Subject Description -
Subject Content:
The content of this subject will address the following topics:
PART A: UNDERSTANDING HOSPITALITY AND TOURISM MARKETING PROCESS
An Introduction to Marketing for Hospitality and Tourism
Service characteristics of Hospitality and Tourism Marketing
Customer values
Marketing strategy and planning
PART B: DEVELOPING HOSPITALITY AND TOURISM MARKETING OPPORTUNITIES AND STRATEGIES
Consumer buying behaviour and buyer decision process
Identifying market segments and targets
PART C: DEVELOPING HOSPITALITY AND TOURISM CUSTOMER VALUE-DRIVEN
STRATEGY AND MIX
Creating and delivering value
- Pricing strategies
- Place/Distributing strategies
- Integrated Marketing Communications
- Internal Marketing and relationship marketing
Assessment Overview
Students are required to achieve 50% of the available marks in order to successfully pass the subject. The assessment information below provides a clear and explicit understanding of the expected standards to be achieved relative to the marks awarded.