Tourism Marketing Management (Theory)

Paper Code: 
24CMTB304
Credits: 
4
Contact Hours: 
60.00
Max. Marks: 
100.00
Objective: 

Course Objectives:
This course will enable the students to appraise the concept of marketing management and explain its various aspects.

Course Outcomes: 

Course

Learning outcomes

(at course level)

Learning and teaching strategies

Assessment Strategies

Course Code

Course Title

24CMTB304

TourismCO Marketing Management

(Theory)

CO43Analyze the concept of tourism marketing, tourism product and the target consumer market.

CO44Appraise the STP in marketing and pricing strategy

CO45Interpret the concept of new product development and relevant aspects.

CO46Analyze and evaluate Marketing Communication Mix and PR department and their activities.

CO47Discuss Destination Marketing, Destination marketing plan, need & importance.

CO48Contribute effectively in course-specific interaction.

Approach in teaching:

 

Interactive Lectures, Discussion, Power Point Presentations, Informative videos

 

Learning activities for the students:

Self learning assignments, Effective questions, presentations, Field trips

 

Class Test, Quiz, Poster Presentations,

Power Point Presentations, Individual and group projects,

Open Book Test, Semester End Examination

 

12.00
Unit I: 

Definition of Marketing:

Hospitality and Tourism marketing, Importance of Marketing, Core concepts- Needs, Wants, Demands, Products, Exchange, Markets and Relationship. Concept of Marketing Management and its philosophies. Marketing Mix. Concept of a Product: Characteristics of a Tourism Product, Various levels of a Product, Issues affecting the Product, Concept of Brand, Brand Decisions. Consumer Market and Consumer buying behavior – Model of Consumer behavior, Characteristics affecting Consumer behavior. The Buyer decision process- Need recognition, Information search, Evaluation, Purchase decision, Post purchase behavior.

 

12.00
Unit II: 

Concepts of STP in marketing:

Segmentation, targeting positioning. Market Segmentation-Geographic, Demographic, Psychographic, Behavioral. Market Targeting-Evaluating and selecting market segments & Positioning – positioning strategies, product differentiation. Concept of Price, Factors influencing Pricing decisions, Approaches to Pricing. Nature and importance of Distribution systems, marketing intermediaries: Travel Agents and Tour Wholesalers.

 

12.00
Unit III: 

New Product Developme:

Meaning, The process of New product development, including Idea generation, Idea screening, Concept development and testing, Marketing strategy, Test Marketing, Product Life Cycle strategies.Marketing Communication and its Process, marketing communication Needs & objectives. Steps in developing effective communication, establishing the Marketing Communication Budget. Barriers to communication.   

 

12.00
Unit IV: 

Market communication mix:

Advertising, sales and promotion, personal selling and public relation.  Advertising – Understanding the concept of Advertising- Setting the objectives, budget decisions, message decision, campaign evaluation, the working of an advertising agency.Direct Marketing & Internet Marketing. Public Relation– Concepts, Various activities of PR department: Product publicity, Corporate communication, Lobbying, Counseling, the process of Public Relations. Tools in Marketing PR – Publications, Events, News, Speeches. PR opportunities for Hospitality industry.    

12.00
Unit V: 

Destination Marketing:

Globalization of the Tourist industry, Importance of Tourism to a destination’s economy. Need for Tourism destination Marketing, benefits of tourism, Management of the tourist destination, Sustainable tourism. Marketing plan- (definition & concept) Purpose of a marketing plan, (relationship between corporate plans and marketing plans) Environmental analysis and Forecasting, Segmentation & targeting, Objectives, Communicating the plan, strategies and tactics, Marketing control.

Case study-Incredible India campaign

 

Essential Readings: 

• A.K.Bhatia, International Tourism Management
• Philip Kotler & Bowen, Marketing for Hospitality and Tourism

References: 

Suggested Readings:

  • A.K.Bhatia, International Tourism Management                            
  • Bhatia, Tourism Development: Principles and Practices                 
  • Biswanath Ghosh, Tourism & Travel Management                                    
  • Coltman, Tourism marketing                                                      
  • Lovelock, Service Marketing                                                       
  • Nafees Khan, Development of Tourism in India                            
  • P Kotler, Bowen  Marketing for Hospitality and Tourism                            
  • Pointer, Tourism marketing and design                                       
  • Praveen Sethi, Nature and Scope of Tourism                                           
  • Shashi Prabha Sharma, Tourism Education                                                                      

E-Resources:

 

Academic Year: 
2024-2025
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