
2. In written tests and evaluation elements (referred in b) to e) in the number 2 of the 30. article) is required to obtain a minimum score of 7.5 values.
3. If a student miss or get a grade below 7.5 values in tests and evaluation elements will be automatically transferred to the final evaluation of the regular season.
4. If a student miss or get a grade below 7.5 values in the second written test (conducted on the same date of the final evaluation of the regular season) may require registration for evaluation at the appeal season.
Individual written test: 100%.
Under CTSP Regulation:
The practical or theoretical-practical work (s) referred in b) in the number 2 of the 30. article may also be considered, with a weighting corresponding to half of that considered in the context of continuous assessment, provided that the student communicates such intention to the teacher through the completion of a specific form to be made available by the teacher at the individual written test day.
The coherence of the methodologies is guaranteed by a teacher-oriented process that defines the strategies and techniques to be used, namely an approach adapted by the teacher that determines the use of information, guides the choice of resources to be used, previously sent to students via the SIGARRA system.
The methods of collective teaching and group teaching will be used in which the Exhibition and Mixed Exposition of the subjects will be adopted, with the presentation of case studies for discussion in class.