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 tourismsector
- Understand the role of marketing as a management tool in travel andtourism
- Understand the role of the marketing mix in the travel and tourismsector
- Be able to use the promotional mix in travel andtourism.
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 thetravel and tourismsectorassess the impact of the marketing environmenton individual travel and tourism businesses andtourist destinationsdiscuss the factors affecting consumer motivationand demand in the travel and tourismsectoranalyse the principles of market segmentation andits uses in marketingplanning|
|LO2 Understand the role of marketing as a management tool in travel and tourism||analyse the importance of strategic marketingplanning for a selected travel and tourism business or tourist destinationdiscuss the relevance of marketing researchand market information to managers in the travel and tourismsectorassess the influence of marketing onsociety|
|LO3Understandtheroleofthe marketing mix in the travel and tourism sector||discuss issues in the product, price and placeelements of the marketingmixassess the importance of service sector mixelements to the travel and tourismsectorapply the concept of the total tourism product toan individual tourism business or touristdestination|
|LO4 Be able to use the promotional mix in travel and tourism||assess the integrated nature and role of thepromotional mixplan and justify an integrated promotional campaignfor a travel and tourism business ordestination|
This unit can be linked successfully with:
- Unit 1: The Travel and TourismSector
- Unit 7: Sustainable TourismDevelopment
- Unit 8: Legislation and Ethics in the Travel and TourismSector
- Unit 11: Travel and TourismEntrepreneurs
- Unit 17: Work-basedExperience
- Unit 22: Public Relations and Promotions in Travel andTourism.
This unit maps to the following Management NVQ units:
- B1: Develop and implement operational plans for your area ofresponsibility
- B2: Map the environment in which your organisationoperates
- F4: Develop and review a framework formarketing
- F9: Build your organisation understands of its market andcustomers.