Course Topics
Tourist experience and experiential tourism marketing Experiential marketing for tourism destinations Designing and marketing experiential tourism attractions Co-creation, personalization and empowerment in experiential tourism marketing Experiential marketing as driver of sustainable tourism growth Experiential tourism marketing through technologies, virtual realities, AI and social media

Teaching format
This course will be taught through lectures, group activities, online research, experiential exercises, flipped classroom and class-discussions: - The theoretical background will be presented in lectures. - The practical application of this theoretical background will then be explored through group activities, experiential exercises, online research, flipped classroom activities and class discussions, which will be conducted within the framework of short research activities, readings and case studies. Professional behaviour is expected during class time. Proper ethical conduct and academic honesty is expected at all times

Educational objectives
Knowledge and understanding The student acquires specific competences and skills to deal with management issues from the perspective of the management of tourism enterprises, the development and promotion of tourism destinations and the planning and management of integrated tourism systems and individual services in strategic, organisational and administrative terms with an international and intercultural perspective. Ability to apply knowledge and understanding The student/undergraduate acquires the ability to understand and analyse the problems characterising the tourism sector through the application of theories and models and the adoption of appropriate tools for the management of tourism enterprises. The student/undergraduate acquires the ability to use models for the analysis of the tourism market. The student/undergraduate acquires mastery in the management of human resources and in attributing the right value to the enterprise culture. The student also acquires skills in accounting and project financing for business development. Autonomy of judgement acquire the ability to select data and use appropriate information to describe a problem concerning the management of tourism businesses as well as tourism associations and destinations acquire the ability to relate models and empirical evidence in the study of tourism businesses, associations, consortia and tourist destinations Communication skills The Master's degree graduate will be able to communicate effectively in oral and written form the specialised content of the individual disciplines, using different registers depending on the recipients and the communicative and didactic purposes, and to evaluate the formative effects of his/her communication. Written and oral communication skills are particularly developed in the training activities carried out for the preparation of the Master's thesis, in the discussion of business cases and in interactive lectures involving group discussions and the comparison of individual analyses. Learning skills to identify thematic connections and to establish relationships between different cases and contexts of analysis to frame a new problem systematically and generate appropriate taxonomies. to develop general models from the phenomena studied.

Assessment
For Attending Students (regular attendance will be recorded by the lecturer, at least 50% of attendance is required to qualify as attending student) The knowledge and the skills learned throughout the course will be assessed with: a written exam and two project works. • Two project works (20+20%) in groups will take place during the course, the dates will be communicated during the first lecture (the dates will also be available in the course material). The project works will consist of applied projects on experiential tourism marketing to be prepared in class and presented in groups with the objective of assessing the students´ ability: a) to evaluate real life data, take decisions, apply experiential tourism marketing knowledge and b) to successfully communicate to a qualified audience. • The final written exam (60%) will consist of up to four essay and/or open-ended questions aimed at testing the knowledge of experiential tourism marketing concepts, models, techniques, and tools acquired and the students´ ability to apply them to a variety of settings. The exam will last up to 70 minutes. • Any student discovered plagiarizing, engaging in academic dishonesty, or in any other dishonest conduct will fail the course and the regulations of the Faculty on academic misconduct will apply. Results of the project works are valid only for the academic year in which these activities have taken place, and results of these activities cannot be carried over beyond that time frame. For NON-Attending Students (Students who will not attend at least 50% of classes or will be unable to complete the project work) The knowledge and the skills learned throughout the course will be assessed with: a written exam (100%). The final exam will cover all topics, will include up to six essays and/or open-ended questions at testing the knowledge of experiential tourism marketing concepts, models, techniques, and tools acquired and the students´ ability to apply them to a variety of settings. The final exam will last up to 110 minutes. Any student discovered plagiarizing, engaging in academic dishonesty, or in any other dishonest conduct will fail the course and the regulations of the Faculty on academic misconduct will apply.

Evaluation criteria
The students´ learning outcomes will be evaluated as follows: For Attending Students - The following criteria will be used to evaluate the project works: ability to work in a team, creativity in experiential tourism marketing, analyze data, compare and contrast topics; skills in critical thinking, ability to summarize and communicate findings; - The following criteria will be used to evaluate the final written exam: relevance and clarity of answers, ability to summarize, evaluate, compare and contrast models, topics and data; 0BResults of the project works are valid only for the academic year in which these activities have taken place, and results of these activities cannot be carried over beyond that time frame. For NON-Attending Students - The following criteria will be used to evaluate the final written exam: creativity in experiential tourism marketing, analyze data, compare and contrast topics; skills in critical thinking, relevance and clarity of answers, ability to summarize, evaluate, compare and contrast models, topics and data, and ability to summarize and communicate findings.