Advanced Certificate in Hospitality Marketing

Chapter 2: Marketing research for hospitality and tourism

a.       Introduction

b.      Chapter objectives

c.       The purpose of marketing research

d.      Problem definition, setting research objectives and research design

e.      Practical sampling methods and data collection

f.        Summary

g.       Practice test

Chapter 3: The Marketing Environment

a)      Introduction

b)      Chapter objectives

c)       Models of the environment

d)      Forecasting the environment

e)      The political environment

f)       The physical environment

g)      The social environment

h)      The competitive environment

i)        The economic environment

j)        The demographic environment

k)      Summary

l)        practice test

Chapter 4: Ethical issues in hospitality and tourism marketing

a)      Introduction

b)      Chapter objectives

c)       Defining marketing ethics and its domain

d)      Marketing ethics in tourism – the case of the Kenya association of tour operators

e)      Summary

f)       Practice test

Chapter 5: Perspectives on Tourist Behaviour

a)      Introduction

b)      Chapter objectives

c)       Tourist behaviour: the marketing practitioner’s approach

d)      The consumer behaviour model of tourist behaviour

e)      The structuralist model of tourist behaviour

f)       Summary

g)      Practice test

Chapter 6: The Tourism Product

a)      Introduction

b)      Chapter objectives

c)       What is a tourism product?

d)      The product planning process

e)      The product life cycle

f)       Branding

g)      Customer service

h)      Summary

i)        Practice test

Chapter 7: Tourism Product Promotion

a)      Introduction

b)      Chapter objectives

c)       The importance of successful marketing communications

d)      Marketing communications methods in travel and tourism

e)      Summary

f)       Practice test

Chapter 8: Strategic Marketing Planning

a)      Introduction

b)      chapter objectives

c)       An overview of the strategic marketing planning process

d)      Setting strategic marketing objectives

e)      Alternative strategies for growth

f)       Summary

g)      Practice test

Chapter 9: Operational Marketing Planning

·         Introduction

·         Chapter objectives

·         Forecasting

·         Setting operational marketing planning objectives

·         Summary

·         Practice test

Chapter 10: Marketing the Competitive Destination

a)      Introduction

b)      Chapter objectives

c)       Elements of the destination mix

d)      The strategic purpose of destinations, their marketing and management

e)      Main markets and destination choice

f)       Marketing the competitive destination of the future

g)      summary

h)      Practice test

Chapter 11: Electronic Commerce (E-Commerce)

a)      Chapter Objectives

b)      Introduction

c)       E-Commerce Transactions

d)      The Four Levels of E-Commerce Transactions

e)      Intranets and Extranets

f)       Span and Scope of E-Commerce

g)      E Commerce Applications for Hospitality and Tourism Organisations

h)      Summary

i)        Practice Test

chapter 12: Introduction to consumer behavioural processes

a)      Introduction

b)      Chapter objectives

c)Levels of analysis of consumer behaviour

d)      Models of consumer behaviour

e)      Types of consumer buying behaviour

f)       Characteristics that affect consumer buying behaviour

g)      Psychological factors

h)      Social or environmental factors

i)        Stages in tourist buying process

j)        Characteristics of the tourism product

k)      Summary

l)        Practice test

Chapter 13: Computer Networks and telecommunications for Hospitality

a)      Chapter Objectives

b)      Introduction

c)       Networking Data Resources

d)      Computer Networks

e)      Network Connections

f)       Telecommunications Media

g)      Network Operating Systems

h)      Intranets

i)        Extranets

j)        Developing Technologies

k)      Using the Internet

l)        Internet Service Providers (ISPs)

m)    Network Connections

n)      Summary

o)      Practice Test

Chapter 14: E-Information and Distribution Systems

a)      Lesson Highlights

b)      Lesson Objectives

c)       Hospitality and Tourism Business Functions

d)      The Productivity Process

e)      Business Processes

f)       Supply Chain Management and Enterprise Resource Planning

g)      Marketing Support Technologies

h)      Holistic E-Commerce Approach

i)        Enterprise Resource Planning Systems

j)        Summary

k)      Practice Test

Chapter 15:  Case Studies

a)      Introduction

b)      Chapter objectives

c)       How the New York convention bureau monitors tourist behaviour

d)      Practice test

Chapter 16: Case Studies

a)      Introduction

b)      Chapter objectives

c)       Swallow hotel group

d)      Practice test