Tourism Marketing syllabus
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Tourism Marketing
6 units
2 Understanding Tourism Consumer Behavior (5 LHs)
3 Designing Customer- Driven Marketing Strategy and Marketing Mix (15 LHs)
5 Destination Marketing & Marketing of Tourism Products/ Services (5 LHs)
6 Case Studies and Practical Applications (3 LHs)
1. Introduction to Tourism Marketing (12 LHs)
- Marketplace and Consumer Needs
- Customer Driven Marketing Strategy
- Definition, scope and importance of tourism marketing
- Marketing Management Orientations
- Holistic Marketing Concept and The Marketing Process
2. Understanding Tourism Consumer Behavior (5 LHs)
- Consumer Behavior: Meaning, Model, Factors and Decision-Making Process
- The tourist as a consumer
3. Designing Customer- Driven Marketing Strategy and Marketing Mix (15 LHs)
- Segmentation, Targeting and Positioning
- Traditional 4 P's and extended Ps of Service Industry
- Product, Services and Branding Strategies
- Pricing Considerations and Strategies
- Marketing Channels / Distribution channels
- Promotion Mix / Integrated Marketing Communication
4. New Dimensions of Marketing (8 LHs)
- Marketing in the Digital Age
- E-marketing Domains
- Technology and artificial intelligence in tourism marketing
- Search engine optimization and Social media strategies
- Marketing and Society
5. Destination Marketing & Marketing of Tourism Products/ Services (5 LHs)
- Destination branding and positioning
- Marketing strategies for destinations and Products
- Marketing of fairs and festivals / MICE / Events
- Sustainable and responsible tourism marketing practices
6. Case Studies and Practical Applications (3 LHs)
- Analyzing successful tourism marketing campaign(s)
- Designing a tourism marketing mix plan