Managing Marketing in the Hospitality and Tourism Industry from edX

Marketing within the hotel and tourism industry presents unique challenges, as marketers are tasked with selling services and memories rather than goods. In this hospitality management course, you will learn how to apply marketing knowledge and skills to the hotel and tourism industry. You will learn best practices for building customer loyalty and creating a strong brand and learn how to efficiently communicate to stakeholders through integrated marketing communications. You will also learn about the importance of marketing to both previous and new customers.

Students' learning experience will be enhanced through the use of creative approaches to solve marketing problems in hotel and tourism settings.

Note that this course is priced at USD $278.

What you'll learn

Examine and evaluate the marketing theories and concepts within the context of management and operations of hospitality and tourism organizations
Analyze the relationship between consumers, practitioners, and policy makers of hospitality and tourism services/products
Evaluate the contributions and impacts of hospitality and tourism in social, economic, political, cultural, and other areas
Analyze and apply various marketing theories and concepts to practical applications in the hospitality and tourism industry
Communicate and respond appropriately to stakeholders in the hospitality and tourism industry
Identify marketing problems within the hospitality and tourism context, and apply marketing knowledge and skills to solve the problems
Organize and analyze related numerical and graphical data, and translate them into business information.

What's inside

Learning objectives

Examine and evaluate the marketing theories and concepts within the context of management and operations of hospitality and tourism organizations
Analyze the relationship between consumers, practitioners, and policy makers of hospitality and tourism services/products
Evaluate the contributions and impacts of hospitality and tourism in social, economic, political, cultural, and other areas
Analyze and apply various marketing theories and concepts to practical applications in the hospitality and tourism industry

Communicate and respond appropriately to stakeholders in the hospitality and tourism industry
Identify marketing problems within the hospitality and tourism context, and apply marketing knowledge and skills to solve the problems
Organize and analyze related numerical and graphical data, and translate them into business information.

Examine and evaluate the marketing theories and concepts within the context of management and operations of hospitality and tourism organizations
Analyze the relationship between consumers, practitioners, and policy makers of hospitality and tourism services/products
Evaluate the contributions and impacts of hospitality and tourism in social, economic, political, cultural, and other areas
Analyze and apply various marketing theories and concepts to practical applications in the hospitality and tourism industry
Communicate and respond appropriately to stakeholders in the hospitality and tourism industry
Identify marketing problems within the hospitality and tourism context, and apply marketing knowledge and skills to solve the problems
Organize and analyze related numerical and graphical data, and translate them into business information.

Syllabus

Week 1: Introduction Introducing the course, marketing theories and concepts within the context of hospitality and tourism industry. Examining the changing hospitality and tourism environment, and discussing its impacts on and implications for the marketing of hospitality and tourism.

Week 2: Strategic Marketing Analyzing the relationship between consumers, practitioners, and policy makers, how it evolves over time, and the role of strategic marketing in hospitality and tourism.

Week 3: Target Marketing, Branding, and Relationship Building Reviewing the market targeting processes of segmentation, targeting, positioning and branding and understanding their applications in hospitality and tourism marketing. Learning about the relationship between service quality and human resources in marketing and the importance of managing customer relationships.

Week 4: Individual Customers and Organizational Customers Understanding individual customers and their motivation in hospitality and tourism. Understanding organizational customers and success factors of marketing Meeting, Incentive, Conference, and Exhibition (MICE) business.

Week 5: Market Segmentation Analysis Reviewing the concept, role, approaches, conduction, and future trends of market segmentation analysis in tourism industry.

Week 6: Integrated Marketing Communication Discussing the role of marketing communication in hospitality and tourism, analyzing the effectiveness of different communication platforms, and examining the fast-changing landscape in digital marketing.

Week 7: Destination Experience Marketing and Management Introducing the concept of destination marketing, discussing the key challenges in strategic marketing, describing destination experience planning in action, and illustrating successful international case studies related to destination marketing.

Week 8: Ethics and Sustainability in Marketing Examining the relationship between corporate social responsibility and marketing, ethics in marketing, and the consideration of sustainability in marketing.

Good to know

Know what's good

, what to watch for

, and possible dealbreakers

Analyzes the dynamic nature of the hospitality and tourism marketing environment and its impact on industry professionals

Explores the role of integrated marketing communication in boosting hospitality and tourism industry success

Develops an understanding of customer relationship management strategies for the hospitality and tourism sector

Examines the ethical and sustainability considerations in hospitality and tourism marketing

Investigates the importance of strategic marketing in driving hospitality and tourism industry growth

Suitable for hospitality and tourism professionals seeking to enhance their marketing knowledge and skills

Activities

Be better prepared before your course. Deepen your understanding during and after it. Supplement your coursework and achieve mastery of the topics covered in Managing Marketing in the Hospitality and Tourism Industry with these activities:

Read Advertising and Promotion

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This book provides a comprehensive overview of the theory and practice of advertising and promotion in the context of integrated marketing communications.

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Read chapters 1-5.
Summarize the key concepts in your own words.

Calculate Marketing Metrics

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Calculating marketing metrics is an essential skill for any hospitality or tourism marketer.

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Use industry standard formulas to calculate marketing metrics.
Interpret the results of the calculations.

Marketing Plan Analysis: Service versus Goods

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Analyzing real-world marketing plans can help you understand the differences in strategies for services versus goods.

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Select a service-based company and a goods-based company.
Obtain their marketing plans.
Compare and contrast the approaches, strategies, and tactics used in each plan.
Present your findings in a written report or presentation.

Four other activities

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Present and Discuss Case Studies

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Presenting and discussing case studies can help you apply the theories and concepts you learn in the course to real-world scenarios.

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Choose a case study relevant to the course.
Prepare a presentation on the case study.
Present the case study to your peers.
Lead a discussion on the case study.

Create a Marketing Budget Plan

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Creating a marketing budget plan is an important part of any marketing campaign.

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Estimate marketing expenses.
Allocate funds to different marketing activities.
Track and control marketing budget.

Develop a Social Media Marketing Campaign for a Hotel

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Creating a social media marketing campaign gives you hands-on experience in applying the principles of hospitality marketing.

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Research target audience.
Establish campaign goals.
Develop content.
Execute campaign.
Monitor and adjust.

Contribute to Open-Source Marketing Projects

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Contributing to open-source marketing projects can help you develop your skills and knowledge while making a contribution to the community.

Browse courses on Digital Marketing

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Find open-source marketing projects.
Identify ways to contribute.
Make a contribution.

Career center

Learners who complete Managing Marketing in the Hospitality and Tourism Industry will develop knowledge and skills that may be useful to these careers:

Marketing Manager

Marketing Managers plan and execute marketing strategies to increase sales and promote the image of their organization. This course will help you build a foundation in marketing theory and concepts, and you will learn how to apply them to the hospitality and tourism industry. You will also learn how to analyze market data, develop marketing campaigns, and manage customer relationships. These skills are essential for success in the role of Marketing Manager.

See salaries and explore the career path for Marketing Manager

Brand Manager

Brand Managers are responsible for developing and maintaining the brand identity of their organization. This course will help you build a foundation in branding and marketing and learn how to apply them to the hospitality and tourism industry. You will also learn how to analyze market data, develop marketing campaigns, and manage customer relationships. These skills are essential for success in the role of Brand Manager.

See salaries and explore the career path for Brand Manager

Public relations manager

Public Relations Managers are responsible for managing the public image of their organization. This course will help you build a foundation in marketing and communications and learn how to apply them to the hospitality and tourism industry. You will also learn how to develop and execute public relations campaigns, manage media relations, and build relationships with key stakeholders. These skills are essential for success in the role of Public Relations Manager.

See salaries and explore the career path for Public relations manager

Sales Manager

Sales Managers are responsible for generating sales for their organization. This course will help you build a foundation in sales and marketing and learn how to apply them to the hospitality and tourism industry. You will also learn how to develop and execute sales strategies, manage sales teams, and build relationships with key customers. These skills are essential for success in the role of Sales Manager.

See salaries and explore the career path for Sales Manager

Event Planner

Event Planners are responsible for planning and executing events for their organization. This course will help you build a foundation in event planning and management and learn how to apply them to the hospitality and tourism industry. You will also learn how to develop and execute event plans, manage event budgets, and coordinate with vendors. These skills are essential for success in the role of Event Planner.

See salaries and explore the career path for Event Planner

Tourism Manager

Tourism Managers are responsible for developing and managing tourism programs for their organization. This course will help you build a foundation in tourism management and learn how to apply it to the hospitality and tourism industry. You will also learn how to develop and execute tourism plans, manage tourism budgets, and coordinate with stakeholders. These skills are essential for success in the role of Tourism Manager.

See salaries and explore the career path for Tourism Manager

Hospitality Manager

Hospitality Managers are responsible for managing the operations of hospitality businesses. This course will help you build a foundation in hospitality management and learn how to apply it to the hospitality and tourism industry. You will also learn how to develop and execute hospitality plans, manage hospitality budgets, and coordinate with staff. These skills are essential for success in the role of Hospitality Manager.

See salaries and explore the career path for Hospitality Manager

Marketing Analyst

Marketing Analysts are responsible for analyzing marketing data and providing insights to their organization. This course will help you build a foundation in marketing analytics and learn how to apply them to the hospitality and tourism industry. You will also learn how to collect and analyze data, develop marketing reports, and make recommendations to improve marketing campaigns. These skills are essential for success in the role of Marketing Analyst.

See salaries and explore the career path for Marketing Analyst

Market Researcher

Market Researchers are responsible for conducting market research studies and providing insights to their organization. This course will help you build a foundation in market research and learn how to apply it to the hospitality and tourism industry. You will also learn how to design and conduct research studies, analyze data, and develop research reports. These skills are essential for success in the role of Market Researcher.

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Social Media Manager

Social Media Managers are responsible for developing and managing social media campaigns for their organization. This course may be useful for building a foundation in social media management and learning how to apply it to the hospitality and tourism industry. You will learn how to develop and execute social media plans, manage social media accounts, and engage with customers on social media. These skills are essential for success in the role of Social Media Manager.

See salaries and explore the career path for Social Media Manager

Content Marketing Manager

Content Marketing Managers are responsible for developing and managing content marketing campaigns for their organization. This course may be useful for building a foundation in content marketing and learning how to apply it to the hospitality and tourism industry. You will learn how to develop and execute content marketing plans, create and distribute content, and measure the results of content marketing campaigns. These skills are essential for success in the role of Content Marketing Manager.

See salaries and explore the career path for Content Marketing Manager

Digital Marketing Manager

Digital Marketing Managers are responsible for developing and managing digital marketing campaigns for their organization. This course may be useful for building a foundation in digital marketing and learning how to apply it to the hospitality and tourism industry. You will learn how to develop and execute digital marketing plans, manage digital marketing channels, and measure the results of digital marketing campaigns. These skills are essential for success in the role of Digital Marketing Manager.

See salaries and explore the career path for Digital Marketing Manager

SEO Specialist

SEO Specialists are responsible for optimizing websites for search engines. This course may be useful for building a foundation in SEO and learning how to apply it to the hospitality and tourism industry. You will learn how to conduct keyword research, optimize website content, and build backlinks. These skills are essential for success in the role of SEO Specialist.

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SEM Specialist

SEM Specialists are responsible for managing search engine marketing campaigns. This course may be useful for building a foundation in SEM and learning how to apply it to the hospitality and tourism industry. You will learn how to conduct keyword research, create and manage search ads, and measure the results of search marketing campaigns. These skills are essential for success in the role of SEM Specialist.

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Web Developer

Web Developers are responsible for designing and developing websites. This course may be useful for building a foundation in web development and learning how to apply it to the hospitality and tourism industry. You will learn how to create and manage websites, optimize websites for search engines, and measure the results of website traffic. These skills are essential for success in the role of Web Developer.

See salaries and explore the career path for Web Developer