| CODE | TTC1106 | ||||||||
| TITLE | Introduction to Tourism Marketing | ||||||||
| UM LEVEL | 01 - Year 1 in Modular Undergraduate Course | ||||||||
| MQF LEVEL | 5 | ||||||||
| ECTS CREDITS | 4 | ||||||||
| DEPARTMENT | Tourism Management | ||||||||
| DESCRIPTION | The aim of this study-unit is for students to understand how textbook marketing theory is applied within the tourism industry by various stakeholders. This includes the concept of selling an intangible augmented product such as tourism in lieu of selling material goods. Marketing techniques are fast evolving, hence traditional and innovative practices used in marketing the tourism product are discussed in the light of creating and developing new offerings. For this reason the marketer has to be familiar with the different media used to market and communicate a tourism message to a diverse audience within the constraints and challenges posed by budgetary limitations. The creation of focused promotional campaigns is addressed by the study-unit together with different ways of selling different products to various types of tourism targeted segments. At the same time the continuous market input through feedback from customers and their comments on different channels especially social media is imperative for the evolution of marketing in tourism, so as to find the right balance between tourism marketing and new product development. Study-unit Aims: The aim of the study-unit is to introduce the concepts of marketing in order to create and/or consolidate a solid foundation of Marketing Knowledge, and to assist the student in applying this strategic management function creatively, within the Tourism industry. Learning Outcomes: 1. Knowledge & Understanding: By the end of the study-unit the student will: - Have a broad understanding of the marketing process within the Tourism industry; - Learn how to draft a tourism marketing plan through the use of decision making tools such as marketing planning, Competitor analyses, SWOT, PESTEL, 5 Forces Model, PLC (Extended PLC), BCG Matrix and developing the marketing mix; - Be able to comprehend the importance of marketing research; - Be able to appreciate how information technology is revolutionising tourism marketing campaigns and marketing communications. 2. Skills: By the end of the study-unit the student will be able to: - Make use of applied techniques to fulfill the functional duties of marketing within tourism organizations including Integrated Marketing, Environmental Scanning, Function Strategy, Design Marketing Plans and Create Tactical Plans/Initiatives to be able to meet Marketing Goals; - Comprehend and apply skills required for Marketing Countries as Tourism Destinations. Main Text/s and any supplementary readings: - Middleton, Victor T.C., Fyall, Alan, Morgan, Michael, Ranchhod, Ashok, (2009), Marketing in Travel and Tourism, Butterworth-Heinemann. - Kotler, P., Bowen, J.T., Makens, J.C. (2006), Marketing for Hospitality and Tourism, Prentice-Hall, New Jersey, NJ. Journals and papers as advised by lecturer. |
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| STUDY-UNIT TYPE | Lecture and Independent Study | ||||||||
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| LECTURER/S | Thomas Dimech |
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The University makes every effort to ensure that the published Courses Plans, Programmes of Study and Study-Unit information are complete and up-to-date at the time of publication. The University reserves the right to make changes in case errors are detected after publication.
The availability of optional units may be subject to timetabling constraints. Units not attracting a sufficient number of registrations may be withdrawn without notice. It should be noted that all the information in the description above applies to study-units available during the academic year 2023/4. It may be subject to change in subsequent years. |
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