L4 THM230902 Principles of Marketing in the Tourism Industry

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Course Unit Description

This course provides an overview of marketing principles as applied to the tourism industry. It explores the unique challenges and opportunities faced by marketers in the tourism sector and emphasizes the development of effective marketing strategies for tourism businesses. Students will gain a comprehensive understanding of marketing concepts, tools, and techniques specifically tailored to the tourism industry.

Learning Outcomes:

By the end of this course, students will be able to:

  • Understand the fundamentals of marketing and its role in the tourism industry.
  • Develop and implement marketing strategies for tourism businesses.
  • Utilize marketing tools and techniques specific to the tourism industry.
  • Evaluate the effectiveness of marketing campaigns in the tourism industry.

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

  • Kotler, P., Bowen, J., Makens, J., & Baloglu, S. (2021). Marketing for Hospitality and Tourism (8th ed.). Pearson. 
  • McCabe, S., & Johnson, S. (2019). The Routledge Handbook of Tourism Marketing. Routledge. 
  • Fyall, A., Garrod, B., & Wang, Y. (Eds.). (2019). Destination Marketing: Relationships, Collaborations and Research Agendas. Routledge. 
  • Buhalis, D., & Darcy, S. (Eds.). (2019). The Routledge Handbook of Tourism Marketing. Routledge. 
  • Laws, E., Prideaux, B., & Chon, K. S. (2021). Tourism Marketing: A Strategic Approach. John Wiley & Sons. 
  • Cai, L. A. (Ed.). (2019). Tourism Marketing in the Digital Age. Routledge. 
  • Keller, K. L., & Kotler, P. (2015). Marketing Management (15th ed.). Pearson. 
  • Moutinho, L., & Vargas-Sánchez, A. (Eds.). (2018). Strategic Management in Tourism (3rd ed.). CABI. 
  • Morrison, A. M. (2013). Marketing and Managing Tourism Destinations. Routledge. 
  • Prideaux, B., & Cooper, C. (Eds.). (2019). Progress in Tourism Marketing Research. CABI. 

Course Unit Content

Assessments
Learning Outcome 1: Understand the fundamentals of marketing and its role in the tourism industry
Learning outcome 2: Develop and implement marketing strategies for tourism businesses
learning outcome 3: Utilize marketing tools and techniques specific to the tourism industry.
Learning Outcome 4: Evaluate the effectiveness of marketing campaigns in the tourism industry
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