Course info

This course will examine the roles and functions of marketing in the tourism industry.  The topics covered in this course are as follows:

1. Marketing principles: People, price, place, promotion (4 Ps)

2. Environmental scanning for market opportunities

3. Market research and analysis

4. Market segmentation

5. Consumer behaviour

6. Business to business marketing

7. Customer relationships and satisfaction

8. Branding and marketing communications

9. Advertising and sales

10. Pricing strategies

11. Retail and distribution strategy

12. Supply chain management

13. Marketing plans; strategy and implementation

14. Evaluation of marketing activities

15. Global/international marketing