Tourism Marketing

1. Define marketing and its relevance to the tourism industry
2. Discuss segmentation and target market strategies
3. Explain the characteristics of service products
4. Apply the marketing mix to tourism
5. Design and develop tourism products
6. Explain the purpose and use of market research
7. Discuss various promotional strategies

13 weeks, about 26 hours in total. Yours will differ.

1. Week 1Module 1: Tourism Marketing 1: What is Marketing?

   • Unit 1: Tourism Marketing 1: What is Marketing? · 2 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..

2. Week 2Module 1: Tourism Marketing 1: What is Marketing?

   • Unit 1: Tourism Marketing 1: What is Marketing? · 2 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..

3. Week 3Module 1: Tourism Marketing 1: What is Marketing?

   • Unit 1: Tourism Marketing 1: What is Marketing? · 2 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..

4. Week 4Module 1: Tourism Marketing 1: What is Marketing?

   • Unit 1: Tourism Marketing 1: What is Marketing? · 2 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..

5. Week 5Module 1: Tourism Marketing 1: What is Marketing?

   • Unit 1: Tourism Marketing 1: What is Marketing? · 2 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..

6. Week 6Module 2: Tourism Marketing 2 (Product in Tourism)

   • Unit 2: Tourism Marketing 2 (Product in Tourism) · 2 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..

7. Week 7Module 2: Tourism Marketing 2 (Product in Tourism)

   • Unit 2: Tourism Marketing 2 (Product in Tourism) · 2 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..

8. Week 8Module 2: Tourism Marketing 2 (Product in Tourism)

   • Unit 2: Tourism Marketing 2 (Product in Tourism) · 2 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..

9. Week 9Module 2: Tourism Marketing 2 (Product in Tourism)

   • Unit 2: Tourism Marketing 2 (Product in Tourism) · 2 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.)..

10. Week 10Module 2: Tourism Marketing 2 (Product in Tourism)

    • Unit 2: Tourism Marketing 2 (Product in Tourism) · 2 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..

11. Week 11Module 3: Promotional Events, Advertising, Publicity, Selling

    • Unit 3: Promotional Events, Advertising, Publicity, Selling · 2 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)..

12. Week 12Module 3: Promotional Events, Advertising, Publicity, Selling

    • Unit 3: Promotional Events, Advertising, Publicity, Selling · 2 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)..

13. Week 13Module 3: Promotional Events, Advertising, Publicity, Selling

    • Unit 3: Promotional Events, Advertising, Publicity, Selling · 2 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..