B021367 - TOURISM AND SPORT MARKETING

Inglese

1) Trends in the Leisure industry
2) Defining Marketing for Tourism and Sport
3) The Marketing Environment
4) Stakeholders and Providers in Tourism and Sport sectors
5) Tourism and Sport: products or services?
6) People Tourism and Sport’s demand
7) Managing Tourism and Sport Products
8) Pricing Tourism and Sport
9) Distributing Tourism and Sport Services
10) Communicating and Promoting Tourism and Sport Products

Kotler P., Bowen J., Makens J. (2014), Marketing for Hospitality and Tourism, 6th Ed., Pearson.
Taylor P. (2011) (ed.), Torkildsen’s Sport and Leisure Management, 6th Ed., Routledge.
Grönroos C. (2015), Service Management and Marketing. Managing the Service Profit Logic, 4th Ed, Wiley.

Per Studenti Erasmus: Background in Economia e/o Management

Lezioni interattive, esercitazioni, lavori di gruppo

STUDENTI FREQUENTANTI: Valutazione di un project work; STUDENTI NON FREQUENTANTI: Esame scritto con domande aperte. Testi di riferimento:
Kotler P., Bowen J., Makens J. (2014), Marketing for Hospitality and Tourism, 6th Ed., Pearson.
Taylor P. (2011) (ed.), Torkildsen’s Sport and Leisure Management, 6th Ed., Routledge.
Grönroos C. (2015), Service Management and Marketing. Managing the Service Profit Logic, 4th Ed, Wiley.
Zagnoli P., Radicchi E. (2011), Sport Marketing e nuovi media, Franco Angeli, Milano.
Pitts B.G., Stotlar D.K. (2013), Fundamentals of Sport Marketing, 4th Ed., FIT Publishing.
Goeldner C.R., Ritchie J.R.B. (2012), Tourism. Principles, Practices, Philosophies, 12th Ed., Wiley.
Zagnoli P., Radicchi E. (2015), “Sports Marketing and New Media: Value co-creation and Intertype Competition”, in Chanavat N., Chadwick S., Desbordes M. (Eds.), Handbook of Sport Marketing, Routledge, forthcoming.
Zagnoli P. (2014), “Ruralità, turismo e identità locale”, XIII Congresso Mundial de Direito Agrario, Ribeirao Preto, Brasile, 23-26 Settembre 2014, UMAU, pp. 1-12.
Radicchi E. (2014), “The sports sponsorship evolution in the economic recession: analytical evidences from empirical cases”, Physical Culture and Sport. Studies and Research, Vol. LXI, p. 51-64.
Zagnoli P., Radicchi E. (2013), “Ricerca e Sviluppo e innovazione tecnologica nei prodotti sportivi”, Referred Electronic Conference Proceeding del XXV Convegno Annuale di Sinergie “L’innovazione per la competitività delle imprese”, Ancona, 24-25 Ottobre, p. 395-414.
Radicchi E. (2013), “Tourism and Sport: strategic synergies to enhance the sustainable development of a local context”, Physical Culture and Sport. Studies and Research, Vol. 57/1, p. 44-57.
Zagnoli P., Radicchi E. (2010), “The football fan community as a determinant stakeholder in value co-creation”, Sport in Society, Vol. 13, n.10, December, Routledge, p. 1532-1551.
Zagnoli P., Radicchi E. (2009), “Sport events as experiential marketing tool”, 8th International Congress Marketing Trends, Parigi, Gennaio 2009, pp. 2-36.

1) Trends in the Leisure industry
Defining Leisure, Sport and Tourism
People need’s and participation in Leisure, Sport and Tourism

2) Defining Marketing for Tourism and Sport
Defining Marketing
The Marketing Process
Needs, Wants and Demand
Sport Supply and Demand
Tourism Supply and Demand

3) The Marketing Environment
External forces shaping Tourism and Sport
- Competitors
- Demographic environment
- Socio-cultural environment
- Economic environment
- Natural environment
- Technological environment
- Political Environment
Sustainable Tourism

4) Stakeholders and Providers in Tourism and Sport sectors
Stakeholders and Providers in Tourism
Stakeholders and Providers in Sport

5) Tourism and Sport: products or services?
Services characteristics
The service as a “bundle of services”
Influential dimensions shaping Tourism/Sport services offering

6) People Tourism and Sport’s demand
Marketing Information Systems and Marketing Research
Consumer behavior in Tourism and Sport
Segmenting the Tourism and Sport Market

7) Managing Tourism and Sport Products
The Sport Product
- Managing the Sport Product
- R&D and Technological Innovation in Sport
- Sport events as experience marketing tools
- A hybrid product: Sport Tourism
The Tourism Product
- Tourism Product components
- Managing the Tourism Product
- Destination branding

8) Pricing Tourism and Sport
Pricing tourism products
Pricing in sport

9) Distributing Tourism and Sport Services
Distribution channels in Tourism
Distribution in Sport

10) Communicating and Promoting Tourism and Sport Products
Communication and Promotion for Tourism
Sport Communication
Sport Sponsorship
Co-technology and Co-marketing in Sport and Tourism