| Code: | DPT217 | Acronym: | MTD |
| Teaching Area: | Marketing |
| Acronym | Study plan | Curriculum Years | ECTS | Contact hours | Total Hours |
|---|---|---|---|---|---|
| CTSPDP | Aviso n.º 13031/2018_Plano 2022/2023 | 2º | 4 | 30 | 107 |
| Theoretical-Practical: | 30,00 |
Teaching - Hours
|
DESCRIPTIVE SUMMARY OF THE CURRICULAR UNIT
The course unit on 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 to provide students with skills that enable them to understand and deal with the challenges posed by services, namely , in its intervention area. Although the emphasis is 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 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.
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 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;
-Get basic skills to develop skills and solid knowledge related to the marketing of tourism services;
-To develop students' understanding and decision-making skills in the face of real problems in tourism marketing;
-Develop individual analytical skills through personal experiences as service customers.
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.
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 planning of the digital marketing strategy, the last chapter of the program will be developed.
| Kotler, P., Bowen, J. T., Makens, J., & Baloglu, S.;Marketing for hospitality and tourism, Pearson Education, 2017 |
| Baynast, A.; Lendrevie, J.; Lévi, J.; Dionísio, P. & Rodrigues, J.;Mercator - O Marketing na Era Digital, Dom Quixote, 2018 |
| Lockwood, A. & Medlik, S.; ;Tourism and Hospitality in the 21st Century, Butterworth Heinemann, Oxford., 2001 |
| Palmer, A.;Principles of Services Marketing, 3rd Edition , McGraw-Hill, Bershire, England., 2001 |
| Gronroos, S.;Service Management and Marketing, 3rd ed., John Wiley & Sons, Chischester, England., 2000 |
This Curricular Unit has a weekly schooling of 2 hours, divided into theoretical-practical classes, which will be used for the presentation of 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.
Avaliação apenas com exame final
| Description | Type | Time (hours) | Conclusion Date |
|---|---|---|---|
| Attendance (estimated) | Lessons | 30 | |
| Evaluation | Teste/Exame | 3 | |
| Work | Trabalho laboratorial ou de campo | 10 | |
| Study | Study | 64 | |
| Total: | 107 |
- Accomplishment of 1 team work: 20%
- 2 Tests: Individual written test: 2x40%
Written individual Test - 100%
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, research, consultation and interpretation of specific documentation according to each of the UC's themes.