Professional Diploma in Tourism Marketing
Who is it for?
The CIM Professional Diploma in Tourism Marketing is a high quality qualification that provides students with a strong foundation in the field of tourist marketing and essential business skills. This qualification is ideal for marketers who are working or wishing to work in the tourist and leisure industries.
If you would like to receive further information on this qualification and how to study with CIM, please click here
This qualification is ideal for marketers who are working or wishing to work in the tourist and leisure industries.
• The concepts of segmentation, target marketing and positioning in the context of the tourist industry
• The practical application of motivational research
• The skills required for essential marketing planning
Gain an understanding of:
• The concepts of segmentation, target marketing and positioning in the context of the tourist industry
• The practical application of motivational research
• The skills required for essential marketing planning
December 2005 assessments: written applications 30/09/2005, online applications 14/10/2005
Entry Criteria
You must meet one or more of the following:
1. CIM Professional Certificate in Marketing/CIM Certificate in Marketing
Management Practice
2. A Bachelor or Postgraduate degree
3. EdExcel (BTEC) Higher National Certificate/Diploma in any subject (UK)
4. NVQ or SVQ Level 3 in Marketing (UK)
5. NVQ or SVQ Level 4 in any other subject (UK)
6. Other appropriate qualifications approved by CIM
7. Three years work experience in a marketing practitioner role
How will I be assessed?
The Hospitality & Service Marketing and Tourist Behaviour & Motivation subjects are assessed via a three-hour long examination (one per subject).
The Marketing Planning and Marketing Management in Practice modules
may be taken either by exam or assignment.
To download a pdf detailing Application and Assessment Fees, please click here
No exemptions are available for the Professional Diploma in Tourism Marketing
Hospitality & Service Marketing
Upon completing this subject, you should be able to:
• Distinguish between the types of hospitality organisations, their location in relation to Leiper’s tourism model and their objectives
• Recognise organisations as open systems and explain the importance of relationships between the organisation’s and internal and external customers
• Appreciate the critical importance of planning extending marketing mix elements and their role in differentiation in the hospitality industry
• Appreciate the importance of key service marketing concepts including the ‘Moments of Truth’ and ‘Pareto’s Law’
• Undertake a gap analysis for the organisation and be aware of the relationship between costs and service elements
• Recognise and assess the importance of training and people management in ensuring organisational success and customer satisfaction.
Tourist Behaviour and Motivation
Upon completing this subject, you should be able to:
• Recognise the importance of collecting relevant tourism data, and the variety of information sources, both primary and secondary
• Formulate coherent recommendations and plans based on statistically accurate information
• Recognise the importance and application of key tourism typologies
• Apply segmentation concepts in order to develop appropriate marketing mix strategies and tactics
• Understand a range of motivational theories and the key drivers both ‘push and pull’ that influence tourist decision-making
• Knowledge and application of information technology tools and techniques to better meet customer needs.
Marketing Planning
Marketing Planning is a vital marketing topic.
After successfully completing this course you will:
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Understand the reasons for planning and grasp the relationship between corporate and marketing planning
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Begin to conduct a full analysis of your organisational performance in your business environment
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Be able to differentiate between effective and ineffective objectives and understand what is meant by strategy
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Go onto developing tactics, action plans and controls
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Situational analysis, objectives, strategy, tactics, action and control comprise the complete SOSTAC planning model
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Become familiar with a range of real world applications of SOSTAC
Marketing Management in Practice
By the end of this module you should be able to:
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Explain the roles and structure of the marketing function and the nature of relationships with other functions within various types of organisation
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Interpret qualitative and quantitative data and present appropriate and coherent recommendations that lead to effective marketing and business decisions
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Develop marketing objectives and plans at an operational level appropriate to the organisation's internal and external environments
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Use appropriate management techniques to plan and control marketing activities and projects
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Use appropriate techniques to develop, manage and motivate a team so that it performs effectively and delivers required results
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Define measures for, and evaluate the performance of, marketing plans, activities and projects and make recommendations for improvements