• Diploma in Tourism and Hospitality Management (Level 5)

Hospitality Marketing

Main aims of the Unit

The main aim of this unit is to introduce learners to the concepts and theories of marketing management as they are applied in a tourism and hospitality context. Learners will understand the role of marketing both in an organisational and environmental context will be able to explain marketing strategies and tactics used by marketing orientated hospitality organisations.

Learning Outcomes for the Unit

Upon successful completion of the course students will be able to::

  • Evaluate the contributions of the marketing philosophy to the operations of tourism and hospitality organisations
  • Analyse the marketing approaches and techniques used to establish a clear market position for products and services
  • Explain pricing and promotional strategies in the tourism and hospitality industries
  • Appraise the value of an effective distribution network and comment on the contributions of different distribution channels
  • Explain the stages of the marketing planning process and the development of marketing plans

Learning and teaching methods/strategies used to enable the achievement of learning outcomes:

Learning takes place on a number of levels through lectures, class discussion including problem review and analysis. Formal lectures provide a foundation of information on which the student builds through directed learning and self managed learning outside of the class. The students are actively encouraged to form study groups to discuss course material which fosters a greater depth learning experience.

Entry Requirements

  • Certificate in Tourism and Hospitality
  • An approved Certificate or Diploma in a relevant area of study
  • An approved training or vocational certificate in the area of hospitality and/or tourism

Relevant experience is taken into consideration for students 21 years of age and over who have not completed any formal qualifications.


Exemptions are on a subject-for-subject basis and may be awarded at the discretion of the awarding body provided applicants already possess a relevant qualification at an appropriate academic level.

Main Topics of Study

Marketing Management philosophies. Purposes of travel .Features of the Hospitality Products and Services. Marketing Tourism Products and Services. The Structure of the Travel Trade. Sales Orientation compared to Marketing Orientation. Sales force objectives. Sales force structures. Managing the sales force. Organising the sales department.

The service culture and characteristics of service marketing. Management strategies for service businesses. Managing differentiation, service quality and the travel product.

Market Segmentation variables. Market Segmentation methods. Market targeting. Conditions to effective segmentation. Applying segmentation methods in the travel and tourism industries

Elements of the Marketing Information System (MIS).Internal records. Guest information management. Marketing intelligence. Marketing research process. Developing the research plan. Sampling methods. Market research techniques. Interpreting and reporting on the findings.

Brand and Corporate Image. Communicating brand and corporate Images to target markets/ Cross Cultural Communications. Purposes and Motivations to purchase. The Core, Brand and Tertiary Image. Change Management.

Product Positioning and Strategy .Product levels. Stages of Product Development. Product life cycle strategies. The Positioning Analysis. Product mix analysis

Internal and external factors affecting pricing decisions. General pricing approaches. Pricing strategies. Price changes and price flexibility. Competitors’ reactions to price changes

Nature and importance of distribution systems. Nature of distribution channels. Marketing intermediaries. Channel behaviour and the organisation. Selecting channel members. Responsibilities of channel members.

Defining the Promotional Objectives. Advertising media. Destination Marketing. Evaluating Advertising Effectiveness. Impact and Follow-up Internet Advertising Media Selection. The Advertising Agency. Direct mail Types of Promotional Materials. Design and Creation. Technological Aspects. E-tourism Options. Sales and Bookings. Role and Impact on Intermediaries. Developing a marketing database system

Major activities of Public Relations department. Public Relations process. Public relations approaches. Crisis Management Public Awareness. Media Relations and Conferences. Events. Lobbying. Sponsorship. Sales promotions. The Promotional Impact of Travel Writing. Travel Journalism. Newspapers / Magazines / Guidebooks / Travel Literature / Accreditation / Generating Publicity

Corporate strategic planning. Business strategy planning. Establishing strategic business units. Assigning resources to strategic business units. Developing growth strategies. Unique challenges of the hospitality industry.

Indicative Reading for this Unit

Main Text

Marketing for Hospitality and Tourism P. Kotler (Pearson)

Alternative Text and further reading

Hospitality Marketing: Principles and Practice D. Bowie, F. Buttle, M.Brookes 3rd edition (Routledge)

Tourism Marketing M. Chaudhay (Oxford Higher Education)

Guideline for Teaching and learning time
(10 hours per credit)

50 Hours - Lectures / Seminars / Tutorials / Workshops:

Tutorial support includes feedback on assignments and may vary by college according to local needs and wishes.

50 Hours - Directed learning:

Advance reading and preparation / Class preparation / Background reading / Group study / Portfolio / Diary etc

100 Hours - Self managed learning:

Working through the course text and completing assignments as required will take up the bulk of the learning time. In addition students are expected to engage with the tutor and other students and to undertake further reading using the web and/or libraries.

Assessment methods

Final Examination: 70%
Coursework: 30%