RCPT 435: Tourism and Event Marketing
Credit Hours: (3)
Instructional Method Three hours lecture
Note(s) : Applied Learning designated course.
An overview of marketing as applied to the tourism and events industries, including but not limited to: service marketing; customer service, promotion and publicity development, understanding customers and consumer behavior, target marketing, and development and uses of social media.
Detailed Description of Content of Course
Effective marketing hinges upon professional creativity that is targeted toward specific groups of potential consumers who are linked together by certain attributes. With the use of applied methods of reaching these target markets, a successful marketing campaign will resonate with these groups and capture an audience of consumers to become loyal customers. Marketing tourism experiences rely heavily on sharing potential experiences with consumers in ways that capture their interest and seemingly fulfill their needs or desires. Students will critically reflect upon professional approaches to marketing, identify a marketable entity, define a target market, tailor a marketing strategy for this market, and apply these skills with the development of social media, video, and paper-based marketing outputs that capture this market.
Major Topics
1. Introduction to Tourism Marketing
2. Understanding Consumers
3. Marketing Tools
4. Marketing Campaigns
5. Professional Opportunities in Marketing
Detailed Description of Conduct of the Course
Course instructional methods include but are not limited to: lectures, guest speakers, videos, hands-on learning, development of marketing outputs, collaborative learning, problem-solving, and discussion.
Students will identify a marketable product or experience, research target markets, develop marketing materials (e. g., video, social media, paper-based), and present this to their peers. Students and faculty provide valuable input and feedback during this process and students are given the opportunity to revise as necessary.
Student Learning Outcomes
Having successfully completed this course, students will be able to:
Assessment Measures
Assessment measures may include but not limited to: quizzes/exams, projects, presentations, activities, reflections, and peer evaluations.
Other Course Information
Bibliography:
Michalko, M. (2006). Thinkertoys: A handbook of creative-thinking techniques.
Ten Speed Press.
Michalko, M. (2011). Creative Thinkering: Putting your imagination to work. New World Library.
Selling Australia (2005). [electronic resource (video)]: Branding a country/ Film Australia Pty Limited. New York, N. Y.: Films Media Group.
Review and Approval
November 2005 Reviewed Susan R. Van Patten, Curriculum Chair
Revised March, 2010
Revised November, 2017
Revised June, 2023