ISLA Santarém 2564

Tourism Marketing I

• ApresentaçãoPresentation

  The curricular unit Tourism Marketing I is part of the second year of the Bachelor’s Degree in Tourism Management, serving as a key link between management sciences and the specific dynamics of the tourism sector. Its scope lies in understanding and applying marketing strategies to tourism contexts, addressing market definition, segmentation, communication, product development and performance control. The unit’s domains of intervention include consumer behaviour, the expanded marketing-mix, strategic analysis (SWOT, PESTEL, Porter) and the design of marketing plans adapted to concrete contexts. The relevance of this unit within the study cycle stems from the need to provide students with both critical and operational competences, enabling them to act strategically in tourism organisations. It strengthens their capacity for analysis, solution design and the implementation of value-creating projects for destinations and companies.
• ProgramaProgramme

  1. The Role of Marketing 2. Techniques and Types of Marketing in the Tourism Industry 2.1 Relationship Marketing: information systems in the tourism sector, customer loyalty 2.2 Direct Marketing: importance of personalized communication, strategies, and examples 2.3 Other Forms of Marketing: traditional, experiential, guerrilla, etc. 3. Marketing Strategy and Segmentation in the Tourism Industry 3.1 Market Segmentation: considering cultural and economic factors 3.2 International Development of Tourism: impact of globalization   4. Communication Strategies in the Tourism Industry 4.1 Communication campaigns and their adaptation to different markets 5. Planning and Control of Marketing 5.1 Designing a tourism marketing plan according to different strategies and tactics 5.2 Elements of a marketing plan, with an emphasis on traditional approaches
• ObjectivosObjectives

  Objectives: O1. Prepare students to use instruments and tools to support marketing decisions in the area of ¿¿tourism. O2. Explain the market definition, types and importance of its analysis as scenarios for decision-making processes. O3. Learn to segment markets according to the different variables that affect the nature of the tourism business. O4. Analyze all the variables of the marketing mix, when creating a plan according to the objectives to be met and the strategies to be followed. Skills and competencies: C1. Identify characteristics and potential of tourism marketing, recognizing the diversity and dynamics of tourism markets. C2. Understand, in general, the behavior of consumers of tourism products, considering cultural, social and economic factors. C3. Carry out a tourism marketing plan, applying the concepts learned to develop effective and comprehensive strategies
• BibliografiaBibliography

  - Buhalis, D., & Crotts, J. (2018). Global Tourism and Hospitality Marketing. Routledge. - Kotler, P., Bowen, J.T., & Makens, J.C. (2020). Marketing for Hospitality and Tourism (7th ed.). Pearson. - Morrison, A.M. (2019). Marketing and Managing Tourism Destinations. Routledge. - Sigala, M., & Gretzel, U. (Eds.). (2017). Advances in Social Media for Travel, Tourism and Hospitality: New Perspectives, Practice and Cases. Routledge. - Tsiotsou, R. & Goldsmith, R. (Eds.). (2018). Strategic Marketing in Tourism Services. Emerald Group Publishing. - Xiang, Z. (Ed.). (2019). Handbook of e-Tourism. Springer.
• MetodologiaMethodology

  Presencial: M1. Theoretical-practical teaching: Presentation of concepts and discussion of programme contents. M2. Laboratory practice: Field research focusing on Project and Problem-Based Learning (PBL), where real cases will be analysed and marketing campaigns will be created, emphasising the practical application of traditional strategies and the resolution of common problems in industry. M3. Simulated practice: Scenarios and activities that allow students to explore real-world situations related to travel organisation, applying the fundamental concepts exposed and developing practical skills. Autonomous: M4. Consolidation of the content taught in class by researching additional information on the different topics covered and developing additional work related to solving concrete problems and group dynamics.
• LínguaLanguage

  Português
• TipoType

  Semestral
• ECTS

  5
• NaturezaNature

  Mandatory
• EstágioInternship

  Não
• AvaliaçãoEvaluation

  Descrição dos instrumentos de avaliação (individuais e de grupo) ¿ testes, trabalhos práticos, relatórios, projetos... respetivas datas de entrega/apresentação... e ponderação na nota final.

  Exemplo:

  Descrição	Data limite	Ponderação
  Teste de avaliação	26.11.2025	40%
  Trabalho Prático	21.01.2026	60%

  Adicionalmente poderão ser incluídas informações gerais, como por exemplo, referência ao tipo de acompanhamento a prestar ao estudante na realização dos trabalhos; referências bibliográficas e websites úteis; indicações para a redação de trabalho escrito...