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Strategic Marketing

THM601

Course CodeTHM601
ECTS

Course Description

The aim of this unit is to develop learners’ ability to critically analyse and apply strategic marketing approaches to tourism and hospitality organisations. This will include developing strategic marketing plans and evaluating new products and services. The unit requires the ability to research relevant information from a range of academic and industry sources.

Course Objectives

The aim of this unit is to develop learners’ ability to critically analyse and apply strategic marketing approaches to tourism and hospitality organisations. This will include developing strategic marketing plans and evaluating new products and services. The unit requires the ability to research relevant information from a range of academic and industry sources.

Key Topics

  1. LO1: Be able to critically analyse the role of strategic marketing for tourism and hospitality organisations and for tourist destinations.
  2. LO2: Be able to develop strategic marketing plans for tourism and hospitality organisations.
  3. LO3: Be able to evaluate the markets for new tourism and hospitality products and services.
  4. LO4: Be able to research information from a range of academic and industry sources.

Course Outline

WeekTopics
1The Strategic Marketing Concept
2Strategic Marketing Models and Frameworks
3Destination Marketing for Domestic and International Audiences
4Consumer Behaviour and Decision-Making in Tourism
5Contemporary Market Trends and Industry Research
6The Extended Services Marketing Mix in Hospitality
7Social Media Strategies and Digital Engagement
MidtermMidterm evaluation
9New Product and Service Innovation
10Developing Strategic Marketing Plans
11Strategic Marketing Control and Synthesis
12Applying Strategic Marketing in practice: case studies
13Assignment workshop: research, planning and referencing
14Assignment workshop: drafting, feedback and improvement
15Review and coursework completion
FinalFinal assessment and submission

Learning Outcomes

  1. LO1 Be able to critically analyse the role of strategic marketing for tourism and hospitality organisations and for tourist destinations.
  2. 1.1 Appraise the strategic marketing concept.
  3. 1.2 Assess how tourist destinations are marketed to domestic and international visitors.
  4. 1.3 Critically evaluate a range of strategic marketing models and techniques that are applied in tourism and hospitality organisations.
  5. LO2 Be able to develop strategic marketing plans for tourism and hospitality organisations.
  6. 2.1 Analyse the components of the marketing mix.
  7. 2.2 Adapt models to develop marketing plans for specific tourism and hospitality organisations.
  8. 2.3 Justify the role of social media in tourism marketing plans.
  9. LO3 Be able to evaluate the markets for new tourism and hospitality products and services.
  10. 3.1 Critically analyse theories of consumer decision making in the tourism and hospitality industry.
  11. 3.2 Review contemporary market trends in the tourism and hospitality industry.
  12. 3.3 Propose new products and services to meet the needs of tourism and hospitality consumers.
  13. LO4 Be able to research information from a range of academic and industry sources.
  14. 4.1 Research academic sources to identify appropriate theories and models of strategic marketing.
  15. 4.2 Research industry sources to identify contemporary market trends in the tourism and hospitality industry.
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