Unit
- Course
- Tourism economics and management
- Study-unit Code
- 20006809
- Location
- ASSISI
- Curriculum
- In all curricula
- Teacher
- Simone Splendiani
- Teachers
-
- Simone Splendiani
- Hours
- 63 ore - Simone Splendiani
- CFU
- 9
- Course Regulation
- Coorte 2024
- Offered
- 2025/26
- Learning activities
- Caratterizzante
- Area
- Aziendale
- Academic discipline
- SECS-P/08
- Type of study-unit
- Obbligatorio (Required)
- Type of learning activities
- Attività formativa monodisciplinare
- Language of instruction
- Italian
- Contents
- Part 1. Defining ospitality and Tourism Marketing and the Marketing Process Part 2. Understanding the Marketplace and Customer Value Part 3. Design Customer Value-Drive Strategy and Mix Part 4. Managing hospitality and Tourism Marketing
- Reference texts
- Part I. Defining ospitality and Tourism Marketing and the Marketing Process Part II. Understanding the Marketplace and Customer Value Part III. Design Customer Value-Drive Strategy and Mix Part IV. Managing hospitality and Tourism Marketing
- Educational objectives
- The aim of the course is to provide the theoretical and applicative tools of tourism marketing, both for enterprises and other tourism player.
- Prerequisites
- Basic knowledge about business economics and management are required.
- Teaching methods
- Lectures, in-depth seminars, project-based work
- Other information
- N.B. A supporto del testo in lingua inglese, verranno fornite slide e altro materiale didattico in lingua italiana
- Learning verification modality
- Oral interview or written test with open questions
- Extended program
- Part I. Defining Hospitality and Tourism Marketing and the Marketing Process 1. Creating Customer Value and Engagement Through Marketing for Hospitality and Tourism 2. Service Marketing Concepts Applied to Marketing for Hospitality and Tourism 3. Marketing Strategy: Partnering to Build Customer Engagement, Value, and Relationships Part II. Understanding the Marketplace and Customer Value 4. Analyzing the Marketing Environment 5. Managing Customer Information to Gain Customer Insights 6. Customer Markets and Consumer Buying Behaviour 7. Organizational Buyer Behaviour 8. Customer-Driven Marketing Strategy: Creating Value for Target Customers Part III. Design Customer Value-Drive Strategy and Mix 9. Designing and Managing Products and Brands: Building Customer Value 10. Internal Marketing 11. Pricing: Understanding and Capturing Customer Value 12. Distribution Channels Delivering Customer Value 13. Engaging Customers and Communicating Customer Value and Advertising 14. Promoting Products: Public Relations and Sales Promotions 15. Professional Sales 16. Direct, Online, Social Media, and Mobile Marketing Part IV. Managing hospitality and Tourism Marketing 17. Destination Marketing 18. Next Year's Marketing Plan