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Marketing for Tourism and Hospitality MKTG 1040

Marketing Management Course

Course details

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.


  • No prerequisites are required for this course.





Course offerings

Winter 2023

Below is one offering of MKTG 1040 for the Winter 2023 term.

CRN 89611


Wed Jan 04 - Sat Mar 25 (12 weeks)

  • 12 weeks
  • CRN 89611
  • $524.15
Class meeting times
Dates Days Times Locations
Jan 04 - Mar 25 N/A N/A Online


Course outline




Important information
  1. Internet delivery format.
  2. Important course information will be sent to you prior to your course start date. Check your myBCIT email account to access this information.
  3. Please note that the lecture component for this course is asynchronous, not requiring you to meet each and every week at a specific time, however, there will be specific timelines for assignments and exams. It is important you have a stable and consistent internet connection to access course content. Please check the following link to ensure you meet the computer requirements for the class. Course content, type and quality of assignments, and general standards for this online course are the same as classroom courses. To be successful in this online course, plan to spend 7-10 hours per week on your studies, or more if it’s a condensed course, starting Week 1. Important course information will be sent to your myBCIT account prior to your course start date.


This course offering has been cancelled. Please check back next term or subscribe to receive email updates.

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

Related Programs

Marketing for Tourism and Hospitality (MKTG 1040) is offered as a part of the following programs:

School of Business + Media

  1. Tourism and Hospitality
    Associate Certificate Part-time


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