Subject: Tourism Marketing

Scientific Area:

Marketing and Advertising


64 Hours

Number of ECTS:




Overall objectives:

1 - Know and operationalize the concepts of market, consumption, consumer, marketing and tourism marketing
2 - Recognize the place of Marketing in today's society, characterized by a market economy
3 - Recognize itself as a consumer, in its dimensions of object of marketing actions and decision-maker in purchase options
4 - Recognize the market as a space where the company operates, involved by different entities (customers, competitors, suppliers) and subject to different pressures (the economy, the legislation, the reputation, etc.)
5 - Recognize the importance of market segmentation
6 - Understand the importance of brand positioning
7 - Understand and know how to apply Marketing-Mix to a business offer
8 - Recognize the importance of the Brand in Marketing
9 - Achieve, through an active and interactive pedagogical methodology, evolve from theoretical knowledge to practical knowledge
10 - Know how to develop a basic marketing plan and, especially, applied to tourism


1 - The Importance of Marketing
1.1 - Fundamental concepts
1.2 - Marketing Processes
1.3 - Market
2 - The Marketing Strategy
2.1 - Marketing environment
2.2 - Positioning
2.3 - Market segmentation
3 - The Marketing Mix
3.1 - Products, services and brand
3.2 - Pricing actions and strategies
3.3 - Distribution, logistics and retail channels
3.4 - Communication
4 - Relational marketing
5 - Digital marketing
6 - Marketing management in the tourism sector
7 - Marketing plan applied to the tourism sector


Lendrevie, J.; Baynast, A.; Dionísio, P.; Rodrigues, J.V. , 2015 , Mercator da Língua Portuguesa, 16.ª ed. , Publicações D. Quixote
Kotler, P.; Bowen, J.; Makens, J. , 2004 , Marketing para Turismo, 3. ª ed. , Pearson
Fisk, R. P.; Grove, S. J.; John.J. , 2014 , Services Marketing, International Edition, 4th ed. , Cengage Learning
Kotler, P. & Armstrong, G. , 2016 , Principles of Marketing, Global Edition, 16th ed. , Pearson Education
Kotler, P. & Keller, K. , 2016 , Marketing Management, Global Edition, 15th ed. , Pearson Education
Kotler, P., Setiawan, I. & Kartajaya, H. , 2017 , Marketing 4.0: mudança do tradicional para o digital , Actual Editora
McDonald, M.; Wilson, H. , 2007 , Marketing Plans, How to prepare them, how to use them , Wiley
Mullins J.; Walker O. & Boyd, H. , 2006 , Marketing Management: A Strategic Decision-Making Approach , McGraw-Hill College

Assesssment methods and criteria:

Classification Type: Quantitativa (0-20)

Evaluation Methodology:
The evaluation of the Course Unit includes the completion of a frequency with a weight of 50% and a work with a weight of 50% in the classification of the Course. The minimum classification in each of these elements is 8 values. Only the frequency can be recovered at the time of appeal and be subject to improvement. Student workers can recover 100% of the final grade in the exam at the time of appeal or in the special season.