| Center |
| Faculty of Economics |
| Departament |
| Marketing and Market Research |
| Lecturers in charge |
| H1374 - AMPARO CERVERA TAULET |
| Met. Docent |
| Theory.It's based on the lecturer's presentations and the reading and studying of the recommended bibliography and notes.Practical sessions will be devoted to the discussion of readings,case studies and other activities that will show the real-life implementation of marketing |
| Met. Avaluació |
| The overall grade of the course will be obtained by weighting the grades of the theoretical and the practical assessments.The theoretical part will account for 7.5 points and the practical part for 2.5 points.The student must obtain a min.of 3.75 p.in the theoretical part and 1.25 p.in the practical |
| Bibliografia |
| Essential reading: In order to follow this course the student should read and study the following textbook: Kotler, P.; Bowen, J. and Makens, J. (2003), Marketing for Hospitality and Tourism. Prentice Hall. 3rd Edition. New Jersey. Other course books in English and Spanish also employed to prepare the course is: Bigné, J.E.; Font, X. and Andreu, L. (2000), Marketing de destinos turísticos. Esic. Madrid. Morrison, A.M. (2002), Hospitality and Travel Marketing. Thomson Learning. 3rd ed. Santesmases, M. (2004), Marketing. Conceptos y Estrategias. Pirámide. Madrid. |
| Continguts |
| The course syllabus has been structured in four main areas: Part I.Marketing, Tourism and Hospitality, organizations in the tourist sector and the tourist market Part II.Marketing Management in Tourism. The Marketing Plan Part III.Destination Marketing Part IV.Customer service and quality of service in Tourism and Hospitality |
| Objetius |
| The main objective of Marketing for Tourism is to initiate the student into the basic marketing principles and strategies in the tourist sector, focusing on the analysis of the different elements and actors that define the hospitality and travel marketing environment; the consumer-tourist, marketing information systems, segmentation and positioning, marketing plan, as well as the importance of service and quality of service as a way to achieve loyal customers, among others. |
| URL de Fitxa |
| http://www.uv.es/marketing |