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The course aims at transferring the strategic and operative marketing methods from the business unit to the territory, and specifically to a tourist destination, considering the general framework of sustainability adopted by International Policy Bodies and Institutions. Students will acquire knowledge and competencies on the role of space, place and territory in the travel and tourism industry at different geographical scales.

Students will be able to use marketing tools to manage a tourist area adopting the rationale of market orientation, aiming at analyzing, organizing and fostering the local peculiarities to increase tourist attractiveness, in a framework of sustainability.

Program
- Premise on Method
- Geographical Concepts of Space, Place, and Territory
- Human Mobility and Tourism
- Tasks, Concepts and Marketing Tools
- Business Marketing, Territorial Marketing, Tourism Marketing
- Definition of Goals of Destination Marketing
- Destination Development Strategy
- Tangible and Intangible Components of a Destination
- Tourist Carrying Capacity - TCC
- Communication for Destination Image Building and Promotion
- Case Studies of Tourism Destination Marketing

• 1.  (C) Cocossis, Harry, Editor Defining, Measuring and Evaluating Carrying Capacity in European Destinations, Final Report Environment European Commission, Bruxelles, 2001 » Pagine/Capitoli: pages 1-52; http://ec.europa.eu/environment/iczm/pdf/tcca_en.pdf
• 2.  (C) Saarinen, Jarkko, Christian M. Rogerson, and Haretsebe Manwa (Eds) Tourism and the Millennium Development Goals: Tourism, local communities and development. Routledge, London - New York, 2013 » Pagine/Capitoli: chapters 1-13
• 3.  (C) Kotler P., Armstrong G. Priciples of marketing Pearson - Prentice House , Upper Saddle River, New Jersey 07458, 2011 » Pagine/Capitoli: Chapters: 1-4
• 4.  (C) Lew A.A., Hall C.M., Williams A.M. A Companion to Tourism Blackwell Publishing, Oxford - UK, 2004 » Pagine/Capitoli: all chapter

The teacher will give further didactic materials and information on how retrieve them

• - Frontal Interactive Lessons;
  - Small and Medium Group Work and Exercises;
  - Audio-video Attendance;
  - Performing of a Case Study on Marketing a Destination;
  - Featuring of a Presentation on an Argument of Tourist or Destination Marketing.
  
  The modalities of each course's provision, as well as the related teaching methodologies, may vary based on the eventual further Ministerial or University dispositions with reference to the health emergency.
  

• Two partial interim tests. A not structured test (writing a report on a Case Study). An
  individual or per group presentation (using a PPT) of a Case Study.
  
  The grade per each test will contribute to the final mark, which is the average of partial results.
  
  The Final Oral Test is reserved to the students who didn't receive a sufficient grade
  in the partial tests or missed one of them.

English

English