Applying Strategic Marketing in practice: case studies

This week’s topics

Applying Strategic Marketing in practice: case studies

1. Case analysis
2. Linking theory to practice
3. Evaluating evidence
4. noc20 mg04 lec05 Case Analysis
5. noc20 mg04 lec06 Case Analysis 2

What you will be able to do

• 1.2 Assess how tourist destinations are marketed to domestic and international visitors.
• 1.3 Critically evaluate a range of strategic marketing models and techniques that are applied in tourism and hospitality organisations.
• 2.1 Analyse the components of the marketing mix.
• 2.3 Justify the role of social media in tourism marketing plans.
• 3.1 Critically analyse theories of consumer decision making in the tourism and hospitality industry.

Activity

Start with this week’s 2 videos, then: Case-study workshop: apply the unit’s concepts to a real or realistic case and evaluate the outcome.

Study materials

Videos

• How KERALA's MARKETING STRATEGY changed Indian Tourism FOREVER? : Tourism Case Study · YouTube · Think School · 16 min · for registered students
• Tourism Master Planning: A Living Case Study · YouTube · Destinations International · 57 min · for registered students

Further resources

• Principles of Marketing, ch. 16: The Marketing Plan · PDF · Saylor Academy, textbook chapter; pp. 507–542 · for registered students
• Five Misunderstandings About Case-Study Research · Reading · Arxiv, article · for registered students
• Writing Guide with Handbook, ch. 8.5: Writing an analytical report · PDF · OpenStax, textbook chapter; pp. 254–267 · for registered students