Course Details
Country:
Greece
Institution:
American College of Thessaloniki
Course Title:
Tourism Marketing
Course Number:
MKT 201
Course Description:
This course will initially offer general marketing education and then focus in industry-specific applications of marketing. Examines marketing principles and practices for analyzing, creating, delivering, capturing, and communicating value to customers through the global perspective of tourism. Focuses on managing customer relationships using market-driven strategies, particularly segmentation, targeting, and positioning. The role of customer satisfaction in achieving organizational objectives and ethical decision making in a global economy are also emphasized through their marketing implications. Topics: characteristics of a service, their marketing implications, an overview of mix components –product, price, promotion, place, people -, the independence and interdependence of elements, definitions of market segmentation, marketing for hotels and resorts, the product life cycle, the scope, digital marketing, process and role of market research, and secondary information, sources, range and importance. Professional expertise will be brought into class together with case studies of marketing practices.
Language:
English
Approved Equivalent:
TOUR 412, INTS 399
Attachment Files:
MKTG201 Tourism Marketing Syllabus.docx
