Marketing for Hospitality and Tourism
Master hospitality & tourism marketing: customer loyalty, branding & integrated communications to sell memorable services & guest experiences.
Master hospitality & tourism marketing: customer loyalty, branding & integrated communications to sell memorable services & guest experiences.
This comprehensive course focuses on the unique challenges of marketing in the hospitality and tourism industry, where the product is primarily services and experiences rather than tangible goods. Students learn cutting-edge marketing theories and their practical applications in hotel and tourism settings. The curriculum covers strategic marketing, branding, customer relationship management, and integrated marketing communications. Special emphasis is placed on understanding both individual and organizational customers, market segmentation, destination marketing, and ethical considerations in tourism marketing. Through creative problem-solving approaches, students develop skills in analyzing marketing challenges specific to hospitality and tourism contexts.
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English, Chinese
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What you'll learn
Evaluate marketing theories within hospitality and tourism operations context
Analyze relationships between consumers, practitioners, and policymakers
Develop effective integrated marketing communication strategies
Master customer relationship management and loyalty program development
Understand destination marketing and experience management
Apply strategic marketing principles to solve industry challenges
Skills you'll gain
This course includes:
PreRecorded video
Graded assignments, Exams
Access on Mobile, Tablet, Desktop
Limited Access access
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There are 8 modules in this course
This eight-week course provides a comprehensive understanding of marketing principles specific to the hospitality and tourism industry. The curriculum progresses from fundamental marketing theories to practical applications, covering strategic marketing, target marketing, branding, customer relationship management, market segmentation, integrated marketing communications, destination marketing, and ethical considerations. Students learn to analyze industry-specific challenges and develop effective marketing solutions while understanding the unique aspects of marketing services and experiences rather than physical products.
Introduction to Marketing in Hospitality and Tourism
Module 1
Strategic Marketing
Module 2
Target Marketing, Branding, and Relationship Building
Module 3
Individual and Organizational Customers
Module 4
Integrated Marketing Communication
Module 6
Destination Experience Marketing and Management
Module 7
Ethics and Sustainability in Marketing
Module 8
Fee Structure
Instructor
5 Courses
A Hospitality Marketing Expert Bridging Academia and Industry
Dr. Ada Lo serves as an Associate Professor at the School of Hotel and Tourism Management, The Hong Kong Polytechnic University, bringing a unique blend of academic excellence and industry experience. After earning both her Bachelor of Science and Master of Professional Studies degrees from Cornell University's School of Hotel Administration, followed by a Ph.D. from Oklahoma State University's School of Hotel and Restaurant Administration, she has established herself as a leading expert in hospitality marketing and customer relationship management. Her professional journey includes significant industry experience at Shangri-La Hotels & Resorts, where she managed the Golden Circle frequent guest programme, developing expertise in direct marketing, membership management, and partnership marketing. As an educator, she teaches marketing and strategic management courses at the master's level while serving as the International Student Exchange Coordinator. Her research interests span customer relationship management, loyalty programme development, tourism risks, spa experiences, and digital marketing. A Certified Hospitality Educator, she combines theoretical knowledge with practical industry insights, contributing to both academic literature and industry practice through her focus on sustainable tourism, customer behavior, and corporate social responsibility.
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Frequently asked questions
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