Name: MARKET RESEARCH AND CONSUMER BEHAVIOUR
Code: 520103007
Type: Compulsory
ECTS: 6
Length of subject: Per term
Semester and course: 3rd Year - First term
Speciality:
Language: English
Mode of study: On-site class
[CB1 ]. Students are required to show they possess and understand knowledge in an area of study that starts from the base of general secondary education, and that they are at a level which includes aspects that imply knowledge coming from the forefront of their field of study.
[CG3 ]. Integrate into any tourism organization by adopting a customer orientation and establishing satisfactory relationships based on the generation of knowledge and the management of communication techniques.
[CE27 ]. Identify and apply market research techniques in the tourism sector.
[CT2 ]. Team work
[CT7 ]. Designing and undertaking innovative projects
R1. Applying innovative methodologies for the development of processes, systems or services.
R2. Analyzing the convenience or otherwise of teamwork, form teams, solve problems, value individual contributions and the effectiveness of work, coordinate the presentation of results and know how to create collective leadership.
R3. Recognizing the commercial research tools in the field of tourism.
R4. Applying commercial research techniques for business management and decision-making in the tourism sector.
R5. Distinguishing the internal determinants of the behavior of the tourist consumer.
R6. Distinguishing the external determinants of the behavior of the tourist consumer.
R7. Identifying new consumer trends in the tourism sector.
R8. Recognizing new business opportunities through tourism market segmentation and positioning.
Análisis de las principales técnicas de investigación de mercados: proceso de búsqueda de información, fuentes primarias y secundaria de información, metodología de la investigación en turismo y análisis de resultados. Principales aspectos del comportamiento que determinan las elecciones del consumidor turístico. Concepto comportamiento del consumidor. Variables internas y externas que afectan al comportamiento del cliente-turista. Proceso de decisión de compra.
UNIT 1: MARKETING RESEARCH
1. Marketing information system
2. Data source classification.
3. Qualitative research methods.
4. Quantitative research methods.
5. Sample and Questionnaire.
6. Online research.
7. Research Problems.
UNIT 2: CONSUMER BEHAVIOUR
8. Consumer behaviour concept.
9. Personal characteristics affecting consumer behavior
10. External factors affecting consumer behavior
11. The buyer decisión process.
Practical activities in classroom
Short activities to develop in classroom
Promoting the continuous improvement of working and study conditions of the entire university community is one the basic principles and goals of the Universidad Politécnica de Cartagena. Such commitment to prevention and the responsibilities arising from it concern all realms of the university: governing bodies, management team, teaching and research staff, administrative and service staff and students. The UPCT Service of Occupational Hazards (Servicio de Prevención de Riesgos Laborales de la UPCT) has published a "Risk Prevention Manual for new students" (Manual de acogida al estudiante en materia de prevención de riesgos), which may be downloaded from the e-learning platform ("Aula Virtual"), with instructions and recommendations on how to act properly, from the point of view of prevention (safety, ergonomics, etc.), when developing any type of activity at the University. You will also find recommendations on how to proceed in an emergency or if an incident occurs. Particularly when carrying out training practices in laboratories, workshops or field work, you must follow all your teacher's instructions, because he/she is the person responsible for your safety and health during practice performance. Feel free to ask any questions you may have and do not put your safety or that of your classmates at risk.
Class in conventional classroom: theory, problems, case studies, seminars, etc
Theory classes in the classroom
Some of the exercises will require a presentation.
Practical classes in the classroom
50
100
Assessment activities (continuous assessment system)
One partial exam (units 1-11)
10
100
Assessment activities (final assessment system)
Final exam for topics 1-11.
1
100
Tutorials
Time for students to ask professor about different issues. It will be mainly online.
8
50
Student work: study or individual or group work
The students must prepare a real Market Reseach,
Reading information, watching videos and studing for exams.
81
0
Evaluation of assignments / reports / studies
To resolve two practical activities, one focused in qualitative technique and another in quantitative techniques, that will be related to the ropic of the final project, with a determined delivery that will be published in Virtual Classroom (10% of the final grade). The student must obtain a minimum score of 3 points out of 10. The checking for authorship and checking for plagiarism will be done with the tool Turnitin.
The learning results evaluated are: R1, R2, R3, R4, R5, R6 y R7.
35 %
Evaluation of practical activities
To resolve two practical activities, one focused in qualitative technique and another in quantitative techniques, that will be related to the ropic of the final project, with a determined delivery that will be published in Virtual Classroom (10% of the final grade). The student must obtain a minimum score of 3 points out of 10. The checking for authorship and checking for plagiarism will be done with the tool Turnitin.
The learning results evaluated are: R1, R2, R3, R4, R5, R6 y R7.
10 %
Individual or group presentation of assignments given
Defense of the individual or group work, with a specific date for its presentation that will be published in the Virtual Classroom. The
exposure is assessed using a rubric, which will be published in the Virtual Classroom.
The learning results evaluated are R2, R3, R4, R5, R6 y R7.
5 %
Individual final test
Multiple choice test with 30 theoretical-practical questions aimed at evaluating both the theoretical knowledge acquired such as
ability to apply them. The student must obtain a minimum grade of 3 points over 10. All incorrect answers penalized (0,33*correct answers). The null answers do not penalized.
The learning results evaluated are R1, R2, R3, R4, R5, R6 y R7.
50 %
Evaluation of assignments / reports / studies
Report of individual or group work (a final project centered in a Market Research), with a determined delivery that will be published in Virtual Classroom (35% of the final grade). The report is evaluated by means of a rubric, which will be published in Virtual Classroom. The student must obtain a minimum grade of 4 points out of 10. Verification of authorship and control plagiarism will be done with the tool Turnitin.
The learning results evaluated are: R1, R2, R3, R4, R5, R6 y R7.
40 %
Evaluation of practical activities
To resolve two practical activities, one focused in qualitative technique and another in quantitative techniques, that will be related to the ropic of the final project, with a determined delivery that will be published in Virtual Classroom (10% of the final grade). The student must obtain a minimum score of 3 points out of 10. The checking for authorship and checking for plagiarism will be done with the tool Turnitin.
The learning results evaluated are: R1, R2, R3, R4, R5, R6 y R7.
10 %
Individual final test
Multiple choice test with 30 theoretical-practical questions aimed at evaluating both the theoretical knowledge acquired such as
ability to apply them. The student must obtain a minimum grade of 3 points over 10. All incorrect answers penalized (0,33*correct answers). The null answers do not penalized.
The learning results evaluated are R1, R2, R3, R4, R5, R6 y R7.
50 %
All the evaluation activities are considered compulsory. Students in the special circumstances could do it alone and the 5% corresponding to "Individual or group presentation of assignments given" will be sume to "Evaluation of assignments / reports / studies".
Author: Kotler, Philip
Title: Marketing for hospitality and tourism
Editorial: Pearson
Publication Date: 2016
ISBN: 9781292156156
Author: Middleton, V. T., Fyall, A., Morgan, M., Morgan, M., & Ranchhod, A
Title: Marketing in travel and tourism
Editorial: Routledge
Publication Date: 2009
ISBN: 9781138473560
Author: Hudson, Simon
Title: Tourism and hospitality marketing: a global perspective.
Editorial: Sage
Publication Date: 2008
ISBN: 978-1412946872
Author: McCabe, Scott.
Title: Marketing communications in tourism and hospitality
Editorial: Routledge
Publication Date: 2010
ISBN: 978-1138472853
Author: Veal, A. J.
Title: Research methods for leisure and tourism.
Editorial: Pearson
Publication Date: 2017
ISBN: 978-0273682004
Author: Horner, S., & Swarbrooke, J.
Title: Consumer behaviour in tourism
Editorial: Routledge
Publication Date: 2016
ISBN: 978-1138013384
Links to resources, articles, videos, etc... that will be provided in "aula virtual" during the course.
Estadísticas y estudios oficiales sobre turismo en España: https://tourspain.es/es-es/ConocimientoTuristico/Paginas/EstadisticasConocimientoTuristico.aspx
Estadísticas turismo INE: https://www.ine.es/dyngs/INEbase/es/categoria.htm?c=Estadistica_P&cid=1254735576863