Marketing and Tourism Promotion

Marketing and Tourism Promotion

Course Type:
Master’s Programme

The Master’s in Marketing and Tourism Promotion prepares professionals to design, implement and evaluate marketing strategies for the tourism sector, addressing the demands of an increasingly competitive, digital and experience-driven market.

Throughout the programme, students develop expertise in areas such as market research, relationship marketing, digital communication and promotion, tourism e-marketing, customer relationship management (CRM), and destination branding. The curriculum emphasises the use of decision-support methodologies and tools, equipping graduates to develop communication, positioning and promotional strategies for tourism products, services and destinations, informed by consumer behaviour analysis and market trends.

Delivered in blended learning (b-learning) mode, the programme offers a flexible study option for both professionals and recent graduates seeking to specialise in a field with strong demand for expertise in tourism marketing and communication. The programme concludes with the completion of a dissertation, project or internship.

Programme Coordinator

Júlia Fragoso da Fonseca
julia.fonseca@ulo.pt

GeNeral

Profile

Notice

Edital 2026 (PT Doc retf)

Edital 2026 2nd Phase

Edital 2026 3rd phase

Cientifc field

Tourism

Future

Career offers

Course Type:
Master’s Programme Marketing and Tourism Promotion

Study Plan

1st Year
Curricular Unit Period ECTS Length
S1 5 ECTS 34h
  1. MODULE 1
    1. Introduction to market research.
    2. Marketing research processes.
    3. B2B and B2C research.
  2. MODULE 2.
    1. Exploratory and Conclusive Research Design.
    2. Experimental studies.
    3. Sampling process.
    4. Market research process.
    5. Online survey methods.
  3. MODULE 3.
    1. Operationalizing market research.
    2. New trends in market research.
S1 5 ECTS 34h
  1. Objectives and characteristics of scientific methodology
  2. Formulation of a research topic
  3. Literature review
  4. Conceptual framework and research hypotheses
  5. Design of an empirical study
  6. Data collection methodologies and instruments
  7. Communication in research
S1 5 ECTS 34h
  1. MODULE 1.
    1. Digital marketing and new trends.
    2. Digital marketing revolution in the tourism industry and research into new approaches in the future.
    3. Evolution and transformations undergone by marketing in the face of digital reality.
  2. MODULE 2.
    1. Digital presence formats.
    2. Implementation of the company’s digital presence in different formats and platforms.
    3. Own Presence, Free Presence (or earned) and Paid Presence.
  3. MODULE 3.
    1. Strategic digital communication plan.
    2. Marketing objectives and metrics and KPIs in digital marketing.
    3. Construction of an integrated digital marketing strategy in the tourism industry.
S1 5 ECTS 34h
  1. Tourism
  2. Tourist demand / Tourist supply
  3. Market trends
  4. Global Markets and Local Markets
  5. The different types of tourism products/services
  6. The positioning of destinations
  7. Marketing Mix – 7 P’s
  8. The importance of promotion for the sustainability of destinations
    1. Promotion to OT and AV intermediaries
    2. Promotion to consumers
    3. Push and Pull Strategy
  9. 9. Development of communication/promotion plan
  10. Monitoring of tourism communication / promotion plans
S1 5 ECTS 34h

The programme content is largely defined by the speakers, who are invited and available on a case-by-case basis. However, in the Seminar programme, Master’s students must:

  1. Attend seminars on the areas in question.
  2. Draw up reports on the discussions presented.
  3. Build a capacity for substantive analysis and criticism of the topics presented
S1 5 ECTS 34h
  1. Study of consumer behaviour.
    1. Concept of consumer behaviour
    2. History of consumer behaviour.
    3. The consumer today, developments and future trends.
    4. Importance of the study of consumer behaviour for Marketing and Tourism Promotion.
  2. Theories of consumer behaviour in Tourism
  3. Determinants of demand
    1. Motivating and Determining Factors
    2. Individual explanatory internal conditions.
    3. External explanatory social and cultural constraints.
  4. The Purchase Decision in Tourism.
    1. Types of purchase.
    2. The purchase decision steps.
    3. Typologies of consumers in Tourism.
  5. The behaviour of the online consumer
  6. Introduction to Neuroscience applied to consumption.
    1. Concept of Neuromarketing
    2. Sensory systems.
    3. Neuromarketing applied to Tourism
Gestão do Relacionamento com Clientes S2 5 ECTS 34h
Imagem dos Destinos Turísticos S2 5 ECTS 34h
Legislação e Comércio Internacional S2 5 ECTS 34h
Marketing e Decisão Estratégica S2 5 ECTS 34h
Seminários II S2 5 ECTS 34h
E-Marketing Turístico S2 5 ECTS 34h
2nd Year
Curricular Unit Period ECTS Length
A 60 ECTS

2039213 – Dissertação 2039214 – Projecto 2039215 – Estágio

Academic Year

More informations

  • a) Holders of a degree or legal equivalent in the areas of Marketing, Tourism and related areas;
  • b) Holders of a foreign academic degree conferred following a 1st. cycle of studies organized according to the principles of the Bologna Process, for a State acceding to this process in the areas of Marketing, Tourism and areas like;
  • c) Holders of a foreign higher education diploma that is recognized as meeting the objectives of an undergraduate degree by the Technical and Scientific Council of the School;
  • d) Holders of an academic, scientific or professional curriculum that is recognized as certifying the skills to attend this cycle of studies by the Technical and Scientific Council of the School;
  • e) Students who are close to completing their undergraduate degree in the field required for entering the Master’s degree, and declare it in their application.

Contacts
E-mail: studywithus@ulo.pt

Investement

Tuition Fees

  • Application Fee

    60€

  • Enrolment/Registration Fee

    50€ national student

  • Enrolment/Registration Fee

    100€ international student

  • Annual Tuition Fee

    1140€ national student

  • Annual Tuition Fee

    3000€ international student

Online Application

Make your online applications via the Polytechnic of Leiria portal

INFORESTUDANTE.ipleiria.pt