Course Code: 7042
Instructor: Dr. Izzudin Busnaina
Description.
This course explores how to implement marketing concepts, theories, and models in the market of hospitality and tourism. It investigates a range of approaches and issues associated with marketing destinations and the tourism experience. Using selected case studies from around the world, the course examines the challenges of contemporary marketing approaches to the development and promotion of sustainable tourism. Working through experiential exercises, students will undertake research and marketing strategies reflective of current professional practice. The course gives students a broad overview of the different and important aspects of the multifaceted job of marketing in the hospitality industry and tourism. Students also discuss marketing strategies on how to brand nations and destinations.
The following topics will be covered: Introduction: Marketing for Hospitality & Tourism, Service Characteristics of Hospitality & Tourism Marketing, Developing Hospitality & Tourism Marketing Opportunities & Strategies, Marketing Information Systems & Marketing Research, Consumer Markets & Consumer Buying Behavior, Organizational Buyer Behavior of Group Market, Market Segmentation, Targeting, & Positioning, Designing & Managing Products, Pricing Considerations, Approaches, and Strategy & Distribution Channels, Communication and Promotion Policy and Advertising, Public Relations and Sales Promotion, Project Presentations and discussion.
The course will be conducted through lectures, discussion, and case analysis.
- Teacher: inas bubtana