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Level 7 Diploma in Tourism and Hospitality Management

Market Segmentation, Targeting, and Positioning

THM701 · Strategic Management and Marketing — Week 7 of 16

CourseTHM701
Week7 of 16
SemesterI
TutorOnline in the course chat

This week’s topics

Market Segmentation, Targeting, and Positioning

  1. Data-driven customer profiling
  2. Perceptual mapping and hospitality brand positioning
  3. Destination marketing strategies
  4. Contemporary industry consumer trends
  5. Mod-03 Lec-05 Market Segmentation and Positioning
  6. 8 Market Segmentation: How to Define Optimal Customer Segments
  7. 10 Creating Customer Value: Developing a Winning Positioning Strategy

What you will be able to do

  • 2.2 Evaluate the importance of strategic marketing for tourism and hospitality organisations.
  • 2.3 Analyse the marketing of tourism and hospitality organisations from the perspective of strategic marketing theory.
  • 4.2 Research industry sources to identify contemporary strategic management and marketing trends in the tourism and hospitality industry.

Activity

Start with this week’s 3 videos, then: Seminar, guided reading and a short written task: evaluate the importance of strategic marketing for tourism and hospitality organisations.

Study materials

Videos

  • 8 Market Segmentation: How to Define Optimal Customer Segments · YouTube · Marketing Insights · 7 min · for registered students
  • 10 Creating Customer Value: Developing a Winning Positioning Strategy · YouTube · Marketing Insights · 7 min · for registered students
  • New Thinking in Hospitality: How Consumer Trends Have Been Reshaped by 2020 · YouTube · eCornell · 62 min · for registered students
  • 6 Strategic Targeting: How to Choose the Right Target Market · YouTube · Marketing Insights · 8 min · for registered students

Further resources

  • MIT OpenCourseWare 15.810 Marketing Management (Fall 2010) · Reading · MIT OpenCourseWare, course · for registered students
  • UNWTO Guidelines for Institutional Strengthening of Destination Management Organizations (DMOs) (2019) · PDF · Un, guidance · for registered students
  • Principles of Marketing, ch. 5: Market Segmentation, Targeting, and Positioning · PDF · OpenStax, textbook chapter; pp. 169–210 · 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 6Midterm
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: Evolution of Strategic Management
  • Week 2: Macro-Environmental Analysis
  • Week 3: Competitive and Industry Dynamics
  • Week 4: Internal Capabilities and Performance
  • Week 5: Strategic Formulation and Direction
  • Week 6: Evolution of Strategic Marketing
  • Week 7: Market Segmentation, Targeting, and Positioning
  • Midterm: Midterm evaluation
  • Week 9: Strategic Marketing Application and Performance
  • Week 10: Digital Transformation and Industry Trends
  • Week 11: Strategic Synthesis and Sustainable Governance
  • Week 12: Applying Strategic Management and Marketing in practice: ca…
  • 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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