| Code: | GT214 | Acronym: | MKTI |
| Teaching Area: | Marketing |
| Acronym | Study plan | Curriculum Years | ECTS | Contact hours | Total Hours |
|---|---|---|---|---|---|
| CTSPGT | Aviso n.º 4757/2023 | 2º | 6 | 45 | 160 |
| Theoretical-Practical: | 45,00 |
Teaching - Hours
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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
Skills to be developed
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.
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.
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.
| Sarmento,E., Abranja,N.,& Carvalho,R.V.;Plano de Marketing Digital na Hotelaria e no Turismo, Lidel, 2022. ISBN: 978-989-752-686-2 |
| Kotler,P., Bowen, J.T., & Baloglu,S. ;Marketing for Hospitality and Tourism - 8th ed., Pearson Education, 2021 |
| Kotler,P. , Iwan, S. & Hermawan, K.;Marketing 5.0, Tecnologia para a Humanidade, Atual, 2021 |
| Kotler, P.;Marketing para o Século XXI, Editorial Presença, 2009 |
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 distribuída com exame final
| Description | Type | Time (hours) | Conclusion Date |
|---|---|---|---|
| Attendance (estimated) | Lessons | 45 | |
| Teste/Exame | 80 | ||
| Teste/Exame | 3 | ||
| Projectos | 32 | ||
| Total: | 160 |
- Group work: 20%
- 2 individual written tests: 2x40%
Under the General Regulation:
a) The students' attendance in classes will be recorded and, if the number of absences per student exceeds 30% of the total number of lessons scheduled for each course unit, the student will be automatically transferred to the final evaluation (regular season).
b) In the written tests and other assessment elements mentioned, it is necessary to obtain a minimum grade of 7.5 (seven point five) points.
c) If the student misses a test or receives a grade lower than 7.5 points in the tests or in another assessment element mentioned in the previous number, the student will be automatically transferred to the final evaluation (regular season).
d) If the student misses or obtains less than 7.5 in the second written test, held in the same date of the final exam in the regular season, they may apply for further evaluation in the Appeal season
e) All the written assessments included in the evaluation (reports, case studies, etc.) must be submitted through the Turnitin data base, available on the eLearning Platform, a similarity rate lower than 30% is accepted.
Individual written test - Exam - 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.