Overall objectives:

1 - To know and understand marketing concepts and practices in modern hospitality;
2 - Design and apply marketing-mix strategies and techniques to the hotel sector;
3 - Recognize global marketing trends and apply to the hotel sector;
4 - Formulate hospitality deals and target level strategies;
5 - Prepare students for an international professional career in the hospitality market;
6 - Analyse the problems and planning decisions faced by the hospitality sector and organizations;
7 - Provide students with organizational, leadership, analysis and research skills;
8 - Prepare students to understand and decide on marketing scenarios in a global context;
9 - Monitoring and managing customer expectations, satisfaction, value and loyalty;
10 - Understand internal and relational marketing concepts, as well as their impacts on the organization's activity and multiculturalism;
11 - Objectives 11 to 14 listed below.

Syllabus:

1 - Strategic management in hospitality
1.1 - The context of the hotel industry, tourism and organization
1.2 - Strategy types
1.3 - The process of training, implementing and changing the strategy
2 - Marketing concepts and trends applied to the hotel sector
2.1 - Hotel service features
2.2 - Co-creation
2.3 - Value creation
2.4 - The importance of expectations in services
2.5 - Internal marketing: the importance of human resources at the forefront
3 - Strategic planning in service marketing
3.1 - Micro and macro environment analysis
3.2 - Goal setting
3.3 - Investigation of markets and information systems
3.4 - Segmentation
3.5 - Positioning
3.6 - Brand attraction
3.7 - Negotiation
3.8 - Customer loyalty and quality of service
4 - New models and tactics for marketing in the digital economy
4.1 - The new consumer path
4.2 - Best practices in the hotel sector
4.3 - Engagement marketing
4.4 - Social media marketing
5 - Operational marketing
5.1 - Design / development of products / services
5.2 - Decision models and pricing tactics
5.3 - Intermediaries and distribution channels
5.4 - Channels and campaign planning
5.5 - Analysis and monitoring
6 - Hospitality challenges and opportunities
6.1 - Resilience as a basis for success
6.2 - Innovation as a strategy

Literature/Sources:

Fisk, Grove & John , 2014 , Services Marketing, International Edition, 4th ed. , Cengage Learning
Kotler, P. & Armstrong, G. , 2016 , Principles of Marketing, Global Edition, 16/E. , Pearson Education
Kotler, P. & Keller, K. , 2016 , Marketing Management, Global Edition, 15/E , Pearson Education
Kotler, P., Setiawan, I. & Kartajaya, H. , 2017 , Marketing 4.0: mudança do tradicional para o digital , Actual Editora
Chaffey, D. & Ellis-Chadwick, F. , 2012 , Digital Marketing: Strategy, Implementation and Practice, 5th ed.). , Pearson Education Limited
Hudson, S., Hudson, L. , 2017 , Marketing for Tourism, Hospitality & Events: A Global & Digital Approach , SAGE
Kotler, P., Bowen, J. T., Makens, J. C., & Baloglu, S. , 2017 , Marketing for hospitality and tourism , UK: Pearson Education Limited
Lendrevie, J., Baynast, A., Dionísio, P. & Rodrigues, J.V. , 2018 , Mercator 25 anos: O Marketing na Era Digital, 17ª ed. , Publicações D. Quixote
Evans, N. , 2019 , Strategic Management for Tourism, Hospitality and Events , Routledge
Amason, A. C. & Ward, A. , 2020 , Strategic Management: From Theory to Practice , Routledge
Seabra, C., Paiva, O., Silva, C. & Abrantes, J. , 2021 , Pandemics and Travel: COVID-19 Impacts in the Tourism Industry (Tourism Security-Safety and Post Conflict Destinations) , Kindle Edition

Assesssment methods and criteria:

Classification Type: Quantitativa (0-20)

Evaluation Methodology:
Online: ME1-Exposition and consolidation of the syllabus. Debate seminars with guests. Offline: ME2-Theoretical-practical teaching: application of theoretical and practical knowledge. Analysis and resolution of case studies. Standalone: ME3- Analysis and resolution of case studies; Preparation of topics for debate. ME4-Tutorials, search for information to deepen the knowledge on the developed themes and reading the recommended bibliography. Periodic Evaluation: The evaluation will be carried out through two components: 1) Preparation of a case study (50%), minimum score of 9.50 values; 2) Active participation in seminars conducted by a guest, with the elaboration of a report of a seminar of choice (50%), minimum score of 9.50 values; Assessment by Exam: 1) Preparation of a case study (50%), with a minimum required grade of 9.50 values; 2) Written exam (50%), with a minimum required grade of 9.50. 8. Demonstração da coerência das metodologias de ensino com os objetivos