General information

Subject type: Basic

Coordinator: Judith Turrión Prats

Trimester: Second term

Credits: 6

Teaching staff: 

Alexandra Mason Llorente

Teaching languages

  • Catalan
  • Spanish


Basic skills
  • CB1. That students have demonstrated knowledge and understanding in a field of study that is based on general secondary education, and is usually found at a level that, while supported by advanced textbooks, also includes some aspects. involving knowledge from the forefront of their field of study.

  • CB5. That students have developed those learning skills necessary to undertake further studies with a high degree of autonomy.

Specific skills
  • CE5. Apply a strong customer service orientation and handle communication techniques.

General competencies
  • CG1. Be able to work in a team, actively participate in tasks and negotiate in the face of dissenting opinions until reaching consensus positions, thus acquiring the ability to learn together with other team members and create new knowledge.

  • CG2. Be able to generate ideas and solve problems, both individually and collectively.

  • CG3. Be able to innovate by developing an open attitude to change and be willing to reevaluate old mental models that limit thinking.

  • CG4. Be able to integrate the values ​​of social justice, equality between men and women, equal opportunities for all and especially for people with disabilities, so that the studies of Tourism and Leisure Management contribute to train citizens for a just, democratic society based on a culture of dialogue and peace.

Transversal competences
  • CT1. Communicate properly orally and in writing in the two official languages ​​of Catalonia.

  • CT3. Formulate critical and well-argued reasoning, using precise terminology, specialized resources and documentation to support these arguments.

  • CT5. Master the main applications of computer tools and new technologies for ordinary academic activity.

  • CT6. Carry out tasks autonomously with the correct organization and timing of academic work.

  • CT7. Develop the ability to assess inequalities due to sex and gender to design solutions.


  • Introduction to the fundamental strategic principles of marketing around which the company's commercial activity is structured.
  • Analysis of the main factors and protagonists of the market, usual scenario of the activities of the marketing.
  • Foster creative and strategic capacity and its operational application in Marketing.
  • Know the usual terminology in marketing and promote analytical and synthesis skills.


The classroom (physical or virtual) is a safe space, free of sexist, racist, homophobic, transphobic and discriminatory attitudes, either towards students or teachers. We trust that together we can create a safe space where we can make mistakes and learn without having to suffer the prejudices of others.


SUBJECT 1 Introduction to tourism marketing: Concept and nature of tourism marketing

SUBJECT 2 Tourist market and tourist consumer behavior:

   2.1. Tourist market agents

   2.2. The behavior of the consumer of tourist goods and services

SUBJECT 3 Introduction to the marketing plan:

   3.1. Analytical phase: Information systems and commercial research

   3.2. Strategic phase: Strategic marketing

   3.3. Operational phase

         3.3.1. Marketing Mix

         3.3.2. Marketing strategies 

Evaluation system

  • Participation and activities in class 15%
  • Group work 20%
  • Individual work 20%
  • Final exam 45%


It is mandatory to take the final exam to count the rest of the assessment, and get a minimum of 5 out of 10.

Only the final exam can be retaken on recovery.



Bigné Alcañiz, Enrique, Font Aulet, Xavier and Andreu Simó Luisa (2000). "Marketing of tourist destinations. Analysis and development strategies". ESIC Publishing. Madrid


De la Ballina, Francisco Javier (2017). "Applied tourism marketing". ESIC Publishing. Madrid

Santesmases Mestre, Miguel (2006). "Marketing, concepts and strategies". Ed. pyramid 

Kotler, P., Madariaga, J. and Flores Zamora, J. (2011). "Tourism Marketing". Pearson Publishing


Rodriguez Antón, JM and Alonso Almeida, MM (2009). "New Trends and Challenges in Sctor Tourism: A Multidisciplinary Approach". Delta Publications. Madrid. 

Chamard, Camille (2014). "Territorial Marketing, how to develop the attractiveness and hospitality of territories?". Boeck Publishing. Brussels. 

Precedo Ledo, Andrés (2017). "Marketing cities and territories: a renewed vision". Dextra Editorial. Madrid 

Kotler, Philip; Keller, Kevin Lane. 2016. Marketing management (15th Ed.). Essex: Pearson