387 | C L U S T E R I F A C U L T Y O F A D M I N I S T R A T I V E S C I E N C E Name : Tourism Marketing
module/course code :
PAR61007
Student workloads:
510 minutes/week
Credits (ECTS):
4.53 ECTS
Semester :
3
Frequency :
Odd
Duration :
1 x per semester Types of courses :
Tutorial/Lecture/Response
Contact hours :
150 minutes/week
Independent study : 360
minutes/week
Class size X
students : 30 students 1 Prerequisites for participation : no prerequisites
2 Learning outcomes :
Mastering marketing concepts and processes, able to identify marketing opportunities, knowing the applicable marketing mix, mastering digital marketing concepts and knowing destination marketing trends that are developing today.
3 Description :
This course provides the understanding of the critical role that marketing and promotions play in the development and success of tourism enterprises and destinations is central to this specialist three-year tourism degree.
4 Subject aims/Content:
1. Understanding Marketing Management 2. Marketing Management Process
3. Marketing orientation and its development.
4. Definition of market segmentation 5. Market segmentation process
6. Marketing segmentation orientation and its development.
7. Definition of target market 8. Market targeting process
9. Target market orientation and its development.
10. Strategy to achieve target market 11. Product position in the market 12. Product communication in the market 13. Product differentiation attributes 14. Stage-appropriate strategy 15. Market strategy and evolution 16. History of direct marketing 17. Various direct marketing practices
18. Advantages and disadvantages of direct marketing 19. Direct marketing strategy
20. Online marketing practice.
21. Various digital marketing practices
22. Advantages and disadvantages of digital marketing 23. Digital marketing strategy
24. Digital marketing practice.
25. Various forms of marketing mix
388 | C L U S T E R I F A C U L T Y O F A D M I N I S T R A T I V E S C I E N C E 26. Strengths and weaknesses of each form of marketing mix
27. Blue ocean strategy
28. Sustainable marketing strategy 29. Product position in the market 30. Product communication in the market 31. Product differentiation attributes 32. Stage-appropriate strategy 33. Market strategy and evolution 34. Pricing considerations.
35. Adopt a pricing strategy.
36. Pricing strategy changes 37. Contextual pricing
38. Know the reasons for using distribution channels.
39. How intermediaries operate 40. Alternative marketing channels 41. Channel selection considerations 42. Importance of logistics.
43. Various forms of promotion: advertising, personal selling, and public relations.
44. Strengths and weaknesses of each form of promotion 45. The power of word of mouth in marketing
46. Sustainable strategy in sales promotion.
47. Brand limitation 48. Brand attributes 49. Brand management 50. Brand expansion 51. Protect the brand.
52. Social Marketing Concepts and Green Marketing Issues 53. Green marketing as part of
54. company strategy
55. Green Marketing Practices by some companies 56. Green marketing ranking and
57. Potential and constraints of green marketing.
5 Teaching methods:
1. project work 2. case studies 3. group work 4. lectures 5. discussions 6. seminars
6 Assessment methods:
1. Task
2. Mid-Term exam 3. FInal-Term exam
7 Other information e.g. bibliographical references:
1. Babu, S Sutheeshna, Sitikantha Mishra and Bivraj Bhusan Parida. Tourism Development Revisited: Concepts, Issues and Paradigms. New Delhi: SAGE Publications Ltd
389 | C L U S T E R I F A C U L T Y O F A D M I N I S T R A T I V E S C I E N C E
2. Benckendorff, Pierre and Gianna Moscardo and Donna Pendergast. 2010. Tourism and Generation Y. UK: CABI International
3. Graves, Phillip. 2010. Consumer.ology. Jakarta: PT Elex Media Komputindo
4. Hitchcock, Michael, Victor T. King and Michael Parnwell. Tourism in Southeast Asia:
Challenges and New Directions. Denmark: Nordic Institute of Asian Studies 5. Hudson, Simon. 2008. Tourism and Hospitality Marketing: A Global Perspective.
London: SAGE Publications Ltd
6. Kartajaya, Hermawan and Iwan Setiawan. 2014. WOW Marketing. Jakarta: PT Gramedia Pustaka Utama
7. Kotler, Phillip and Gary Armstrong. 2006. Marketing Principles Edition 12 Volume 1.
Jakarta: Erlangga Publisher
8. Kotler, Phillip and Kevin Lane Keller. 2009. Marketing Management Edition 13 Volume 1. Jakarta: Erlangga Publisher
9. Kim, W Chan and Renee Mauborgne. 2015. Blue Ocean Strategy. Jakarta: PT Serambi Ilmu Semesta
10. Ottman, et. Al. 2006. Avoiding Green Marketing Myopia, Ways to improve consumer appeal for environmentally prefarable products, Environment, Vol. 48 Number 6, pp.
20-36
11. Ryan, Damian and Calvin Jones. 2009. Understanding DIGITAL Marketing: Marketing strategies for engaging the digital generation. UK: Kogan Page
12. Tjiptono, Fandy and Gregory Chandra. 2012. Strategic Marketing. Yogyakarta: CV Andi Offset
13. UNWTO. 2014. Handbook on E-marketing for Tourism Destinations: Fully Revised and Extended Version 3.0. Madrid: World Tourism Organization