TAHM5011 Strategic Tourism Marketing

6 Units of Credit

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Through case-studies and real-world examples, students learn, evaluate and debate the strategic marketing activities adopted by private- and public-sector tourism organizations. Fundamentals of strategic marketing in tourism, such as branding, segmentation and cooperative alliances, are discussed in depth. Particular emphasis on how strategic options differ between small & large-scale enterprises and national destination & regional destination organisations. A research assignment requires students to develop a strategic marketing plan for an existing tourism operation.