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HCM144Agricultural Sciences Unitsintermediate

Tourism Marketing

This course provides an overview of tourism marketing principles and practices. It explores key marketing concepts such as segmentation, target markets, and the marketing mix, with a focus on the unique characteristics of service products in the tourism industry. The course also covers product design, market research, promotional strategies, and the role of media in tourism marketing. Students will learn how to develop effective marketing plans to attract and satisfy tourists.

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40h
Study Time
13
Weeks
3h
Per Week
none
Math Level
Course Keywords
Tourism MarketingSegmentationMarketing MixPromotionMarket Research

Course Overview

Everything you need to know about this course

Course Difficulty

Intermediate Level
Builds on foundational knowledge
65%
intermediate
📚
Math Level
No Math
📖
Learning Type
Theoretical Focus

Course Topics

Key areas covered in this course

1

Marketing Concepts

2

Segmentation and Target Market

3

Service Product

4

Marketing Mix

5

Product Design

6

Market Research

7

Promotional Events

8

Advertising

9

Publicity

10

Public Relations

11

Personal Selling

12

Merchandising

Total Topics12 topics

Ready to Start

No specific requirements needed

This course is designed to be accessible to all students. You can start immediately without any prior knowledge or specific preparation.

Assessment Methods

How your progress will be evaluated (3 methods)

assignments

Comprehensive evaluation of course material understanding

Written Assessment

tutor-marked assessments

Comprehensive evaluation of course material understanding

Written Assessment

final examination

Comprehensive evaluation of course material understanding

Computer Based Test

Career Opportunities

Explore the career paths this course opens up for you

Tourism Manager

Apply your skills in this growing field

Marketing Executive

Apply your skills in this growing field

Sales Manager

Apply your skills in this growing field

Public Relations Officer

Apply your skills in this growing field

Event Planner

Apply your skills in this growing field

Industry Applications

Real-world sectors where you can apply your knowledge

HospitalityTravel AgenciesTourism BoardsEvent ManagementDestination Marketing

Study Schedule Beta

A structured 13-week journey through the course content

Week
1

Module 1: Tourism Marketing 1: What is Marketing?

2h

Unit 1: Tourism Marketing 1: What is Marketing?

2 study hours
  • •Define marketing and its relevance to the tourism industry.
  • •Discuss the decision-making processes of producers and customers.
  • •Explain the relevance of marketing concepts even in the absence of competition.
Week
2

Module 1: Tourism Marketing 1: What is Marketing?

2h

Unit 1: Tourism Marketing 1: What is Marketing?

2 study hours
  • •Discuss the marketing mix (4 Ps) and its application to tourism.
  • •Explain the three additional Ps (People, Process, Physical Factors) in the service marketing mix.
  • •Analyze how each element of the marketing mix influences customer satisfaction.
Week
3

Module 1: Tourism Marketing 1: What is Marketing?

2h

Unit 1: Tourism Marketing 1: What is Marketing?

2 study hours
  • •Explain the concept of market segmentation and target market.
  • •Discuss the bases for segmenting the tourist market (geographic, demographic, psychographic, buying behavior).
  • •Analyze how to plan and execute activities based on the target market.
Week
4

Module 1: Tourism Marketing 1: What is Marketing?

2h

Unit 1: Tourism Marketing 1: What is Marketing?

2 study hours
  • •Explain the five major characteristics of service products (intangibility, inseparability, heterogeneity, perishability, ownership).
  • •Discuss how intangibility affects the marketing of tourism services.
  • •Analyze the implications of inseparability for service delivery.
Week
5

Module 1: Tourism Marketing 1: What is Marketing?

2h

Unit 1: Tourism Marketing 1: What is Marketing?

2 study hours
  • •Discuss how heterogeneity impacts service quality and consistency.
  • •Explain the perishability of tourism services and its effect on revenue management.
  • •Analyze the implications of non-ownership in service consumption.
Week
6

Module 2: Tourism Marketing 2 (Product in Tourism)

2h

Unit 2: Tourism Marketing 2 (Product in Tourism)

2 study hours
  • •Identify the three main ingredients that meet tourist expectations: attractions, facilities, and accessibility.
  • •Discuss the tangible and intangible elements of a tourism product.
  • •Analyze how the environment influences the perception and experience of a service.
Week
7

Module 2: Tourism Marketing 2 (Product in Tourism)

2h

Unit 2: Tourism Marketing 2 (Product in Tourism)

2 study hours
  • •Explain the core and peripheral attributes of a product.
  • •Discuss how products are differentiated through claims and customization.
  • •Analyze the importance of packaging and labeling in tourism products.
Week
8

Module 2: Tourism Marketing 2 (Product in Tourism)

2h

Unit 2: Tourism Marketing 2 (Product in Tourism)

2 study hours
  • •Explain the steps in developing a service product: benefit concept, service concept, and delivery concepts.
  • •Discuss the importance of consistent performance and personal satisfaction in service delivery.
  • •Analyze how technology and equipment can maintain consistent service quality.
Week
9

Module 2: Tourism Marketing 2 (Product in Tourism)

2h

Unit 2: Tourism Marketing 2 (Product in Tourism)

2 study hours
  • •Explain the concept of positioning and how customers distinguish products.
  • •Discuss the purpose of market research and its role in decision-making.
  • •Analyze the different types of market research (market analysis, consumer research, product and price study, etc.).
Week
10

Module 2: Tourism Marketing 2 (Product in Tourism)

2h

Unit 2: Tourism Marketing 2 (Product in Tourism)

2 study hours
  • •Differentiate between quantitative and qualitative studies in market research.
  • •Discuss the importance of insight and experience in interpreting market research data.
  • •Analyze how contact personnel can provide direct access to customer feedback.
Week
11

Module 3: Promotional Events, Advertising, Publicity, Selling

2h

Unit 3: Promotional Events, Advertising, Publicity, Selling

2 study hours
  • •Discuss the various ways of promotion (advertising, publicity, public relations, personal selling, sales promotion).
  • •Explain promotional events and their types.
  • •Analyze the main decisions to make in promotion planning (objectives, mix, media, messages, timing, intensity).
Week
12

Module 3: Promotional Events, Advertising, Publicity, Selling

2h

Unit 3: Promotional Events, Advertising, Publicity, Selling

2 study hours
  • •Explain the decisions to be taken regarding advertisements (objective, target audience, duration, scope, media, timing, cost-effectiveness).
  • •Discuss the guidelines for preparing effective advertising messages.
  • •Analyze the advertising techniques (domination, concentration, repetition).
Week
13

Module 3: Promotional Events, Advertising, Publicity, Selling

2h

Unit 3: Promotional Events, Advertising, Publicity, Selling

2 study hours
  • •Explain the different kinds of publicity in media (press releases, press conferences, conducted visits, presentations, informal briefings, sponsored articles).
  • •Discuss the effectiveness of word-of-mouth publicity.
  • •Analyze the role of public relations in establishing mutually beneficial relationships.

This study schedule is in beta and may not be accurate. Please use it as a guide and consult the course outline for the most accurate information.

Course PDF Material

Read the complete course material as provided by NOUN.

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Study Tips & Exam Preparation

Expert tips to help you succeed in this course

1

Create mind maps linking marketing concepts to tourism examples (Units 1-2)

2

Analyze case studies of successful tourism marketing campaigns (Units 2-3)

3

Practice applying the marketing mix to different tourism products (Units 1-3)

4

Review the characteristics of service products and their implications for marketing (Unit 1)

5

Focus on understanding the different types of market research and their applications (Unit 2)

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