PRINCIPLES OF MARKETING

Course Code MKTG217
Credits 3.0
Hours / Week 3



This course prepares students to function effectively in the sales, marketing, or public relations departments of organisations in the hospitality and tourism industries in particular, and service-oriented organisations in general. The course introduces students to the various marketing related activities and functions designed to achieve the strategic objectives of organisations. Though the course requires students to master a broad range of marketing concepts and principles, the academic focus is to ultimately equip students with the ability to apply these marketing principles and concepts in the context of analysing, planning, implementing, and the control of marketing issues and problems. In addition, the course is designed to build students’ analytical thinking and critical evaluation regarding tourism and hospitality related issues in marketing.

By the end of this course, students should be able to acquire mastery of the different factors that influence the marketing success of organisations. Students should be able to make decisions related to marketing issues in the tourism and travel industry and latest emerging trends, and to work out a marketing plan of action around such factors. Students should demonstrate a proficiency for analysis and strategy recommendation within the context of tourism, travel, and hospitality marketing. Furthermore, students should demonstrate proficiency in communicating, presenting and persuading others of their marketing decisions.




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