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Strategic Marketing

Code: 101210
Credits: 6
2026/2027
Degree programme Type Course
Tourism OB 3

Contact lecturer

Name :
Anna Zinenko
Email :
anna.zinenko@uab.cat

Group languages

You can consult this information at the end of the document.

Prerequisites

There are no prerequisites.

Objectives

This course explains the main decisions in relation to the variables that make up the marketing mix; namely, the decisions associated with new product development, pricing strategies, communication strategies, as well as strategies associated with the distribution of touristic products.

At the end of the course, students will have a set of theoretical marketing tools that will enable them to formulate competitive business strategies. They will also be able to select the different elements that make up a marketing plan and evaluate the relationships between them.

While working on integrated marketing projects, students will incorporate knowledge gained from the Tourism Marketing course (first semester) and place special emphasis on integrating the Sustainable Development Goals (SDGs) into their corporate strategies. They are encouraged to integrate gender perspectives when developing STP strategies for their final projects.

 

Learning outcomes

  1. Develop a capacity for independent learning.
  2. Use communication techniques at all levels.
  3. Take decisions in situations of uncertainty, taking into account potential consequences of these decisions in the short, medium and long term.
  4. Plan, organise and coordinate a work team, creating synergies and showing empathy.
  5. Work in a team.
  6. Have a business vision, pinpoint the customer's needs and pre-empt possible changes in the environment.
  7. Behave responsibly towards the environment.
  8. Discern the function, nature and scope of marketing in the organisation.
  9. Set objectives and make plans, from a commercial perspective.
  10. Identify the processes that make up the strategic management of human resources.
  11. Analyse and diagnose the situation of a tourist destination, resource or space.
  12. Perform an internal and external analysis to diagnose a business's commercial situation.
  13. Apply the techniques of budgeting and strategic planning.
  14. Apply different tools to analyse human resources.
  15. Identify the interrelationship between tourism, quality and sustainability.
  16. Use quality management policies (ISO, EFQM, etc.) as a strategic element in companies in the tourism sector.
  17. Identify policies on the environment and sustainability as a differential feature of the tourism sector.
  18. Apply strategic marketing as a source of competitive advantage for tourism entities.
  19. Define commercial policies in tourism companies and products, based on segmentation and market research techniques.
  20. Decide on the different elements that make up a marketing plan and draw up the plan.
  21. Identify and evaluate new business opportunities in the sector.
  22. Identify the resources and capacities needed to develop new businesses.
  23. Make judgements and choices in the area of human resources, establishing suitable channels for implementing and monitoring strategies in this area.
  24. Develop skills in leadership and conflict management.
  25. Develop the skills needed to adapt to new business scenarios.
  26. Develop problem-solving skills in business.
  27. Apply market research and segmentation techniques to the analysis of information on the tourism sector.
  28. Analyse information obtained in the commercial research process.
  29. Manage human resources in tourism organisations.
  30. Behave ethically and adapt to different intercultural contexts.
  31. Display a customer service orientation.

Contents

1. DESIGNING AND MANAGING TOURISTIC PRODUCTS


1.1 Characteristics of touristic products


1.2 Branding strategy


1.3 New-product development


1.4 Product life-cycle strategies


2. PRICING STRATEGIES


2.1 Factors to consider when setting prices


2.2 Pricing approaches


2.3 Price changes


3. PROMOTING PRODUCTS


3.1 Integrated Marketing Communication (IMC)


3.2 Communication strategies


3.3 Advertising and gender perspective


3.4. Online Marketing


3.5. Sales Promotion


3.6. Public Relations


3.7. Professional Sales and Direct Marketing


4. DISTRIBUTION CHANNELS


4.1 Nature of Distribution systems


4.2 Channel behaviour


4.3 Setting channel members


4.4 Responsibilities of channel members


4.5 Evaluating channel effectiveness


5. FUTURE OF TOURISM MARKETING


5.1 Sustainable Tourism


5.2 Monitoring the tourist market


6. MARKETING PLAN


6.1. Purpose of marketing plan.


6.2. Action plans


6.3. Implementation of marketing plan

Learning activities and methodology

Title Hours ECTS Learning outcomes
Elaboration of reports and presentations 30 1.2 1, 5, 15, 16, 18, 20, 21, 23, 26, 27, 28
Public presentation of work 4 0.16 5, 18, 19, 23
Solutions of case studies 12 0.48 1, 11, 12, 19, 21, 25
Study 26 1.04 1
Solutions of case studies 12 0.48 3, 4, 5, 9, 18, 21, 25, 28
Tutorials 19 0.76 1
Theoretical classes 32 1.28 2, 3, 8, 18, 19, 20, 27

Language of the course: English

Classroom theoretical part:

a) Lectures by professor

Classroom practical part:

a) Case studies presentations by students

b) Discussion of sector’s economic news

c) Discussion of practical cases

Self-learning part:

a) Resolution of cases by students

b) Tutorials regarding individual cases

c) Group tutorials for group projects

Annotation: within the schedule set by the centre or degree programme, 15 minutes of one class will be reserved for students to evaluate their lecturers and their courses or modules through questionnaires.

Assessment

Continuous assessment activities

Title Weight Hours ECTS Learning outcomes
Practical case studies 30% 5 0.2 1, 2, 4, 7, 15, 16, 17, 19, 21, 23, 24, 25, 28, 30
Marketing Plan 40% 5 0.2 2, 3, 4, 5, 6, 8, 9, 10, 11, 12, 13, 14, 18, 19, 20, 21, 22, 24, 25, 26, 27, 28, 29, 31
Exams 30% 5 0.2 1, 10, 13, 14, 18, 27, 28

The evaluation of this subject consists of the following system:

  1. The execution of a partial exam, which will be worth 30% of the final grade and which will include the theoretical material covered in the lectures.
  2. The execution of several practical projects proposed during the course and delivered within the deadline, which will be worth 30% of the final grade (5%-10% each work).
  3. The realization of a Strategic Marketing Plan for a new tourist product (Transversal project): 40% of the final grade. A correct formal presentation and careful elaboration will be valued.


To pass the course, student needs a minimum score of 5 out of 10 (on average) in each of the three parts of evaluation (separately) to calculate the final grade for the course. Otherwise, he/she should go to the final exam.


Single assessment: Final exam (100% of the final grade).


Failure to pass the final exam, obtaining a score between 3.5 and 4.8, Student should attend the revaluation to pass the subject.


The grade for the subject will be NOT EVALUABLE when the student attends less than half of the assessment activities and/or does not attend the final exam.


Use of AI

This subject allows restricted use of Artificial Intelligence (AI) technologies. In this subject, AI is exclusively an assistance tool, with responsible and conscious use authorised for tasks such as brainstorming, grammatical revision, or support in searching for bibliography and information sources. Its use as a content-generation tool is prohibited.


The student must clearly identify in which parts of the work authorised use of AI has been involved, specify the tools used, and include a critical reflection on how the use of this technology has influenced the process and the final outcome of the activity. Lack of transparency in the use of generative AI in this assessable activity will be considered a breach of academic integrity and may lead to a partial or total penalty in the mark awarded for the work, or to more serious sanctions in cases of greater severity.


In accordance with the current academic regulations, “in the event of a student committing any irregularity that may lead to a significant variation in the grade awarded to an assessment activity, the student will be given a zero for this activity, regardless of any disciplinary process that may take place. In the event of several irregularities in assessment activities of the same subject, the student will be given a zero as the final grade for this subject”.

Bibliography

KOTLER, P., BOWEN, J., MAKENS, J., BALOGLU, S.:”Marketing for Hospitality and Tourism” Global Edition, Pearson, 8th Edition, 2021.

KOTLER, P., AMSTRONG, G.: “Principles of Marketing” 19th Global Edition, Pearson, 2023.

 

Software

Miro board https://miro.com/

Genial.ly https://www.genial.ly/

AhaSlides https://ahaslides.com/

Course groups and languages

The information provided is provisional until November 30. After this date, you will be able to consult the language of each group through this link. To access the information, you will need to enter the course CODE

Type of teaching Group Language Semester Shift
(TE) Theory 1 English second semester morning-mixed
(TE) Theory 2 English second semester morning-mixed