Варианты зачисления на курс
Fundamentals of tourism marketing
Туризм и сервис
Tazhen Aidana Nursultankyzy – Master’s degree holder, Senior Lecturer,
1. Characteristics of the MOOC
1.1 The aim of studying this course is to develop a comprehensive understanding of tourism marketing as a strategic managerial system that integrates market analysis, consumer behavior research, service design, pricing, distribution, communication, and branding in the tourism and hospitality industry. The course is designed to form students’ knowledge of the theoretical foundations and practical mechanisms of tourism marketing in contemporary tourism markets characterized by globalization, digitalization, and dynamic consumer behavior. Particular attention is given to the role of marketing research, segmentation, service quality management, pricing strategies, digital marketing tools, and branding in shaping the competitiveness of tourism enterprises and destinations. The course also aims to develop students’ ability to analyze tourism market environments, evaluate consumer decision-making processes, design effective marketing strategies, and apply modern marketing technologies in tourism enterprises, hospitality organizations, and destinations at local, national, and international levels.
1.2 Objectives of study:
to provide students with a systematic understanding of marketing principles, tools, and processes applied in the tourism, hospitality, and services sectors;
to develop practical skills in market analysis, segmentation, marketing planning, and decision-making for tourism enterprises at local and international levels;
to form professional competencies in designing, implementing, and evaluating marketing strategies, communication campaigns, and branding projects in the tourism industry.
2. Learning Outcomes: upon successful completion of the course “Fundamentals of Tourism Marketing”, students acquire comprehensive knowledge of the principles, concepts, and mechanisms of marketing in tourism and hospitality. Students develop the ability to analyze tourism market structures, consumer behavior patterns, marketing environments, and competitive dynamics in the tourism industry. They gain practical skills in conducting marketing research, identifying and evaluating target market segments, designing tourism products and services, managing service quality, and applying effective pricing, distribution, and communication strategies. Students also develop competencies in digital marketing, online promotion, branding, and reputation management in tourism. As a result, graduates are able to design and implement marketing strategies that enhance the competitiveness and sustainability of tourism enterprises and destinations at local, national, and international levels.
3. Prerequisites. To successfully complete this MOOC, learners must possess the knowledge, skills, and competencies acquired through the study of the following courses: Professional ethics in tourism, Business communication culture
4. Postrequisites. The knowledge, skills, and competencies acquired through the study of this MOOC are required for the successful completion of the following courses: Branding and PR in tourism
5. Number of academic credits / MOOC duration – 5 credits
6. Course difficulty level: intermediate
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