Understanding the Need for Marketing in Contemporary Businesses

Assignment Brief

Marketing Management in Tourism and Hospitality (OTHM/05/02-L5DTHM)

Qualification Number:  601/5661/2 

Credit Value: 20

Unit Reference Number : L/507/0024

Unit Aims:

This unit provides learners with a critical understanding of the principles of marketing. Learners will develop the ability to apply the marketing mix to the tourism and hospitality industry and will be able to explain the role and function of marketing within tourism and hospitality businesses.

Learning Outcomes

Describe the need for marketing in contemporary businesses

Assessment Criteria

Marketing Management in Tourism and Hospitality (OTHM/05/02-L5DTHM)

Explain the principles of Marketing

• Describe the need for marketing in contemporary businesses

• Explain the elements of the marketing mix

• Evaluate the role of brands in the tourism and hospitality

Critically analyse the role and function of marketing in tourism and hospitality businesses

• Critically Analyse the importance of marketing in tourism and hospitality businesses

• Identify the roles and responsibilities of marketing professionals in tourism and hospitality businesses

• Explain the issues involved in managing the marketing process in tourism and hospitality businesses

Outline the service marketing approach in the tourism and hospitality industry

• Review the principles of the services marketing approach

• Critically analyse the benefits of the services marketing approach for the tourism and hospitality industry

• Identify aspects of services marketing in the management of tourism and hospitality businesses

Explain the importance of market research in the tourism and hospitality industry

• Outline the principles of market research

• Research market research data relating to the tourism and hospitality industry

• Demonstrate the principles of market research by collecting data relating to the tourism and hospitality industry.

Study contents 

• Introduction to marketing management for tourism and hospitality

• Introduction to consumer behaviour

• Customer retention in tourism and hospitality

• Tourism and hospitality marketing environments

• The tourism and hospitality marketing mix

• Services Marketing

• Tourism and hospitality branding

• Understanding the external marketing environment

• Internal marketing for tourism and hospitality organisations

• Tourism and hospitality market research

• Tourism and hospitality market segmentation

• Tourism and hospitality pricing

• Tourism and hospitality distribution

• Tourism and hospitality promotion

• Destination Marketing Organisations (DMOs)

• Direct and Digital Marketing  

• Introduction to Marketing planning

Indicative Reading List

• Bowie, D. & Buttle, F. (2011) Hospitality Marketing: Principles and Practice, Abingdon: Routledge

• Holloway, C. (2004) Marketing for Tourism, London: FT Prentice Hall

• Hudson, S. (2008) Tourism and Hospitality Marketing: A Global Perspective, London: Sage

• Kotler, P., Bown, J. & Makens, J. (2013). Marketing for Hospitality and Tourism, London: Pearson

• Morrisson, A. (2013) Marketing and Managing Tourism Destinations, London: Routledge

• Describe the need for marketing in contemporary businesses

Sample Answer

Understanding the Need for Marketing in Contemporary Businesses

Marketing has evolved beyond simply promoting products or services. In contemporary businesses, it serves as a strategic function that drives growth, maintains competitiveness, and fosters long-term relationships with customers. This is particularly relevant in industries like tourism and hospitality, where customer experience, satisfaction, and perception are critical to business success. Marketing is no longer optional; it is a necessity for businesses seeking sustainability and relevance in an increasingly competitive and globalised market.

Marketing as a Driver of Customer Understanding

One of the fundamental roles of marketing is to provide insight into customer needs, preferences, and behaviours. Modern consumers are highly informed and have numerous options when choosing products or services. Marketing enables businesses to understand what drives customer decisions by collecting and analysing data from market research, surveys, focus groups, and digital interactions. This knowledge allows companies to tailor their offerings to meet customer expectations effectively, improving satisfaction and loyalty.

In tourism and hospitality, understanding customer preferences is crucial because experiences are intangible and heavily influenced by perception. For instance, a luxury hotel cannot rely solely on high-quality facilities; it must also provide personalised service, convenience, and a memorable guest experience. Effective marketing ensures these elements are communicated clearly to potential customers, helping the business attract and retain clientele.

Brand Building and Customer Loyalty

Branding is another key aspect of marketing that contributes to the success of contemporary businesses. Strong brands create recognition, trust, and emotional connections with customers. In competitive markets, brand loyalty can significantly influence customer decisions and reduce price sensitivity. Marketing strategies that emphasise a company’s unique selling points (USP) and values enhance the brand’s reputation and foster long-term customer relationships.

In the hospitality industry, branding is particularly critical because the service experience is subjective. Hotels, restaurants, and travel operators rely on their brand image to convey quality, reliability, and professionalism. Marketing activities such as storytelling, visual branding, and customer engagement campaigns help create these perceptions, making customers more likely to return and recommend the service to others.

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