Teaching language: English

The teaching methodology combines theoretical and practical approaches through a variety of instructional methods, including lectures, individual discussions, online forums, case studies, group discussions, project-based learning, and tutorials. The course is designed to actively engage students and stimulate their intellectual and critical thinking through directed, autonomous, and supervised learning activities. These activities will be carried out both individually and in teams, with regular guidance and feedback provided by the instructor. Successful completion of the course generally involves the following activities:

1. Directed

1.1. Attendance at lectures and participation in individual in-class assessment activities.

1.2. Presentation and discussion of case studies or current news related to the course topics.

1.3. Presentation and discussion of the progress of the marketing plan during class sessions.

2. Autonomous

2.1. Self-directed learning through the textbook, lecture slides, reports, videos, online resources, and other materials available on the virtual campus.

2.2. Case studies or current news: reading, theoretical analysis, and submission of an individual presentation report through the virtual campus.

2.3. Project-based learning: progressive development of a comprehensive marketing plan through the virtual campus.

3. Supervised

3.1. Tutorials for the development of case studies or searching for current news related to the course topics.

3.2. Tutorials for the development of the group marketing plan.

Teaching methodology plan:

Week	Content	Method	Normative Bibliography
1, 2	Marketing Principles for Hospitality	Class Attendance and Participation, Tests, Project-Based Learning (Marketing Plan Progress)	Chapters 1, 2, 3
3, 4, 5	Environmental Analysis and Market Research	Class Attendance and Participation, Case Study/related news, Project-Based Learning (Marketing Plan Progress)	Chapters 4, 5, 6, 7
6		Midterm Exam
6, 7	Strategic Marketing: Segmentation, Target, Differentiation and Position	Class Attendance and Participation, Tests, Project-Based Learning (Marketing Plan Progress)	Chapters 8, 10
8, 9, 10	Operative Marketing: Hospitality Marketing Mix	Class Attendance and Participation, Case Study/related news, Project-Based Learning (Marketing Plan Progress)	Chapters 9, 11, 12, 13, 14, 16
11		Marketing Plan: Final Presentation

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.

A) CONTINUOUS ASSESSMENT:

The assessment of this course is based on the following components:

a) Attendance and participation in the classroom activities proposed by the instructor, including quizzes, accounting for 15% of the final grade.

b) Responses to questions raised during teaching cases and presentations of current news related to the course topics, accounting for 25% of the final grade.

c) Progressive development of a marketing plan and its final presentation in the form of a written report and presentation slides, accounting for 30% of the final grade.

d) Midterm examination, accounting for 30% of the final grade.

To calculate the final course grade, students must obtain a minimum score of 4.0 out of 10 in each assessed component.

B) SINGLE/FINAL ASSESSMENT:

This assessment consists of a final exam, without distinction between students who have not successfully passed the continuous assessment and those who have directly requested this single assessment through the competent bodies. In these cases, students are entitled to the single assessment in accordance with UAB regulations.

The date and time are established by the Official Schedule in accordance with the academic calendar.

C) REASSESSMENT:

Intended for continuous assessment students who obtain a grade between 3.5 and 5 in the Single Assessment. This restriction does not apply to students who have directly opted for the single assessment. In these cases, they are entitled to reassessment in accordance with UAB regulations. The maximum possible grade that may be obtained shall not exceed 5 out of 10. The nature of the assessment is to be defined. The date and time are established by the Official Schedule in accordance with the academic calendar.

The final grade for the course will be "Not Assessed" (NA) when the student completes less than 50% of the continuous assessment activities and/or does not sit the final assessment.

Integrated Use of AI:

The use of AI as a working tool is permitted, provided that the final result reflects a significant personal contribution, critical thinking, and achievement of the course's learning outcomes. Likewise, it will be mandatory to identify the tasks or sections in which AI has been used, indicate the tools employed, and include a critical reflection on its impact on the process and on the final result. Lack of transparency in the use of AI will result in a grade of 0 for the activity.

Under no circumstances may AI replace the student’s academic responsibility regarding authorship, truthfulness, and the quality of the submitted work.

Irregularities in an Assessment Activity

Any irregularity in an assessment activity — academic fraud, plagiarism, or improper use of AI, unless such use is expressly authorized in the course guide — that may lead to a significant change in the grade shall result in that assessment activity being graded as 0. If the course guide establishes that achieving a minimum grade in a specific assessment activity is an essential requirement for passing the course, or if several irregularities occur in the assessment activities of the same course, the final grade for the course shall be 0. In addition, disciplinary proceedings may be initiated against the student who commits any such irregularity.