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Tourism Marketing-I

By Dr. Shikha Misra   |   Banaras Hindu University
Learners enrolled: 620   |  Exam registration: 103
ABOUT THE COURSE:
This course is essential and is one of the core papers in Travel, Tourism and Hospitality programs. Understanding tourism marketing is crucial for professionals and entrepreneurs to understand and operate business profitably. It provides insights on market requirements, customer behavior, strategizing value chain and the impact of dynamic business environment to plan accordingly. Without a deep comprehension of marketing principles, endeavors are likely to be characterized by trial and error, resulting in inefficient allocation of resources for not so profitable efforts.

INTENDED AUDIENCE: UG/PG/PhD

INDUSTRY SUPPORT: Travel, Tourism, Hospitality, Aviation and Services industries.
Summary
Course Status : Ongoing
Course Type : Core
Language for course content : English
Duration : 8 weeks
Category :
  • Multidisciplinary
Credit Points : 2
Level : Undergraduate/Postgraduate
Start Date : 17 Feb 2025
End Date : 11 Apr 2025
Enrollment Ends : 17 Feb 2025
Exam Registration Ends : 28 Feb 2025
Exam Date : 25 Apr 2025 IST

Note: This exam date is subject to change based on seat availability. You can check final exam date on your hall ticket.

Page Visits



Course layout

Module name: Introduction Tourism Marketing: 
  • History of Marketing
  • Defining Tourism Marketing, 
  • Nature and Relevance of Tourism Marketing
  • What do Marketing Managers do
  • Core concepts
  • Tourism Marketing process
  • Development of Tourism Marketing through Philosophies and Orientation
  • Difference between marketing and selling
Module name: Tourism Marketing Environment:
  • Introduction to Tourism Marketing Environment (TME)
  • Responding to TME
  • Analysis of TME 
  • Marketing Mix
  • Handling grievances
Module name: Uniqueness of Tourism marketing:
  • Salient features and Criticalities in Tourism Marketing
  • Direct Marketing in Tourism
  • Global Marketing in Tourism
  • Green Marketing in Tourism
  • Digital Marketing in Tourism 
  • Social Media Marketing in Tourism
  • Retail Marketing in Tourism 
  • B2B Marketing in Tourism
Module name: Tourism Marketing Research 
  • Needs of Tourism Marketing Research
  • Activities in Tourism Marketing Research 
  • Types of Tourism Marketing Research
  • Research Approach
  • International Marketing Research
  • Research Process
  • Marketing Management Information System (MMIS) 
Module name: Segmenting, targeting and Positioning (STP):
  • Need for STP
  • Concept of STP
  • Segmenting: Concept, Need, Criteria for Segmentation
  • Requirements for effective Segmentation
  • Segmentation in Tourism 
  • Targeting: Evaluating and Selecting Segments, Concept of Targeting, strategies for Targeting, Choosing a Market coverage Strategy
  • Positioning: Concept, Positioning Strategies and Niche marketing, Choosing and Implementing a Positioning Strategy, Product Differentiation, Common mistakes while Positioning 
Module name: Tourist Behaviour
  • Concept
  • A Model of Tourist Behaviour
  • Buyer’s Thought Process
  • Buyer’s Decision-Making Process
Module name: Service Quality Management (SQM) in Tourism
  • Customer Expectations
  • Service Standard
  • Perceived Quality Performance
  • Dimensions of Service Quality
  • Objectives of Services
  • Continuum of Services
  • Measuring Service Quality 
  • Establishing a Feedback System 
  • Challenges for Tomorrow & dealing with the Challenges in SQM
Module name: Marketing Major Sectors of Tourism
  • Accommodation Marketing
  • Transport Marketing
  • Visitor Attraction Marketing
  • Destination Marketing
  • Inclusive Tours Marketing

Books and references

  1. Kotler, Jon Bower, James Maken (2017). Marketing for Hospitality and Tourism. Pearson Publication.
  2.  Victor T.C. Middleton (2009). Marketing in Travel and Tourism. Routledge.
  3. Chaudhary, Manjula (2010). Tourism Marketing. New Delhi: Oxford university Press.
  4.  Chowdhary, Nimit and Prakash, Monika (2005). A text Book of Marketing of services. New Delhi: Macmillan India Ltd.
  5. Dasgupta, Devashish (2010). Tourism Marketing. New Delhi: Pearson Education.
  6.  Ramaswamy, Namakumari (2018). Marketing Management. New Delhi: Sage Publications India Pvt. Ltd.

Instructor bio

Dr. Shikha Misra

Banaras Hindu University
Dr. Shikha Misra is an Assistant Professor in Tourism Management with Banaras Hindu University. She has thirteen years of experience of working as a regular faculty member with Institute of Management Studies Ghaziabad, Amity University-Noida and now since 2016 with BHU, Varanasi. She also has five years of corporate experience. She has chaired, co-chaired technical sessions and also has been resource person in National and International Conferences and seminars. She has also published research papers, case studies, academic blocks and chapters. Her areas of interest are Tourism Marketing, Tourist Behavior and use of ICT in Tourism Business.

Course certificate

The course is free to enroll and learn from. But if you want a certificate, you have to register and write the proctored exam conducted by us in person at any of the designated exam centres.
The exam is optional for a fee of Rs 1000/- (Rupees one thousand only).
Date and Time of Exams: April 25, 2025 Morning session 9am to 12 noon; Afternoon Session 2pm to 5pm.
Registration url: Announcements will be made when the registration form is open for registrations.
The online registration form has to be filled and the certification exam fee needs to be paid. More details will be made available when the exam registration form is published. If there are any changes, it will be mentioned then.
Please check the form for more details on the cities where the exams will be held, the conditions you agree to when you fill the form etc.

CRITERIA TO GET A CERTIFICATE

Average assignment score = 25% of average of best 6 assignments out of the total 8 assignments given in the course.
Exam score = 75% of the proctored certification exam score out of 100

Final score = Average assignment score + Exam score

Please note that assignments encompass all types (including quizzes, programming tasks, and essay submissions) available in the specific week.

YOU WILL BE ELIGIBLE FOR A CERTIFICATE ONLY IF AVERAGE ASSIGNMENT SCORE >=10/25 AND EXAM SCORE >= 30/75. If one of the 2 criteria is not met, you will not get the certificate even if the Final score >= 40/100.

Certificate will have your name, photograph and the score in the final exam with the breakup.It will have the logos of INI and BHU .
Only the e-certificate will be made available. Hard copies will not be dispatched.

Once again, thanks for your interest in our online courses and certification. Happy learning.

- INI team


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