COURSE GUIDE: COURSE DETAILS Name : Introduction to Tourism Marketing Code : Plan : Grade in Tourism (Curriculum 2010)

Transcription

1 COURSE GUIDE: COURSE DETAILS Name : Introduction to Tourism Marketing Code : Plan : Grade in Tourism (Curriculum 2010) Academic year : Level : Undergraduate Course : 2 nd Type : Basic Semester : 1 st TIME DISTRIBUTION IN ACCORDANCE WITH REGULATION ECTS : 6 In-class hours: 45 Not in-class hours: 105 Total time (in hours): 150 USE OF VIRTUAL PLATFORM: Teaching support LECTURER DETAILS Name Department Building Office Raquel Sánchez Fernández Economics and Business Edificio Departamental de Ciencias Económicas y Empresariales (Building B) and (Decanato de la Facultad) Phone raquel.sanchez@ual.es Personal webpage LECTURER DETAILS Name Department Building Office 2.01 Web de Sánchez Fernández, Raquel Antonia Estrella Ramón Economics and Business Edificio Departamental de Ciencias Económicas y Empresariales (Building B) Phone a.estrella@ual.es Personal webpage Web de Estrella Ramón, Antonia ACTIVITIES ORGANIZATION Planned for learning and workload distribution per activity (in hours) I. STUDENT S ACTIVITIES (Inclass / ) Seminars [Example] Teaching group [Example] 0,0 3

2 Work group / small group [Example] 14,0 II. STUDENT S AUTONOMOUS ACTIVITIES (not in-class) Work group, individual work Total time : 45,0 105,0 Total not in-class time : 105,0 TOTAL WORKING HOURS 150,0 ELEMENTS OF INTEREST FOR COURSE LEARNING Justification of contents Introduction to Tourism Marketing involves the study of the relevance of marketing science in the strategic planning of the tourism industry, and how it is developed from the point of view of marketing. This course delves into the analysis of those elements and instruments of trade subsystem that influence the development of the activity, such as market analysis and the environment, the study of consumer behavior and tourism organization, market segmentation and market research. Additionally, it offers an analysis about the main characteristics and future trends in tourism supply and demand at different geographical levels, taking into account the global, European, national, regional and even local. In parallel, this course will stimulate the student's concern for business concepts such as differentiation, innovation, competitiveness and quality, through a series of knowledge and a set of practical that will complete their training by competencies. Other courses related This subject is related to other subjects of the Grade in Tourism. In particular, it is related to Tourism Marketing, Customer Service and Public Relations, and Research in Tourism Markets. Minimum knowledge required to deal with the Course There are no requirements about previous knowledge. Indeed, this is the first course on this subject. It is also required some linguistic competence to follow the classes. Although no formal check will held, students should be proficient in oral English at least at a B1 level. COMPETENCIES General competencies General objectives of the University of Almería The ability to self-supported work Team work Oral and written communication in the native language Knowledge of a second language Other general objectives

3 To understand and get knowledge Specific competencies developed Disciplinary objectives To know the different dimensions of the tourism. To recognize the different tourist agents. Professional objectives The ability to search for and analyze tourist information from different sources. Management and planning skills of the departments of the tourism organizations. The ability to solve firm-customer conflicts anticipating the customers expectations. LEARNING OJECTIVES/OUTCOMES Getting a historical overview of the discipline. Knowing the main components of tourism marketing plans. Understanding how tourism companies apply marketing taking into account both ethics and social responsibility. Knowing both the concepts and the processes forming consumers purchase behavior. Knowing how to identify customer segments and positioning. CONTENTS Module MODULE 1: INTRODUCTION TO TOURISM MARKETING UNIT 1. INTRODUCTION AND BASIC CONCEPTS IN TOURISM MARKETING 1. Introduction. 2. Marketing as philosophy and activity. 2.1.Understanding the marketplace and customer needs. 2.2.Designing customer-driven marketing strategy. 2.3.Preparing and integrated marketing plan.

4 2.4.Building profitable customer relationships. 2.5.Capturing value from customers. 3. The future of marketing. 4. Characteristics of service marketing. Teaching group Master classes/participative 3,0 Work group/small group Audiovisual projections Searching for and analyzing information Debate Practical case Understanding and analysis of the information about the theoretical contents. Discussion and debate about the information. Development and delivery of the. 0,5 UNIT 2. THE ROLE OF MARKETING IN STRATEGIC PLANNING 1. Nature of high-performance business. 2. Strategic planning: defining marketing s role. 3. Marketing strategy and the marketing mix. 4. Managing the marketing effort. 5. Unique challenges of the hotel industry. Teaching group Master classes/participative 2,0

5 Presentations of the work groups Work group/small group Problem-based learning 1,5 Debate Practical case Understanding and analysis of the information about the theoretical contents. Discussion and debate about the information. Development and delivery of the. 2,0 Module MODULE 2: IDENTIFICATION OF THE OPORTUNITIES TO DESIGN A MARKETING STRATEGY UNIT 3. THE MARKETING ENVIRONMENT 1. The company s microenvironment. 2. The company s macroenvironment. 3. Responding to the marketing environment. Teaching group Master classes/participative 2,0 Presentations of the work groups Audiovisual projections Work group/small group Debate Practical case Understanding and analysis of the information about the theoretical contents. Discussion and debate about the information. Development and delivery of the. UNIT 4. MARKETING INFORMATION SYSTEMS AND RESEARCH

6 1. The marketing information system. 2. Marketing research. 3. International marketing research. 4. Marketing research in smaller organizations. Teaching group Master classes/participative 3,0 Work group/small group Audiovisual projections Searching for and analyzing information Debate 0,5 Practical case Understanding and analysis of the information about the theoretical contents. Discussion and debate about the information. Development and delivery of the. 0,5 UNIT 5. CONSUMER AND ORGANIZATIONAL BUYING BEHAVIOR 1. A model of buying behavior. 2. Characteristics affecting consumer behavior. 3. The buyer decision process. 4. The organizational buying process. Teaching group Master classes/participative 3,0

7 Work group/small group Presentations of the work groups Audiovisual projections Searching for and analyzing information Debate 1,5 Practical case 0,5 Understanding and analysis of the information about the theoretical contents. Discussion and debate about the information. Development and delivery of the. 1,5 0,5 UNIT 6. MARKET SEGMENTATION, TARGETING AND POSITIONING 1. Markets. 2. Market segmentation. 3. Market targeting. 4. Market positioning. Teaching group Master classes/participative 3,0 Presentations of the work groups Work group/small group Problem-based learning 0,5 Searching for and analyzing information Practical case 0,5 Understanding and analysis of the information about the theoretical contents. Discussion and debate about the information. Development and delivery of the. 0,5 EVALUATION SYSTEM

8 Assessment criteria Regardless the students have attended to the English or the Spanish language groups, students can choose to write the English or Spanish version of the exam. Students evaluation will be based on a valuation of theoretical and practical questions during the exam and also on the evaluation of the participation during the semester. Students will write a theoretical and practical exam at the end of the semester based on multiple choice and short questions. In-class work and participation and the deepness of the comments and ideas expressed will be also valued. In addition, student s own work will be take into account. Marking system I. STUDENT S ACTIVITIES (Inclass/) Activity (Number of hours) Percentage Teaching group [example] % 31 70% Work group/ small group [example] 14 20% II. STUDENT S AUTONOMOUS ACTIVITIES (Autonomous work) Assessment instruments Exercises, questions, problems Process observation Final valuation of student s work Final exams Individual work [example] % Monitoring mechanisms WebCT participation Tutorial attendance Classes attendance and participation Activities delivery BIBLIOGRAPHY Recommended bibliography Fundamentos de Marketing Turístico (Rey, M.) - Bibliografía complementaria Introducción al Marketing (Kotler y otros) - Bibliografía complementaria Marketing for Hospitality and Tourism (Philip Kotler and others) - Bibliografía básica Marketing para Turismo (Kotler y otros) - Bibliografía complementaria Marketing Turístico (Muñoz, F.) - Bibliografía complementaria

9 Marketing Turístico (Philip Kotler y otros) - Bibliografía básica Bibliography existing in the library of the University of Almeria WEB ADRESSES Asociación Española de Estudios de Mercado, Marketing y Opinión (AEDEMO) Asociación Americana de Marketing Asociación Española de Comercio Electrónico Asociación para la Investigación de los Medios de Comunicación Base de datos sobre Publicidad Empresa Nacional MERCASA Estudios de Mercado on-line Estudios de Opinión e Investigación de Mercados Eurostat Federación de Comercio Electrónico y Marketing Interactivo Fuentes Estadísticas Información sobre Publicidad y Marketing Instituto de Investigación de Mercados y Sondeos de Opinión Instituto Nacional del Consumo Instituto Nacional de Estadística Instituto de Estudios Turísticos