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International Tourism Marketing


Gibbert M.

Course director


 Good tourism marketing starts with a great idea. The objective of the course is to develop a shared understanding of what makes an idea great – and how to implement it (via the so-called marketing plan). 


To help us along, we use a variety of inter-disciplinary thought-pieces, which are as variegated as the background of participants of USI’s MSc. course in International Tourism. What holds it all together is an uncompromising fixation with practical application, feasible concreteness and environmental sustainability. 


Participants who successfully  followed this course will be in a position to turn (a) come up with a great idea, (b) effectively communicate this great idea to relevant stakeholders, and (c) produce a concrete plan for its implementation.


Understanding the marketing mix and the marketing plan as applied to an international tourism context. 

Teaching mode

In presence

Learning methods

Very applied, alternating lecture-cum-discussion and hands-on pedagogy.

Examination information

The individual performance will be evaluated through an obligatory final, written exam at the end of the semester (70%), this exam is open book. 


The performance as a team member (30%) will be assessed through various assignments throughout the course.