General information

Subject type: Basic

Coordinator: Alex Araujo Batlle

Trimester: Second term

Credits: 6

Teaching staff: 

Benedict Maimi


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
  • CE4. Turn an "empirical" problem into a research project and draw conclusions.

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

  • CE9. Work in different cultural media, providing solutions to the different problems that arise.

  • CE17. Recognize details of the operation of destinations, tourist structures and their business sectors worldwide.

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

  • CT2. Show willingness to learn about new cultures, experiment with new methodologies and encourage international exchange.

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

  • CT4. Demonstrate entrepreneurial leadership and leadership skills that build personal confidence and reduce risk aversion.

  • 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.


  • 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.
  • Study of consumer behavior.

NOTE: This subject has methodological and digital resources to make possible its continuity in non-contact mode in case it is necessary for reasons related to the Covid-19. In this way, the achievement of the same knowledge and skills that are specified in this teaching plan will be ensured. The Tecnocampus will make available to teachers and students the digital tools needed to carry out the course, as well as guides and recommendations that facilitate adaptation to the non-contact mode.

Learning outcomes

• Understand the behavior of consumers of tourist goods and services
• Apply the principles and instruments of Marketing used in the marketing of tourist destinations.
• Develop the integrated corporate communication process and draw up a Strategic Communication Plan

Working methodology

  • Master classes will be combined with face-to-face seminars and tutorials and out-of-class work.
  • Discussion of case studies in class.
  • Participation of experts in the sector with talks and debates.


SUBJECT 1 Concept and nature of the tourist marketing

SUBJECT 2 The behavior of the consumer of goods and tourist services

SUBJECT 3 The tourist market

SUBJECT 4 Systems of information and commercial investigation

SUBJECT 5 Strategic marketing

SUBJECT 6 Marketing Mix  

SUBJECT 7 Commercial strategies

SUBJECT 8 Digital marketing

Learning activities

AF1. Theoretical sessions

AF2. Seminars

AF3. Work in group

AF4. Individual work

AF5. Personal study

Evaluation system

• Participation and activities in class 15%

• Group work 20%

• Individual work 20%

• Final exam 45%

Important:  It is mandatory to take the final exam to count the rest of the assessment, and get a minimum of 4 out of 10.

Only the final exam can be retaken on recovery.



Santesmases Mestre, M (2006). Marketing, concepts and strategies. Ed. Pyramid. 

Kotler, P., Jesus Garcia Madariaga, J. and Flores Zamora, J. (2011). Tourist marketing. Pearson

Bigné Alcañiz, E, Font Aulet, X. and Andreu Simó L. (2000). “Marketing of tourist destinations. Analysis and development strategies ”. ESIC