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Hospitality and Tourism marketing is distinct in its application. The positioning and programming of interrelated products and services affects end to end marketing of products and services in this industry. Industry dynamics dictate that marketers be involved in a wider range of activities to adorn themselves of the information required to successfully market products effectively, efficiently and sustainably. To gain an understanding of these activities, various theoretical assumptions are made based on practical examples that amount to significant insights that marketers can apply into successful campaigns. The effect of worldwide political and economic events in particular have impacted immeasurably upon the manner in which tourism and hospitality companies go about marketing their products and services. An important aspect involved in developing marketing practices is setting structures against sound theoretical models and to understand how and when the use of such models changes and their empirical effect on outcomes.
This subject familiarises students with the broader marketing environment and its tools so that they may better analyse situations and improve decision making processes in relation to Hospitality and Tourism marketing. This will be achieved through analysis of marketing approaches used in the various sectors within the tourism system.
a) Determine effective marketing strategies that reflect efficient use of resources and an in-depth understanding of the environment.
b) Apply the principles of sustainable tourism development to the marketing of tourism and hospitality products and services.
c) Participate in the decision making process for operational and strategic success of both the marketing plan and overall business outcome.
d) Analyse and integrate the critical elements that are involved in the creation and successful implementation of hospitality and tourism marketing plans.