This week’s topics
The 9P Model and Practical Business Analysis
- Additional Ps (partners and packaging/presentation)
- Comparative audit of hospitality brands
- Marketing mix integration
- Competitive differentiation
- What Does Product Packaging Actually Do for You?
- Segmenting, Targeting, Positioning - Differentiation and Positioning Explained
What you will be able to do
- 2.1 Explain the 9P model of the extended marketing mix.
- 2.2 Analyse the marketing mix of a selected tourism and hospitality business.
Activity
Start with this week’s 2 videos, then: Seminar, guided reading and a short written task: explain the 9P model of the extended marketing mix.
Study materials
Videos
- What Does Product Packaging Actually Do for You? · YouTube · Professor Wolters · 6 min · for registered students
- Segmenting, Targeting, Positioning - Differentiation and Positioning Explained · YouTube · The Marketing Channel - MKTG 101 · 7 min · for registered students
- Marketing: Segmentation - Targeting - Positioning · YouTube · tutor2u · 9 min · for registered students
- Product Differentiation Explained · YouTube · tutor2u · 6 min · for registered students
- Market Mapping / Market Positioning Map | Marketing · YouTube · tutor2u · 6 min · for registered students
Further resources
- All Are Welcome: An Introduction to the Hospitality Industry, ch. 12: Marketing and Social Media · Reading · Libretexts, textbook chapter · for registered students
- Principles of Marketing, ch. 1.2: The marketing mix and the 4Ps · PDF · OpenStax, textbook chapter; pp. 18–21 · for registered students
- Entrepreneurship, ch. 5.3: Competitive analysis · PDF · OpenStax, textbook chapter; pp. 181–192 · for registered students
Materials marked “for registered students” open in the student portal, which is set up as soon as you receive final acceptance.
