Marketing and Tourism Promotion

Marketing and Tourism Promotion

Course Type:
Master’s Programme

Programme Coordinator

Júlia Fragoso da Fonseca
julia.fonseca@ipleiria.pt

Reference

2039

School

Tourism and Maritime Technology

City

Peniche

Language

Portuguese

Type

B-learning

Length

4 semesters

Vacancies

General and International student contingent: 25

Notice

Edital 2026 (PT Doc retf)

DGES certification

1st Year
ID Name Semester ECTS Length
S1 5 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 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 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 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 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 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 34h
Imagem dos Destinos Turísticos S2 5 34h
Legislação e Comércio Internacional S2 5 34h
Marketing e Decisão Estratégica S2 5 34h
Seminários II S2 5 34h
E-Marketing Turístico S2 5 34h
2nd Year
ID Name Semester ECTS Length
A 60

2039213 – Dissertação 2039214 – Projecto 2039215 – Estágio

Entry Requirements

  • 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.

Accreditation

State: Accredited
Number of years of accreditation: 6
Publication Date: 20/10/2024

A3ES Accreditation

More Information

Contacts
E-mail: studywithus@ipleiria.pt

Application Fee

60€

Enrolment Fee

General contingent: 50 €
International student contingent: 100€

Tuition Fee

General contingent: 1.140,00 €
International student contingent 3.000,00 €

Online Application

Use the button bellow to start your application.

How to apply