Definition of Hospitality and Tourism marketing ,Importance of Marketing , Core concepts-  Needs ,Wants, Demands, Products, Exchange ,Markets and Relationship. Concept of Marketing Management and its philosophies .

Concept of a Product: Characteristics of a Tourism Product, Various levels of a Product, Issues affecting the Product and 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.

Market Segmentation-Geographic, Demographic ,Psychographic ,Behavioral. Market  Targeting-Evaluating and selecting market segments & Positioning – positioning strategies, product differentiation.       

New Product Development – The process including Idea generation, Idea screening ,Concept development and testing ,Marketing strategy, Test Marketing, Product Life Cycle strategies.                                                                                                                   

Concept of Price, Factors influencing Pricing decisions, Approaches to Pricing.

Nature and importance of Distribution systems, Marketing intermediaries: Travel Agents and Tour Wholesalers.