Centre for Professional Development and Lifelong Learning

Management Studies

Strategic Marketing for Tourism and Hospitality

Strategic Marketing for Tourism and Hospitality

Overview

Tourism is considered the world’s fastest growing industry. With the importance of tourism in global terms, there is increasing competition among destinations and tourism products. Being front of mind with the travelling consumer is therefore paramount for any destination and its tourism product suppliers. Strategic marketing becomes more critical with increasing competition and the ability to market successfully takes both knowledge and skill. This module therefore focusses on developing the knowledge and skills necessary for effective marketing and management of tourism by drawing extensively on the relevant theory essential to understanding this sector. This module also examines the strategic marketing planning process, recognizing marketing as an integral management component due to the competitive nature of the sector.

​​Mode of Delivery: Face-to-Face

What will I Learn?

This module is structured so that on completion delegates should be able to:

  • Apply the many theories and concepts to real-world tourism and hospitality marketing cases.
  • Conduct strategic analysis of the marketing process in the various sectors of the tourism industry.
  • Use the consumer decision-making process to conceptualise tourism product market positioning and impact competitiveness.
  • Understand the importance of the external and internal environment and the impact on destination marketing.
  • Apply the key considerations in developing strategic marketing plans for tourism and hospitality entities.

Who Should do this Course

Individuals who meet the entry requirements for postgraduate level training including hospitality and tourism professionals who are required to conduct strategic analysis of the marketing process in their organization, and those who need to learn how to develop strategic marketing plans for their organizations.

Important Information

  • Applicants must bring all required documentation to the Department of Management Studies, Graduate Section, for their application to be processed.
  • Individuals applying for postgraduate modules, whose native language is not English, must take tests,  to demonstrate English Language proficiency prior to registration, as identified in the Manual of Procedures re: Regulations for Graduate Diplomas and Degrees (Sec. 1, Para. 5).

At a Glance

  • Admissions Term: 2025/2026 Summer
  • Registration: Open
  • Date: May to July 2026
  • Time: TBA
  • Duration: 12 Weeks (36 hours)
  • Certificate Awarded: Postgraduate Professional Development Certificate of Competence
  • Course Code: TOUR 6050
  • Capacity: 10
  • Cost: BDS $2,200 (USD $1,100) {with assessment}; BDS $1,870 (USD $935) {without assessment}
The following topics will be addressed:
  • Strategic Marketing in Tourism and Hospitality – Overview
  • Principles of strategic marketing and the strategic marketing of tourism
  • Product Development and Marketing
  • Consumer Buying Behaviour in Tourism : Impact on market segmentation, branding and market positioning
  • Distribution Channels in Tourism Marketing
  • Sales and Direct Marketing
  • Marketing Communications for Tourism : Communications Channels focus
  • The Strategic Tourism Marketing Plan
  • Tourism Issues and Trends in Marketing
For entry into this course, applicants must have at least an undergraduate degree, or five (5) years relevant work experience. Applicants may also be asked to provide an up-to-date Curriculum Vitae.
This module will be delivered through a series of lectures using academic staff.  There will be occasion when industry experts will be guests to provide practical relevance to the theoretical insights under study.  Lectures will focus on the theoretical underpinnings, models and general framework of strategic marketing in tourism and hospitality. Class participation is expected and is encouraged in tutorials and workshop sessions that will include case studies, oral presentations and reading.  The Action Learning component of the module will involve site visits to The Crane Residential Resort and interaction with  the global marketing team for group discussion which will contribute to the preparation of the formal oral group presentations. All students are expected to attend these sessions, to interact with practitioners on site, and to gather relevant information.

Dr. Marcella Daye