Tourism Marketing

Studiengang

Bachelorstudiengang Unternehmensführung, Tourismus- & Freizeitwirtschaft

Kennzahl der Lehrveranstaltung

TOU-TSLB-3-TOM-TOM-VO

Anzahl der zugewiesenen ECTS-Credits

Name des/der Vortragenden

FH-Prof. MMag. Stadler Raphaela, PhD, Brida Stefan, BA MA

Art der Veranstaltung

face-to-face

empfohlene optionale Programmeinheiten

Derzeit nur in Englisch verfügbar
none

Prüfungsmethode

Project work

Niveau der Lehrveranstaltung laut Lehrplan

Bachelor

Studienjahr

Fall 2025

Semester in dem die Lehrveranstaltung angeboten wird

Unterrichtssprache

English

Lernergebnisse der Lehrveranstaltung

Derzeit nur in Englisch verfügbar
- A differentiation between strategic and operational marketing
- The basic principles of service, price, distribution, and communication policies
- Peculiarities and differentiations regarding touristic products/services
- Theoretical elements discussed on the basis of practical examples

Acquired skills and competencies:
Having completed "Marketing II", the students are able to:
- classify benefit dimensions and types of products;
- explain basic decisions within the scope of product and service policies;
- outline parameters for the design of a company's range of services;
- take decisions of pricing on the basis of predefined strategic objectives;
- explain the requirements, advantages and disadvantages as well as the aims
of price differentiation;
- Understand and be able to apply pricing models in tourism
- classify the various forms of price differentiation;
- explain the aims and tasks of distribution policy;
- give an outline and detailed explanation of the distribution institutions in
tourism;
- recognize the peculiarities of distribution policy in the services sector and the
tourism industry in particular;
- produce a rationale for direct and indirect distribution policies;
- outline the range of possible applications of electronic commerce in sales;
- integrate communication policy into current framework conditions;
- outline the components of decision-making in the context of an ideal process
of planning marketing communication, in particular including:
the individual components of planning communication strategies;
- demonstrate and differentiate the elementary aspects of constructing sales
messages with particular focus on:
the types of activating stimuli;
- outline the planning and implementation of communication tools;
- name and explain different approaches to assessing the efficiency of
communication

Lehrinhalte

Derzeit nur in Englisch verfügbar
Differentiation between strategic and operational marketing in tourism

Lehr- und Lernformen

Derzeit nur in Englisch verfügbar
The course comprises an interactive mix of lectures, discussions and individual and group work.

Praktikum

none

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