Tourism MarketingModule Details

Course/Module Description:

This course examines specific approaches to planning, controlling and organizing marketing for the tourism industry. It presents the major decisions that marketers have to make in tourism ventures and focuses upon two areas: marketing research and marketing planning in the context of tourism organizations.

Course/Module Objectives:

The main objectives of the course are:

1. To examine and discuss the key concepts and principles of marketing as applied to destinations and the tourism experience
2. To demonstrate an evaluative understanding of current issues associated with destination marketing
3. To examine and assess the effectiveness of marketing strategies applied to tourism
4. To provide an overview of tourism and marketing research and inquiry to inform strategic decision making and problem solving.

Course/Module Learning Outcomes:

After completion of the course students are expected to be able:

1. To explain the concept of tourism marketing and its role within the experience economy
2. To describe how the fundamentals of buyer behavior are integral to tourism marketing
3. To evaluate how research contributes to the formulation of tourism marketing decisions
4. To appraise the social, ethical and economic aspects of tourism in order to plan and execute a relevant tourism marketing strategy.