Business Management of tourism companies

The goal of the course is that the students acquire knowledge and abilities about the market analysis and the variables used by the marketing managers to achieve business objectives. In this context it is important for students to know the basic aspects of the tourist marketing and formulating marketing strategies about product,and price.

Chapter 1. THE IMPORTANCE OF MARKETING IN TOURISM COMPANY. The role of Marketing. Tourist experience. Market Orientation.

Chapter 2. MARKETING PLAN. Developing marketing strategies and plans.

Chapter 3. TOURIST CUSTOMER. Customer service in tourism companies and their satisfaction. Analysis of critical incidents. Customer Journey Map.

Chapter 4. ANALYZING TOURIST MARKETING. Gathering information. Competitor analysis.

Chapter 5. PRODUCT AND PRICE. Development of services. Pricing methods. Strategies on pricing,

Basic bibliography:

REY, M. (2017) "Marketing turístico: Fundamentos y Dirección" Pirámide.
KOTLER, P.; BOWEN, J,; MAKENS, J. (2015) "Marketing turístico" 6ª Edición, Pearson, Prentice-Hall.

Complementary bibliography:

MARTOS MARTÍNEZ, L. (2015) "Marketing en el sector turístico", Ed. Síntesis
SAINZ DE VICUÑA J.M. (2022) "El plan de marketing en la práctica, 24ª edición". Ed. ESIC.
SERRA, A. (2007) "Marketing Turístico" Pirámide.
SIXTO SANJOSÉ, V.M. (2022) "Sorpréndelos, manual práctico para la creación y gestión de experiencias turísticas, innovadoras, sostenibles y digitales".
KYE-SUNG, C. y RAYMOND, T. (2001) "Atención al cliente en Hostelería" Paraninfo, Thomson Learning.
MUNUERA, J.; RODRIGUEZ, A. (2012) "Estrategias de marketing: un enfoque basado en el proceso de dirección", ESIC.
V. ZEITHAML, J. BITNER Y D. GREMLER (2009), “Marketing de servicios”, ed. Mcgraw-Hill.
CUBILLO, J. Y BLANCO, A. (2015) “Estrategias de marketing sectorial”, Ed. ESIC.

Basic and general:
CG1 - Define the urban tourism and management of the tourist organizations.
CG2 - Apply the knowledge acquired to the reality of the tourism sector.
CG3 - Solve problems in new or unfamiliar.


Cross-disciplinary skills:
CT1 - Apply the ethical decision making.
CT2 - Demonstrate critical thinking.
CT3 - Analyze and synthesize information.
CT4 - Working in teams of diverse composition.
CT4 - Develop creative and entrepreneurial proposals.

Specific competencies:
CE1- Demonstrate a strategic vision to business problems.
CE2 - Apply the techniques of business management in the tourism sector.
CE3 - Describe the powers and functions of management areas.

The theoretical classes will be taught in person according to the schedule programmed by the center. The professor will make the necessary material available to the students on the Virtual Campus.

The interactive sessions will be taught in person according to the schedule programmed by the center. Practical cases of tourist companies will be analyzed, readings of texts and tourist articles will be commented/debated, as well as other questions presented by the teaching staff. It will also be proposed the possibility of participating in the Talent Match of the Hotusa Group.

The tutorials will be face-to-face, and some may be virtually through the different tools and platforms authorized by the USC.

1) Final test on content: 50% of the grade. The content test will be face-to-face and will include the entire program and the material exposed in the classes.
2) Activities in the interactive sessions: Resolution and participation in the analysis of cases, discussion of readings, presentation of papers and other activities related to classes (30% ) and a work related to the subject (20%). These activities will be part of the continuous evaluation of the students. The relationship of the different evaluable activities throughout the course, their weighting, and how they will be monitored will be indicated in the teaching guide for the subject that will be published in the virtual classroom at the beginning of the course.

To pass the subject in the final grade, the sum of both scores must be equal to or greater than 5 and must attend at least 80% of the scheduled face-to-face activities.

This assessment will be applied in June and July. The score obtained in the continuous evaluation (50%) will be maintained in July.

Following the Instruction Nº 1/2017 of Secretaría Xeral, students who are exempt from attendance in certain situations will be evaluated with a specific face-to-face test (100%). Exemption from attendance must be authorized in advance by the university. Students in this situation should contact the subject coordinator.

In cases of fraudulent performance of exercises or tests, the provisions of the “Regulations for evaluating student academic performance and reviewing grades” will apply.

The subject consist of 3 ECTS credits that correspond to 75 hours of students’ work, distributed as 27 contact hours and 48 hours of personal work.

It is recommended that students work on the subject throughout the semester and bring the theoretical concepts up to date. In this way they can apply this knowledge to practical cases, text comments and exercises