UNIT 02: MARKETING MANAGEMENT IN TOURISM AND HOSPITALITY Unit Reference Number Unit Title Unit Level Guided Learning Hours Number of Credits Core / Option SSAs
L/507/0024 Marketing Management in Tourism and Hospitality 5 200 20 Core 7.4 Hospitality and Catering 8.2 Travel and Tourism Pass
Unit Grading Structure
Unit Aims This unit provides learners with a critical understanding of the principles of marketing. Learners will develop the ability to apply the marketing mix to the tourism and hospitality industry and will be able to explain the role and function of marketing within tourism and hospitality businesses.
Learning Outcomes and Assessment Criteria Learning Outcome - The learner will: 1 Explain the principles of Marketing 2 Critically analyse the role and function of marketing in tourism and hospitality businesses
Assessment Criterion - The learner can: 1.1 1.2 1.3 2.1 2.2 2.3
3 Outline the service marketing approach in the tourism and hospitality industry
3.1 3.2
4 Explain the importance of market research in the tourism and hospitality
4.1 4.2
3.3
4.3
industry
Describe the need for marketing in contemporary businesses Explain the elements of the marketing mix Evaluate the role of brands in the tourism and hospitality Critically Analyse the importance of marketing in tourism and hospitality businesses Identify the roles and responsibilities of marketing professionals in tourism and hospitality businesses Explain the issues involved in managing the marketing process in tourism and hospitality businesses Review the principles of the services marketing approach Critically analyse the benefits of the services marketing approach for the tourism and hospitality industry Identify aspects of services marketing in the management of tourism and hospitality businesses Outline the principles of market research Research market research data relating to the tourism and hospitality industry Demonstrate the principles of market research by collecting data relating to the tourism and hospitality industry.
Assessment To achieve this unit, learners must achieve the learning outcomes and meet the standards specified by all assessment criteria for the unit. Learning Outcomes to be met All 1 to 4
Assessment criteria covered All ACs under LO 1 to 4
Assessment type Coursework
Word count (approx. length) 3000 words
Study Contents
Introduction to marketing management for tourism and hospitality Introduction to consumer behaviour Customer retention in tourism and hospitality Tourism and hospitality marketing environments The tourism and hospitality marketing mix Services Marketing
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