ISLA IPGT 23135

Product and Destination Marketing

• ApresentaçãoPresentation

  This course introduces and develops the fundamental principles and tools of marketing as applied to tourism products and destinations. Marketing is approached as a management philosophy oriented towards markets, visitors and stakeholders. Students examine the distinctive characteristics of tourism resources, products, services and experiences, and use market intelligence to support segmentation, targeting and positioning decisions. The course combines conceptual foundations with the analysis of real tourism organisations and destinations. Students progressively apply the marketing mix, integrated and digital communication, and planning and evaluation tools to prepare a basic, coherent and evidence-informed marketing plan for a tourism product or destination.
• ProgramaProgramme

  1. Fundamentals of tourism marketing; 2. Tourism products, services and experiences; 3. Marketing diagnosis and market intelligence; 4. Segmentation, target markets and positioning; 5. Marketing-mix for tourism products and destinations; 6. Integrated communication and digital marketing; 7. Marketing planning and evaluation.
• ObjectivosObjectives

  By the end of the course, students should be able to: Explain the concept and evolution of marketing and distinguish strategic from operational marketing in tourism. Analyse tourism resources, products, services and experiences and their marketing implications. Carry out a marketing diagnosis using demand, trends, competitors and credible tourism information sources. Segment markets, select target markets and formulate a coherent value proposition and positioning. Design a marketing mix for a tourism product or destination, aligned with its target market and positioning. Propose integrated communication and digital marketing actions for tourism products and destinations. Prepare and justify a marketing plan including diagnosis, objectives, decisions, actions, schedule, budget, indicators and evaluation.
• BibliografiaBibliography

  Camilleri, M. (ed.) (2024). Tourism planning and destination marketing. Bingley: Emerald Publishing Chowdhary, N., Prakash, M. (2026). Tourism and Hospitality Marketing: Concepts and Cases. 1st ed.. Routledge George, R. (2025). Tourism and Hospitality: Concepts and Cases. Cham: Palgrave Macmillan Kotler, P., Bowen, J., Baloglu, S. (2026). Marketing for Hospitality and Tourism. 9th Ed.. Harlow: Pearson. Kozak, N., Kozak, M. (2019). Tourism Destination Management: Instruments, Products and Case Studies. Cham: Springer Fletcher, J, Fyall, A., Gilbert, D., Wanhill, S. (2018). Tourism: Principles and Practice. 16th ed.. Harlow: Pearson
• MetodologiaMethodology

  Classes combine theoretical exposition with discussion and practical application of the contents. The following will be used: interactive lectures to present and systematise key concepts; analysis of real cases from tourism businesses and destinations; practical exercises on campaigns, websites, and tourism promotion materials; tutorial supervision of the applied project (marketing plan for a product or destination).   To strengthen learning in product and destination marketing and increase student engagement, active methodologies will be used: Project-based learning Flipped classroom Collaborative learning Reflective teaching   Digital resources (institutional platform, databases, online campaign analysis tools) will support students' autonomous work.
• LínguaLanguage

  Português
• TipoType

  Semestral
• ECTS

  5
• NaturezaNature

  Mandatory
• EstágioInternship

  Não
• AvaliaçãoEvaluation

  AVALIAÇÃO CONTÍNUA:

  Descrição	Ponderação
  Teste individual	30%
  Entregas semanais	30%
  Trabalho individual	30%
  Presenças e participação	10%

  NB:

  • Nota mínima de 8 valores obrigatória em cada uma das componentes da avaliação.
  • Presença obrigatória em, pelo menos, 75% das aulas.

   

  AVALIAÇÃO FINAL

   

  Todos os estudantes terão direito a um exame final, a realizar numa época de avaliação por exame, quando não obtiverem aprovação na avaliação curricular. Transitam automaticamente para avaliação final por exame os estudantes que obtenham na avaliação distribuída:

  • Uma nota inferior a 8 valores em qualquer momento de avaliação; ou
  • Uma média inferior a 9,5 valores na soma ponderada das notas dos elementos de avaliação.

   

  Descrição	Ponderação
  Exame escrito individual	60%
  Trabalho Semestral (Obrigatório)	40%

  NB: Nota mínima de 8 valores obrigatória em cada uma das componentes da avaliação.

  • Nota do trabalho da época normal é validada para a Época de Recurso

  • Apresentação oral do trabalho obrigatória.