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Service Operations

This document outlines a syllabus for a course on Marketing of Tourism and Recreational Services. The course is worth 5 credits and will cover topics such as the characteristics of tourism and recreation services, the role of marketing in strategic planning, market segmentation and positioning, product design and management, pricing approaches, distribution channels, promotion methods, and destination marketing. Students will develop an understanding of customer relationships, loyalty, value, and marketing strategies in the tourism industry. The course will be graded based on active participation, assignments, presentations, group work, and a final test. Required textbooks and meeting times will be announced. Prerequisites include prior studies in Economics.

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Edgar Junior Pahonang
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39 views1 page

Service Operations

This document outlines a syllabus for a course on Marketing of Tourism and Recreational Services. The course is worth 5 credits and will cover topics such as the characteristics of tourism and recreation services, the role of marketing in strategic planning, market segmentation and positioning, product design and management, pricing approaches, distribution channels, promotion methods, and destination marketing. Students will develop an understanding of customer relationships, loyalty, value, and marketing strategies in the tourism industry. The course will be graded based on active participation, assignments, presentations, group work, and a final test. Required textbooks and meeting times will be announced. Prerequisites include prior studies in Economics.

Uploaded by

Edgar Junior Pahonang
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd

1

SYLLABUS

SUBJECT: MARKETING OF TOURISM AND RECREATIONAL SERVICES

TEACHER: PAWEŁ ŁUKA, PHD

COURSE DESCRIPTION
Introduction: Marketing for Tourism and Recreational Services
Service Characteristics of Tourism and Recreation
The Role of Marketing in Strategic Planning
The Marketing Environment
Marketing Information Systems and Marketing Research
Consumer Markets and Consumer Buying Behavior
Organizational Buyer Behavior of Group Market
Market Segmentation, Targeting, and Positioning
Designing and Managing Products
Internet Marketing
Pricing Products: Pricing Considerations, Approaches, and Strategy
Distribution Channels
Promoting Products: Communication and Promotion Policy and Advertising
Promoting Products: Public Relations and Sales Promotion
Professional Sales
Destination Marketing

ECTS: 5 CREDITS

LEARNING OUTCOMES
Students should be able to understand the relationships between the world’s tourism and
recreational products, define marketing and outline the steps in the marketing process, explain
the relationships between customer value and satisfaction, understand why the marketing
concept calls for a customer orientation, understand the concept of the lifetime value of a
customer and be able to relate it to customer loyalty and retention, describe a service culture,
explain marketing strategies, discuss the benefits of tourism, explain tourism strategies and
different options for creating and investing in tourism attractions, understand how to segment
and identify visitor segments, explain how central tourist agencies are organized.

GRADING POLICY
Active participation, assignments, presentations, group works, final test

TIMETABLE
Lectures and Classes: To be announced

TEXTBOOK AND REQUIRED MATERIALS


Kotler P., Bowen J. T., Makens J. C., (2010), Marketing for Hospitality and Tourism, Pearson
Prentice Hall
Levens M., (2010), Marketing, Pearson Higher Education

PREREQUISITES:
Studies in Economics

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