Educational guide
IDENTIFYING DATA 2024_25
Subject TOURISM MARKETING Code 00514015
Study programme
0514 - GRADUADO EN TURISMO
Descriptors Credit. Type Year Period
6 Compulsory Second First
Language
Castellano
Ingles
Prerequisites
Department DIREC.Y ECONOMIA DE LA EMPRESA
Coordinador
SULÉ ALONSO , MARÍA ARÁNZAZU
E-mail masula@unileon.es
amgonf@unileon.es
Lecturers
GONZÁLEZ FERNÁNDEZ , ANA MARÍA
SULÉ ALONSO , MARÍA ARÁNZAZU
Web http://
General description The main objective of the course is to study the particular characteristics of Marketing which is specific to companies in the Tourist Sector. This enables the student to have a theoretical and practical perspective which will be essential in order to improve the management of these companies. Students will also learn to adapt to new necessities created by a higher business competitiveness, to consumers' increasing demands and to the internationalization of the markets.
Tribunales de Revisión
Tribunal titular
Cargo Departamento Profesor
Presidente DIREC.Y ECONOMIA DE LA EMPRESA CERVANTES BLANCO , MIGUEL FRANCISCO
Secretario DIREC.Y ECONOMIA DE LA EMPRESA RODRIGUEZ SANTOS , MARIA DEL CARMEN
Vocal DIREC.Y ECONOMIA DE LA EMPRESA MUÑIZ MARTINEZ , NORBERTO
Tribunal suplente
Cargo Departamento Profesor
Presidente DIREC.Y ECONOMIA DE LA EMPRESA GUTIERREZ RODRIGUEZ , PABLO
Secretario DIREC.Y ECONOMIA DE LA EMPRESA SAHELICES PINTO , CESAR
Vocal DIREC.Y ECONOMIA DE LA EMPRESA VAZQUEZ BURGUETE , JOSE LUIS

Competencias
Code  
A16265
B5071
B5072
B5076
B5084
B5089

Learning aims
Competences
B5071
B5076
B5084
B5089
A16265
B5072

Contents
Topic Sub-topic
PART I - TOURISM AND TOURISM MARKETING Chapter 1. TOURISM AS AN ECONOMIC ACTIVITY AND SECTOR

1.1. Key concepts in tourism
1.2. The tourism industry
1.3. Tourism as an economic activity

Chapter 2. TOURISM MARKETING

2.1. Tourism marketing
2.2. Differential characteristics of tourism services. Marketing implications
2.3. Analysis of the environment
2.4. Tourism demand
PART II -THE CONSUMER IN TOURISM AND THE SEGMENTATION STRATEGY Chapter 3. Consumer behaviour in tourism

3.1. Decision-making process of the tourism consumer
3.2. Internal determinants of tourist behaviour
3.3. External determinants of tourist behaviour


Chapter 4. TOURISM MARKET SEGMENTATION

4.1. The strategy of market segmentation in tourism
4.2. Criteria for segmentation in the tourism market
4.3. Segmentation techniques in the tourism market
4.4. Market coverage strategies
PART III -MARKETING MIX MANAGEMENT Chapter 5. THE TOURIST SERVICE

5.1. The tourist service
5.2. Brand policies in the tourism sector
5.3. Life cycle
5.4. The tourist package

Chapter 6. PRICING POLICY IN THE TOURISM SECTOR

6.1. Pricing as a commercial instrument
6.2. Pricing methods
6.3. Pricing strategies
6.4. Yield Management

Chapter 7. DISTRIBUTION POLICY IN THE TOURIST SECTOR

7.1. The tourism distribution channel
7.2. Traditional tourism intermediaries
7.3. Technological tourism intermediaries


Chapter 8. COMMUNICATION POLICY IN THE TOURISM SECTOR

8.1. 360º communication
8.2. Advertising
8.3. Public relations and tourism fairs
8.4. Sales promotion and merchandising
8.5. Personal selling
8.6. Tourist brochures
8.7. Other communication tools

Planning
Methodologies  ::  Tests
  Class hours Hours outside the classroom Total hours
15 0 15
 
Assignments 50 0 50
Personal tuition 0 15 15
 
Lecture 30 0 30
 
Extended-answer tests 4 0 4
Practical tests 5 100 105
 
(*)The information in the planning table is for guidance only and does not take into account the heterogeneity of the students.

Methodologies
Methodologies   ::  
  Description
Assignments The AUTONOMOUS activities include the extension and search for information for the elaboration of the assignments and case studies. These case studies will be discussed during the practical classes, and the student's participation in class will also be valued. The possibility of voluntary presentations in English will be proposed. Supervised activities include the discussion of case studies and the preparation of assignments. The aim of these activities is for students to argue and apply their knowledge to solve the problems posed by the lecturer.
Personal tuition The tutorials will allow the lecturer to assess the students' learning of both the theoretical and practical content of the subject.
Lecture The teaching methodology to be used in the classes will be basically the explanation of the contents in a participative way. In this sense, the teacher will explain the contents and points that make up the syllabus, but at the same time will encourage active participation in class, trying to intersperse the use of his or her words with intervals of teacher-student dialogue. This active participation will come from two areas; on the one hand, from possible doubts or comments that may arise from the student as a consequence of the teacher's explanation; on the other hand, it will be the teacher himself who may also ask questions to the audience, trying with this "dynamising" element to get answers and generate debate that will lead to the enrichment of the presentation.

Personalized attention
 
Assignments
Description
The supervised activities include, as specified in the section on methodologies, group tutorials.
They are considered a complement to the rest of the methodologies described and will be carried out as face-to-face sessions in which training activities supervised by the teacher will be carried out.

They will focus on the resolution of doubts and especially on giving guidelines for the development of the work to be carried out by the student.

They will also be devoted to the presentation and defence of the practical work required of the student.

In addition, due to the large scope of the research work in Tourism Marketing that is required in this subject, students will have tutorials so that they can carry out the primary information gathering techniques that are required as compulsory.

In the individual tutorials, students will consult with the teacher at times to be determined at the beginning of the course and which will be published accordingly.


Assessment
  Description Qualification
Extended-answer tests The theoretical contents of the course will be assessed by means of a written test.

50%
Others Evaluation of the content, structure and writing of the practical work, as well as the clarity of the oral presentation.

There will be a continuous assessment, taking into account attendance, active participation in class and the completion of the proposed case studies.		 30%



20%
 
Other comments and second call

OTHER COMMENTS

In order to pass the course, each of the parts included in the assessment must be passed independently.

For those students who, with justification, cannot attend class, mechanisms will be provided, through the Moodle platform and the help of the teacher in his tutoring schedule, so that they can take the mixed and practical tests and can prepare the proposed work.

SECOND ORDINARY EXAM SESSION. DECEMBER EXAM SESSION

Students who have not passed the course will be able to recover the parts not passed in the second ordinary exam.

For the December Extraordinary Examination, the evaluation procedure will be the same as specified in Section 7. Evaluation of this Teaching Guide.

During the tests, the handling of any material other than that specified in the invitation to the tests will not be permitted. The possession and use of mobile and/or electronic devices during the tests is strictly forbidden. The simple possession of such devices, as well as unauthorised notes, books, folders or other materials during the assessment tests, will result in the immediate withdrawal of the exam, expulsion from the same and a failing grade, and the incident will be reported to the Academic Authority of the Centre so that they can carry out the actions set out in the Guidelines for Action in Cases of Plagiarism, Copying or Fraud in Exams or Assessment Tests, approved by the Standing Committee of the Governing Council on 29 January 2015.

Sources of information
Access to Recommended Bibliography in the Catalog ULE

Basic , , ,

BASIC

De la Ballina F.J. (2017) Marketing turistico aplicado, ESIC.

Serra, A. (2011): Marketing turístico. Madrid: Pirámide-ESIC.

Rey Moreno, M. (2015): Dirección de marketing turístico. Madrid: Pirámide.

Martos, L.M. (2015): Marketing en el sector turístico. Madrid: Editorial Síntesis.

López, J.M. y López L.M. (2015): Manual de Investigación de mercados turísticos. Madrid: Pirámide

Kotler, P., Bowen, J., Makens, J., Rufín, R. y Reina, M.D. (2004): Marketing para turismo. Madrid: Pearson Prentice Hall.

 

COMPLEMENTARY

 

Martín Rojo, I. (2014): Dirección y gestión de empresas del sector turístico. Madrid: Pirámide.

Gallego, M.A. y Casanueva, C. (2011): Dirección y organización de empresas turísticas. Madrid: Pirámide.

Flavián, C. y Fandos, C. (2010) (coordinadores): Turismo gastronómico. Estrategias de marketing y experiencias de éxito. Zaragoza: Prensas Universitarias de Zaragoza.
Complementary


Recommendations


 
Other comments
English-friendly students will be able to do assignments, activities, and exams in English. Furthermore, they will be able to have in-person or online office hours in English.