Course Specification

(1)

T4 2022

Course Title:

Tourism Marketing

Course Code:

MA4230

Program:

Bachelor

Department:

Marketing

College:

College of Business

Institution:

Umm Al-Qura University

Version:

2

Last Revision Date:

22/2/2023

Course Specification

T-104

2022

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2

Table of Contents:

Content Page

A. General Information about the course 3

1. Teaching mode (

mark all that apply)

2. Contact Hours

(based on the academic semester)

3 B. Course Learning Outcomes (CLOs), Teaching Strategies and

Assessment Methods 5

Course Content 7

Error! Reference source not found.Student Assessment Activities

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E. Learning Resources and Facilities 9

1. References and Learning Resources 9

2. Required Facilities and Equipment 9

F. Assessment of Course Qualit 9

G. Specification Approval Data 10

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3

A. General information about the course:

Course Identification

1. Credit hours:

3

2. Course type

a.

University

☐

College

☐

Department

☒

Track

☐

Others

☐ b. Required ☒ Elective☐

3. Level/year at which this course is offered:

Level 11

4. Course general Description

During the learning journey of this course, students will develop their capabilities in

understanding hospitality and tourism marketing process. Students will understand deeply the marketplace and customer value in tourism context. Upon successfully completing this course, graduates will be able to apply marketing theories in tourism industry to design customer value driven strategies.

5. Pre-requirements for this course (if any):

Marketing Research 1

6. Co- requirements for this course (if any):

7. Course Main Objective(s)

The teaching intention plan of this course is to make concepts and theories of tourism marketing explicable. After completing successfully this course, students will be familiar with the concepts of the hospitality and Tourism Marketing Process which will explain thoroughly the customer value in tourism context. Students will grasp Marketing Segmentation, segments, target audiences, integrated marketing mix (Product, Place, Promotion, Price), global marketing, marketing, E- procurement, business buyer behavior, positioning, differentiation, product classification, price strategies and other important areas in marketing. Students will learn to design value driven strategy marketing in tourism marketing by applying critical thinking and analytical skills with respect to professional ethics.

1. Teaching mode (

mark all that apply)

No Mode of Instruction Contact Hours Percentage

1. Traditional classroom 24 80%

2. E-learning 3.

Hybrid

 Traditional classroom

 E-learning

6 20%

4. Distance learning

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4

2. Contact Hours

(based on the academic semester)

No

Activity Contact Hours

1. Lectures 24

2. Laboratory/Studio 3. Field

4. Tutorial 6

5. Others (specify)

Total

30

(5)

5

B. Course Learning Outcomes (CLOs), Teaching Strategies and Assessment Methods

Code Course Learning Outcomes

Code of CLOs aligned with

program

Teaching

Strategies Assessment Methods 1.0 Knowledge and understanding

1.1

Students will have an in-depth knowledge and understanding of the underlying theories and concepts of hospitality and tourism marketing

K1

Lectures

Quiz -homework- powerpoint, case study, presentation- mid-term and final exam

1.2

Students will have a broad knowledge and understanding of processes and techniques in hospitality and tourism marketing practice

K2

Lectures

1.3

Students will receive a specialized knowledge of the profession

requirements in hospitality and tourism marketing

K3

Lectures

1.4

Students will have a broad knowledge and understanding of the tourism market place and the Designing of customer value- driven strategy and mix

K1

Lectures

2.0 Skills

2.1

Students will have cognitive skills to apply marketing theories and concepts in the context of hospitality and tourism

S1

Lectures

(6)

6

program

Teaching

Strategies Assessment Methods

2.2

Students will be able to analyze a complex context of tourism marketplace, develop creative solutions and solve problems for the tourism industry

S2

Lectures

2.3

Students will be able to develop their own critical thinking to capture customer value and insights for tourism businesses

S3

Lectures

2,4

Students will have the communication skills to design a successful advertising campaign that leads to gain customer values and develop new markets for tourism industry.

S3

Lectures

3.0 Values, autonomy, and responsibility

3.1

Students will demonstrate their engagement to professional values with respect to business ethics.

V1 Group assignments,

Small group work, Dividing the whole class in a small group to enhance their cooperation to complete the group objectives and tasks

Quiz -homework- powerpoint presentation- case study, mid-tem and final exam

3.2

Students will demonstrate their willingness to be criticized and evaluated by others

Small group work, Dividing the whole class in a small group to enhance their cooperation to complete the group objectives and tasks

3.3

Students will demonstrate

autonomy and

Small group work, Dividing the whole class in a small

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7

program

Teaching

Strategies Assessment Methods

responsibility in doing different tasks assigned

group to enhance their cooperation to complete the group objectives and tasks

B. Course Content

o List of Topics Contact

Hours

1

Part I: Defining Hospitality and Tourism Marketing and the Marketing Process Ch1: Creating Customer Value and Engagement Through Marketing for Hospitality and Tourism

3

2 Ch2: Services Marketing Concepts Applied to Marketing for Hospitality and Tourism

3

3 Part II: Understanding the Marketplace and Customer Value Ch 3: Analyzing the Marketing Environment

3

4 Ch 4: Consumer Markets and Consumer Buying Behavior 3

5 Ch 5: Customer-Driven Marketing Strategy: Creating Value for Target Customers 3

6

Part III: Designing Customer Value-Driven Strategy and Mix

Ch 6 Pricing: Understanding and Capturing Customer Value (2 hours) Mid-term exam (1 hour)

3

7 Ch 7: Distribution Channels Delivering Customer Value 3

8 Ch 8: Engaging Customers and Communicating Customer Value and Advertising 3 9 Ch9: Promoting Products: Public Relations and Sales Promotions 3 10 Ch 10: Direct, Online, Social Media, and Mobile Marketing 3

Total 30

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8

C. Students Assessment Activities

# Assessment task* Week Due Percentage of Total

Assessment Score

1 Quiz 1 and quiz 2 3 and 7 10

2 Case study 1 and case study 2 5 and 8 20

3 Mid-term 6 20

4 Attendance 10

5 Final exam TBD 40

6 7

Total 100

*Assessment task (i.e., written test, oral test, oral presentation, group project, essay, etc.)

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9

E. Learning Resources and Facilities 1. References and Learning Resources

Essential References

Marketing for Hospitality and Tourism, 8/E Philip Kotler, Northwestern University John T. Bowen, University of Houston

Seyhmus Baloglu, University of Nevada Las Vegas ISBN-10: 0135209846 • ISBN-13: 9780135209844

Supportive References Journals, Reports, etc.) Electronic Materials UQU e-learning and black board platform

Other Learning Materials

such as computer-based programs/CD, professional standards or regulations and software.

MS Excel, PPT presentation used in class in teaching was provided

2. Required Facilities and equipment

Items Resources

facilities

(Classrooms, laboratories, exhibition rooms, simulation rooms, etc.)

A good classroom is important along with presentation facilitates such as data show.

Technology equipment (projector, smart board, software)

● blackboard

● Data show

● internet connection

● large room for student projector

Other equipment

(depending on the nature of the specialty) N/A

F. Assessment of Course Quality

Assessment Areas/Issues Assessor Assessment Methods

Effectiveness of teaching

Chair, Students, External Stakeholders

Department and quality committee

Open discussions with the students

Anonymous surveys

Effectiveness of students assessment

Checking marking by the students themselves if it’s possible

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10

Assessment Areas/Issues Assessor Assessment Methods

Using the help of other members in reviewing the assignments/exams

Quality of learning resources

Review of course portfolios

Instructor assessment by students

The extent to which CLOs have been achieved

Course specifications are periodically reviewed at the departmental level.

Courses are updated periodically and compared to the benchmark standards.

Other

Assessor (Students, Faculty, Program Leaders, Peer Reviewer, Others (specify) Assessment Methods (Direct, Indirect)

G. Specification Approval Data

COUNCIL

/COMMITTEE

MARKETING DEPARTMENT

REFERENCE NO.

DATE

28/01/2023