代写DTHM MARKETING FOR TOURISM & HOSPITALITY代写Java编程

MARKETING FOR TOURISM & HOSPITALITY

DTHM

INTRODUCTION

Marketing calls on everyone in the organisation to be customer-oriented. This is particularly important in tourism and hospitality organisations, such as hotels, restaurants airlines and cruise lines, etc. From the way telephone calls are answered, guests greeted, to how meals are served, events organised; the overall service delivery will  impact on the customers’ satisfaction level and the organisation’s success in the long term.

This module will introduce important marketing principles while focusing on the application of strategic and tactical marketing concepts and theories to the marketing of tourism and hospitality related products and services. It will examine consumer and organisational buying behaviors, the marketing mix and marketing strategies to help participants develop a better understanding of how marketing tools can be integrated and effectively used in the tourism and hospitality industry.

COURSE OBJECTIVES

At the end of the course, you should be able to:

1.      Understand the complexity of both consumer and organisational buyer behaviour;

2.      Identify target markets through the use of suitable market segmentation strategies; and apply the principles of target marketing and product positioning;

3.      Conduct situational analysis and exemplify steps on how marketing plans are implemented through marketing mix strategies, and are controlled and evaluated.

CONTENTS

Topic 1                Introduction: Marketing for Tourism and Hospitality

Service Characteristics of Hospitality and Tourism Marketing

Topic 2:               The Role of Marketing in Strategic Planning

Topic 3:               The Marketing Environment

Marketing Information Systems & Market Research

Topic 4:               Consumer Markets and Consumer Buying Behavior.

Organizational Buyer Behavior. of Group Market

Topic 5:               Market Segmentation, Targeting and Positioning

Topic 6:               Designing and Managing Products

Internal Marketing

Topic 7:               Pricing Products: Pricing Considerations, Approaches and Strategy

Distribution Channels

Topic 8:               Promoting Products:

Communication and Promotion Policy and Advertising

Public Relations and Sales Promotion

Topic 9:               Direct and Online Marketing: Building Customer Relationships

Destination Marketing

Topic 10:             Review and Feedback

ASSESSMENT

The assessment for this module is as follows:

1.   Individual Report                                                                     40%

2.   Group Final Report                                                                   60%

Total                                                                                                100%

INDIVIDUAL PROJECT

The individual project is a 1500-word report about social media marketing for a particular tourism and hospitality company.

Task: Choose a tourism or hospitality organisation. This company should be either an airline hotel, resort or meeting venue. Discuss how this company markets itself on social media by using the few points below as guidelines for your report’s discussions.

Suggested guide for the report:

-     Introduction about the company and why social media  marketing is an increasing trend

-    Advantages and disadvantages of social media marketing for your chosen company.

-     How can social  media marketing be  improved? Give TWO  (2) recommendations. Ensure that your arguments use academic literature and not your views.

-    Conclude by saying how social media marketing will evolve over the next few years.

GROUP PROJECT

To complete this module, all students must complete an individual and a group project. At the completion of the group  project, a written report must be produced. Students are to submit their Group Project by the deadline. Any late submission will  be  awarded zero marks.

(I) AIMS

The aims of the assignment are to:

a)  Complement the learning you have encountered during the lectures and enable you to relate the class materials to industry practices.

b)  Enhance your knowledge and appreciate the complexities of marketing for the tourism and hospitality industry.

c)   Develop your research skills to conduct a more in-depth study of a tourism-  or hospitality-related topic.

d)  Present an opportunity for you to work in a team and learn to work with others with different personalities and abilities.

e)  Practice report-writing skills.

(II) GENERAL GUIDELINES

i.     This  assignment  must  be  completed  as  both  an  individual  and  a  group  project. Students need to form groups of 4 to 6 members. The groups are encouraged to draw up a timetable to meet regularly outside formal classes to discuss and work on the project.

ii.      The assignment is to be presented in (1) an individual report (2) group final report.

iii.      The individual  report should be around 1500 words in length.  It will be graded based on quality of discussions, presence of critical analyses, coherence, relevance and academic rigour (amount of academic literature used).

iv.     The group final report should be around 2,000 words in length. It will be graded on the  depth  of  research,  presentation  of  findings  and  quality  of  analysis  and recommendations. The overall layout and presentation of the final written report will also be taken into consideration. Arial Font size 12, 1.5 lines spacing and 2.5cms page margins processed in Word will be preferred.

v.     You  are  required  to  develop  a  marketing plan for a specific tourism or hospitality organization in Asia. The tourism or hospitality business selected by your team must be one that is currently in existence.

vi.     Your team is required to inform your lecturer of your chosen organization. Note that your lecturer will ensure that the class covers a diversity of tourism and hospitality organizations. This means that you may NOT get your preferred organization type.

vii.      The assignment is to be presented as a written market plan. The final report will be graded based on the depth of research, presentation of findings, quality of analysis and recommendations. The overall layout and presentation of the final written plan will also be taken into consideration.

viii.     After  having  identified  the  tourism  or  hospitality  organization,  you  are  required  to conduct  research  on  the  selected  organization,  examine  its  internal  and  external environment, marketing materials and website. Relate and apply the concepts and theories  of this  module  to  develop  your  marketing  plan.  You  can  use  additional sources such as marketing collaterals, newspapers, magazines etc. but put them in the Appendix.

xi.    Gather all the materials you have used.  Record the author, journal name, newspaper title, book title, publisher and date of publication of the materials.  If  it  is from the Internet, include the URL. Keep a file and refer to this list when you cite your sources in the report. Check with your lecturer on the style. and format to follow or adopt when citing sources for your research report. All assignments are to use the APA 7 style.

(III)  PRESENTING THE FINDINGS and ASSESSMENT CRITERIA

THE INDIVIDUAL REPORT

(i)      The individual report is to be submitted based on the stipulated deadlines and should be around 1500 words. It should reflect the following:

a)  A good understanding of your selected topic.

b)  Relevance of your discussions to your proposed topic.

c)   The relevance of your specific part to the group’s overall report; meaning, how your specific part fit into the overall group report.

d)  Discussions  in  the   report  must  be  analytical  –   there  should  be  less descriptive writing and more critical discussions of issues in your report.

e)  Please ensure that there is NO usage of AI; many grammar checking tools are now also equipped with AI so do be careful. Usage of AI constitutes a fail grade straightaway.

f)   Good usage of academic literature; at least 8 current academic sources of literature should be used.

(ii)       The individual report outline should follow the prescribed format and should be submitted based on the stipulated deadline. Please note that late assignments will receive NO MARKS. Be sure that all parts of the report are in order before you deliver the final paper.

Your individual report outline submission will be marked against the following criteria:

a)  Clear introduction and meaningful conclusion - (10%)

b)  Relevance of the discussions to the proposed topic and themes – (10%)

c)   Critical analyses of the issues and the themes in the discussions - (40%)

d)   Flow and coherence – (10%)

e)  Academic  rigour  –   use  of  minimum  EIGHT  (8),  current,  relevant  and appropriate academic sources of literature - (20%)

f)    Presentation – style. and language (10%)

Remember your final  percentage  mark  will  be  weighted  to 40% of  the  overall

Module weighting.

THE GROUP FINAL REPORT

(i)      Having completed your research and discussion, your group should proceed

to write your group final report. The format of the report should be as follows:

a)      Title

b)      Contents

c)      Introduction

d)      Outline presentation

e)      Main Body

f)       Conclusion

g)      Summary (optional)

h)      Annex

The introduction should focus on the assignment requirements and how you are going to address them, while the main body must contain your findings, personal comments, recommendations and analysis.

You must produce a conclusion. You are advised to comment on the issues read, your learning or any issues or questions prompted by the study.

(ii)         The  group final  report should follow the  prescribed format and should be submitted based  on  the stipulated   deadline. Please  note  that   late assignments will receive NO MARKS. Be sure that all parts of the report are in order before you deliver the final paper.

Your Group Final Report will be marked against the following criteria:

Specific criteria (as related to the Module Learning Outcomes):

a)  Research  and  methodology:  evidence  of  supporting  research;  quality  and relevance of material gathered; method and approach (10%)

b)  Subject knowledge and understanding: breadth and depth of comprehension and understanding (15%)

c)   Critical  review: utilization of material; correlation to theoretical constructs; depth and rigour (25%)

d)  Conclusions: justification, relevance and practicality (10%)

e)  Appendices and supporting information: relevance and appropriateness (5%) Total: 65%

General criteria:

a)  Format: appropriateness and writing style. (10%)

b)  Structure: cohesion and flow (10%)

c)   Presentation: layout, clarity, style. and language (5%)

d)  References and referencing: breadth, relevance, style. and accuracy (10%) Total: 35%

Remember your final percentage mark will be weighted to 60% of the overall Module weighting.

TOPIC 1

INTRODUCTION: MARKETING FOR TOURISM AND HOSPITALITY

SERVICE CHARACTERISTICS OF HOSPITALITY AND TOURISM MARKETING

LEARNING OBJECTIVES

At the end of the session, students should be able to:

1.         Understand the relationships between the hospitality and travel industry.

2.         Define the role of marketing and its core concepts.

3.         Explain the relationships between customer value, satisfaction and quality.

4.         Discuss how marketing managers go about developing profitable  customer relationships.

5.         Understand why the marketing concept calls for a customer orientation.

6.         Identify four characteristics that affect the marketing of a hospitality product.

7.         Explain marketing strategies that are useful in the tourism and hospitality industry.

TOPICS

1.         Definition of Marketing and Core Marketing Concepts

2.         Marketing Management Orientations

3.         Building Profitable Customer Relationships

4.         Characteristics of Service Marketing

5.         Management Strategies for Service Businesses

TOPIC 2

THE ROLE OF MARKETING IN STRATEGIC PLANNING

LEARNING OBJECTIVES

At the end of the session, students should be able to:

1.         Explain company-wide strategic planning.

2.         Understand the concept of stakeholders, processes, resources, and organization as they relate to high-performing business.

3.         Explain the four planning activities of corporate strategic planning.

4.         Understand the processes involved in defining a company mission and setting goals and objectives.

5.         Discuss how to design business portfolios and growth strategies.

6.         Explain the steps involved in the business strategy planning process.

7.         Know why it is important to have a marketing plan and be able to explain the purpose of a marketing plan.

8.         Prepare a marketing plan following the process described in the textbook.

TOPICS

1.         Nature of High-Performance Business

2.         Corporate Strategic Planning

3.         Marketing Strategy and the Marketing Mix

4.         The Marketing Plan

TOPIC 3

THE MARKETING ENVIRONMENT

MARKETING INFORMATION SYSTEMS &

MARKETING RESEARCH

LEARNING OBJECTIVES

At the end of the session, students should be able to:

1.      List and discuss the importance of the elements of the company’s microenvironment.

2.      Describe the macro-environmental forces that affect the company’s ability to serve its customers – demographics, economic, competitive and natural.

3.      Explain the key changes in the technological, political and cultural environments and understand their impacts on the hospitality industry.

4.      Discuss  how  companies  can  be  proactive rather than reactive when responding to environmental trends.

5.      Explain the concept of the marketing information system.

6.      Identify the different kinds of information the company might use.

7.      Outline the marketing research process.

TOPICS

1.      The Microenvironment

2.      The Macroenvironment

3.      Environmental Scanning

4.      The Marketing Information Systems

5.      The Marketing Research Process

TOPIC 4

CONSUMER MARKET AND CONSUMER BUYING BEHAVIOR

ORGANIZATIONAL BUYER BEHAVIOR. OF GROUP MARKET

LEARNING OBJECTIVES

At the end of the session, students should be able to:

1.      Name the elements of the stimulus-response model of consumer behavior.

2.      Outline  major  characteristics affecting consumer  behavior and some of the specific factors that influence customers.

3.      Explain the buying decision process.

4.      Understand the organizational buying process.

5.      Identify  and  discuss  the importance of the participants in the organizational buying process.

6.      Identify major influences on organizational buyers.

7.      List the eight stages of the organizational buying process.

8.      Identify and describe group markets in the industry.

TOPICS

1.      Model of Consumer Buying Behavior.

2.      Factors Affecting Consumer Behavior.

3.      Buyer Decision Process

4.      Organizational Buying Behavior.

5.      Major Influences on Organizational Buyers

6.      Organizational Buying Process

7.      Group Business Markets

TOPIC 5

MARKET SEGMENTATION, TARGETING AND POSITIONING

LEARNING OBJECTIVES

At the end of the session, students should be able to:

1.         Explain market segmentation, and identify possible bases for segmenting markets.

2.         Outline  process of evaluating market segments, and suggest some methods of selecting market segments.

3.         Illustrate the concept of positioning for competitive advantage.

4.         Choose and implement a positioning strategy.

TOPICS

1.        Markets & Market Segmentation

2.        Market Targeting

3.        Market Positioning

4.        Positioning Strategies

5.        Communicating & Delivering the Chosen Position

6.        Positioning Measurement

TOPIC 6

DESIGNING AND MANAGING PRODUCTS

INTERNAL MARKETING

LEARNING OBJECTIVES

At the end of the session, students should be able to:

1.      Explain   how  atmosphere,  customer  interaction  with  the  service  delivery   system, customer interaction with other customers, and customer co-production are important elements in product design.

2.      Understanding branding and the conditions that support branding.

3.      Explain the new product development process.

4.      Understand  how the  product  life cycle can be applied to the tourism and hospitality industry.

5.      Understand why internal marketing is important.

6.      Explain service culture and the importance of customer focus.

7.      Describe the four-step process of internal marketing.

TOPICS

1.      Product Levels

2.      Branding

3.      New Product Development

4.      Product Life-Cycle Strategies

5.      Internal Marketing Process

6.      Marketing Approach to Human Resources Management

TOPIC 7

PRICING PRODUCTS: PRICING CONSIDERATIONS, APPROACHES AND STRATEGY

DISTRIBUTION CHANNELS

LEARNING OBJECTIVES

At the end of the session, students should be able to:

1.         Outline the factors to consider when setting prices.

2.         Identify and define the external factors affecting pricing decisions.

3.         Contrast the differences in general pricing approaches, and be able to distinguish among cost-plus, target profit pricing, value-pricing, and going-rate.

4.         Identify the new product pricing strategies of market-skimming pricing and market- penetration pricing.

5.         Understand how to apply pricing strategies for existing products.

6.         Discuss the key issues related to price changes.

7.         Describe the nature of distribution channels and understand the different marketing intermediaries.

8.         Identify the distribution channel functions and number of channel levels.

9.         Discuss  channel behavior and organization, explaining corporate, contractual and vertical marketing systems, including franchising.

TOPICS

1.       Factors When Setting Price

2.       Pricing Approaches

3.       Pricing Strategies

4.       Pricing Changes

5.       Distribution Systems

6.       Marketing Intermediaries

7.       Distribution Channel Functions

8.       Number of Channel Levels

9.       Channel Behavior. and Organization