Study Unit

Outcomes

Assessment Criteria

• Marketing Principles

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

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

• Discuss the marketing planning process.
• Explain the importance of marketing planning in the tourism industry.
• 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 trends.
• Distinguish the differences between marketing strategies and tactics
• Develop the marketing plan for a tourism business.

• Tourism marketing research
• Case study

• Explain the importance of marketing research in the tourism industry.
• 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

Of the ability to analyse the Tourism Market.

• 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.

• Consumer behavior in tourism

• Analyse tourist’s unique buying behavior.

• Organizational behaviorin Tourism
• Case study

• 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 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

• 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

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