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 SWOT analysis, market segmentation identification, product development, 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, in-class discussions which will be informed by current marketing topics of the day. To be successful in this course, students must be able to communicate well in written English.
Prerequisite(s)
- No prerequisites are required for this course.
Credits
3.0
- Not offered this term
- This course is not offered this term. Notify me to receive email notifications when the course opens for registration next term.
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, environmental impacts of tourism.
- Develop a SWOT analysis and 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 (B2C) and businesses (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, and 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 integrated marketing communications plan (IMC).
Effective as of Spring/Summer 2020
Programs and courses are subject to change without notice. Find out more about BCIT course cancellations.