COURSE NAME: INTRODUCTION TO TOURISM MARKETING

COURSE CODE: BOTM.1204

This course provides students with the fundamental knowledge concerning marketing
in the tourism industry. Real life cases will also be discussed in order to give students
a relatively comprehensive understanding of the tourism industry. Topics covered
include; Nature of tourism marketing, products, pricing, promotion and place in the
tourism industry.

COURSE OBJECTIVES:
 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
 Identify the different visitor segments.

LEARNING OUTCOMES:
Upon completion of the course, the student should be able to:
 Understand the role of marketing in tourism and hospitality
 Identify market segment opportunities and targeting techniques
 Discuss the elements in the marketing planning process
 Understand and use marketing mix strategies for the tourism and hospitality
product
 Explain professional sales techniques and consumer behavior.
 Understand the various stakeholders and variables in the marketing
environment.
COURSE CONTENTS:
1. Nature of tourism marketing 4hrs
2. Elements of tourism and hotel products 6hrs
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 3. Foundation in tourism and hotel marketing and promotion process 4hrs
4. International tourism and hotel growth and trends 6hrs
5. Application of marketing to tourism and hospitality, including the relational
aspects of service marketing management 5hrs
6. Analysis of theories 4hrs
7. Fundamental principles and techniques of hospitality marketing and convention
sales 4hrs
8. Functions, interrelationships and coordination of tourism and hospitality
departments and their roles in assuring success of marketing efforts 4hrs
9. Concepts analysis 4hrs
10. Elements of tourist and hotel products in Uganda 4hrs

MODE OF DELIVERY
The program will utilize a range of learning media in terms of delivery.
These teaching methods will include a combination of: Lectures, Case studies, Group
Discussions and Presentations, Seminars, Individual/Group Term Papers/ Projects
Presentations by guest speakers and experienced scholars
MODE OF ASSESSMENT
A range of instruments providing formative and summative assessment for learners
will be used: These include:
• Presentations (term papers, special project report), as an individual or group;
case studies drawn from practical and industry exposure; essays and seminars papers.
• Theory and practical tests.
• Semester examinations as indicated under the University examinations
regulations.
Course Work 50%
Final Exam 50%

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WEEK TOPIC CONTENT HOURS
1 Nature of tourism marketing Introduction: 6
 What is marketing
 The marketing
Daniel Karibwije environment
 The marketing processes
 Understanding the market
place and customer needs
 Designing a marketing
strategy
2 Elements of tourism and hotel Analyzing different sectors of 6
products tourism and hospitality:
 Visitor attractions
 Accommodation
 Tourist destinations
Daniel Karibwije  Tour operation
 Transport
 Resorts
 Arts and entertainment
 Catering
 Business tourism
3 Foundation in tourism and Understanding the marketing mix 6
hotel marketing and promotion (4Ps and 7Ps):
process  Product
 Price
 Place
Nicole Mwesigwa  Promotion
 People
 Physical evidence
 Process
4 International tourism and UNWTO Statistics: 4
hotel growth and trends  Leading Tourist Receivers
and Generators
Daniel Karibwije  Emerging leaders
5 Analysis of theories Marketing theories: 6
 Ansoff matrix
 Balanced scorecard
Nicole Mwesigwa  The marketing mix
 SWOT Analysis
 Stakeholder Mapping
 The consumer decision
making process
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 WEEK TOPIC CONTENT HOURS
 Porters Five Forces
 The GE Matrix
6 Functions, interrelationships Company and Marketing Strategy: 4
and coordination of tourism  Strategic planning
and hospitality departments  Steps in strategic planning
and their roles in assuring  Partnering to build
success of marketing efforts customer relationships

Daniel Karibwije
7 Application of marketing to Marketing mix: 6
tourism and hospitality,  Product mix
including the relational  Price mix
aspects of service marketing  Promotion mix
management  Distribution channel mix

Nicole Mwesigwa

REFERENCES
1. Kotler P, and Armstrong G. (2012) Principles of Marketing (14 th Edn) Pearson
Prentice Hall. New York.
2. Kotler P., Bowen J. T., Makens J. C., (2010), Marketing for Hospitality and
Tourism, Pearson Prentice Hall
3. Levens M., (2010), Marketing, Pearson Higher Education
4. Schoell W. and Guiltiman J. (1990). Marketing: contemporary Concepts and
Practices. 4th Edition. Allyn and Bacon, Boston.
5. WTO, (2003). Tourism Highlights. Edition (2003). Facts and Figures Sections at
www.world-tourism.org. World Tourism Organisation.
6. Palmer A. (2004). Introduction to Marketing: Theory and Practice. Oxford
University Press.
7. Middleton, V. (1994). Marketing in Travel and Tourism, 2nd Edition, Butterwoth-
Heinemann, U.S.A.
8. Albaum G. and Duerr E. (2008). International Marketing & Export Management.
Prentice Hall.
9. Kotler P and Armstrong G. (2003). Principles of Marketing. 10th edition. Prentice-
Hall.
10.Goeldner C.R and Brent; (2001). Tourism: principles, practices, and philosophies.
Amazon.com

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