Qualification Units
Marketing and Consumer Behaviour
This unit aims to provide you with the skills and knowledge necessary in managing marketing communications and brand support activities.
Learning outcomes
By the end of this unit, you will be able to:
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Explain the role of the marketing plan and communications plan within the context of the organisation's strategy and culture
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Understand the marketing planning process and the links between each stage of the process
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Explain the role of marketing communications and how the tools of the communications mix can be coordinated effectively
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Develop marketing communication and brand support activities based on an understanding of the salient characteristics of the target audience
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Explain the importance of developing long term relationships with customers, channel members, agencies and other stakeholders and transfer such knowledge to the development of marketing communication activities
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Suggest suitable methods to influence the relationships an organisation has with its customers, any marketing channel partners and other stakeholders, using marketing communications
Hospitality and Services Marketing
The Hospitality and Services Marketing unit aims to provide the skills and knowledge to enable students to meet the latest challenges in the hospitality and tourism sector. It covers the underlying principles of marketing tourism services, as well as introducing the key aspects of quality and service management theory particularly as they are applied to marketing in a variety of hospitality, leisure and tourism businesses and contexts.
The subject also explores the operational aspects of management within the world of tourism. There is a particular emphasis on the tourism destination because of its crucial role as the outward-facing element of tourism marketing and the focus of the overall tourist experience.
Learning Outcomes
By the end of this unit you will be able to:
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Explain the role and consequences of marketing in the hospitality and tourism sectors and differentiate the underlying principles and characteristics of services marketing
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Justify the concept of an extended marketing mix for the development of marketing strategies for hospitality and tourism services
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Explain the tourism destination concept and suggest an effective collaborative destination marketing programme consistent with the destination’s stage of development
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Evaluate the importance of service culture in relation to successful internal marketing
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Recommend appropriate organisational structures and processes for effective hospitality and tourism services marketing
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Distinguish between customer value, satisfaction and loyalty
Tourist Motivation and Behaviour
The Tourist Motivation and Behaviour unit introduces learners to a range of consumer behaviour theory within the context of the diverse international hospitality and tourism industry. By considering these basic behavioural concepts together with an overview of the marketing research process, this subject provides the skills and knowledge needed to enable them to undertake effective market segmentation and provide the structure and direction for successful hospitality and tourism marketing practice.
Learning Outcomes
By the end of the unit, you will be able to:
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Identify appropriate tourism marketing information and marketing research requirements for tourism business decision making
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Develop a marketing research proposal to fulfil a given research brief
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Distinguish between different forms of tourism and the nature of demand in different segments of the tourism market
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Identify the changing trends and nature of global tourist flows and assess the key factors influencing regional tourism demand
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Explain the tourism purchase-decision process in relation to low-involvement and high-involvement tourism purchases