INTRODUCTION TO MARKETING AND REVENUE MANAGEMENT

The course provides an introduction to corporate strategy, competitive strategy, and business modeling. It reviews the basic principles of marketing and explores their specific application within tourism production and consumption. In addition, several interconnected topics of particular relevance to current tourism development are examined in depth: experience marketing; internet and tourism; culture, events, and destinations.

The main objective of the course is to provide students with a broad introduction to marketing concepts, how these concepts fit into the overall corporate strategy, and how they influence management and decision-making processes. The core concept revolves around corporate value creation through marketing strategies and actions.

Students will develop a practical understanding of operational marketing — product, price, promotion, distribution (place) — and revenue management, alongside key concepts such as consumer and buyer behavior, market segmentation, the product life cycle, and other fundamental components.

Regular attendance and active participation in the three learning activities offered by the course (lectures, group work, in-depth guest lectures) along with systematic individual study will enable students to achieve outcomes in the following areas:

1. Knowledge and understanding
● Know the correct terminology of marketing, operational marketing, and revenue management.
● Understand the core concepts of corporate strategy, competitive strategy, and business modeling.
● Know the various marketing and operational marketing tools used by companies and their interaction.
● Understand the fundamentals of strategic behavior and revenue management logics of companies in the market.

2. Applying knowledge and understanding
● Be able to analyze and interpret the key elements of a business model.
● Be able to correctly identify which operational marketing and revenue management tools and activities are involved in different firm-market relationship scenarios.
● Be able to conduct a basic analysis of strategic and marketing issues faced by companies daily.
● Be able to identify the key aspects of a marketing decision and its operational implementation.
● Be able to work in teams to solve complex problems.

3. Making judgements
● Be able to formulate and justify simple solutions to strategic and marketing problems, developing a critical approach to evaluating alternative hypotheses.

4. Communication skills
● Be able to use appropriate terminology when describing corporate strategy, business modeling, and marketing concepts.
● Be able to interact with peers in a critical, respectful, and problem-solving oriented manner.

5. Learning skills
● Be able to critically consult reference textbooks and the bibliography contained therein.
● Be able to retrieve, collect, and select useful information and data from various sources to solve strategic and marketing problems.

Basic concepts of business management, including the nature and characteristics of the various business functions as well as the activities involved in such functions, are assumed to be known. Introductory concepts regarding corporate strategy and business modeling will be covered at the beginning of the course.

The course will cover the following mail topics:

- Introduction to corporate strategy and competitive strategy
- Concepts and tools of Business Modeling
- The Nature of Marketing
- Marketing Strategy and Planning
- Understanding Customer Behaviour
- Market Segmentation, Targeting and Positioning
- Value through Products, Brands, Services, Relationships and Experiences
- Value through Pricing
- Distribution: Delivering Customer Value
- Integrated Marketing Communications
- The Marketing Environment
- Revenue management

Required textbook:
Fahy, J., & Jobber, D. (2022). Foundations of Marketing (7th edition). McGraw-Hill Education. ISBN: 9781526849007.

Supplementary materials:
Any additional teaching materials (slides, lecture notes, and supplementary readings) will be made available on the Moodle e-learning platform.

Assessment of learning outcomes will be conducted through a written exam consisting of 15 multiple-choice questions with a penalty (-0.5 points for each incorrect answer; 0 points for unattempted questions) to be completed in 30 minutes. The questions aim to assess knowledge of the core theoretical concepts and models presented during the course, the ability to apply them to concrete examples and problems, and the ability to critically evaluate such concepts and models. Students who participate in the learning activities offered during the course will be awarded bonus points added to their written exam score.

written

The instructor is responsible for ensuring the authenticity and originality of all examinations and coursework. In cases of suspected academic misconduct, an additional on-site assessment may be required during the exams, which may differ from the standard format.

Grading criteria:
- 28-30 cum laude: excellent mastery of the topics covered in lectures and textbooks; high ability to prioritize information; consistently appropriate use of technical terminology.
- 26-27: good knowledge of the topics covered in lectures and textbooks; fair ability to organize information; familiarity with technical terminology.
- 24-25: knowledge of the topics covered in lectures and textbooks is not always in-depth; well-organized presentation of ideas, but technical terminology is not always used correctly.
- 22-23: often superficial knowledge of the topics covered in lectures and textbooks; unclear presentation of ideas and lacking in technical terminology.
- 18-21: knowledge of the topics covered in lectures and textbooks is occasionally incomplete; confused presentation of ideas with limited use of technical terminology.

The course will primarily consist of lectures, with all materials used in class made available to students via the Moodle platform.
During class hours, activities such as case study discussions, project work, and guest lectures (manager speeches) will be organized to facilitate the application of theoretical concepts discussed in class to real-world empirical cases.
Additional readings and materials will be made available to students on the course's Moodle page.

Exam registration
Only registered students will be allowed to take the exam. Any registration problems must be solved with the Campus Economico before the registration deadline.

Accessibility, Disability and Inclusion
Accommodation and support services for students with disabilities and students with specific learning impairments
Ca’ Foscari abides by Italian Law (Law 17/1999; Law 170/2010) regarding support services and accommodation available to students with disabilities. This includes students with
mobility, visual, hearing and other disabilities (Law 17/1999), and specific learning impairments (Law 170/2010). If you have a disability or impairment that requires accommodations (i.e., alternate testing, readers, note takers or interpreters) please contact the Disability and Accessibility Offices in Student Services: disabilita@unive.it

This subject deals with topics related to the macro-area "Human capital, health, education" and contributes to the achievement of one or more goals of U. N. Agenda for Sustainable Development