Universidad de Jaén

Menú local

Syllabus 2019-20 - 11612018 - Tourist Marketing 2 (Marketing turístico II)

Caption
  • Level 1: Tutorial support sessions, materials and exams in this language
  • Level 2: Tutorial support sessions, materials, exams and seminars in this language
  • Level 3: Tutorial support sessions, materials, exams, seminars and regular lectures in this language
DEGREE: Grado en Turismo
FACULTY: FACULTY OF LAW AND SOCIAL SCIENCES

ACADEMIC YEAR: 2019-20
SYLLABUS
1. COURSE BASIC INFORMATION
NAME: Tourist Marketing 2
CODE: 11612018 ACADEMIC YEAR: 2019-20
LANGUAGE: English LEVEL: 0
ECTS CREDITS: 6.0 YEAR: 3 SEMESTER: PC
 
2. LECTURER BASIC INFORMATION
NAME: DE LA CASA MARTINEZ, EMILIO JAVIER
DEPARTMENT: U136 - ORG. DE EMPRESAS, MÁRKETING Y SOCIOLOGÍA
FIELD OF STUDY: 095 - COMERCIALIZACIÓN E INVESTIGACIÓN DE MERCADOS
OFFICE NO.: D3 - 147 E-MAIL: ecasa@ujaen.es P: 953212999
WEBSITE: -
LANGUAGE: - LEVEL: 3
 
3. CONTENT DESCRIPTION

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

4. COURSE DESCRIPTION AND TEACHING METHODOLOGY

Lectures in a large group

Classes in groups of practices

Students with special educational needs should contact the Student Attention Service (Servicio de Atención y Ayudas al Estudiante) in order to receive the appropriate academic support

5. ASSESSMENT METHODOLOGY

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.

6. BOOKLIST
MAIN BOOKLIST:
  • Marketing turístico. Edition: 2ª ed.. Author: Serra Cantallops, Antoni. Publisher: Madrid : Pirámide, 2011  (Library)