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Marketing of Tourism Enterprises 2017/2018

  • 5 ECTS
  • Taught in Portuguese
  • Continuous Assessment


At the end of this course, students should be able to:
1. Identify the characteristics of the tourism market
2. Distinguish the different motivations and typologies of tourists
3. Discriminate the different ways of targeting the tourist market
4. Describe the various components of the marketing mix
5. Explain the marketing activity applied to different sectors of tourism
6. Identify the planning stages of marketing strategies

Recommended Prerequisites

Not applicable

Teaching Metodology

The hours of theoretical and practical contact will be taught by lecture method complemented with the analysis and discussion of case-studies. Tutorials for practical support of the school career of students will be made, particularly in carrying out group work and individual that will later be presented orally in class context, in order to stimulate reflection, critical thinking and interaction among students.

Body of Work

1.Tourism marketing
3.Segmentation of the tourism market
5.Elaboration of the marketing strategies
6.Tourism marketing plan

Recommended Bibliography

Kotler, P., Bowen, J. & Makens, J. (2014). Marketing for Hospitality and Tourism, Sixth Edition. Harlow: Pearson.

Study material provided by the teacher.

Complementary Bibliography

Morrison, A. (2013). Marketing and managing tourism destinations. New York: Routledge

Weekly Planning

To be defined.

Demonstration of the syllabus coherence with the curricular unit's objectives

The themes addressed in this course allow the student to understand the importance that marketing strategies have to the success of tourism businesses and the tourism destinations. Also allow to provide the student with marketing tools that will allow the reading of the market and customer needs of a tourist company.

Demonstration of the teaching methodologies coherence with the curricular unit's objectives

The hours of theoretical and practical contact taught by lecture method and complemented with analysis and case-study discussion will meet the initially proposed objectives and enable learning and contextualization of the concepts associated with the problems of tourism marketing. The tutorials on the practical support of the school career of students, specifically in conducting group and individual work that will later be presented orally in the context of class, help the pursuit of autonomous work of the students and apply the concepts to real context.

relevant generic skillimproved?assessed?
Achieving practical application of theoretical knowledgeYesYes
Adapting to new situationsYes 
Analytical and synthetic skillsYesYes
Commitment to effectiveness  
Commitment to qualityYes 
Cultural awareness  
Ethical and responsible behaviour  
Event organization, planning and managementYes 
Foreign language proficiencyYes 
Information and learning managementYesYes
Initiative and entrepreneurship capability  
IT and technology proficiencyYes 
Problem Analysis and AssessmentYes 
Relating to others  
Research skillsYes 
Understanding multiculturalism and valuing diversity  
Working in international context  
Written and verbal communications skillsYesYes
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