Hospitality and Travel Marketing

Part I: Introduction to marketing. 1. Marketing in the contemporary world 2. The hospitality and travel marketing system 3. Societal marketing, social responsibility and social Part II: Planning: Research and analysis. Where are we now? 4. Customer behaviour 5. Market and marketing research 6. Analyzing marketing opportunities Part III: Planning: Marketing strategy and planning. Where would we like to be? 7. Marketing strategy: Market segmentation and trends 8. Marketing strategy: Positioning, image, branding, and alternative strategies 9. The marketing plan and the 8 Ps Part IV: Implementing the marketing plan. How do we get there? 10. Product development and partnerships 11. People: Services and service quality 12. Packaging and programming 13. Place: Online and offline distribution 14. Promotion: Integrated marketing communications 15. Promotion: Information communication technologies and e-marketing 16. Promotion: Marketing on social media platforms 17. Promotion: eCRM and co-creation in marketing 18. Promotion: Advertising, sales promotion and merchandising, personal selling, and public relations 19. Pricing, value, and yield Part V:Controlling and evaluating the plan. How do we make sure we get there? How do we know if we got there? 20. Marketing performance measurement

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• Desportos e recreação ao ar livre
• Indústria hospitalar
• Indústria do turismo

Marketing Application;Travel Marketing;Travel Organizations;Travel Trade Intermediaries;Marketing Plans;DMOs;Travel Industry;Travel Marketers;IMC;OTAs;Marketing Objectives;Short Term Marketing Planning;Social Media Marketing;Personal Selling;Sales Promotions;Marketing Performance;CRM;Marketing Mix Element;Complaint Management;Tour Operators;Travel Trade;CMSs;Marketing Budgets;Special Communication Methods;LCC