Università degli Studi di Urbino Carlo Bo / Portale Web di Ateneo


A.Y. Credits
2016/2017 8
Lecturer Email Office hours for students
Mauro Dini

Assigned to the Degree Course

Foreign Languages and Cultures (L-11)
Date Time Classroom / Location

Learning Objectives

The course aims to teach students the theoretical fundamentals of tourism, which includes the macro aspects that refer to the sectoral, territorial, and regulatory context, and the micro aspects, namely the governance choices and actions of individual tourism enterprises.

In the last part of the course the basics needed to plan and implement a social media marketing strategy in the tourism context will be introduced.

During the course case studies as well as direct testimonies of entrepreneurs, industry associations, and stakeholders, who will illustrate the critical success factors in the current tourism context, will be presented and analyzed.


1.  The phenomenon of tourism

2.  Tourism enterprises: legislative framework and classification

3.  Searching for information for the selection of the touristic product

4.  Marketing policies in the tourism industry. Marketing Mix and total relationship marketing

5.  Marketing of touristic districts-vital systems in the experience economy

6.  Tourism planning at the local level: the regional marketing plan

7.  Destination Brand and Destination Branding policies

8.  Local events such as "Mediterranean experiences" :  their role in tourism development of the territory

9.  Sustainable governance of touristic destinations

10.  Collaboration and conflict in Tourism Networks

Social media marketing policies in the tourism context

Learning Achievements (Dublin Descriptors)

Students must acquire adequate knowledge about and the ability to understand touristic systems and management models related to the economics and management of tourism enterprises

Students must be able to apply acquired knowledge, understand, and solve problems concerning the multiple and varied contexts that characterize local touristic systems and the numerous stakeholders therein.

Students must know how to utilize, both conceptually and practically, the knowledge they have gained in order to autonomously assess and discern the various applicative contexts.

Students must acquire the technical language of the discipline in order to communicate clearly and unambiguously with specialized interlocutors (managers of both private and public enterprises, scholars, experts, local agencies, etc.) and must also develop relational and communication skills for dealing with non specialists.

Students must develop adequate learning skills so as to continue to expand their knowledge of the discipline and in particular, of the working contexts in which they will act.

Teaching Material

The teaching material prepared by the lecturer in addition to recommended textbooks (such as for instance slides, lecture notes, exercises, bibliography) and communications from the lecturer specific to the course can be found inside the Moodle platform › blended.uniurb.it

Supporting Activities

As a supplement to the lessons, seminars on certain topics and pratical workshop will be offered

Teaching, Attendance, Course Books and Assessment


The course includes the following teaching methods:

  • lectures
  • guest speakers: entrepreneurs, industry associations, public agency representatives
  • group projects and practical case study work

class discussions

Course books

Course materials are available on this platform:  Moodle › blended.uniurb.it

Marketing e management del turismo, a cura di Tonino Pencarelli, Edizioni Goliardiche, 2010. Cap. I, II, III, IV, V, VI, VII, VIII, XIII

Tuten T. L., Solomon M.R., Social media marketing. Post-consumo, innovazione collaborativa e valore condiviso, Pearson italia, Torino,  2014. Cap. I , II


Assessment: written test (questions and answers – both closed and open-ended), with some oral assessments possible

Additional Information for Non-Attending Students

Course books

Transparencies and material provided by the professor


Assessment: written test (questions and answers – both closed and open-ended), with some oral assessments possible.

« back Last update: 13/09/2016


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