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ISLA IPGT 23135

Product and Destination Marketing

Tourism Management
  • ApresentaçãoPresentation
    This course deepens the principles and tools of marketing applied specifically to tourism products and destinations. Building on fundamental marketing concepts and their adaptation to tourism, students analyse the specific characteristics of tourism services, the development of tourism products, and the role of marketing in the management and promotion of destinations. The course combines theoretical grounding with the analysis of real cases, encouraging students to design value propositions and to develop segmentation, positioning, communication, and distribution strategies for tourism products and destinations.
  • ProgramaProgramme
    1. The Real Concept of Marketing 1.1. The Evolution of Management Philosophy 1.2. The Concept of Market Orientation (MO) 2. Operational and Strategic Marketing in Tourism 2.1. Four Main Differentiating Characteristics of Marketing in Tourism 2.2. The Functions of Marketing 2.3. The Role of Communication and Advertising in Marketing Management 3. Integrated Marketing and Marketing Planning in Tourism Businesses 3.1. Internal Marketing 3.2. Development of the Marketing Mix in Tourism 3.3. Stages of Marketing Planning in Tourism Businesses 4. Product Development in Tourism 4.1. Resources and Products 4.2. Commercialization of Tourism Products 4.3. The Tourism Product 4.4. The Life Cycle of the Tourism Product 4.5. Development of New Products 5. Destination Marketing 5.1. The Role of Marketing in the Strategic Planning of Tourism Destinations 5.2. Tourist Communication Strategies 5.3. Promotion and Distribution in Tourism 5.4. Commercialization of Tourism Destinations
  • ObjectivosObjectives
    By the end of the course, students should be able to: 1. Explain the concept of marketing and its evolution, framing it as a management philosophy applicable to tourism organisations. 2. Identify the specific characteristics of tourism products and services and analyse their implications for product and destination marketing. 3. Describe and apply the main instruments of the marketing mix in tourism business contexts. 4. Understand the role of communication, advertising, and digital channels in the promotion of tourism products and destinations. 5. Design a basic marketing plan for a tourism product or destination, including market analysis, objectives, strategies, and actions.
  • BibliografiaBibliography
    Camilleri, M. (2024). Tourism planning and destination marketing. Bingley: Emerald Publishing George, R. (2025). Tourism and Hospitality: Concepts and Cases. Cham: Palgrave Macmillan Kotler, P., Bowen, J., Baloglu, S. (2021). Marketing for Hospitality and Tourism. 8th 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%

    Trabalho individual I

    20%

    Trabalho individual II

    40%
    Presenças e participação 10%

    NB:

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

     

    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.

    • Submissão do trabalho final no Moodle até às 23h59m  do dia do Exame

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

    • Não há lugar a Apresentação oral do trabalho