In this course, students will become more familiar with the marketing developments and practices applied in the hospitality, tourism and sea cruise sector. Enriching their knowledge with theories regarding market competitiveness, students will review definitions of theory to identify management and marketing practices within the hospitality, tourism and cruise industry.
To understand how players in the tourism industry can differentiate themselves from the competition, both the external and internal environments in which hospitality and cruise companies operate will be discussed. In addition, students will be gradually exposed to the basics of the cruise marketing plan. In this way, they will better understand the importance of the initial research, before continuing to the next steps of the process. They will learn how to identify and and closely monitor market segments (beyond traditional criteria, e.g. with
travel incentives), how to develop the final offer at a given pricing level through the most appropriate distribution channels and following appropriate communication activities. Current trends will be an integral part of the course so students will be able to suggest how cruise lines and tourist destinations can advertise effectively in a competitive space.
