About this Module.
In this module, you will study marketing concepts such as market segmentation, target marketing, environmental scanning, product positioning, and the marketing mix. You will also explore the role of technology and social media in marketing. These will be covered in the following topics:
- Key Marketing Concepts and Types
- Case Study: Let's Put New Zealand Back on Stage
- Marketing Plans and Campaigns
Using this knowledge, you will apply your understanding to the New Zealand Tourism case study. The 100% Pure New Zealand marketing campaign tells the story of how this country's unique combination of landscapes, people and activities cannot be found anywhere else in the world - it is a "100% Pure New Zealand" visitor experience. The latest adaption is 100% Pure Welcome, 100% Pure New Zealand, our biggest campaign yet! It showcases what makes us unique – our warm and welcoming people alongside our stunning landscapes.
Details
| Expected Duration | 150 hours |
|---|---|
| Credits | 15 |
| Level | 5 |
| Assessments | 2 |
Outcomes
| Graduate Profiles | Learning Outcomes | Assessment |
|---|---|---|
|
GPO 4 Develop, analyse, and critique tourism business systems and processes to enable the delivery of a high-quality visitor experience and contribute to overall business effectiveness |
LO2.1 Evaluate the role of social media and technology in marketing to inform the planning of a marketing campaign for a tourism business (5 Cr) |
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LO 2.2 Develop a marketing plan and recommend key marketing activities for a tourism business to engage visitors and increase business competitiveness (10 Cr) |
Welcome to the world of marketing where you will investigate the theory behind marketing; and how it is prepared, used, measured and evaluated. You will explore the role of technology and social media in marketing and using this knowledge, evaluate social media platforms used in marketing – advantages and disadvantages.
You then get to put the above knowledge into action!! – looking at core marketing activities then …….. drum roll, please ……
**Plan a marketing campaign for a commercial tourism operator**
In the bustling world of tourism, marketing is the bridge that connects destinations with travellers, transforming dreams into unforgettable experiences.
Prepare yourself for an exciting exploration.
As a consumer, you may know more about marketing than you realise, because often, you’re being marketed to every day!
As part of your studies in Tourism Management, you must understand marketing and the role it plays in selling travel and tourism. Before we look at the how, let’s look at the result.
Watch this video
It is about around the world in 200 days. A video that uses a GoPro camera, as well as a more conventional digital SLR camera. (23:25)
There are other platforms used to market travel and tourism
Virtual Reality or VR
The best virtual experience requires a VR headset, but today we also have 360-degree and panorama videos that can provide a virtual experience.
Watch this video
Click and drag your cursor to experience the 360-degree experience of Koh Samui. (6:10)
Augmented Reality
AR or augmented reality differs slightly from virtual reality. It involves the use of apps and overlays to show an object in a particular space. Travel companies can use this to enhance real-world settings.
Watch this video
It is an augmented reality of Florence, Italy. (1:53)
User Generated Content
As part of their For the Love of Mesa contest, Visit Mesa asked people to create content describing what Mesa (a city in Arizona, USA) meant to them. They then featured the best photos and videos in a music video, “For the Love of Mesa". (4:15)
The Oxford Dictionary defines marketing as follows:
/ˈmɑːrkɪtɪŋ/
NOUN
the activity or business of promoting and selling products or services, including market research and advertising:
Vice president of sales and marketing.”
“a marketing campaign” synonyms: business methods.
- business practices
- business commerce
- trading
- trafficking
- merchandising
- transactions
- financial transactions
- behaviour
- conduct
- actions
- policy.
Marketing occurs in all aspects of our life, think of advertisements you see or hear, posters, campaigns, etc. At any given time of the year, month, day, and minute someone, somewhere is advertising/promoting/selling their business. Even as a student you are advertising the provider you study with.
Look at the image:
Multiple items/things are being advertised:
- Travel between countries
- Camera and images
- Luggage
- Notebooks
- Pens
- Phone
- Plane ticket
- Bank cards
- Government in the form of a passport.
All the items can be linked to a business, even the watch. They will have a ’name’ (company) to which they belong. Marketing is about selling ‘something’ but is usually ‘advertised’ alongside other things. It’s about the ‘focus’ of the advertisement - the image/thought/idea the business ‘wants’ you to see.
For example, when marketing a tourist destination the advertisement is more than just a picture of the beach. There might be a couple walking on the beach, children playing in a pool, delicious food from the restaurants, etc. All of these contribute to the centre of the advertisement – The Hotel – which is what is being ‘marketed’.
Watch this video
It explains what marketing is. (2:50)
Marketing is the process of getting potential clients or customers interested in your products and services. The keyword in this definition is "process". Marketing involves researching, promoting, selling, and distributing your products or services.
Learning Activity Forum: What is Marketing?
Reflect on the video above. In the Forum, What is Marketing? answer the following questions:
- What is the difference between advertising and marketing?
- What abbreviation is used to describe the “marketing mix”?
- Identify and describe each of the four marketing mix terms.
- How is this term positioned nowadays?
- What are consumers tired of hearing?
- Instead, what should companies focus on?
- What do companies now have to do in terms of marketing?
Insight In Marketing
A good understanding of the wider environment enables marketers to ensure that the marketing message is delivered to the right audience, using the right channel, and at the right time. This is where insight marketing is used.
When we link ‘insight’ to the business environment, we are looking at data on life and work experiences. This is measured through systematically collecting and then analysing this data. The data is used to tell/show/indicate what needs to be done next.
By using this data businesses can develop a deep understanding of consumers, customers, competitors, and the industry in general; this equates to ‘Marketing Insights’.
Learning Activity Forum: Benefits of Insights
Read through the article: What Is an Insight in Marketing?
In the Forum, Benefits of Insights, share the benefits of collating insights.
When a business markets something they start with an objective, i.e. what result are they looking for? Marketing objectives create a clear purpose of what the business is aiming to achieve. A marketing campaign will be built around the objective. So, how does a business decide what the objective is?
No matter the size of the business, objectives are set by marketing managers. A marketing manager could be an exclusive group in a large company or one person, who is also the owner/operator of the business.
Learning Activity Forum: Benefits of Marketing Objectives
Read through the article: 'Why Marketing Objectives Are Important: The Benefits'.
Share your thoughts about the objectives and the benefits of marketing in the Forum, Benefits of Marketing Objectives.
Marketing objectives are built around a set of marketing goals that define what the business wants. The following table explains this further.
| MARKETING GOAL | MARKETING OBJECTIVE |
|---|---|
| Increase or maintain market shares |
10% revenue growth over the next 2 years Gain 200 new clients that generate a minimum of $20,000 per account within 2 years |
| Innovation or new products |
Increase sales in year 2 by 40% Introduce at least 5 new products within 2 years |
| Surpass competitors | Secure a minimum of 5 exclusive deals, available only with our business for 4 years |
The goals need to be measurable to ensure they meet the objective. A commonly used resource is creating a set of SMART goals.
Smart Goals
In this course, you will link SMART to marketing and the connection to marketing concepts. SMART is an acronym for S = Specific, M = Measurable, A = Achievable, R = Relevant, and T = Time-Bound.
Setting smart marketing goals is the key to generating better results from your marketing campaigns, projects, and strategies. They allow you to break down your goals into more precise, specific, and attainable steps to help you stay motivated and prioritise your actions. For a goal to be SMART, it must have a specific or clearly defined target, a way to measure your performance, and an end result to aspire to that would not naturally occur. It must also be realistically possible for you to achieve based on your performance history and available resources. Also, it has to have a time limit during which you will reach the set milestone.
A marketing goal is any specific and measurable growth-driven objective you want to achieve using one or more marketing strategies. For example, if you say you want to grow the number of social media followers on your page, you’ve set a marketing goal. Here is an example of a marketing goal based on the use of social media in marketing.
Specific: I want to increase the follower base on Instagram and TikTok by 30% and on Twitter by 8%. This will be reached by sharing three-five tweets, one video/reel, and two image-based posts daily featuring educational, industry news, promotional, and user-generated content.
Measurable: I aim to grow my Twitter followers by 8% and Instagram and TikTok followers by 30% each.
Achievable/Aspirational: Growing the follower base will expand the reach, engagement, and awareness.
Realistic/Relevant: Using a similar tactic, I could grow the TikTok and Instagram accounts by 20% in four months, so this is attainable.
Timely: I aim to achieve this in three months.
Watch
Watch the following video about how to create specific goals. (1:37)
