Estudia

• CE2 Aplicar, de manera reflexiva i crítica, metodologies d'investigació transdiciplinar i multidisciplinar a la realitat turística
• CG1 Comunicar-se oralment i per escrit sobre temes de l'especialitat de turisme de forma original i creativa, adaptant a l'auditori o als destinataris (audiències espertes i no expertes ) i utilitzant els suports i/o recursos que fan més eficaces les produccions orals
• CG4 interpretar i avaluar amb esperit crític i rigor intel·lectual els resultats obtinguts, tant derivats d'una actuació professional com del extrets d'una investigació

1. Module 1

          1.1. Strategic Positioning and Competitive Analysis

          1.2. Segmentation and Customer Behavior in Hospitality

          1.3. Marketing mix and distribution strategy

          1.4. Commercial Action Plan and Performance measurement

          1.5. Loyalty, Growth models and total Revenue management

2. Module 2

          2.1. What is marketing and what is it for?

          2.2. The digital world in figures.

          2.3. Strategy of a tourism digital marketing plan.

          2.4. The management of social networks.

          2.5. The ambassadors.

          2.6. Data, Customer Experience and A.I.

• Seaton, A.V.. (1996). The Marketing of tourism products :. Londres: International Thomson Business Press. Catàleg
• Morgan, Adam. (1999). Eating the big fish :. New York [etc.]: Wiley & Sons. Catàleg
• Fallon, Pat. (2007). Exprime la idea. Madrid: LID. Catàleg
• Lee, Nancy. (2011). Social marketing : (4th ed.). Thousand Oaks: SAGE. Catàleg
• Tsiotsou, Rodoula H.. Goldsmith, Ronald E.. (2012). Strategic marketing in tourism services. Bingley: Emerald. Catàleg
• Minazzi, Roberta. (2015). Social Media Marketing in Tourism and Hospitality /. Cham: Springer, a http://www.dawsonera.com/depp/reader/protected/external/AbstractView/S9783319051826 Catàleg

Activitats d'avaluació:

Module 1: 75% of the grade
Module 2: 25% of the grade

Module 1 ( 75% of the grade)
Examen : 35%
Final activity: 30%
Class Activities: 35%

Module 2 ( 25% of the grade)
Exam: 100%

The student must obtain a minimum of 5 in the grade of module 1 and a minimum of 5 in the grade of module 2 to pass the course

In cases where the teaching staff have doubts regarding the authorship of any assessment task, the student may be required to attend an in-person or synchronous interview (which may be recorded) in order to verify their knowledge and competencies and to ensure the authorship of the assessment work. If it is not possible to guarantee that the student is the author of the assessment task, it will receive a failing grade.

Criteris específics de la nota «No Presentat»:
If a student fails the subject and does not take the reassessment test(s), the final grade will be “Not Presented” (N.P.).

Avaluació única:
Under particular conditions where the student cannot follow the ongoing evaluation of the subject, he/she can take one final exam.
100% of the grade.
100% Final Exam.

Requisits mínims per aprovar:
In order to pass this subject, the student must have 5.0 out of 10 as a minimun qualification.

Students must comunicate with the professor via email so as to organise a meeting and discuss any problems regarding the understanding of the subject.

During each class and through emails, students will all necessary information regarding the subject and its evaluation.

The recommendation to carry out this subject successfully is to attend class with a proactive, curious and critical attitude, making thoughtful and relevant interventions to internalize the content.

All students are required to demonstrate proficiency in the following Microsoft Excel techniques and to apply them competently in practice:

? Basic mathematical operations.

? Percentage calculations.

? Elementary statistical functions.

Under no circumstances will instructional time be allocated to teaching this software, as it is the students’ responsibility to acquire and maintain these skills independently.