Course Overview
In this course, students are introduced to the fundamentals and unique challenges of services marketing for tourism and hospitality. Topics include an overview of services marketing; understanding the travelling public's decision-making process and how to capture customer value; the role of services marketing in strategic planning; the importance of service quality and standards in delivering the product; identifying demand and capacity to create value; and promotional and sales strategies. Activities in this course will include developing a strengths, weaknesses, opportunities, and threats (SWOT) analysis, market segmentation identification, product development, integrated marketing communications (IMC) planning, and topical subjects in the area of marketing and sales in tourism. Assessment will include a variety of essay and compare/contrast assignments, as well as in-class discussions that will be informed by current marketing topics of the day.
Prerequisite(s)
- No prerequisites are required for this course.
Credits
3.0
- Retired
- This course has been retired and is no longer offered. Find other Flexible Learning courses that may interest you.
Learning Outcomes
Upon successful completion of this course, the student will be able to:
- Identify service characteristics of hospitality and tourism marketing.
- Describe marketing strategies for services businesses and how marketers measure and manage the return on marketing.
- Outline the social, cultural, economic, political, and environmental impacts of tourism.
- Develop a SWOT analysis and a competitive analysis.
- Identify key primary and secondary markets for destinations, tour operators, and other key industry stakeholders.
- Explain the importance of capturing customer and market information and how it's gathered, interpreted, and reported.
- Explain the buyer-decision process for both consumers (business-to-consumer – B2C) and businesses (business-to-business – B2B).
- Define major steps in designing a customer-driven marketing strategy: market segmentation, targeting, and positioning.
- Outline how marketers build and manage brands.
- Select product and channel strategies to create value, as well as pricing strategies to capture value in return.
- Evaluate elements of the promotional mix (advertising, public relations, personal selling, sales promotion; direct, online, social media, and mobile).
- Develop promotional budgets, messages, and strategic media choices for an IMC plan.
- Discuss the components of tourism destination competitiveness, image-creation, experience building, and branding.
Effective as of Fall 2021
Programs and courses are subject to change without notice. Find out more about BCIT course cancellations.