Students in this course will learn the fundamentals underlying, as well as the application of, the integrated tourism marketing mix. The fundamental elements are price, place, promotion, and product/service. Each of these elements requires not just attention individually, but also as a coherent whole, so as to develop a marketing mix for tourism where each element is carefully aligned with all other elements. The application of the tourism marketing mix is put in high relief in this course: in each session, we look into concrete case studies of tourism problems and solutions. The final part of the course involves the preparation and subsequent presentation of a concrete tourism marketing plan.
Your grade in Tourism Marketing depends on how you perform both as an (1) individual, and as a (2) team member. To pass the course, both parts need to have a pass-rate of at least six out of ten.
A book that will serve as a reference for the course is:
Kotler, Bowen and Makens. (2006) Marketing for hospitality and tourism, Pearson International Edition (4th Edition) – ISBN 0-13-201773-3.