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Marketing and Comercialisation Management

Code: 43410
Credits: 6
2026/2027
Degree programme Type Course
Hotel Management OB 1

Contact lecturer

Name :
Víctor Gimenez Garcia
Email :
victor.gimenez@uab.cat

Teaching staff

Daniel Blabia Girau
Vera Butkouskaya

Teaching staff (external to UAB)

Josep Maria Anguera
Mariona Bragulat

Group languages

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

Prerequisites

There are no prerequisites for taking this course

Objectives

The main purpose of the module is to provide participants with a modern and up-to-date approach to marketing management and marketing in the hotel sector, laying the foundations for managing the concepts and tools and strategies of Corporate Marketing. Special attention is paid to the most relevant aspects in the practical management of hotel marketing, such as marketing through TTOO and / or electronic channels (e-commerce), price management (revenue management), branding and image / corporate communication as a key positioning element in hotel chains. Special attention is paid to the changes in the hotel distribution that are being experienced in recent years.

The objectives are:

To provide the necessary elements to make a marketing plan
To show the relationships between the marketing plan and the financial plan
To show key elements of brand management
To provide key reports in the sector for the analysis of competition, pricing and commercial policy
To show the importance of the management of social networks and other online tools

Learning outcomes

  1. Continue the learning process, to a large extent autonomously.
  2. Develop management and leadership skills.
  3. Identify and combine indicators with which to prepare reports for decision-making.
  4. Work in interdisciplinary teams.
  5. Use acquired knowledge as a basis for originality in the application of ideas, often in a research context.
  6. Solve problems in new or little-known situations within broader (or multidisciplinary) contexts related to the field of study.
  7. Take decisions on marketing for a hotel organisation.
  8. Master the latest techniques in hotel marketing and commercialisation.
  9. Use branding in managing the portfolio of hotel establishments as a competitive positioning tool.
  10. Efficiently manage external and internal hotel corporate communication.
  11. Apply the techniques of customer segmentation.
  12. Master the techniques for gaining customer loyalty.
  13. Design hotel services.
  14. Draw up a marketing plan at hotel-chain level and at hotel-establishment level.
  15. Know the interconnection between the sales plan and the hotel budget.
  16. Master the typical channels for hotel commercialisation.
  17. Identify the online hotel-commercialisation channels.
  18. Master the techniques and tools of revenue management.
  19. Know the basic outputs of the marketing and commercialisation modules in the Information Systems.
  20. Take decisions on marketing and commercialisation on the basis of information from the marketing and commercialisation module in the information system.
  21. Exploit the potential of ICT for gaining customer loyalty, hotel promotion and sales.

Contents


  1. Hotel marketing

  2. Design and management of hotel products

  3. The role of marketing in strategic planning

  4. Segmentation and positioning

  5. The hotel marketing and the sales plan

  6. Revenue management

  7. The communication and branding strategy

  8. Hotel branding and corporate image. Social media

Learning activities and methodology

Title Hours ECTS Learning outcomes
Theory classes 55 2.2
Case studies work in classroom and teacher advice 38.5 1.54
Study, case studies and exams preparation 55 2.2

Teaching language: Spanish

The teaching methodology is based on different activities:

  • Theory lectures where the professors will present the general topics, cases / exercises will be solved / discussed and debates will be held among students on topics exposed and previously read or explained
  • Exams
  • Computer sessions to work the case studies
  • Personalized advice with the professor

In this course, the use of Artificial Intelligence (AI) technologies is not allowed in any of its phases. Any assignment containing AI-generated content will be considered a breach of academic integrity and may result in partial or full penalization of the activity's grade, or more severe sanctions in serious cases.

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
Project 2 presentation 25% 0.5 0.02 3, 5, 7, 8, 10, 11, 12, 13, 15, 16, 17, 18, 19, 20, 21
Project 1 presentation 45% 0.5 0.02 2, 4, 6, 7, 13, 14, 16, 17, 20
Exam 30% 0.5 0.02 1, 2, 3, 5, 6, 7, 8, 9, 10, 11, 12, 13, 14, 15, 16, 17, 18, 19, 20, 21

This subject/module does not offer the option for comprehensive evaluation


The commission of 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 could lead to a significant variation in the grade will result in that activity being graded with a 0. If the course guide stipulates that passing the subject requires obtaining a minimum grade in that assessment activity, or if several irregularities occur in the assessment activities of the same subject, the final grade for that subject will be 0. Independently of this, disciplinary proceedings may be initiated against any student who commits any of these irregularities.


There is an minimum attendance of 80% to the lectures to pass the course. Students obtaining a minimum score of 3.5 (first sitting) could attend the retake exam.

Bibliography

  • ÁLVAREZ SOUSA A. (1994). El Ocio Turístico en las Sociedades Industriales Avanzadas. Ed. Barcelona Bosch.
  • DUBOIS B. y ROVIRA CELMA A.(2006). Comportamiento de Consumidor. Prentice Hall, 1998.
  • FERNÁNDEZ CASADO, A. (2014). Manual práctico de dirección de hoteles, marketing y ventas online del siglo XXI.
  • KOTLER, P., BOWEN, J., MAKENS, J.(2003). Marketing para Turismo. Ed. Prentice Hall.
  • MIDDLETON V. (1990). Marketing in Travel and Tourism. Ed. Heinemann profesional publishing, Oxford.
  • MUÑOZ OÑATE, F. (1994). Marketing Turístico. Editorial Centro de Estudios Ramón Aceres.
  • OLLER NOGUÉS, J (1997). Creación y mejora de empresas turísticas. Ed. Deusto.
  • VALLS J.F (1996). Las claves del mercado turístico: como competir en el nuevo entorno, Ed. Bilbao Deusto Coop.

Software

Excel

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
(TEm) Theory (master) 1 Spanish first semester afternoon
(TEm) Theory (master) 2 Spanish first semester afternoon