Diploma in Hospitality and Tourism Marketing

A new qualification for the hospitality, travel and tourism industry

Overview

The Chartered Institute of Marketing’s Diploma in Hospitality and Tourism Marketing aims to provide learners with an introduction to the key concepts and principles of services marketing as they apply to the hospitality, travel and tourism industries.

This broad-based qualification, designed with an international focus, will address differences between the hospitality, travel and tourism and other industries and provide learners with practical and operational marketing skills for junior or supporting roles in marketing or supervisory management in all sectors of the rapidly expanding international visitor economy.

Who is it for?

This diploma is specifically designed for marketing professionals working in a variety of hospitality, travel and tourism or related organisations. Specifically, it has been devised for:

• Tourism marketers engaged in a supporting role or managing the marketing process at an operational level
• Those moving into junior or mid-level marketing positions in hospitality and tourism-related organisations
• Those who have more senior roles, for example in hospitality and tourism SMEs, where marketing is only one aspect of their role
• Those who are looking to build on marketing or tourism knowledge gained at certificate or intermediate level with a future marketing management role in mind
• Business people at various stages of their marketing career in other service organisations who want to gain a greater understanding of operational marketing management in a hospitality, travel and tourism context.

What will you learn?

The qualification comprises of the following units:

• Marketing and Consumer Behaviour
• Hospitality and Services Marketing
• Tourist Motivation and Behaviour 

Qualification content

Marketing and Consumer Behaviour

This unit aims to provide you with the skills and knowledge necessary in managing marketing communications and brand support activities.

Learning outcomes

By the end of this unit, you will be able to:

• Explain the role of the marketing plan and communications plan within the context of the organisation's strategy and culture
• Understand the marketing planning process and the links between each stage of the process
• Explain the role of marketing communications and how the tools of the communications mix can be coordinated effectively
• Develop marketing communication and brand support activities based on an understanding of the salient characteristics of the target audience
• Explain the importance of developing long term relationships with customers, channel members, agencies and other stakeholders

Hospitality and Services Marketing

The Hospitality and Tourism Services Marketing unit aims to provide the skills and knowledge to enable students to meet the latest challenges in the hospitality and tourism sector. It covers the underlying principles of marketing tourism services, as well as introducing the key aspects of quality and service management theory particularly as they are applied to marketing in a variety of hospitality, leisure and tourism businesses and contexts.

The subject also explores the operational aspects of management within the world of tourism. There is a particular emphasis on the tourism destination because of its crucial role as the outward-facing element of tourism marketing and the focus of the overall tourist experience.

Learning Outcomes

By the end of this unit you will be able to:

• Explain the role and consequences of marketing in the hospitality and tourism sectors and differentiate the underlying principles and characteristics of services marketing
• Justify the concept of an extended marketing mix for the development of marketing strategies for hospitality and tourism services
• Explain the tourism destination concept and suggest an effective collaborative destination marketing programme consistent with the destination’s stage of development
• Evaluate the importance of service culture in relation to successful internal marketing
• Recommend appropriate organisational structures and processes for effective hospitality and tourism services marketing Distinguish between customer value, satisfaction and loyalty

Tourist Motivation and Behaviour

The Tourist Behaviour and Motivations unit introduces learners to a range of consumer behaviour theory within the context of the diverse international hospitality and tourism industry.

By considering these basic behavioural concepts together with an overview of the marketing research process, this subject provides the skills and knowledge needed to enable them to undertake effective market segmentation and provide the structure and direction for successful hospitality and tourism marketing practice.

Learning Outcomes

By the end of the unit, you will be able to:

• Identify appropriate tourism marketing information and marketing research requirements for tourism business decision making
• Develop a marketing research proposal to fulfil a given research brief
• Distinguish between different forms of tourism and the nature of demand in different segments of the tourism market
• Identify the changing trends and nature of global tourist flows and assess the key factors influencing regional tourism demand
• Explain the tourism purchase-decision process in relation to low-involvement and high-involvement tourism purchases

Do you qualify?

You must be educated to at least A Level standard or equivalent, and have achieved one or more of the following criteria:

• Any recognised UK degree or equivalent level 5 or 6 qualification
• A relevant level 3 or above qualification in Tourism or Marketing (e.g. CIM Professional Certificate in Marketing)
• Business or marketing experience would be an advantage but isn't essential
  

If English is not your first language, you will also need to provide evidence of at least IELTS 6.5 or Trinity ISE III/IV.

How will you be assessed?

The Diploma in Hospitality and Tourism Marketing are assignment based assessments.

How and where can you study?

The Diploma in Hospitality and Tourism Marketing is delivered through a number of study centres in the UK and overseas, accredited by The Chartered Institute of Marketing, providing tuition and support to students.

Because we understand that undertaking a new qualification can be difficult to fit in amongst other commitments, you can choose a mode of study to suit you including evening classes, intensive study and distance learning.

Please note: different study centres offer different options for how to study. Before registering with your chosen centre, please be sure to check that they offer your preferred mode of study.

Whilst every care is taken to ensure that the establishments are reputable in all respects, their inclusion on the list does not imply recommendation and candidates are advised to make their own enquiries to establish course programmes, fees and past examination achievements.

What does it cost?

Please contact your chosen Accredited Study Centre for information regarding their fees.

Study centres