The Marketing Management and Hospitality Services discipline aims to introduce students to marketing principles in tourism, hospitality and food service. This discipline provides a theoretical and practical basis for understanding contemporary topics, including customers` behaviour and experiences, competitive intelligence and the implications of digital marketing and social media for the tourism industry. Finally, the discipline aims to stimulate critical and innovative thinking about the relationships between marketing and economics, strategy, technology, culture, ethics and sustainability in the tourism and hospitality sector.
Semestral
S1. Business and marketing environment
S2. Fundamentals, essential concepts and elements that compound marketing
S3 - Identity, image and reputation of tourist destinations and organizations in tourism, hospitality and food service
S4. Consumer behaviour in tourism, hospitality and food service and their purchasing decision process
S5 - Customer experiences and service design in tourism, hospitality and food service
S6. Marketing Information Systems and Research
S7. Green marketing and sustainability in tourism, hospitality and food service
S8. Contemporary marketing in tourism, hospitality and food service: the state of the art
LG1 - Contextualise the trends in the business and marketing environment that affect tourism, hospitality and food service.
LG2 - Master the fundamentals, essential concepts and elements that compound marketing.
LG3 - Recognise the importance of managing destinations and tourism organisations' identity, image and reputation.
LG4 - Understand consumer behaviour in tourism, hospitality and food service.
LG5 - Understand customer experiences and service design in tourism, hospitality and food service.
LG6 - Know information systems and marketing research tools for tourism, hospitality and food service.
LG7 - Understand how green marketing can contribute to the sustainability of tourism.
LG8 - Understand the state of the art of science and practice of marketing in tourism, hospitality and food service, including digital marketing and artificial intelligence.
Mandatory
The discipline of Marketing Management and Hospitality Services will use innovative teaching methodologies, namely:
TM1. Theoretical exposition of the main programmatic contents;
TM2. Analysis and discussion of cases in the classroom;
TM3. Work presentation seminars;
TM4. Learning is based on developing projects in which students can apply concepts and theories learned in the classroom.
TM5. Use of artificial intelligence to streamline and enrich the teaching-learning process in marketing.
Português
Não
Blackwell, R.D.; Miniard, P.W., Engel, J.F. (2013). Comportamento do consumidor. São Paulo: Cengage Learning.
Chernev, A. (2018). Strategic Marketing Management. USA: Cerebellum Press.
Hsu, C., Powers, T. (2001). Marketing Hospitality. New York: John Wiley & Sons.
Hudson, S.; Hudson, L. (2017). Marketing for Tourism, Hospitality & Events: a Global & Digital Approach. USA: Sage.
Lovelock, C.; Paterson, P.; Wirtz, J. (2011). Services Marketing. Australia: Pearson Australia.
Malhotra, N. (2001). Pesquisa de Marketing: uma orientação aplicada. 3 ed. Porto Alegre: Bookman.
Kotler, P.; Keller, K.L. (2013). Administração de marketing. 12.ed. SÃO PAULO: Pearson Prentice Hall.
