Tourism Marketing

University of the Western Cape

Course Description

  • Course Name

    Tourism Marketing

  • Host University

    University of the Western Cape

  • Location

    Cape Town, South Africa

  • Area of Study

    Hospitality, Marketing

  • Language Level

    Taught In English

  • Course Level Recommendations


    ISA offers course level recommendations in an effort to facilitate the determination of course levels by credential evaluators.We advice each institution to have their own credentials evaluator make the final decision regrading course levels.

    Hours & Credits

  • Host University Units

  • Recommended U.S. Semester Credits
  • Recommended U.S. Quarter Units
  • Overview

    Main Content:
    ? Tourism marketing - definitions and concepts
    ? Approaches to marketing - sales, product, societal
    ? The tourism business environment
    ? Market segmentation, selection of target markets and positioning
    ? The marketing planning process
    ? The marketing mix - product, price, place, promotion
    ? Destination marketing and relationship marketing
    ? Western Cape marketing initiatives

    Main Outcomes:
    At the end of this module students will be able to:
    ? demonstrate an understanding of the tourism and hospitality business environment
    ? discuss and explain the procedures of market segmentation, target marketing and positioning
    ? describe and discuss the components of the marketing mix
    ? demonstrate an understanding of the principles of destination marketing and relationship
    ? discuss the application of various marketing techniques in the Western Cape

    Pre-requisites: At least 3 second year modules in Tourism

    Breakdown of Learning Time:
    Contact with lecturer/tutor: 24 hours
    Assignments & tasks: 40 hours
    Tests & examinations: 6 hours
    Self study: 30 hours

    Class tests: 25%
    Assignments: 25%
    Examination: 50%

Course Disclaimer

Credits earned vary according to the policies of the students' home institutions. According to ISA policy and possible visa requirements, students must maintain full-time enrollment status, as determined by their home institutions, for the duration of the program.


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