Academic Year 2023/2024 - Teacher: MARIA CRISTINA LONGO

Expected Learning Outcomes

The Data Analysis and Marketing Research course deals with methods of data collection and analysis for market research in order to support firms in the marketing policies and strategies. After introducing the principles of marketing and the tourism product definition, the course focuses on data analysis and marketing research of the tourist destination. In particular, this course examines the models and tools for analyzing tourism demand, planning and intervention through which the actors of the territory can guide the development of a tourism business towards medium-long term objectives. Particular emphasis is given to marketing information systems and data collection methods. Qualitative and quantitative research  are the tools for surveying and analyzing the databases proposed as management tools for the tourism marketing. Social media, Web marketing metrics, Analytics tools and KPIs complete the discussion.

Knowledge and understanding: This course aims to provide the student with theoretical and operational knowledge of the main methods and tools for market research and data analysis. The course, which is part of the Degree in Tourism Sciences, focuses on Tourism Marketing and the analysis of tourism demand through marketing and web marketing metrics. At the end of the course, students will know the main sources for data research and the meaning of the performance indicators and their application in the field of tourism. They will also understand the criteria underlying the design of data collection, limits and advantages of qualitative and quantitative research for tourism and the usefulness of qualitative and quantitative data to support strategic decisions and marketing policies for tourism business and destinations.

Applying knowledge and understanding: The course aims to develop in the student critical and analytical skills related to marketing and destination marketing activities. At the end of the course, the student will be able to define the tourism product, estimate and analyze tourism demand and visitors behavior, research economic sources and information data, conduct marketing research, select the most appropriate KPIs, evaluate the web reputation of a destination or a tourism product, and draw up a summary report. The approach adopted is inductive. Through the examination of case studies, testimonials from marketing experts and web analytics tools, the student will be able to reconstruct the conceptual categories, matrixes and concept maps and to apply them correctly in the various decision-making contexts. The practical activities, carried out individually and in groups, and the reports presentation in the classroom will allow these activities to be further refined.

Making judgements: At the end of the course, the student will develop autonomy of judgment and ability to connect theoretical arguments and related application models, with particular reference to market analysis and research models. The student will be able to express judgments on the tourism products and destination management activities adequately supported by data, as well as to propose solutions for the improvement of the tourism product and destination attractiveness and their web reputation.

Communication skills: Students will be able to effectively communicate ideas in written and oral form. They will use appropriate technical language that will allow them to relate effectively with the professionals they will meet in the job market. Communication skills, in particular, consist in analyzing data and presenting the results based on marketing metrics. These skills will be stimulated by classroom discussions and debates, by the activities carried out in groups, and by the presentation of individual or team projects. Students will be encouraged to use digital tools and create content to be shared online.

Learning skills: At the end of the cycle of lectures, students will have acquired specific knowledge and critical evaluation skills that will allow them to explore the marketing metrics topic. They will acquire the ability to critically read and summarize articles and case studies and will be able to select further training in master and bachelor's degree programs. Learning skills will be stimulated during the lessons through active and participatory involvement of students, research, laboratory activities and field observations. Learning will be gradual and will be favoured by the analysis of case studies, applied activities, in-class presentations and discussions with experts, , and a thorough knowledge of the teaching material. Companies tour are also planned (if possible). Reports, individual and group assignments, and project works will further support the learning process and of understanding. Students will present and discuss case studies, papers and project work, developed by working in small groups.

Course Structure

  • Lectures
  • Applied Activities, Case Studies, In-Class Presentations
  • Discussions with Executives, Managers, Start-uppers and Entrepreneurs
  • Individual and Group Assignments.
  • Final tests.

Required Prerequisites

Pre- requisites: None. 

Attendance of Lessons

Attendance: Strongly recommended

Class discussion is a central part of the learning experience. Students are expected to actively participate in the classroom, read the teaching material in advance, and discuss cases and readings. Classroom interventions are expected to be constructive, articulated, documented and well motivated.

Detailed Course Content

The main topics are: 

Tourism Marketing - Tourism Product - Destination Management - Territorial Governance - Tourism Demand Analysis - Marketing Information System - Marketing research - Methods for data collection - Qualitative research - Quantitative research - Marketing metrics - Web Marketing and Digital Platforms - Social media Marketing for Tourism - Web Marketing Metrics: Analytics and KPI.

Textbook Information

  • Martini U., 2017, Marketing e Management delle Destinazioni Turistiche Territoriali, McGraw Hill, Milano, Cap. 2, 3, 6,7,8 (e-book)
  • Supplementary teaching materials used during the course (slides, case studies, book chapters, scientific articles and other readings) available on Studium


  • Molteni L., Troilo G., 2022, Ricerche di Mercato. Metodologie e tecniche per le decisioni strategiche e operative di marketing, EGEA, Milano, Cap. 1, 2, 3.

Martini UmbertoMarketing e Management delle Destinazioni Turistiche TerritorialiMcGraw Hill, Milano (e-book)20179788838694493
Molteni Luca, Troilo Gabriele Ricerche di Mercato. Metodologie e tecniche per le decisioni strategiche e operative di marketingEGEA, Milano, (Digitbook)20229788823818828

Course Planning

 SubjectsText References
1Introduction to the Course Supplementary Teaching Material
2Marketing IntroductionSupplementary Teaching Material
3Tourism Marketing Supplementary Teaching Material
4Tourism ProductSupplementary Teaching Material
5Territory as a  Tourism Destination Martini U., (2017), Chapter 2. Supplementary Teaching Material
6Destination MarketingMartini U., (2017), Chapter 3. Supplementary Teaching Material
7Tourism Demand of the DestinationMartini U., (2017), Chapter 6. Supplementary Teaching Material
8Tourism demand AnalysisMartini U., (2017), Chapter 6. Supplementary Teaching Material
9Marketing research within the Marketing information systemMolteni, Troilo (2022), Chapter. 1.  Supplementary Teaching Material
10Qualitative marketing researchSupplementary Teaching MaterialAlternatively:Molteni, Troilo (2022), Chapter. 3. 
11Marketing research design: subjects, types and data  collection (part I)Supplementary Teaching MaterialAlternatively: Molteni, Troilo (2022), Chapter 2. 
12Quantitative marketing researchMolteni, Troilo (2022), Chapter 4.  Supplementary Teaching Material
13Marketing Metrics for TourismMartini U., (2017), Chapter 7.  Supplementary Teaching Material
14Web Marketing and Digital PlatformsSupplementary Teaching Material
15Social Media Marketing for TourismMartini U., (2017), Chapter 8. Supplementary Teaching Material
16Web marketing metrics: From analytics took to the KPI (part I)Martini U., (2017), Chapter 8. Supplementary Teaching Material
17Web marketing metrics: From analytics tools to the KPI (part II)Martini U., (2017), Chapter 8. Supplementary Teaching Material
18Key Topics Summary and ConclusionsSupplementary Teaching Material

Learning Assessment

Learning Assessment Procedures


Attending students

  • Written test (50%  of the final grade), based on the whole program. The written test is divided into true / false, multiple and semi-open questions and takes place in 20 minutes. The vote is expressed out of thirty.
  • Project work (50% of the final grade). The vote is expressed out of thirty and takes into account the relevance of the topic, the quality of the project and the oral presentation.

The written test and the presentation of the project will take place exclusively in the first exam session scheduled for JanuaryReservations are required on the student portal. To pass the final exam, it is necessary to obtain a pass in both tests.

 Non-attending students

  • Written exam (100% of the final grade) is divided into true / false, multiple, semi-open and open questions and takes place in 40 minutes. The vote is expressed out of thirty. The written test is based on the contents discussed during the lessons, the book chapters and the supplementary teaching materials, as reported in the syllabus. 
  • The written test is adopted for each session. Reservation is required for each exam session. 

Evaluation Criteria: The final evaluation expressed out of thirty will be carried out by assigning a partial score to the following criteria in line with the objectives indicated above: knowledge of the assigned topic, appropriateness of the technical language, relevance of the answers to the questions posed, ability to connect between the topic discussed and other topics inherent to the program, logical ability to argue the assigned topic, ability to contextualize the topic with practical examples taken from the company reality, active participation in the classroom.

 Readings, testimonials of firms and material distributed in the classroom are among the topics required for attending and non-attending students.

Examples of frequently asked questions and / or exercises

  1. What do we mean by a tourist destination from a marketing perspective? 
  2. What are the tools for analyzing the tourist demand?
  3. What is the contribution of marketing research to the tourist marketing?
  4. Which types of data are available for the analysis of the tourist demand?
  5. What are the benefits and limitations of qualitative marketing research?
  6. What are the main methods used for marketing research?
  7. What are the benefits and limitations of quantitative marketing research?
  8. How can marketing metrics be classified?
  9. Which structure can data reports have?
  10. Which analytics tools and KPI are used for the digital marketing?