Overall objectives:

1 - Know the concepts of tourist marketing and their relationship with the general management of tourism companies and apply the basic tools for different types of companies, destinations and tourist markets with regard to environmental analysis, defining objectives and business strategies and its marketing policies. Develop an overview of the course and learn how to manage and apply fundamental planning knowledge to tourism companies.
2 - Competencies developed:
2.1 - Define objectives, strategies and marketing policies.
2.2 - Acquire, understand and structure knowledge and be able to apply it.
2.3 - Solve problems, transmit reflective judgements and/or make decisions.
2.4 - Effectively communicate information and / or knowledge
2.5 - Plan and organize to minimize uncertainties in the environment and accomplish the established quality parameters.
2.6 - Recognize the main tourist operators and the main political administrative structures.

Syllabus:

1.2 - Introduction. Digitalization of Companies. The marketing role. Innovation and change. Strategy of the company in the digital era
3 - Evolution of the role of marketing department in tourism companies. Needs and aspirations of the clients. Customer journey. Costumer experience. Touch points
4 - External analysis. PESPEL. Porter's "Diamond model". Benchmarking
5 - Internal analysis. SWOT analysis
6.7 - Strategies and proposal of value. Concept of business, strategic objectives, competitive strategy. Attractive markets. Strategic alternatives. Key success factors and competitive advantages.
8 - The Transmission of Value and The Reinvention of the Value Chain. Organizational Behaviour. Functional areas. Tangible and intangible assets
9.10 - Segmentation. Market segments and niches. Costumer Profile, Purchase Behaviour, Consumption Attitude, Lifestyle.
11.12 - Positioning. Differentiation strategies. Attributes
13.14 - Presentation of the final group project

Literature/Sources:

Fisk, Grove, John. , 2014 , Services Marketing , Cengage Learning
Gimbert, X. , 2011 , Think strategically , Palgrave Macmillan
Jobber, D; Ellis-Chadwick, F. , 2012 , Principles and Practice of Marketing , McGraw-Hill Education
Kolb, B. , 2016 , Marketing Strategy for the Creative and Cultural Industries , Taylor & Francis Group
Kotler, P., Bowen, J. T., Makens, J. C., & Baloglu, S. , 2006 , Marketing for hospitality and tourism , UK: Pearson Education Limited.
Kotler, P. & Keller, K. , 2016 , Marketing Management , Pearson Education
Lacobucci. , 2014 , Marketing Management, , Cengage Learning
Valls, J.F. , 2017 , Big Data: atrapando al consumidor , Profit
Valls, J. F. , 2014 , Estrategias y tácticas de Marketing , Profit
Wilson, A.; Zeithaml, V.; Bitner, M.; Gremler, D. , 2012 , Services Marketing: Integrating Customer Focus Across The Firm , McGraw-Hill Education

Assesssment methods and criteria:

Classification Type: Quantitativa (0-20)

Evaluation Methodology:
a) Teaching methodology: Find information, preparation and organization of material. Individual study and study groups. Seminars with debates. Hotel managers will be invited who will be responsible for the realization of events who will present practical cases. Case studies. Supervised projects carried out in groups. b) Evaluation: Regular written assignments 30%. Final exam 30%. Final group project 40%. Time of resource and/or improvement: 1 exam, with a weighting of 100% in the final classification, including all subjects taught during the semester.