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ISLA Santarém 24313

Marketing Management in Tourism and Civil Aviation

Tourism and Air Transport
  • ApresentaçãoPresentation
    The subject area includes market analysis, defining positioning strategies, communication, and customer loyalty. Due to its relevance in the study cycle, this subject area allows students to consolidate knowledge acquired in other areas and develop essential skills for working in tourism companies, airlines, and travel agencies, reinforcing the link between theory and professional practice.
  • ProgramaProgramme
    1. The role of marketing in the context of business management activities 1.1 Concept and nature of marketing 1.2 Evolution of marketing and its importance in organizational management 2. Relationship marketing and customer relationship management 2.1 Management information systems in the tourism sector 2.2 Direct marketing management 2.3 Customer loyalty 3. Organizational strategy and the integration of the marketing function 3.1 Marketing strategy and segmentation in the tourism and civil aviation industry 3.2 The international development of tourism and civil aviation 4. Communication management in the tourism and civil aviation industry 5. Marketing planning and control 5.1 Organizational strategy and activity plan 5.2 Designing a tourism marketing plan 5.3 Elements of a marketing plan 6. Management of an organizational marketing plan applied to tourism and civil aviation
  • ObjectivosObjectives
    Present the marketing function in the context of business activities, namely tourism and air transport activities. Present the concepts associated with marketing and their importance for the development of organizational strategy. Develop organizational strategy by integrating the marketing function into it. Provide students with the skills that enable them to develop the organization's strategy by integrating the marketing function into it. Plan and manage an organizational marketing plan applied to tourism and civil aviation.
  • BibliografiaBibliography
    Ferreira, Bruno et. al (2012). Fundamentos de Marketing, Edições Sílabo. Frochot, I., Leguherel, P. (2013). Le Marketing du Tourisme, Dunod, Paris. Kotler, P., et al. (2014). Marketing for Hospitality and Tourism, Prientice Hall. Lindon, Dennis (2011). Mercator XXI - Teoria e Prática do Marketing, Dom Quixote. Word Tourism Organization (2014). Handbook on E-Marketing for Tourism Destinations, O.M.T.
  • MetodologiaMethodology
    During classes, active methodologies will be used to make them more dynamic, with the aim of consolidating the knowledge acquired. Some of the methodologies are: gamification; PBL (Project Based Learning); flipped classroom; and case studies.
  • LínguaLanguage
    Português
  • TipoType
    Semestral
  • ECTS
    5
  • NaturezaNature
    Mandatory
  • EstágioInternship
    Não
  • AvaliaçãoEvaluation

    Os alunos serão avaliados à Unidade Curricular através de 3 elementos de avaliação:

    • Projeto/trabalho
    • Frequência
    • Participação e casos práticos em aula (10%) 

    Para aprovação à UC é necessário que o aluno realize obrigatóriamente a frequência e o trabalho de avaliação. A participação e casos práticos em sala de aula é uma avaliação que ocorre de forma contínua. 

    Descrição

    Data limite

    Ponderação

    Momento de avaliação teórica (frequência)

    12 de janeiro de 2026

    40%

    Projeto/trabalho

    19 de janeiro de 2026

    50%

     

    No projeto/trabalho será disponibilizado aos alunos, via Moodle, um enunciado com os critérios de avaliação. Ainda assim, consideram-se alguns dos seguintes paramêtros: 

    • Clareza, organização e redação do trabalho escrito 

    • Adaptação das Normas APA e o template do ISLA Santarém – Instituto Politécnico 

    • Criatividade e sensibilidade estética 

    • Raciocino lógico e estratégico 

    • Apresentação e defesa oral