Universidad de Jaén

Topic 1. Target market selection and positioning

1.1 The concept of market segmentation and its usefulness

1.2 Requirements for effective segmentation

1.3 Segmentation Criteria

1.4 Segmentation Strategies

1.5 Positioning Strategies

Topic 2.The tourist product

2.1 Concept of tourist product

2.2 Decisions on the mark

2.3 Characteristics and components of the tourist product

2.4 The product life cycle

2.5 Development and launch of new products

Topic 3. Price

3.1 Concept and price objectives

3.2 Factors influencing pricing

3.3 Methods of pricing

3.4 Yield Management

Topic 4. Tourism distribution

4.1 Concept and function of the distribution

4.2 Decisions on the distribution channel

4.3 Factors that influence channel selection

4.4 New forms of tourist distribution

Topic 5. Tourism Communication

5.1 Concept and purpose of communication. The promotional mix

5.2 Advertising

5.3 Public relations

5.4 Sales promotion

5.5 The sales force

5.6 Tourist publications

5.7 The Tourist Fairs

5.8 Other communication techniques

Topic 6. Marketing Plan

6.1 The Marketing Plan and strategic decisions

6.2 Elaboration of the Marketing Plan

6.3 Particularities of the Marketing Plan of a tourist destination

The student's final grade will be the result of the addition of the notes obtained in a written test with theoretical/practical contents and in a series of activities programmed during the course.

The student should carry out scheduled activities during the academic year: presentation of individual / group tasks, self-assessment tests. These activities will have a maximum valuation of 30% of the final grade.

The written test of theoretical and practical contents will represent 70% of the final grade, being necessary to obtain a minimum score of 50% on the written test to pass the exam. Once this score has been reached you can add the notes related to the other scoring activities that make up the final grade.