Economia e Management | Cultural Tourism and big events service marketing

cod. 0212700032

CULTURAL TOURISM AND BIG EVENTS SERVICE MARKETING

	0212700032
	DIPARTIMENTO DI SCIENZE AZIENDALI - MANAGEMENT & INNOVATION SYSTEMS
	EQF6
	BUSINESS MANAGEMENT
	2017/2018

CURRICULUM ESPERTO IN GESTIONE DEI BENI E SERVIZI TURISTICO-CULTURALI E DEI GRANDI EVENTI

	OBBLIGATORIO
	YEAR OF COURSE 3
	YEAR OF DIDACTIC SYSTEM 2014
	PRIMO SEMESTRE

TEACHING UNITS

	SSD	CFU	HOURS	ACTIVITY	TYPE OF ACTIVITY
	SECS-P/08	10	60	LESSONS	COMPULSORY SUBJECTS, CHARACTERISTIC OF THE CLASS

	Objectives
	KNOWLEDGE AND UNDERSTANDING FUNDAMENTAL OBJECTIVE OF THE COURSE IS THE ACQUISITION OF BASIC KNOWLEDGE OF SERVICE, TOURISM AND CULTURAL MARKETING AND THE DEVELOPMENT OF CAPABILITIES OF UNDERSTANDING OF THE CORRECT APPROACH TO THE ENHANCEMENT OF A TERRITORY CULTURAL OFFERING THROUGH PROCESSES OF FRUITION OF TOURISM SERVICES AND BIG EVENTS. APPLYING KNOWLEDGE AND UNDERSTANDING THE TRAINING PATH AIMS TO ENDOW STUDENTS WITH THE CAPABILITY TO USE INNOVATIVE METHODS (MODELS, TECHNIQUES AND TOOLS) OF SERVICE MARKETING APPLIED TO THE SECTOR OF CULTURAL TOURISM AND BIG EVENTS.

KNOWLEDGE AND UNDERSTANDING
FUNDAMENTAL OBJECTIVE OF THE COURSE IS THE ACQUISITION OF BASIC KNOWLEDGE OF SERVICE, TOURISM AND CULTURAL MARKETING AND THE DEVELOPMENT OF CAPABILITIES OF UNDERSTANDING OF THE CORRECT APPROACH TO THE ENHANCEMENT OF A TERRITORY CULTURAL OFFERING THROUGH PROCESSES OF FRUITION OF TOURISM SERVICES AND BIG EVENTS.

APPLYING KNOWLEDGE AND UNDERSTANDING
THE TRAINING PATH AIMS TO ENDOW STUDENTS WITH THE CAPABILITY TO USE INNOVATIVE METHODS (MODELS, TECHNIQUES AND TOOLS) OF SERVICE MARKETING APPLIED TO THE SECTOR OF CULTURAL TOURISM AND BIG EVENTS.

	Prerequisites
	ECONOMIA E GESTIONE DELLE IMPRESE

	Contents
	PART ONE. CULTURE AND THE CULTURAL ITEM IN ITALY. CULTURAL VALUE. THE ENHANCEMENT OF CULTURAL AND NATURAL HERITAGE IN A SYSTEM PERSPECTIVE. THE SUPPLY OF CULTURAL ITEMS INTO A SERVICE POINT. TOURISM AS A CULTURAL PROCESS. THE CONTRIBUTION OF SERVICE-DOMINANT LOGIC. CASE STUDY SECOND PART. MARKETING APPLIED TO TOURISM AND CULTURAL EVENTS. PURCHASE BEHAVIOR. MARKET SEGMENTATION AND MARKET POSITIONING. DESIGN AND PRODUCT MANAGEMENT. THE PRICING. DISTRIBUTION CHANNELS. COMMUNICATION, PROMOTION, AND ADVERTISING. DESTINATION MARKETING. CASE STUDY

Contents

PART ONE.
CULTURE AND THE CULTURAL ITEM IN ITALY. CULTURAL VALUE. THE ENHANCEMENT OF CULTURAL AND NATURAL HERITAGE IN A SYSTEM PERSPECTIVE. THE SUPPLY OF CULTURAL ITEMS INTO A SERVICE POINT. TOURISM AS A CULTURAL PROCESS. THE CONTRIBUTION OF SERVICE-DOMINANT LOGIC. CASE STUDY

SECOND PART.
MARKETING APPLIED TO TOURISM AND CULTURAL EVENTS. PURCHASE BEHAVIOR. MARKET SEGMENTATION AND MARKET POSITIONING. DESIGN AND PRODUCT MANAGEMENT. THE PRICING. DISTRIBUTION CHANNELS. COMMUNICATION, PROMOTION, AND ADVERTISING. DESTINATION MARKETING. CASE STUDY

	Teaching Methods
	THE COURSE PROVIDES 60 HOURS (10 CFU) OF FRONTAL LESSONS WITH CASE DISCUSSION.

	Verification of learning
	VERIFICATION OF LEARNING WILL BE MADE WITH FINAL EXAMINATION. FINAL EVALUATION WILL BE ON A SCALE OF THIRTY. FINAL EXAMINATION WILL BE ARTICULATED IN A COLLOQUY LASTING NO MORE THAN TWENTY MINUTES.

	Texts
	PHILIP KOTLER - JOHN BOWEN - JAMES MAKENS, MARKETING DEL TURISMO 5/ED. PEARSON OR CHERUBINI S., MARKETING CULTURALE. PRODOTTI SERVIZI EVENTI, FRANCO ANGELI OR GOLINELLI G.M. (ED.). CULTURAL HERITAGE AND VALUE CREATION. TOWARDS NEW PATHWAYS, SPRINGER INTERNATIONAL, 2015

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