Marketing

This course aims to introduce the basic principles and operational tools of marketing, also considering digital innovations in this field. In particular, the course will examine the role of strategic marketing (i.e. segmentation, targeting and positioning) and operational marketing (i.e. marketing mix) in tourism companies, also in relationship with other company functions. Therefore, the course aims to enable students to:
- know the principles of strategic and operational marketing;
- understand the dynamics and problems of the tourism sector, in view of its strategic importance for the Italian economy;
- understand how the digital evolution of operational marketing can help tourism companies develop innovative marketing activities, notably promotional mixes and communication strategies;
- understand the basic of how tourism companies plan their marketing strategies, with particular reference to tourism destination management strategies.

By the end of the course, students will be able to:
- identify, implement and assess marketing strategies adopted by tourism companies, using the segmentation, targeting and positioning model;
- understand the main tools of demand analysis (research on customers' behaviours, perceptual maps) used in the tourism sector;
- create a marketing plan for the tourism sector;
- understand the use and functioning of digital marketing tools adopted by tourism companies.