International Marketing for Tourism Companies
PROF. ELENA CEDROLA; PROF. LORETTA BATTAGLIA
COURSE AIMS
The increasing importance of the foreign markets and of the competitive pressure
are the biggest disruptive force to the operations of a company. National borders
play a diminishing role in delineating the business space and are no longer
sufficient to protect companies who pay little attention to the efficiency and
effectiveness of their business.
A scenario that sees companies operate in increasingly broader and more complex
environments requiring new strategic and management approaches that cater to the
features of international or global operations. The first part of the course sets out to
provide the main operational and analysis tools used to deal with the new
challenges faced by businesses today, whether these be small, medium or largesized companies.
The second part of the course will analyse the players and tools of the tourism
industry to equip the student with the critical and strategic keys needed to interpret
the phenomenon in a service and marketing logic. We will explore themes of both
national and international importance, developing some of the themes specific to
the trends underway.
COURSE CONTENT
FIRST PART (Prof. Elena Cedola) (40 hours-first semester)
– The internationalization process of companies in the arena of market
globalization.
– The internationalisation process: determining factors and hurdles.
– The strengths and weaknesses of Italian SMEs in the sphere of international
growth.
– Culture as a crucial factor in the internationalisation of products and services.
– Decisional aspects of operating abroad: the ethnocentric, polycentric and global
approaches.
– Internationalisation and the demand for information.
– Analysis of the foreign markets and their entry barriers.
– Methods of selecting the world markets.
– Culture and its influence on international marketing activities.
– Intercultural negotiations.
– Methods of entering the foreign markets: direct exports, indirect exports,
integration and direct foreign investment.
– International segmentation.
– The marketing mix for the international markets.
– Choosing the international product policy.
– International pricing.
– Communication for the international markets.
– Distribution decisions for foreign markets.
– Internet as a communication and sales tool. The internet marketing plan.
SECOND PART (Prof. Loretta Battaglia) (20 hours-second semester)
– Tourism and the tourism system: scenario, key market participants, roles,
trends.
– Sustainable development and tourism.
– Tourism destinations and the territory.
– Destination management and governance of the territory.
– Consumer of tourism services: needs, demand, purchasing process, ways in
which consumers enjoy the services, valuation criteria.
– Marketing mix for tourism services: supply of tourism service (product).
– Tourism marketing plan: analyses, strategies, operational phases.
– Internet for managing the supply of tourism destinations.
The course will also include classes dedicated to several special topics of current
interest.
READING LIST
For the first part:
E. CEDROLA, Il marketing internazionale per le piccole e medie imprese, McGraw Hill, Milan, 2005.
P. A. HERBIG, Marketing interculturale, Apogeo, Milan, 2003.
For the second part:
M. FRANCH (ed. by), Marketing delle destinazioni turistiche, McGraw-Hill, Milan, 2010 (parts to be
indicated during the course).
Supplemental material about specific topics will be provided by the professors with respect
to both parts of the course (such material will be made available on the Blackboard after
the related lecture).
TEACHING METHOD
Written exam (integrated with an optional oral exam).
ASSESSMENT METHOD
Classroom lectures. Possible practical assignments, case analyses and discussions in the
classroom, professional guest speakers.
NOTES
Students are supposed to know Marketing fundamental. It’s required the reading of: J.
BLYTHE-E. CEDROLA, Fondamenti di Marketing, Pearson, Milano, 2013.
Further information can be found on the lecturer's webpage
http://www2.unicatt.it/unicattolica/docenti/index.html, or on the Faculty notice board.
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