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TOURISTIC EXPERIENCES MARKETING

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Versione italiana
Academic year
2021/2022
Teacher
FULVIO FORTEZZA
Credits
6
Didactic period
Primo Semestre
SSD
SECS-P/08

Training objectives

The Course aims to provide students with the very basic body of knowledge about marketing, with a special focus on strategic marketing analysis and decisions.

Students will be able to think in a “marketing-oriented fashion”, with particular regard to the business-to-consumer context.

Prerequisites

Capacity for critical thinking is required.

Course programme

The topics listed below don’t perfectly match up with the book chapters to prepare for the final exam. They need to be framed as the main areas of interest of the course as well as the milestones of the marketing discipline.

ATTENDING STUDENTS

PART 1 (18 HOURS OF TEACHING)
THE PILLARS OF MARKETING MANAGEMENT
- The marketing concept and other managerial orientations
- The role and the organizational configurations of the marketing department as a “borderline area”
- Behaviors of companies oriented towards marketing and value creation
- The marketing system

PART 2 (8 HOURS OF TEACHING)
MARKETING AND STRATEGIC CHOICES
- Segmentation
- Positioning

PART 3 (4 hours of teaching)
OPERATIONAL MARKETING (the basics)


NON-ATTENDING STUDENTS

THE PILLARS OF THE MARKETING CONCEPT
- The marketing concept and other managerial orientations
- The role and the organizational configurations of the marketing department as a “borderline area”
- Integrated marketing
- Typical behaviors of companies oriented towards marketing and value creation

MARKETING AND STRATEGIC CHOICES
- Market Segmentation
- Brand and Product Positioning

OPERATIONAL MARKETING (the basics)
- Product Management & Innovation
- Communication and Branding
- Price
- Distribution and e-commerce

Didactic methods

Lectures, case studies, business examples, group projects.

Learning assessment procedures

The course exam is devoted to test the level of achievement of the previously indicated training objectives.

The exam method depends on whether students attend the Course or not.

ATTENDING STUDENTS

Attending students need to pass a written exam with 4 open questions that cover all the topics discussed in the course.

Each question can earn students up to 8 points.

To pass the exam the student must obtain a minimum score of 18 points.


NON-ATTENDING STUDENTS

Students must take a written exam structured as follows: 31 True or False questions. Each correct answer can earn students 1 point and there will be no penalties for missing or wrong answers.

To pass the exam the student must obtain a minimum score of 18 out of 31.

Information for Erasmus students: Erasmus students are warmly invited to seek the advice of the professor at the beginning of the Course in order to define an ad hoc program and an ad hoc exam method based on their path at their home University.

Reference texts

ATTENDING STUDENTS: candidates can prepare for the exam just on the slides and teaching notes. The textbook is therefore not required, even if it may be useful as a support for a better understanding of the contents discussed during the lessons.

NON ATTENDING STUDENTS: G. Ferrero (ed.), Marketing e Creazione del Valore, Giappichelli, Torino, 2018.

Students will have to prepare to be interrogated on the following parts:

Chapter 1:
- 1
- 2 (all)
- 3 (tutto)
- 4

Chapter 2:
- 3.2.3
- 3.2.4

Chapter 3:
- 6.1
- 6.2

Chapter 4:
- 1
- 2.1, 2.3, 2.6
- 4 (tutto)

Chapter 6:
- 1 (except for paragraph 1.6)
- 2.1, 2.2, 2.3, 2.4, 2.5

Chapter 7:
- 1
- 2.1, 2.2, 2.5, 2.6 (all)
- 3 (all)
- 4 (all)

Chapter 8:
- 1
- 3
- 4.1, 4.2
- 7 (all)

Chapter 9:
- 1
- 2
- 6

Candidates will have to study the text with a thoughtful approach.