Business and technology qualifications, Levels 3-6, in Brussels. Explore qualifications
Portal login
Level 6 Diploma in Tourism and Hospitality Management

Strategic Marketing Control and Synthesis

THM601 · Strategic Marketing — Week 11 of 16

CourseTHM601
Week11 of 16
SemesterI
TutorOnline in the course chat

This week’s topics

Strategic Marketing Control and Synthesis

  1. Key performance indicators (KPIs) and marketing ROI
  2. Continuous monitoring and market feedback loops
  3. Integrating academic research with industry benchmarking
  4. Finalising strategic marketing proposals
  5. KPI in Marketing - Everything You Need To Know
  6. Types of Benchmarking Processes for Business Strategy
  7. How to Develop Key Performance Indicators

What you will be able to do

  • 2.2 Adapt models to develop marketing plans for specific tourism and hospitality organisations.
  • 4.1 Research academic sources to identify appropriate theories and models of strategic marketing.
  • 4.2 Research industry sources to identify contemporary market trends in the tourism and hospitality industry.

Activity

Start with this week’s 3 videos, then: Seminar, guided reading and a short written task: adapt models to develop marketing plans for specific tourism and hospitality organisations.

Study materials

Videos

  • KPI in Marketing - Everything You Need To Know · YouTube · Marketing Explained · 5 min · for registered students
  • Types of Benchmarking Processes for Business Strategy · YouTube · Professor Wolters · 7 min · for registered students
  • How to Develop Key Performance Indicators · YouTube · OnStrategy I Virtual Strategist · 6 min · for registered students

Further resources

  • Principles of Marketing, 2.4: Marketing Plan Progress Using Metrics · PDF · OpenStax, textbook chapter; pp. 72–79 · for registered students
  • Launch! Advertising and Promotion in Real Time, ch. 14: ROI: Did the Campaign Work? · PDF · Saylor Academy, textbook chapter; PDF pp. 404–446 · for registered students
  • GSTC Destination Criteria v2.0 with performance indicators and SDGs (2019) · PDF · Other, framework · for registered students
Materials marked “for registered students” open in the student portal, which is set up as soon as you receive final acceptance.
Week 10Week 12
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: The Strategic Marketing Concept
  • Week 2: Strategic Marketing Models and Frameworks
  • Week 3: Destination Marketing for Domestic and International Audien…
  • Week 4: Consumer Behaviour and Decision-Making in Tourism
  • Week 5: Contemporary Market Trends and Industry Research
  • Week 6: The Extended Services Marketing Mix in Hospitality
  • Week 7: Social Media Strategies and Digital Engagement
  • Midterm: Midterm evaluation
  • Week 9: New Product and Service Innovation
  • Week 10: Developing Strategic Marketing Plans
  • Week 11: Strategic Marketing Control and Synthesis
  • Week 12: Applying Strategic Marketing in practice: case studies
  • 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
Back to the course
Scroll