Tourism And Hospitality Marketing (PG)

This subject is available under ICMS postgraduate degrees, please click the button below to find a postgraduate course for you.

Subject Code:

TOU600A

Subject Aim:

The hospitality and tourism industry presents a distinct marketing challenge due to its unique nature. Unlike tangible products, it involves a complex interplay of interrelated services and experiences. This intricate service bundle requires a holistic marketing approach that covers the entire customer journey, from initial awareness to post-trip evaluation. Additionally, the global landscape for hospitality and tourism is constantly changing, influenced by economic fluctuations, evolving social trends, and technological advancements. As a result, effective marketing strategies need to be adaptable and responsive to these ever-changing dynamics. 

This subject aims to equip students with the necessary knowledge and skills to navigate the challenges of hospitality and tourism marketing successfully. Students will engage with established marketing principles grounded in sound theoretical frameworks, enabling them to critically analyse real-world applications and evaluate their impact on industry outcomes. By conducting in-depth research on consumer behaviour, market trends, and the influence of global events, students will gain invaluable insights. These insights will empower them to develop impactful marketing plans and programs that drive the long-term success of hospitality and tourism businesses in a competitive and ever-evolving marketplace. 

Learning Outcomes:

a) Determine effective marketing strategies that reflect efficient use of resources and an in-depth understanding of the marketing environment. 

b) Apply the principles of sustainable tourism development to the marketing of tourism and hospitality products and services. 

c) Critically analyse the marketing environment, proposing actionable recommendations to drive operational and strategic success within hospitality and tourism businesses.  

d) Analyse and integrate the critical elements that are involved in the creation and successful implementation of hospitality and tourism marketing plans. 

Student Assessment:

* This assessment is a hurdle assessment. Hurdle requirements are a condition other than the overall mark that must be met for students to pass a subject. Failing a hurdle requirement will result in a fail grade for the subject.