Unit 5 Marketing in Travel and Tourism
Aim of Unit 5 Marketing in Travel and Tourism
Marketing plays a key role in the development of a business. Thus, this unit focuses on the marketing strategies of the travel and tourism industry. This will help the learners to acquire basic knowledge regarding the basic marketing principles that can be applied in the tourism industry. This unit will also develop knowledge regarding the factors that affect marketing environments in the industry. The role of marketing in a different department of the industry will also be made understood to the learners. Moreover, this unit will provide information regarding the initial strategic level of marketing before operational and functional aspects.
On successful completion of this unit a learner will:
- Understand the concepts and principles of marketing in the travel and tourism sector
- Understand the role of marketing as a management tool in travel and tourism
- Understand the role of the marketing mix in the travel and tourism sector
- Be able to use the promotional mix in travel and tourism.
LO1 Understand the concepts and principles of marketing in the travel and tourism sector
In this section, the learner will be able to develop knowledge regarding the basic principles of marketing that will help them to sustain in the industry for the long run. This section focuses on the core concepts such as market value, customer needs and desires, customer satisfaction, exchange process, marketing orientations and concepts and changing needs of the industry. This will also give a brief analysis of the micro and macro factors that affect the marketing of the tourism industry. This will also help the learners to understand market segmentation for their industry and consumers market for analysing buying power.
LO2 Understand the role of marketing as a management tool in travel and tourism
This section will help the learners to acquire information regarding strategic planning by identifying the strengths and weaknesses of the industry through SWOT, PLC, Boston matrix, Ansoff’s Matrix. This will further enable them to gain market knowledge through market research and analysing the market demands with respect to the industry. This will also focus on the impact of marketing on the society, regulations, social ethics and responsibilities, consumers, legal considerations and environmentalism.
LO3 Understand the role of the marketing mix in the travel and tourism sector
In this section, the learners will be able to learn the importance of service sector within the industry. They will also be able to plan their marketing strategies with the help of marketing mix that includes different strategies for pricing, product manufacturing and identification of place for the store opening. This can further include development of the product for enhancing quality, cost classification, distribution channels and logistics of the organisation. This section will also enclose service sector marketing that includes internal and interactive marketing, quality of product and service, people, programming, partnerships and packaging.
LO4 Be able to use the promotional mix in travel and tourism
This section will develop knowledge regarding the strategies of promotion of brands and services to a wide range of customers. This includes implementation of the promotional mix, advertising, maintaining public relation and sales promotion and personal selling techniques.
Learning outcomes and assessment criteria
|Learning outcomes On successful completion of this unit a learner will:||Assessment criteria for pass The learner can:|
|LO1 Understand the concepts and principles of marketing in the travel and tourism sector||discuss the core concepts of marketing for the travel and tourism sectorassess the impact of the marketing environment on individual travel and tourism businesses and tourist destinationsdiscuss the factors affecting consumer motivation and demand in the travel and tourism sectoranalyse the principles of market segmentation and its uses in marketing planning|
|LO2 Understand the role of marketing as a management tool in travel and tourism||analyse the importance of strategic marketing planning for a selected travel and tourism business or tourist destinationdiscuss the relevance of marketing research and market information to managers in the travel and tourism sectorassess the influence of marketing on society|
|LO3 Understand the role of the marketing mix in the travel and tourism sector||discuss issues in the product, price and place elements of the marketing mixassess the importance of service sector mix elements to the travel and tourism sectorapply the concept of the total tourism product to an individual tourism business or tourist destination|
|LO4 Be able to use the promotional mix in travel and tourism||assess the integrated nature and role of the promotional mixplan and justify an integrated promotional campaign for a travel and tourism business or destination|
This unit can be linked successfully with:
- Unit 1: The Travel and Tourism Sector
- Unit 3: The Developing Manager
- Unit 8: Legislation and Ethics in the Travel and Tourism Sector
- Unit 11: Travel and Tourism Entrepreneurs
- Unit 4: Research Project
- Unit 2: Finance and funding in Travel and Tourism.
This unit maps to the following Management NVQ units:
- B1: Develop and implement operational plans for your area of responsibility
- B2: Map the environment in which your organisation operates
- F4: Develop and review a framework for marketing
- F9: Build your organisation understands of its market and customers.