Marketing in Tourism and Hospitality

DESCRIPTION:
A managerial approach to hospitality and tourism marketing. Examines the implications of the Tourism and Hospitality industry on the Marketing theory. The 7-Ps approach (product, price, place, promotion, people, processes, physical evidence).

RATIONALE: 
The course provides the student with a thorough understanding of marketing as a main function of tourism and hospitality organizations. It examines marketing theories and concepts as they apply in tourism and hospitality and it explores the centrality of the visitor’s/guest’s perspectives as the focus of marketing efforts. The course focuses on researching and assessing paradigms, theories, and concepts related to key marketing issues, such as consumer behaviour, segmentation, marketing research, and on incorporating knowledge and skills in planning for the 7Ps (product, price, place, promotion, people, processes, physical evidence).

LEARNING OUTCOMES: 
As a result of taking this course the student should be able to:
1. Critically assess the impact of business macro-environmental factors, by referring to appropriate marketing theory tools and frameworks.
2. Examine the marketing concepts and theory frameworks, such as consumer behaviour, segmentation, targeting, branding, image, in the context of tourism and hospitality.
3. Analyse the marketing management functions as they apply in the context of tourist destinations and tourism and hospitality organizations.

METHOD OF TEACHING AND LEARNING:
In congruence with the teaching and learning strategy of the college, the following tools are used:
- Class lectures.
- In-class group presentation. The assessment is aimed at encouraging students to engage with relevant theories, concepts and frameworks and to develop presentation and group work skills.
- Individual written projects. The assessment is aimed at developing the students’ ability to assess the application of key marketing theory concepts in the context of tourism and hospitality organizations and tourism destinations. Students are encouraged to make extensive use of library and on-line resources.
- Tutorials on presentation skills.
- Analysis and discussion of tourism and hospitality marketing cases.
- Office Hours: Students are encouraged to make full use of the office hours of their instructor, where they can ask questions and go over lecture material.
- Use of a Blackboard learning platform, where instructors post lecture notes, assignment instruction, timely announcements, as well as additional resources.