Paolo PICIOCCHI | DESTINATION MANAGEMENT AND MARKETING

cod. 1222800011

DESTINATION MANAGEMENT AND MARKETING

	1222800011
	DEPARTMENT OF POLITICAL AND COMMUNICATION SCIENCES
	EQF7
	MANAGEMENT OF TOURISM SYSTEMS FOR SUSTAINABLE DEVELOPMENT
	2024/2025

PERCORSO SHARED STUDY PATHWAY

	OBBLIGATORIO
	YEAR OF COURSE 2
	YEAR OF DIDACTIC SYSTEM 2022
	AUTUMN SEMESTER

TEACHING UNITS

	SSD	CFU	HOURS	ACTIVITY	TYPE OF ACTIVITY
1	MANAGEMENT E MARKETING DELLE DESTINAZIONI TURISTICHE - MOD. 1
	SECS-P/08	6	40	LESSONS	COMPULSORY SUBJECTS, CHARACTERISTIC OF THE CLASS
2	MANAGEMENT E MARKETING DELLE DESTINAZIONI TURISTICHE - MOD. 2
	SECS-P/08	6	40	LESSONS	COMPULSORY SUBJECTS, CHARACTERISTIC OF THE CLASS

PROFESSORS

	PAOLO PICIOCCHI1 T Curriculum
	AGOSTINO VOLLERO2 Curriculum

EXAMS

Exam	Date	Session
MANAGEMENT E MARKETING DELLE DESTINAZION	17/12/2024 - 10:00	SESSIONE ORDINARIA
MANAGEMENT E MARKETING DELLE DESTINAZION	17/12/2024 - 10:00	SESSIONE DI RECUPERO
MANAGEMENT E MARKETING DELLE DESTINAZION	14/01/2025 - 10:00	SESSIONE ORDINARIA
MANAGEMENT E MARKETING DELLE DESTINAZION	14/01/2025 - 10:00	SESSIONE DI RECUPERO
MANAGEMENT E MARKETING DELLE DESTINAZION	04/02/2025 - 10:00	SESSIONE ORDINARIA
MANAGEMENT E MARKETING DELLE DESTINAZION	04/02/2025 - 10:00	SESSIONE DI RECUPERO

	Objectives
	THE COURSE AIMS TO PROVIDE THE STUDENT WITH KNOWLEDGE RELATED TO THE MANAGEMENT AND MARKETING OF DIFFERENT TYPES OF DESTINATION MANAGEMENT ORGANIZATIONS (DMOS) AND ASSOCIATED ACTORS, PAYING ATTENTION TO THE OBJECTIVES, ORGANIZATIONAL STRUCTURES, FUNCTIONS, RELATIONSHIPS WITH LOCAL, NATIONAL AND INTERNATIONAL AUTHORITIES THAT CHARACTERIZE THEM. THIS OBJECTIVE WILL BE DEVELOPED WITH REFERENCE TO THE EVALUATION OF THE RELATIONSHIP BETWEEN THESE ORGANIZATIONS, NETWORKS AND TOURIST DESTINATIONS, IN A PERSPECTIVE OF SUSTAINABLE DEVELOPMENT. THE STUDENT WILL LEARN USEFUL METHODOLOGIES FOR UNDERSTANDING THE MANAGEMENT AND GOVERNANCE ASPECTS OF DESTINATIONS, AND THE MANAGEMENT PROCESSES OF THE INTERACTION DYNAMICS BETWEEN THE DIFFERENT COMMUNITIES AND THE DIFFERENT STAKEHOLDERS OF A TERRITORY IN ORDER TO OBTAIN A SUSTAINABLE COMPETITIVE ADVANTAGE FOR THE ENTIRE DESTINATION. KNOWLEDGE RELATED TO THE APPLICATION OF STRATEGIC AND OPERATIONAL MARKETING CONCEPTS TO THE WORLD OF TOURIST DESTINATIONS WILL ALSO BE PROVIDED. SPECIFICALLY, STUDENTS WILL BE ABLE TO DEVELOP: KNOWLEDGE RELATED TO EXPERIENTIAL MARKETING IN THE TOURISM SECTOR; ABILITY TO UNDERSTAND THE DIFFERENT FACETS OF THE BEHAVIOR OF THE MODERN AND POST-MODERN TOURIST; ABILITY TO ANALYZE AND EVALUATE THE MARKETING ENVIRONMENT THAT INFLUENCES TOURISM DEMAND AND SUPPLY; ABILITY TO IDENTIFY AND EVALUATE THE MARKETING STRATEGIES AND TACTICS IMPLEMENTED BY THE DIFFERENT ACTORS (ACCOMMODATION FACILITIES, TOUR OPERATORS, ONLINE TOURISM INTERMEDIARIES, TRAVEL AGENCIES AND DESTINATIONS) THAT INTERFACE WITH NATIONAL AND INTERNATIONAL TOURIST MARKETS. STUDENTS WILL BE ABLE TO EVALUATE THE EVOLUTIONARY DYNAMICS OF TOURISM COMPANIES AND DESTINATIONS, BOTH AT A CONCEPTUAL AND A PRACTICAL/SECTORAL LEVEL. IN THIS AREA, STUDENTS WILL BE ABLE TO INTERPRET THE EVOLUTIONARY DYNAMICS OF COMPANIES AND TERRITORIES THROUGH MODELS OF ANALYSIS AND ELABORATION OF MANAGERIAL CRITICAL THINKING, AS WELL AS KEYS FOR ASSESSING MANAGERIAL EFFECTIVENESS AND EFFICIENCY THROUGH THE VERIFICATION OF MODELS AND THE USE OF OPERATIONAL METHODS, TECHNIQUES AND TOOLS. THE COURSE AIMS TO INCREASE STUDENTS' ANALYTICAL SKILLS TO EFFECTIVELY APPLY THE FUNDAMENTALS OF BUSINESS ECONOMICS AND MANAGEMENT AND TO PROPERLY SET THE DECISION-MAKING PROCESS RELATED TO OBJECTIVES, STRATEGIES AND TACTICS, MEASUREMENT OF RESULTS, AND EVOLUTIONARY TRENDS IN THE FIELD OF MANAGEMENT AND MARKETING OF TOURIST DESTINATIONS. AT THE END OF THE COURSE, THE STUDENT MUST POSSESS ADEQUATE AUTONOMY OF JUDGMENT RELATED TO THE DESIGN, IMPLEMENTATION AND CONTROL OF THE TOURISM OFFER SYSTEM. IN TERMS OF COMMUNICATION SKILLS, THE STUDENT WILL BE ABLE TO REPRESENT AND COMMUNICATE THROUGH MULTIMEDIA REPRESENTATIONS THE RESULTS OF BOTH INDIVIDUAL AND GROUP PROCESSING. THE STUDENT WILL BE ABLE TO USE THE MAIN DIGITAL TOOLS AND COMPUTER RESOURCES FOR ANALYSIS, DATA INTERPRETATION AND PRESENTATION OF RESULTS.

THE COURSE AIMS TO PROVIDE THE STUDENT WITH KNOWLEDGE RELATED TO THE MANAGEMENT AND MARKETING OF DIFFERENT TYPES OF DESTINATION MANAGEMENT ORGANIZATIONS (DMOS) AND ASSOCIATED ACTORS, PAYING ATTENTION TO THE OBJECTIVES, ORGANIZATIONAL STRUCTURES, FUNCTIONS, RELATIONSHIPS WITH LOCAL, NATIONAL AND INTERNATIONAL AUTHORITIES THAT CHARACTERIZE THEM. THIS OBJECTIVE WILL BE DEVELOPED WITH REFERENCE TO THE EVALUATION OF THE RELATIONSHIP BETWEEN THESE ORGANIZATIONS, NETWORKS AND TOURIST DESTINATIONS, IN A PERSPECTIVE OF SUSTAINABLE DEVELOPMENT.

THE STUDENT WILL LEARN USEFUL METHODOLOGIES FOR UNDERSTANDING THE MANAGEMENT AND GOVERNANCE ASPECTS OF DESTINATIONS, AND THE MANAGEMENT PROCESSES OF THE INTERACTION DYNAMICS BETWEEN THE DIFFERENT COMMUNITIES AND THE DIFFERENT STAKEHOLDERS OF A TERRITORY IN ORDER TO OBTAIN A SUSTAINABLE COMPETITIVE ADVANTAGE FOR THE ENTIRE DESTINATION. KNOWLEDGE RELATED TO THE APPLICATION OF STRATEGIC AND OPERATIONAL MARKETING CONCEPTS TO THE WORLD OF TOURIST DESTINATIONS WILL ALSO BE PROVIDED. SPECIFICALLY, STUDENTS WILL BE ABLE TO DEVELOP: KNOWLEDGE RELATED TO EXPERIENTIAL MARKETING IN THE TOURISM SECTOR; ABILITY TO UNDERSTAND THE DIFFERENT FACETS OF THE BEHAVIOR OF THE MODERN AND POST-MODERN TOURIST; ABILITY TO ANALYZE AND EVALUATE THE MARKETING ENVIRONMENT THAT INFLUENCES TOURISM DEMAND AND SUPPLY; ABILITY TO IDENTIFY AND EVALUATE THE MARKETING STRATEGIES AND TACTICS IMPLEMENTED BY THE DIFFERENT ACTORS (ACCOMMODATION FACILITIES, TOUR OPERATORS, ONLINE TOURISM INTERMEDIARIES, TRAVEL AGENCIES AND DESTINATIONS) THAT INTERFACE WITH NATIONAL AND INTERNATIONAL TOURIST MARKETS.

STUDENTS WILL BE ABLE TO EVALUATE THE EVOLUTIONARY DYNAMICS OF TOURISM COMPANIES AND DESTINATIONS, BOTH AT A CONCEPTUAL AND A PRACTICAL/SECTORAL LEVEL. IN THIS AREA, STUDENTS WILL BE ABLE TO INTERPRET THE EVOLUTIONARY DYNAMICS OF COMPANIES AND TERRITORIES THROUGH MODELS OF ANALYSIS AND ELABORATION OF MANAGERIAL CRITICAL THINKING, AS WELL AS KEYS FOR ASSESSING MANAGERIAL EFFECTIVENESS AND EFFICIENCY THROUGH THE VERIFICATION OF MODELS AND THE USE OF OPERATIONAL METHODS, TECHNIQUES AND TOOLS. THE COURSE AIMS TO INCREASE STUDENTS' ANALYTICAL SKILLS TO EFFECTIVELY APPLY THE FUNDAMENTALS OF BUSINESS ECONOMICS AND MANAGEMENT AND TO PROPERLY SET THE DECISION-MAKING PROCESS RELATED TO OBJECTIVES, STRATEGIES AND TACTICS, MEASUREMENT OF RESULTS, AND EVOLUTIONARY TRENDS IN THE FIELD OF MANAGEMENT AND MARKETING OF TOURIST DESTINATIONS.

AT THE END OF THE COURSE, THE STUDENT MUST POSSESS ADEQUATE AUTONOMY OF JUDGMENT RELATED TO THE DESIGN, IMPLEMENTATION AND CONTROL OF THE TOURISM OFFER SYSTEM.

IN TERMS OF COMMUNICATION SKILLS, THE STUDENT WILL BE ABLE TO REPRESENT AND COMMUNICATE THROUGH MULTIMEDIA REPRESENTATIONS THE RESULTS OF BOTH INDIVIDUAL AND GROUP PROCESSING. THE STUDENT WILL BE ABLE TO USE THE MAIN DIGITAL TOOLS AND COMPUTER RESOURCES FOR ANALYSIS, DATA INTERPRETATION AND PRESENTATION OF RESULTS.

	Prerequisites
	NONE

	Contents
	THE COURSE IS ARTICULATED IN TWO MODULES (1. MANAGEMENT; 2. MARKETING). CONTENT: PRINCIPLES OF TOURISM BUSINESS MANAGEMENT (5 HOURS LECTURES) THE VIABLE SYSTEMIC APPROACH FOR THE TERRITORY AND TOURISM BUSINESSES (5 HOURS LECTURES) BUSINESS MODELS CANVAS (5 HOURS LECTURES + 3 HOURS EXERCISES) TOURISM AS A TOURIST DESTINATION FROM THE PERSPECTIVE OF SUSTAINABLE DEVELOPMENT (6 HOURS LECTURES) DESTINATION MANAGEMENT AND TERRITORIAL GOVERNANCE (5 HOURS LECTURES + 3 HOURS EXERCISES) PROCESSES AND FUNCTIONS OF DESTINATION MANAGEMENT (5 HOURS LECTURES) DESTINATION MANAGEMENT AND RELATIONSHIPS BETWEEN ACTORS (5 HOURS LECTURES) MARKET ANALYSIS AND RESEARCH IN THE TOURISM SECTOR (5 HOURS LECTURES) STRATEGIC MARKETING FOR TOURISM COMPANIES AND DESTINATIONS (3 HOURS LECTURES + 2 HOURS EXERCISES) ANALYSIS OF CONSUMER/TOURIST BEHAVIOR (3 HOURS LECTURES + 2 HOURS EXERCISES) MARKETING MIX FOR TOURISM (3 HOURS LECTURES + 2 HOURS EXERCISES) PLACE IDENTITY, PLACE IMAGE AND PLACE REPUTATION (3 HOURS + 2 EXERCISES)

Contents

THE COURSE IS ARTICULATED IN TWO MODULES (1. MANAGEMENT; 2. MARKETING). CONTENT: PRINCIPLES OF TOURISM BUSINESS MANAGEMENT (5 HOURS LECTURES)
THE VIABLE SYSTEMIC APPROACH FOR THE TERRITORY AND TOURISM BUSINESSES (5 HOURS LECTURES)
BUSINESS MODELS CANVAS (5 HOURS LECTURES + 3 HOURS EXERCISES)
TOURISM AS A TOURIST DESTINATION FROM THE PERSPECTIVE OF SUSTAINABLE DEVELOPMENT (6 HOURS LECTURES)
DESTINATION MANAGEMENT AND TERRITORIAL GOVERNANCE (5 HOURS LECTURES + 3 HOURS EXERCISES)
PROCESSES AND FUNCTIONS OF DESTINATION MANAGEMENT (5 HOURS LECTURES)
DESTINATION MANAGEMENT AND RELATIONSHIPS BETWEEN ACTORS (5 HOURS LECTURES)
MARKET ANALYSIS AND RESEARCH IN THE TOURISM SECTOR (5 HOURS LECTURES)
STRATEGIC MARKETING FOR TOURISM COMPANIES AND DESTINATIONS (3 HOURS LECTURES + 2 HOURS EXERCISES)
ANALYSIS OF CONSUMER/TOURIST BEHAVIOR (3 HOURS LECTURES + 2 HOURS EXERCISES)
MARKETING MIX FOR TOURISM (3 HOURS LECTURES + 2 HOURS EXERCISES)
PLACE IDENTITY, PLACE IMAGE AND PLACE REPUTATION (3 HOURS + 2 EXERCISES)

	Teaching Methods
	THE COURSE CONSISTS OF TWO MODULES AND IN BOTH IT WILL COMBINE THEORY AND PRACTICE IN AN INTERACTIVE ENVIRONMENT. LECTURES WILL BE INTEGRATED WITH CASE STUDIES AND EXERCISES (INDIVIDUAL AND GROUP) DRAWN FROM THE "REAL WORLD" OF DESTINATION MANAGEMENT AND MARKETING PRACTICE

	Verification of learning
	THE ACHIEVEMENT OF THE TEACHING OBJECTIVES IS CERTIFIED THROUGH THE CREATION OF INDIVIDUAL OR GROUP PROJECT WORKS AIMED AT THE APPLICATION OF THE PRACTICAL KNOWLEDGE ACQUIRED ON REAL CASES/PROBLEMS OF DESTINATION MANAGEMENT AND MARKETING. FURTHERMORE, PASSING AN EXAM WITH A MARK OUT OF THIRTY IS REQUIRED. THE EXAM INCLUDES A WRITTEN TEST (AS AN ALTERNATIVE TO THE PROJECT WORKS) AND AN ORAL TEST. THE WRITTEN TEST IS AIMED AT OBJECTIVELY ASCERTAINING THE LEVEL OF KNOWLEDGE AND UNDERSTANDING REACHED BY THE STUDENT ON THE THEORETICAL AND METHODOLOGICAL CONTENTS INDICATED IN THE PROGRAM, AS WELL AS THE ABILITY TO APPLY THE ACQUIRED THEORETICAL KNOWLEDGE. THE ORAL TEST CONSISTS OF THE DISCUSSION OF THE PROJECT WORK AND THE VERIFICATION OF THE ACQUISITION OF THEORETICAL KNOWLEDGE, THE METHOD AND THE PROBLEM SOLVING APPROACH DEVELOPED.

Verification of learning

THE ACHIEVEMENT OF THE TEACHING OBJECTIVES IS CERTIFIED THROUGH THE CREATION OF INDIVIDUAL OR GROUP PROJECT WORKS AIMED AT THE APPLICATION OF THE PRACTICAL KNOWLEDGE ACQUIRED ON REAL CASES/PROBLEMS OF DESTINATION MANAGEMENT AND MARKETING. FURTHERMORE, PASSING AN EXAM WITH A MARK OUT OF THIRTY IS REQUIRED. THE EXAM INCLUDES A WRITTEN TEST (AS AN ALTERNATIVE TO THE PROJECT WORKS) AND AN ORAL TEST.
THE WRITTEN TEST IS AIMED AT OBJECTIVELY ASCERTAINING THE LEVEL OF KNOWLEDGE AND UNDERSTANDING REACHED BY THE STUDENT ON THE THEORETICAL AND METHODOLOGICAL CONTENTS INDICATED IN THE PROGRAM, AS WELL AS THE ABILITY TO APPLY THE ACQUIRED THEORETICAL KNOWLEDGE.
THE ORAL TEST CONSISTS OF THE DISCUSSION OF THE PROJECT WORK AND THE VERIFICATION OF THE ACQUISITION OF THEORETICAL KNOWLEDGE, THE METHOD AND THE PROBLEM SOLVING APPROACH DEVELOPED.

	Texts
	MARTINI, U. (2017). MANAGEMENT E MARKETING DELLE DESTINAZIONI TURISTICHE TERRITORIALI: METODI, APPROCCI E STRUMENTI. MCGRAW-HILL MATERIAL PROVIDED BY PROFESSORS

	More Information
	-

Lessons Timetable

BETA VERSION Data source ESSE3 [Ultima Sincronizzazione: 2024-11-18]

Paolo PICIOCCHI | DESTINATION MANAGEMENT AND MARKETING