| CODE | TTC1106 | ||||||||
| TITLE | Introduction to Tourism Marketing | ||||||||
| UM LEVEL | 01 - Year 1 in Modular Undergraduate Course | ||||||||
| EQF/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 be able to: • Discuss the marketing process within the tourism industry, including how intangible and experiential products are created, positioned, and communicated; • Explain how to develop a tourism marketing plan using key analytical and decision making tools such as competitor analysis, SWOT, PESTEL, Porter’s Five Forces, the Product Life Cycle, the BCG Matrix, and the marketing mix; • Describe the role and importance of marketing research in identifying customer needs, informing product development, and guiding strategic marketing decisions; • Discuss how digital technologies, social media, and emerging communication platforms are transforming tourism marketing practices and shaping consumer engagement. 2. Skills By the end of the study-unit the student will be able to: • Apply marketing techniques and analytical tools to support functional marketing activities within tourism organisations, including integrated marketing communications, environmental scanning, and the development of strategic and tactical marketing plans; • Design and evaluate marketing initiatives for tourism destinations, demonstrating the ability to segment markets, position offerings, and tailor promotional strategies to diverse audiences; • Use customer feedback, market intelligence, and digital insights to inform marketing decisions and contribute to the development of new or improved tourism products; • Communicate marketing ideas clearly and professionally through written assignments and practical marketing tasks, showing awareness of industry constraints such as budget, media selection, and stakeholder needs. 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 2026/7. It may be subject to change in subsequent years. |
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