Tourism Marketing

Department

Bachelor's program Entrepreneurship, Tourism & Leisure Business

Course unit code

TOU-TSLB-3-TOM-TOM-VO

Number of ECTS credits allocated

Name of lecturer(s)

FH-Prof. MMag. Stadler Raphaela, PhD, Brida Stefan, BA MA

Mode of delivery

face-to-face

Recommended optional program components

none

Assessment methods and criteria

Project work

Level of course unit

Bachelor

Year of study

Fall 2025

Semester when the course unit is delivered

Language of instruction

English

Learning outcomes of the course unit

- A differentiation between strategic and operational marketing
- The basic principles of service, price, distribution, and communication policies
- Peculiarities and differentiations regarding touristic products/services
- Theoretical elements discussed on the basis of practical examples

Acquired skills and competencies:
Having completed "Marketing II", the students are able to:
- classify benefit dimensions and types of products;
- explain basic decisions within the scope of product and service policies;
- outline parameters for the design of a company's range of services;
- take decisions of pricing on the basis of predefined strategic objectives;
- explain the requirements, advantages and disadvantages as well as the aims
of price differentiation;
- Understand and be able to apply pricing models in tourism
- classify the various forms of price differentiation;
- explain the aims and tasks of distribution policy;
- give an outline and detailed explanation of the distribution institutions in
tourism;
- recognize the peculiarities of distribution policy in the services sector and the
tourism industry in particular;
- produce a rationale for direct and indirect distribution policies;
- outline the range of possible applications of electronic commerce in sales;
- integrate communication policy into current framework conditions;
- outline the components of decision-making in the context of an ideal process
of planning marketing communication, in particular including:
the individual components of planning communication strategies;
- demonstrate and differentiate the elementary aspects of constructing sales
messages with particular focus on:
the types of activating stimuli;
- outline the planning and implementation of communication tools;
- name and explain different approaches to assessing the efficiency of
communication

Course contents

Differentiation between strategic and operational marketing in tourism

Planned learning activities and teaching methods

The course comprises an interactive mix of lectures, discussions and individual and group work.

Work placement(s)

none

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