While general concepts of marketing for travel and hospitality are similar to the marketing of other products and services, the travel and hospitality industries have unique characteristics that create a variety of threats and opportunities specific to and important for tourism marketing professionals.
This course is therefore intended to provide students with an understanding of the marketing process as it applies to tourism. The course provides an overview of marketing activities in the provision of tourism products and services. It will address marketing concepts as applied to the travel and hospitality industries; apply learned marketing concepts to the primary sectors of the tourism industry; and examine the modification of marketing strategy within a changing environment. The course will also address the application of marketing in the primary sectors of tourism.
Topics covered include:-
- Marketing for Hospitality and Tourism
- Service Characteristics of Hospitality and Tourism Marketing
- The Role of Marketing in Strategic Planning
- The Marketing Environment
- Marketing Information Systems and Market Research
- Consumer Markets and Consumer Buying Behaviour
- Organisational Buyer Behaviour of Group Market
- The Internet
- Market Segmentation, Targeting and Positioning
- Designing and Managing Products
- Internal Marketing
- Building Customer Loyalty Through Quality
- Pricing Considerations, Approaches and Strategy
- Distribution Channels
- Communication and Promotion Policy
- Promotional Tools
- Destination Marketing
- The Marketing Plan
- Group Project Presentations.
PREQUISITE: Fundamentals of Marketing [MKM110] or equivalent.