Tourism Marketing
Lecturer: Ching-Yu Chang (張景煜)
Email: crichard.mail.ntou.edu.tw
Phone: 02-24622192#3504
Webpage: dotm.ntou.edu.tw/p/405-1067-55063,c9808.php?Lang=zh-tw
Course ID: B7602TU2
Credits: 3
Course Prerequisites: Introduction to tourism management
Course Description and Goals:
This course will help students appreciate, develop and manage marketing in the tourism and hospitality industry. The course will introduce basic concepts and principles in tourism and hospitality marketing, and will address differences between tourism and hospitality and other industries. Students will learn how marketing managers can position their products or services to capture customers.
Schedule Type:
1. Lecturing
2. Videos
3. Guest speaker
4. Group marketing project
5. PBL (problem-based learning)
6. Group case study discussions
7. Group exercises / tasks
Course Schedule (subject to change):
Week 1 Course introduction and grouping
Week 2 Marketing for Tourism and Hospitality
Week 3 The Marketing Environment
Week 4 Consumer & Tourist Behaviour
Week 5 Value, Satisfaction & Loyalty
Week 6 Market Research
Week 7 Guest speaker
Week 8 Mid-term exam
Week 9 Market segmentation, targeting and positioning (STP)
Week 10 Products and Services
Week 11 Promotion
Week 12 Price
Week 13 Place
Week 14 Physical Evidence, People and Process
Week 15 Group Project Presentations (Groups 1 – 4)
Week 16 Group Project Presentations (Groups 5 – 8)
Week 17 Course review
Week 18 Course review