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HTMS: Hospitality and Tourism Marketing Strategies

Level:

Status:

Mandatory

Number of Credits:

30

Guided Learning Hours:

90

Unit Aims
In todays increasingly competitive business environment there has been a shift from
traditional marketing towards more varied approaches. In particular there has been a
change from transactional to relationship management in marketing. The current market
consumers determine whether brand and image are coherent and organisations recognise
the power of brand and image as central to marketing activity. Todays brands are often built
with effective PR campaigns and then maintained through a blend of marketing and PR. The
impact of the Internet is having profound effect upon PR and marketing practices. Therefore,
the aims of this unit are to enable candidates to develop their understanding and ability to
critically evaluate marketing, branding and public relations strategies in the hospitality and
tourism industry. Candidates will be able to develop marketing, branding and public
relations strategies that increase competitive advantage for the organisation.

Learning Outcomes
At the end of this unit the
learner will be able to:
1. Develop marketing
strategies for hospitality and
tourism organisations.

2. Critically evaluate
marketing communication
strategies for hospitality and

Assessment Criteria
The learner can:

Indicative Content

1.1 Critically evaluate

marketing strategies in the
hospitality or tourism
sector.

Brand identity and

strategy

1.2 Assess the role of network

and customer relationship
marketing strategies for
hospitality or tourism
organisations.

Network and
relationship
marketing
Strategic Customer
Relations

1.3 Recommend marketing

and customer loyalty
strategies for a hospitality
or tourism organisation.

Developing and
creating customer
loyalty

2.1 Explain how marketing

communications can be
used to develop brand

Brand identity

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tourism organisations.

identity strategies.
2.2 Assess the effectiveness
of e-marketing, viral and
guerrilla marketing
strategies within hospitality
or tourism organisations.

2.3 Recommend and justify

marketing communications
strategies for a hospitality
or tourism organisation.

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E-marketing
Viral Marketing
Guerrilla marketing

Hospitality and Tourism Marketing Strategies Assessment

Task 1
Learning Outcome 1 and 2
Assessment Criteria: 1.1, 1.2, 2.1 and 2.2
Weighting 80%
Written Report: 4000 words maximum
Candidates are required to produce a 4000 word report that critically evaluates the
marketing, branding and public relations strategies of a hospitality or tourism organisation of
their choice.
Candidates should include a brief introduction to the organisation they are researching in
terms of their size, markets, customers, products/services. It is envisaged that candidates
will only need to carry out secondary research into their chosen organization in order to
complete this assignment.
As part of their analysis candidates should assess and critically evaluate the role and
effectiveness of the organisations:

network and customer relationships marketing strategies

marketing communications activities and strategies
e-marketing, viral and guerilla marketing activities and strategies
role and effectiveness of public relations activities and strategies.

Candidates should use and apply marketing and marketing communications theory and
conceptual frameworks to critically analyse the above issues.
Candidates should then recommend marketing and customer loyalty strategies that would
secure and/or enhance the organisations competitive advantage. All recommendations
should be justified drawing on the analysis they have carried out.
The secondary research undertaken should be appended to this assignment.
All theories, concepts, models and industry examples must be appropriately referenced
using the Harvard System style.
Task 2
Learning Outcome 1 and 2
Assessment Criteria: 1.3 and 2.3
Weighting 20%
Individual Presentation with handouts (maximum two sides of A4) and speakers
notes.
Candidates are required to prepare and carry out a 15 minute presentation explaining the
recommendations made in task 1. The presentation should discuss the marketing,
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marketing communications, public relations and customer loyalty strategy recommendations

that have been made. Candidates should be explain and justify, using theoretical concepts,
how they reached their recommendations and clearly explain how the recommendations will
assist the organisation in securing or enhancing competitive advantage.
Candidates presentation should address the above assessment criteria and candidates
should ensure that they demonstrate that they have achieved the outcomes stated.
Candidates should prepare a supporting handout in which they summarise the key points of
their presentation; this handout should not exceed two sides of A4. Candidates should also
present their presentation slides and accompanying speaker notes when submitting this
assignment.

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