10109129Tourism Marketing
Course Information
Description
Focuses on the application of sound marketing practices and tools to develop businesses in food service, lodging and travel/tourism.
Total Credits
3
Course Competencies
  1. Research the tourism product
    Assessment Strategies
    by written exam
    Criteria
    learner explains the four "P's" (Product, Price, Promotion, Place) of marketing
    learner differentiates among product-oriented, sales-oriented, and customer-oriented marketing
    learner analyzes the major components of the marketing cycle
    learner explains how market research is conducted
    learner explains how marketers use geographic, demographic, psychographic, and behavioristic segmenting

  2. Develop a marketing plan
    Assessment Strategies
    by written exam
    by submitting a marketing plan outline for a tourism business
    Criteria
    learner examines customer wants and needs
    learner explains the role of marketing objectives in the development of marketing strategies
    learner explains the value of marketing strategies to a company
    learner explains why a company must establish a position for its product
    learner summarizes what a positioning statement does
    learner differentiates among a product's position, image, and slogan
    learner contrasts product features and product benefits
    learner analyzes the four characteristics that determine the viability of a market segment

  3. Develop an effective Advertising/Promotion piece
    Assessment Strategies
    by written exam
    by submitting a advertising/promotion plan for a tourism business
    Criteria
    learner explains the psychological needs of the tourism customer
    learner describes patterns of tourism psychology using personality, motivation, and behavior classifications
    learner identifies the three components of the communications mix
    learner explains the guidelines for creating an advertising message
    learner evaluates the advantages and disadvantages of different advertising media
    learner develops a strategy for an advertising campaign

  4. Formulate a pricing strategy for a tourism product
    Assessment Strategies
    by written exam
    by submitting a pricing strategy analysis
    Criteria
    learner analyzes the impact of pricing on the marketing mix
    learner compares different pricing strategies for a tourism product
    learner determines the optimum pricing strategy for a tourism product

  5. Perform a location analysis for a tourism business
    Assessment Strategies
    by submitting a Location Analysis Report for a tourism business
    Criteria
    Location Analysis Report includes a competition analysis
    Location Analysis Report includes a Trade Area Analysis
    Location Analysis Report includes a Traffic Counts evaluation