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Course Unit Aim
The aim of this unit is to develop learners’ ability to critically analyse and apply strategic marketing approaches to tourism and hospitality organisations. This will include developing strategic marketing plans and evaluating new products and services. The unit requires the ability to research relevant information from a range of academic and industry sources.
Learning Outcomes:
By the end of this course, students will be able to:
- Be able to critically analyse the role of strategic marketing for tourism and hospitality organisations and for tourist destinations.
- Be able to develop strategic marketing plans for tourism and
hospitality organisations. - Be able to evaluate the markets for new tourism and hospitality products and services.
- Be able to research information from a range of academic and industry sources.
To achieve a ‘pass’ for this unit, learners must provide evidence to demonstrate that they have fulfilled all the learning outcomes and meet the standards specified by all assessment criteria.
| Learning Outcomes to be met | Assessment Criteria to be covered | Assessment type | |
| All 1 to 4 | All ACs under LO 1 to 4 | Exams | Term Paper |
Assessment methods will include a combination of the following:
• Written examinations
• Group projects
• Case studies and scenario analysis
• Practical demonstrations of in-flight procedures
• Reflective journals
• Presentations
• Peer evaluations
