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Level 5 Diploma in Tourism and Hospitality Management

Market Research Foundations in Tourism and Hospitality

THM501 · Digital Marketing Management for Tourism and Hospitality — Week 9 of 16

CourseTHM501
Week9 of 16
SemesterI
TutorOnline in the course chat

This week’s topics

Market Research Foundations in Tourism and Hospitality

  1. Assessing information requirements for digital strategies
  2. Customer journey mapping and digital persona creation
  3. Competitor benchmarking in online spaces
  4. Market research ethics in digital contexts
  5. Gathering Market Insights: Market Research Strategies
  6. Online marketplace mapping
  7. The Customer Journey & the Marketing Funnel | Google Digital Marketing & E-commerce Certificate

What you will be able to do

  • 4.1 Explain the need for market research in tourism and hospitality organisations.

Activity

Start with this week’s 3 videos, then: Seminar, guided reading and a short written task: explain the need for market research in tourism and hospitality organisations.

Study materials

Videos

  • Gathering Market Insights: Market Research Strategies · YouTube · Marketing Insights · 9 min · for registered students
  • Online marketplace mapping · YouTube · Dr Dave - Dr Dave Chaffey · 8 min · for registered students
  • The Customer Journey & the Marketing Funnel | Google Digital Marketing & E-commerce Certificate · YouTube · Grow with Google · 32 min · for registered students

Further resources

  • Principles of Marketing, ch. 6: Marketing Research and Market Intelligence · PDF · OpenStax, textbook chapter; pp. 211–238 · for registered students
  • MRS Code of Conduct 2023 (Market Research Society) · PDF · Other, guidance; 23 pages · for registered students
  • All Are Welcome: An Introduction to the Hospitality Industry, ch. 12: Marketing and Social Media · Reading · Libretexts, textbook chapter · for registered students
Materials marked “for registered students” open in the student portal, which is set up as soon as you receive final acceptance.
MidtermWeek 10
Course chat

Admitted students ask questions on this week’s page in the student portal: an AI assistant trained on the course answers first, and during the course’s timetabled classes Connect to your tutor brings your tutor into the chat, who may start a call if needed.

Open this week in the portal
Course plan
  • Week 1: Digital Marketing Management Fundamentals
  • Week 2: The Digital Marketing Mix in Tourism
  • Week 3: Managing Digital Marketing Operations and Roles
  • Week 4: Internal and External Digital Marketing Integration
  • Week 5: The Digital Marketing Management Process
  • Week 6: Technological Trends in Digital Marketing
  • Week 7: Regulatory, Legal, and Ethical Frameworks
  • Midterm: Midterm evaluation
  • Week 9: Market Research Foundations in Tourism and Hospitality
  • Week 10: Analysing Secondary Data in the Digital Environment
  • Week 11: Conducting Primary Digital Market Research
  • Week 12: Applying Digital Marketing Management for Tourism and Hospi…
  • Week 13: Assignment workshop: research, planning and referencing
  • Week 14: Assignment workshop: drafting, feedback and improvement
  • Week 15: Review and coursework completion
  • Final: Final assessment and submission
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