Tourism Marketing I

Category: Discipline
  • Não
  • The curricular unit Tourism Marketing I is part of the second year of the Bachelor’s Degree in Tourism Management, serving as a key link between management sciences and the specific dynamics of the tourism sector. Its scope lies in understanding and applying marketing strategies to tourism contexts, addressing market definition, segmentation, communication, product development and performance control. The unit’s domains of intervention include consumer behaviour, the expanded marketing-mix, strategic analysis (SWOT, PESTEL, Porter) and the design of marketing plans adapted to concrete contexts. The relevance of this unit within the study cycle stems from the need to provide students with both critical and operational competences, enabling them to act strategically in tourism organisations. It strengthens their capacity for analysis, solution design and the implementation of value-creating projects for destinations and companies.
  • Semestral

  • Descrição dos instrumentos de avaliação (individuais e de grupo) ¿ testes, trabalhos práticos, relatórios, projetos... respetivas datas de entrega/apresentação... e ponderação na nota final.

    Exemplo:

    Descrição

    Data limite

    Ponderação

    Teste de avaliação

    26.11.2025

    40%

    Trabalho Prático

    21.01.2026

    60%

     

    Adicionalmente poderão ser incluídas informações gerais, como por exemplo, referência ao tipo de acompanhamento a prestar ao estudante na realização dos trabalhos; referências bibliográficas e websites úteis; indicações para a redação de trabalho escrito...

     
  • 1. The Role of Marketing 2. Techniques and Types of Marketing in the Tourism Industry 2.1 Relationship Marketing: information systems in the tourism sector, customer loyalty 2.2 Direct Marketing: importance of personalized communication, strategies, and examples 2.3 Other Forms of Marketing: traditional, experiential, guerrilla, etc. 3. Marketing Strategy and Segmentation in the Tourism Industry 3.1 Market Segmentation: considering cultural and economic factors 3.2 International Development of Tourism: impact of globalization   4. Communication Strategies in the Tourism Industry 4.1 Communication campaigns and their adaptation to different markets 5. Planning and Control of Marketing 5.1 Designing a tourism marketing plan according to different strategies and tactics 5.2 Elements of a marketing plan, with an emphasis on traditional approaches
  • Objectives: O1. Prepare students to use instruments and tools to support marketing decisions in the area of ¿¿tourism. O2. Explain the market definition, types and importance of its analysis as scenarios for decision-making processes. O3. Learn to segment markets according to the different variables that affect the nature of the tourism business. O4. Analyze all the variables of the marketing mix, when creating a plan according to the objectives to be met and the strategies to be followed. Skills and competencies: C1. Identify characteristics and potential of tourism marketing, recognizing the diversity and dynamics of tourism markets. C2. Understand, in general, the behavior of consumers of tourism products, considering cultural, social and economic factors. C3. Carry out a tourism marketing plan, applying the concepts learned to develop effective and comprehensive strategies
  • Mandatory
  • Presencial: M1. Theoretical-practical teaching: Presentation of concepts and discussion of programme contents. M2. Laboratory practice: Field research focusing on Project and Problem-Based Learning (PBL), where real cases will be analysed and marketing campaigns will be created, emphasising the practical application of traditional strategies and the resolution of common problems in industry. M3. Simulated practice: Scenarios and activities that allow students to explore real-world situations related to travel organisation, applying the fundamental concepts exposed and developing practical skills. Autonomous: M4. Consolidation of the content taught in class by researching additional information on the different topics covered and developing additional work related to solving concrete problems and group dynamics.
  • Português
  • - Buhalis, D., & Crotts, J. (2018). Global Tourism and Hospitality Marketing. Routledge. - Kotler, P., Bowen, J.T., & Makens, J.C. (2020). Marketing for Hospitality and Tourism (7th ed.). Pearson. - Morrison, A.M. (2019). Marketing and Managing Tourism Destinations. Routledge. - Sigala, M., & Gretzel, U. (Eds.). (2017). Advances in Social Media for Travel, Tourism and Hospitality: New Perspectives, Practice and Cases. Routledge. - Tsiotsou, R. & Goldsmith, R. (Eds.). (2018). Strategic Marketing in Tourism Services. Emerald Group Publishing. - Xiang, Z. (Ed.). (2019). Handbook of e-Tourism. Springer.
  • 25
  • 0
  • 5
  • 2
  • ISLA Santarém2340-2564
  • Tourism Marketing I
  • 2564
  • 2340
  • Tourism Management (ISLA Santarém)

Quality Management

Category: Discipline
  • Não
  • Semestral
  • Optional
  • Português
  • 25
  • 1330
  • 4
  • 3
  • ISLA Santarém7153-5244
  • Quality Management
  • 5244
  • 7153
  • Marketing

Hotels and Restaurants

Category: Discipline
  • Não
  • #
  • Semestral

  • 1 Trabalho individual, com apresentação e discussão (50%)

    1 Trabalho de grupo, com apresentação e discussão (50%)

     
  • 1 Introduction to tourist accomodation and food and bevereage 1.1 Contextualising the sector 1.2 Historical approach 1.3 Importance in the development of tourism 1.4. Tourist accommodation in Portugal   2.Tourist accommodation establishments 2.1. Concept and modalities 2.2 Classification systems: category, location and market segment 2.3 Organisational structure: departments and functions 2.4 Main hotel chains   3. Local accommodation establishments 3.1. Concept and modalities 3.2. Impacts on diversifying the tourist offer and challenges   4. Food and bevereage establishments 4.1 Concept and characterisation 4.2 Classification and types of establishments 4.3 Contribution of Food and bevereage establishments to the hotel industry   5. Current trends and challenges in the sector
  • Objectives: O1. Contextualise the touristic accomodation and restaurant sector, its evolution over time and identify its importance in the development of tourism; O2. To characterise tourist accommodation in Portugal; O3. Classify tourist accomodation establishments  and characterise their organisational structure; O4. Identify the types of Local Accommodation and the impact of this type of accommodation on the diversification of the tourist offer; O5. Understand and characterise food and bevereage establishments; O6. Identify current trends and challenges in the accommodation and food and bevereage sector. Skills and Competencies: C1. Take a correct and informed stance on products related to tourist accommodation and food and bevereage establishments; C2. Evaluate and articulate the importance of the accommodation and food and bevereage sectors in the development of tourism, considering their impacts, trends and challenges.
  • Mandatory
  • The teaching approach adopted is based on the active method, encouraging co-operative (peer) and creative learning.   Presencial: 1. theoretical-practical teaching: Presentation of concepts and discussion of programme contents. 2. Laboratory practice: Technical visits to accommodation units to observe and understand the dynamics of the sector in situ; Field research; Critical analysis of case studies related to tourist accommodation and catering, through classroom debates.3. Simulated practice: Scenarios and activities that allow students to explore real-world situations related to the hotel and catering industry, applying the fundamental concepts exposed and developing practical skills. Autonomous: 4. Consolidation of the content taught in class by researching additional information on the different topics covered and developing additional work related to solving specific problems and group dynamics.
  • Português
  • Abranja, N.; Almeida, A.; Almeida, M. (2020). Gestão Hoteleira - O Produto, o Serviço e as Técnicas. Lisboa: Editora Lidel. Abranja, N.; Almeida, M.; Almeida, A.; (2019). Gestão do Alojamento, Receção e Housekeeping. Lisboa: Editora Lidel. Costa, R. (2012). Introdução à Gestão Hoteleira (4ªEd). Lisboa: Editora Lidel. Gomes, V. (2020). Introdução à Gestão da Restauração. Lisboa: Editora Lidel. Ribeiro, V. (2023). O Anfitrião Modelo - A arte de bem receber, atender e servir no setor do turismo. Lisboa: Contraponto Editores.  
  • 25
  • 0
  • 6
  • 3
  • ISLA Santarém2340-13110
  • Hotels and Restaurants
  • 13110
  • 2340
  • Tourism Management (ISLA Santarém)

Introduction to Operating Systems

Category: Discipline
  • Não
  • .
  • Semestral

  • Descrição dos instrumentos de avaliação (individuais e de grupo) ¿ testes, trabalhos práticos, relatórios, projetos... respetivas datas de entrega/apresentação... e ponderação na nota final.

    Exemplo:

    Descrição

    Data limite

    Ponderação

    Teste de avaliação

     

    50%

    Portfolio

     

    50%

    (...)

     

     

     

    Adicionalmente poderão ser incluídas informações gerais, como por exemplo, referência ao tipo de acompanhamento a prestar ao estudante na realização dos trabalhos; referências bibliográficas e websites úteis; indicações para a redação de trabalho escrito...

     
  • .
  • .
  • Mandatory
  • .
  • Português
  • Ribeiro, Carlos &, Alves, Marques (2009). Sistemas Operativos. FCA. Rosa, António (2012). Windows Server 2012 – Curso completo, FCA. Silberschatz, A., Peter Galvin, and Greg Gagne (2012). Operating System Concepts, John Wiley & Sons. Stallings W. (2011) Operating Systems: Internals and Design Principles, Pearson Education.
  • 25
  • 0
  • 5
  • 1
  • ISLA Santarém1992-13127
  • Introduction to Operating Systems
  • 13127
  • 1992
  • Computer Networks and Systems

Strategic Management

Category: Discipline
  • Não
  • #
  • Semestral

  • Descrição dos instrumentos de avaliação (individuais e de grupo) ¿ testes, trabalhos práticos, relatórios, projetos... respetivas datas de entrega/apresentação... e ponderação na nota final.

    Exemplo:

    Descrição

    Data limite

    Ponderação
    Trabalhos em contexto de aula (6) Durante o semestre 20%

    Momento de Avaliação I (Trabalho em Grupo)

    06-11-2025

    30%

    Momento de Avaliação Final (Trabalho em Grupo) + Projeto final Escrito

    15-01-2026

    50%

    (...)

     

     

     

    Adicionalmente poderão ser incluídas informações gerais, como por exemplo, referência ao tipo de acompanhamento a prestar ao estudante na realização dos trabalhos; referências bibliográficas e websites úteis; indicações para a redação de trabalho escrito...

     
  • 1. Concepts and strategy formulation 2. Analysis of the organization 3. Definition and choice of strategies 3.1 Business strategy: low-cost strategy 3.2 Business strategy: generic differentiation strategy 3.3 Company strategy: diversification 4. Strategy implementation 5. Organizational governance: 5.1 Anglo-American model 5.2 German-Japanese model 5.3 Organizational ethics 5.4 Corporate responsibility 6. Globalization of companies 7. Strategic control 8. Performance management
  • Present and develop concepts, methodologies, and tools for effective participation in the strategic management process. Provide information on the different situations of strategic analysis, including analysis of the environment, industry, and stakeholders. Analyze issues and practices related to the implementation of chosen strategies. Develop skills that enable the analysis of business and corporate strategies and the design of global strategies and their respective strategy control and performance management.
  • Mandatory
  • Active Methodology - Project Base Learning
  • Português
  • António, N. (2015) Estratégia Organizacional – do Posicionamento ao Movimento, Edições Sílabo. Rodrigues J. (2012) Estratégia Organizacional do negócio à ética. Escolar Editora. Thompson, Strickland and Gamble. (2013). Crafting and Executing Strategy - The Quest for Competitive advantage, McGraw-Hill. Grant, R (2012). Contemporary Strategy Analysis, Blackwell
  • 25
  • 0
  • 5
  • 2
  • ISLA Santarém6608-1005
  • Strategic Management
  • 1005
  • 6608
  • Tourism and Air Transport
  1. Systems Administration
  2. English
  3. Networks and Data Communication III
  4. Human Resources Strategic Management Seminar II

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