MARKETING FOR HOSPITALITY AND TOURISM-I

Course Description

This course provides a foundational understanding of marketing principles and their application within the hospitality and tourism industries. This course equips students with essential skills to develop, implement, and evaluate effective marketing strategies tailored to these dynamic sectors. Key topics include market segmentation, consumer behavior, marketing research, branding, promotion, digital marketing, service marketing, and ethical considerations. By exploring these areas, students will gain insights into creating strong market presence, engaging with modern consumers, and navigating the competitive landscape of hospitality and tourism. Through a combination of theoretical knowledge and practical applications, the course prepares students to execute successful marketing campaigns that drive business growth and customer satisfaction.

MARKETING FOR HOSPITALITY AND TOURISM-I

Evaluation Tools (Active Term)

Course outcomes

1. 01 Defining marketing and the marketing process
2. 02 Evaluating the marketplace and customer value (Analyse the marketing environment, managing marketing information and customer markets and buyer behaviour)
3. 03 Designing a customer value-driven strategy and mix ( customer -driven marketing strategy , building customer value, delivering customer value
4. 04 Describing the factors to be considered when setting prices and the different pricing strategies
5. 05 Identifying the promotional mix that consists of advertising, personal selling, sales promotion, and publicity

Course Syllabus

Reference Books & Course Materials

1. 01 Kotler, P., Bowen, J. T., Makens, J. C., & Baloglu, S. (2021). Marketing for hospitality and tourism. Pearson.
2. 02 Hudson, S., & Hudson, L. (2024). Marketing for tourism, hospitality & events: A global & digital approach (2nd ed.). SAGE Publications Ltd

Learning Outcomes

1. L01 Defining marketing and the marketing process SOLO 2
2. L02 Evaluating the marketplace and customer value (Analyse the marketing environment, managining marketing information and cutomer markets and buyer behaviour) SOLO 5
3. L03 Desining a customer value-driven strategy and mix ( cutomer -driven marketing starategy , building customer value, delivering customer value SOLO 4
4. L04 Describing the factors to be considered when setting prices and the different pricing strategies SOLO 3
5. L05 Identifying the promotional mix that consists of advertising, personal selling, sales promotion, and publicity SOLO 2

Program Outcomes

1. P01 1. Students will be able to adopt theoretical and practical knowledge in a challenging work environment.
2. P02 2. Students will be able to guide teamwork in intercultural and various international working environments.
3. P03 3. Students will be able to obtain the communicative, conceptual and analytical skills necessary for conflict environments.
4. P04 4. Students will be able to recognize the importance of basic competence to create a competitive advantage and achieve a success on a global scale.
5. P05 5. Students will be able to integrate ethical and social responsible practices that are environmentally friendly and applicable both in business and personal life.
6. P06 6. Students will be able to raise awareness about continuous improvement to increase business performance in professional life.
7. P07 7. Students will be able to adopt and apply critical and strategic thinking together with research capabilities for organizational decisions.
8. P08 8. Students will be able to use and manage the information technologies required for the contemporary business world.
9. P09 9. Students will be able to have a knowledge of, at least, one foreign language at basic level in addition to English.
10. P10 10. Students will be able to acquire effective teamwork skills.

Po-Lo Matrix