Promotion of Tourism Services

Course Title

PROMOTION FOR TOURISM SERVICES 

Description

The aim of this module is to introduce candidates to the principles of marketing and how they are applied in the tourism industry. It also provides the learners with the knowledge of marketing processes in relation to the travel and tourism industry. 

NQF Level

Level  3

Notional Hours

100

NQF Credits

10

Prerequisites

None 

Standard Type (Core, fundamental, elective)

Fundamental

Learning Outcomes/Specific Outcomes 

On completing the module students will be able to:

·         Identify and describe the range of products and services offered by an organisation

·         Explain the selling process, including the importance of closing the sale

·         Explain how marketing  is used by travel and tourism organisations to raise awareness of products and services

·         Identify types of promotional activities used by travel and tourism organisations 

Course Content

Introduction to promotion of products and services

·         Define promotion 

·         Identify different tourism products and services

·         Outline the characteristics of a product/service 

 

Promotional activities in tourism

·         Explain the importance of planning promotional activities 

·         Identify the stages in producing travel and tourism promotional materials 

·         Explain factors that might affect the success of travel and tourism promotional activities

 

Sell travel and tourism products and services to customers

·         Describe the key stages of the sale process

·         Describe sales techniques used to establish customers’ wants and needs

·         Explain the importance of selecting products which meet customers’ wants and needs

·         Explain how to sell products and services linked to promotional activities

·         Identify product knowledge required to sell travel and tourism products and services to customers

·         Explain the importance of using resources to aid product knowledge

·         Explain the effectiveness of different sales mediums.

After sales service in travel and tourism

·         Explain the importance of providing an after sales service

·         Describe activities relating to after sales service in travel and tourism organisations

·         Explain the benefits of an after sales service in travel and tourism organisations

Methods of Facilitating Learning

The module will be inter alia facilitated through the following learning activities:

·         Lectures 

·         Assigned readings

·         Discussions (all learners are expected to participate)

·         Individual or group class presentations

·         Assignments and tests

·         Field work/ excursions

·         Case Studies

·         Simulations

·         Videos and audio recordings

·         Power Point Presentations

·         Guest Lecturers

·         Peer to peer teaching

Assessment Strategies

The module will be assessed using a combination of Continuous Assessment and an end-of-semester examination. Continuous Assessment is made up of the following:

 

Continuous Assessment : 40%



·         Tests

·         Assignments/Projects

·         Exercises

·         Quizzes

·         Worksheets

·         Practical  exercises

 

Final Examinations: 60% 

Time allocation per question paper: between 2 and 3 hours

 

  • The final examination will test the knowledge, understanding and skills outcomes in any given year on the course content covered.
  • The intention of the examination in its formulation is to avoid predictability and encourage students to prepare for all syllabus outcomes. 
  • The level of complexity of a paper/s will be maintained consistently from year to year.
  • The intention of the examinations is to assess the following objectives: 

·         Knowledge and Understanding

·         Application

·         Analysis

·         Evaluation

  • The examinations may include a range and balance of question types, such as multiple-choice questions, short-answer free response questions, open-ended questions and extended responses including essays. These will be determined by the Department in which the subject resides and with the approval of the Examinations Committee. 
  • The demands of the examination in terms of the number and length of student responses required, the amount of reading time provided and the complexity of the questions will be appropriate for the time allocated for the examination.

Prescribed Textbooks 

1.    Armstrong Gary and Kotler Philip (2018).Principles of Marketing - 17th edition. Pearson: London

 

2.            Gross, M (2012) Tourism Marketing. London: Butterworth- Heimann