MARKETING FOR CULTURAL RESOURCES
| Course Code |
MKTG219 |
| Credits |
3.00 |
| Hours / Week |
3 |
Marketing is the business function that deals with customers' needs and wants in relevant marketing environments in the cultural heritage tourism and hospitalities industries in particular and service-oriented organisations in general. This course builds on the evolution of modern management toward a marketing-oriented view of business. The role of this course is to help students better understand customer preferences, link that knowledge to designing appropriate products and services for selected customers, and determine appropriate methods to communicate, distribute, sell, advertise (i.e., the marketing mix) in order to capture value from customers.
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 cultural heritage tourism and hospitality industries with their 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 and hospitality marketing. Furthermore, students should demonstrate proficiency in communicating, presenting and persuading others of their marketing decisions.
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