Analitzar i crear nous productes i serveis turístics i hotelers de manera independent, innovadora i empresarial Conèixer i estudiar les tècniques de comercialització de l'empresa hotelera i de restauració Desenvolupar l'habilitat per argumentar i expressar-se de manera coherent i intel · ligible per elaborar textos escrits comprensibles i organitzats, així com per exposar resultats oralment i en públic Dissenyar i aplicar processos i estratègies comunicatives en els diversos àmbits de treball, seleccionant i utilitzant les tecnologies de la informació i la comunicació més adequades Utilitzar els idiomes estrangers estudiats com a vehicles normalitzats de comunicació internacional
1. Block 1. Introduction to Sales & Marketing in Hospitality. 2. Block 2. Trends in Hospitality. Guest expectations and behaviour. Segmentation. 3. Block 3. Understanding the competition in the market place. Blue Ocean strategy. 4. Block 4. Choosing appropriate distribution channels. 5. Block 5. E-marketing. The role of social media in the selling process.
Tipus d’activitat Hores amb professor Hores sense professor Total Anàlisi / estudi de casos 4,00 10,00 14,00 Debat 3,00 0 3,00 Elaboració individual de treballs 0 25,00 25,00 Exposició dels estudiants 7,50 0 7,50 Lectura / comentari de textos 0 10,50 10,50 Sessió expositiva 18,00 22,00 40,00 Total 32,50 67,50 100
James R. Abbey (2008). Hospitality Sales & Marketing. Amer Hotel & Motel Assn. Judy A. Siguaw & David C. Bojanic (2003). Hospitality Sales: Selling Smarter. Delmar Cengage Learning.
Activitats d'avaluació: Descripció de l'activitat Avaluació de l'activitat % Enriching discussions about today’s tourism topics Participation levels: 6-7, 7-8, 8-9. Valoration depending on quantity and quality of contribution 20 Development of a Final Project using the acquired knowledge during the classes The grades are based upon content quality and research 60 Presentation of exercises and Final Project Grades are based upon presentation skills of students. Articulation and level of English 20
Tipología de evaluaciones Continuous assessment: This is the ordinary assessment type (minimum of 80% attendance which means a maximum of 3 lessons or 7,5 hours may be missed, regardless of justifications). Students with less than 80% attendance will have to pass the re-sit assessment (Final Project and exam). Students who fail the continuous assessment will be re-evaluated in the re-sit assessment (Final Project and exam). Students who haven’t obtained a passing grade for their Final Group project only will have to improve the Final Project for the re-sit assessment (60% of the final overall mark). Global assessment: Students are to develop a final project on an individual basis. In case of not obtaining a passing grade, they will be re-evaluated in the re-sit assessment (Final Project and exam). Re-sit assessment: Improvement of the Final Project (60% of the final overall mark) as well as a written exam (40% of the final overall mark; a case around commercial strategies). Criteris específics de la nota «No Presentat»:A student who fails to sit at least one of the evaluations mentioned above (continuous evaluation activities / global / re-sit) will be qualified “No presentado”.
Good level of English. Recommendable reading Hospitality Sales & Marketing by James R. Abbey. Laptop required for all classes.