Download TOU 3103 Marketing Management

TOU 3103 Marketing Management
Course Title:
Course Description:
The course provides knowledge on concepts and principles of marketing and how they apply to
tourism development. Students gain knowledge and skills in creating customer-focused marketing
strategies
Course Objectives:
 Knowledge of marketing
 Analyze marketing opportunities tourism and hospitality and
 Demonstrate the knowledge of developing, planning and implementation of marketing
strategies and programmes in the tourism and hospitality businesses
 Demonstrate the knowledge and understanding of marketing and its application to the
tourism sector
Course Outline:
 Concepts and principles of marketing as they apply to tourism and hospitality
 Global tourism and hospitality marketing environment
 The marketing matrix
 Tourism and hospitality product
 Marketing plan for tourism and hospitality sectors
 Tourism and hospitality marketing strategies and programmes
 Internal marketing and service quality in hospitality and tourism services
 Destination marketing
 Contemporary issues in tourism and hospitality marketing: e-marketing, GDS etc
Learning Outcomes:
 Learn the concepts and principles of tourism marketing
 Learn how to apply various marketing strategies in tourism
 Learn to develop a tourism marketing plan
Method of Teaching/Delivery:
Lecture Hours – 45
Tutorial Hours – 30
Mode of Assessment:
 Course Work
 Final written Exam
Reading/Reference Materials
 Kotler, P. (1997) Marketing Management (9th Ed.), Prentice Hall, London.
 Goeldner, C. R. and Ritchie, B. R. (2006) Tourism: Principles, Practices, Philosophies.
(10th edition). John Wiley and Sons, New Jersey.
 Hall, C. M. and Page, J. S.(2003) The Geography of Tourism and Recreation:
Environment, Place and Space (3rd edition), Routledge, London.
 Lickorish, L. J. and Jenkins, C. L. (1997) An Introduction to Tourism. Butterworth
Heinemann, Oxford.
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