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Short Learning Programme
Marketing in Specialised Markets
The is a need in the market for further development of tourism in general and specifically in relevant geographical areas

Purpose of the course:

This SLP will provide applicable tools for the implementation of tourism marketing activities

Admission requirements:

Admission requirements: 
Any Tourism related qualifications will be an added advantage
Learning assumed to be in place: 
Relevant level of commercial marketing studies based on current marketing literature NQF 5

Course outcomes and assessment criteria :

Course outcomes and the associated assessment criteria: 

Study Unit


Assessment Criteria

  After completion of this course, participants will: Participant will be assessed on the following criteria:
  •  Marketing Principles
Of marketing principles in relation to tourism

Define marketing.

     Explain the evolution of marketing.

     Identify different marketing orientations.

     Determine how marketing fit into the tourism industry.

     Implement different marketing orientations in tourism Industry.

     Analyse the evolution phases of marketing in the tourism industry.

  • Characteristics of                       

Tourism Marketing

  • Case study
To showcase the ability to effectively apply the characteristics of Tourism marketing to solve complex problems given in case studies”.

Define tourism marketing.

     Explain the importance of hospitality in tourism marketing

     Elaborate: Product, Service and offering in tourism.

     Identify the features of tourism services.

     Differentiate between tourism and hospitality.

             Develop marketing strategies for a tourism business

  • Characteristics of  Tourism Marketing
Of prevalent schools of thought that determined progress within tourism”.

 Discuss the marketing

       planning process.

       Explain the importance of marketing planning in the tourism


            Distinguish the micro market and macro environment with in

                tourism industry

  • Tourism marketing planning

To showcase the ability to

select the most appropriate methods for marketing planning in tourism”.

  Distinguish the global, regional, national and local tourism marketing


   Distinguish the differences between marketing strategies and tactics

    Develop the marketing plan for a tourism business.

  • Tourism marketing  


  • Case study
To distinguish discipline- specific methods and techniques of enquiry appropriate for implementation in research related to the marketing of tourism”.

     Explain the importance of marketing research in the tourism


     Discuss the marketing research process.

     Apply different types of research methods and techniques applied

         in tourism marketing case study.

            Distinguish between marketing and market research

Module 3 : Market Analysis


•      Segmentation, targeting  

and positioning












•      Consumer behavior in      





•      Organizational behavior   

in Tourism

•         Case study

Of the ability to analyse the Tourism Market.















Of consumer behavior in Tourism.





Of organizational behavior in Tourism.

•      Define market segmentation.

•      Discuss the advantages and disadvantages of market segmentation.

•      Discuss the criteria for effective market segmentation.

•      Explain market targeting.

•      Execute market positioning.

•      Develop marketing positioning map.










•      Analyse tourist’s unique buying behavior.





•      Explain the following management aspects:

-       management characteristics,

-       functions,

-       roles, and

-       Skills.


      •              Determine interpersonal skills in the tourism industry.

      •      Describe Organisational Behavior

     •    Explain the value of Organisational Behavior in the tourism industry.

    •      Determine behavioural characteristics of Organisational Behavior.

Module 4: Marketing Mix


•      Product-offering    


To showcase the ability to implement marketing mix strategies

      •      Define branding.


•      Explain tourism offering in detail.


•      Explain product-offering mix in detail.


•      Discuss the concept of a product life cycle.


•      Differentiate between different levels of an offering.


        •        Initiate development of new offerings

•      Pricing strategies


•      Explain tourism offerings in relation to pricing.


•      Identify factors that affect pricing.


•      Explain different approaches to pricing.


     •      Implement pricing strategies.

            •              Distribution strategies  

•      Identify intermediaries in tourism.


•      Determine the selection of marketing intermediaries.


•      Illustrate distribution channels in tourism.


•      Differentiate between direct and indirect distribution channels.


•              Develop direct marketing channels

   •             Marketing Communications and advertising strategies

   •              Case study


•      Identify Marketing principles.


•      Discuss sales promotion and personal selling strategies.


•      Elaborate on promotional techniques.


•      Identify and execute the promotions mix.


•      Explain the function of physical evidence, people and processes strategies.


•      Apply e-marketing and direct marketing strategies.


•      Analise marketing collateral, public relations and sponsorship strategies.


•              Develop a marketing campaign

Module 5: Marketing issues in tourism



•      Service quality through internal and relationship marketing

Into the origin and development of marketing issues within tourism.

•      Define the destination marketing concept.


•      Explain the internal marketing concept.


       •      Explain relationship marketing.


•      Discuss dimensions of delivery service quality. 

•             Destination Marketing  

•      Define the destination marketing concept.


•      Explain the complexity of destination marketing.


       •      Explain concepts:


–      tourism development

–      tourist destination image

–      destination branding

–      brand elements

–      destination promotion

                –       marketing events to attract visitors

•      Event Marketing

•      Case study.


•      Define an event

•      Explain event marketing concept.

         •      Discuss characteristics of event marketing.

Module 6: Future of tourism

•      Tourism trends and the future of tourism marketing

      •        Case study

Of possible future trends of tourism marketing •              Discuss factors affecting the future of tourism South Africa, African and Global trend.


Formative and Summative
Method of assessment: 
Summative: • Portfolio of evidence / Case studies/ Field assignments and evaluations Formative: • Group and individual assignments

Additional information

Mode of delivery: 
Target group: 
Tourism employee, agents, guides, facilitators, Managers, facility owners
Contact us
Prof Jan Meyer
Telephone number: 
018 389 2614