To provide students with an understanding of marketing and its application in the international hotel and tourism industry, and the ways in which marketing strategies and approaches can be used to optimise product penetration.

Summary of Learning Outcomes

On completion of this module students will be able to;

• Investigate the concepts of marketing in a hospitality and tourism context
• Analyse the role of the marketing mix
• Evaluate the components of the promotional mix
• Analyse the marketing cycle in a hospitality and tourism environment

Syllabus

• The principles and concepts of marketing
  
• The Marketing Mix
  
• Market Research
  
• The Sales Process
  
• The Consumer Buying Process
  
• Consumer trends

Assessment

This module will be assessed via a 2 ½ hour examination, set and marked by CTH. The examination will cover the whole of the assessment criteria in this unit and will take the form of 10 x 2 mark questions and 5 x 4 mark questions in section A (40 marks), Section B will comprise of 5 x 20 mark questions of which candidates must select and answer three (60 marks).

CTH is a London based body and the syllabus content will in general reflect this. Any legislation and codes of practice will reflect the international nature of the industry and will not be country specific