Explain the principles of Marketing - Marketing Management in Tourism and Hospitality

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Marketing Management in Tourism and Hospitality (OTHM/05/02-L5DTHM)

Qualification Number:  601/5661/2 

Credit Value: 20

Unit Reference Number : L/507/0024

Unit Aims :

This unit provides learners with a critical understanding of the principles of marketing. Learners will develop the ability to apply the marketing mix to the tourism and hospitality industry and will be able to explain the role and function of marketing within tourism and hospitality businesses.

Learning Outcomes

Explain the principles of Marketing

Assessment Criteria: Marketing Management in Tourism and Hospitality (OTHM/05/02-L5DTHM)

1. Explain the principles of Marketing

• Describe the need for marketing in contemporary businesses
• Explain the elements of the marketing mix
• Evaluate the role of brands in the tourism and hospitality

2. Critically analyse the role and function of marketing in tourism and hospitality businesses

• Critically Analyse the importance of marketing in tourism and hospitality businesses
• Identify the roles and responsibilities of marketing professionals in tourism and hospitality businesses
• Explain the issues involved in managing the marketing process in tourism and hospitality businesses

3. Outline the service marketing approach in the tourism and hospitality industry

• Review the principles of the services marketing approach
• Critically analyse the benefits of the services marketing approach for the tourism and hospitality industry
• Identify aspects of services marketing in the management of tourism and hospitality businesses

4. Explain the importance of market research in the tourism and hospitality industry

• Outline the principles of market research
• Research market research data relating to the tourism and hospitality industry
• Demonstrate the principles of market research by collecting data relating to the tourism and hospitality industry.

Study contents 

• Introduction to marketing management for tourism and hospitality
• Introduction to consumer behaviour
• Customer retention in tourism and hospitality
• Tourism and hospitality marketing environments
• The tourism and hospitality marketing mix
• Services Marketing
• Tourism and hospitality branding
• Understanding the external marketing environment
• Internal marketing for tourism and hospitality organisations
• Tourism and hospitality market research
• Tourism and hospitality market segmentation
• Tourism and hospitality pricing
• Tourism and hospitality distribution
• Tourism and hospitality promotion
• Destination Marketing Organisations (DMOs)
• Direct and Digital Marketing  Introduction to Marketing planning

Indicative Reading List

• Bowie, D. & Buttle, F. (2011) Hospitality Marketing: Principles and Practice, Abingdon: Routledge
• Holloway, C. (2004) Marketing for Tourism, London: FT Prentice Hall
• Hudson, S. (2008) Tourism and Hospitality Marketing: A Global Perspective, London: Sage
• Kotler, P., Bown, J. & Makens, J. (2013). Marketing for Hospitality and Tourism, London: Pearson
• Morrisson, A. (2013) Marketing and Managing Tourism Destinations, London: Routledge
• Explain the principles of Marketing