Urban tourism promotion

Specialization of students in the most important aspects of the promotion of urban tourism at different levels: urban product, urban package and city.

To achieve this objective, the subject is structured around four lessons:

Offline communication. Tools and cases in urban tourism marketing
Tourism marketing digital ecosystem. Tools and technology concurrency.
Online presence: website and mobile apps. Cases and examples
Online communication:social media implementation strategies and use cases.

Basic Bibliography:

Dodson, I. (2016) The Art of Digital Marketing: The Definitive Guide to Creating Strategic, Targeted, and Measurable Online Campaigns. Wiley.
Maciá-Domene, F. (2018) Estrategias de marketing digital (Social Media).
Kotler, P.; Haider, D.H.; Rein I. (1993) Marketing places: Attracting investment, industry, and tourism to cities, states, and nations, Free Press, Nova York.

Bibliografía complementaria:

Beerly, A.; Martín, J. (1999) Técnicas de Medición de la Eficacia Publicitaria, Ariel Economía, Barcelona.
Kotler, P. (2003) Marketing para turismo, Pearson, Madrid.
González, A.; Carrero, E. (2006) Manual de Planificación de Medios, Esic, Madrid.
Lanquar, R. (2001) Marketing turístico: de lo global a lo local, Ariel, Barcelona.
López, B. (2007) Publicidad Emocional: Estrategias Creativas, ESIC, Madrid.
Milio, I. (2000) Comercialización de productos y servicios turísticos, Paraninfo, Madrid.
Ordozgoiti, R.; Rodríguez, D.; Olmos, A.; Miranda, J.A. Publicidad on line, ESIC, Madrid.
Pérez Latre, F.J. (2000) Planificación y Gestión de Medios Publicitarios, Ariel, Barcelona.
Vich, G.A. (2003) Comercio electrónico y turismo: El caso balear, Universidad de les Illes Balears, Palma.

Further reading:

Beerly, A. and Martin, J. (1999) Técnicas de medición de la eficacia publicitaria, Ariel Economía, Barcelona.
Kotler, P. (2003) Marketing para turismo, Pearson, Madrid.
González, A.; Carrero, E. (2006) Manual de planificación de medios, ESIC, Madrid.
Lanquar, R. (2001) Marketing turístico: de lo global a lo local, Ariel, Barcelona.
Lopez, B. (2007) Publicidad emocional: Estrategias creativas, ESIC, Madrid.
Milio, I. (2000) Marketing de productos y servicios turísticos, Auditorium, Madrid.
Ordozgoiti, R.; Rodríguez, D.; Olmos, A.; Miranda, J.A. Publicidad on line, ESIC, Madrid.
Pérez Latre, F.J. (2000) Planificación y dirección de medios publicitarios, Ariel, Barcelona.
Vich, G.A. (2003) Comercio electrónico y turismo: El caso de las Islas Baleares, Universidad de Islas Baleares, Palma.

CG1 - Define urban tourism and tourism business management
CG2 - Apply the knowledge acquired to the tourism industry
CG4 - Make decisions based on limited information
CG6 - Integrate knowledge that provides an opportunity to develop and/or applicate ideas

CT1 - Apply ethics to decision making
CT2 - Demonstrate critical reasoning
CT3 - Analyze and synthesize information
CT4 - Work in teams of diverse composition
CT5 - Formulate creative and entrepreneurial proposals

CE10 - Explain the policies that affect the urban destination
CE12 - Describe the legal framework that regulates tourist activities and destinations

In the classroom sessions we will explain the theoretical aspects of the program and provide students the information necessary to develop the autonomous learning process. Interactive sessions will focus on the practical application of theoretical knowledge. This will involve case studies and readings. Additionally, students must make a communication plan for an urban product, urban package or for a city as a whole, preferably in groups. They will present the plan orally in class. Students could use tutoring schedule to resolve any doubts and the problems facing in the learning process. Teacher will use tutorials as a feedback channel.

The sessions will be carried out in the classroom (synchronous teaching).

The autonomous work of the students will be guided by the teacher during the hours dedicated to tutorials. Tutorials will be developed in person or virtually.

The students' personal work activities include, in addition to the time dedicated to study, the performance of the applications indicated by the teaching staff.

All the presentations will be made with projection cannon.
Virtual support will be used for teaching in all scenarios.

Continuous assessment will take into account participation in classes and all activities undertaken by students. Assessment of the theoretical knowledge will be made through an exam, which will account for 50% of the grade. The remaining activities will account for the other 50% of the grade.

To add to the exam score the score relative to the remaining activities, students must obtain at least 2 out of 5 on the exam. The aggregate grade will have to be equal to or greater than 5 out of 10 to pass the course.

It is compulsory to attend at least 70% of the hours of the subject.

Students who are granted exemption from class attendance (in accordance with Instruction No. 1/2017 of the General Secretariat on exemption from class attendance in certain circumstances) will be assessed with a specific final exam that will count for 100% of the grade.

The evaluation system will be the same for both first and second year students.
The evaluation will consist of face-to-face and virtual activities, if applicable, synchronous and asynchronous.


In the case of fraudulent exercises or tests, the rules for evaluating student performance and reviewing qualifications will apply.

The subject consists of 3 ECTS, which is a load of 75 hours of total work. Of these, 27 are contact hours the rest (48) are non-contact hours.

We recommend attendance, participation in all planned activities, both inside and outside the classroom, and the use of tutorials.