Marketing Management (Tourism Marketing and Sales Option), Diploma

Program Overview

This Level 3 and 4 program in Marketing Management provides students with the skills and knowledge needed to succeed in the tourism industry. Students will learn about marketing research, business negotiation skills, leadership perspectives, and field study. They will also gain experience in event design, strategic marketing and sales, and venture creation in tourism.

Program Outline

Outline:

Students who are interested in applying to the first-year marketing program should refer to the entrance requirements page for the Marketing Management Common First Year. You may be eligible to apply to an advanced level of the program through either re-admission or direct entry. For more information, please refer to the advanced placement page.

Level 3 (15 weeks)

MKTG 3309 Marketing Research Explore research tools and techniques needed to execute various marketing research projects. Emphasis will be on how marketing research fits into the strategic planning process; conducting situation analyses and exploratory research; identifying and locating sources of secondary data including Internet and other online resources; evaluating and selecting appropriate methods for conducting primary research; designing data gathering tools; conducting effective survey fieldwork; and tabulating, analyzing and reporting of primary research findings. Students will be required to complete a major multi-method marketing research project. Prerequisite(s): No prerequisites are required for this course. course outline 0 MKTG 3334 Business Negotiation skills This course builds on basic selling and business communication skills and enables students to develop negotiating and conflict resolution skills for business. The focus on this course will be on business negotiations which rely on trusting relationships, and which lead to win-win agreements, most commonly in seller-buyer interactions. Students will be expected to engage in several experiential negotiating exercises to develop and apply their negotiation skills in a wide range of business situations. Prerequisite(s): MKTG 2243 or (MKTG 1219 and MKTG 2319) course outline 0 MKTG 3349 course outline 0 MKTG 3349 Leadership Perspectives and Field Study ​In this experiential hands-on course Learners will interact with business and community leaders both in the classroom and in the field. Overnight visits to a series of communities along with classroom lectures and presentations will allow Learners to discover the attributes and skills needed for building a sustainable career and community. In the field, Learners will uncover the tourism potential of an area, inventory current tourism products and services within various communities. Meetings with leaders from regional marketing organizations, tourism entrepreneurs, global hotel brands, and special interest groups will be involved. Through guest speakers, mentors and selected readings Learners will explore the various elements of personal and career leadership. Field assignments, a learning journal, mentorship assignment, development of a personal leadership profile form the course evaluation. With overnight travel outside of the lower mainland a supplementary fee will be payable for this course.​ Prerequisite(s): No prerequisites are required for this course. course outline 0 MKTG 3410 Experience Design for Live Events ​Marketers use branded experiences to create opportunities to connect with their customers. Learners will explore the world of experience design using methodologies such as design thinking and experience mapping to create engaging live events for the corporate, sports, and non-profits markets. Learners will design a series of branded live experiences to explore the various elements of live event design and production. This course includes visits to various event venues. ​ Prerequisite(s): No prerequisites are required for this course. course outline 0 MKTG 3424 course outline 0 MKTG 3424 Strategic Marketing and Sales ​This course enables learners to create a competitive strategy and the development of a sales and marketing plan for a business. Learners examine demand factors, trends, travel motivation, market segmentation, branding, advertising and promotion, media relations, and sales tactics. Focus in on developing a sustainable competitive advantage for the business. Learning is assessed through a combination of quizzes, exams, in class activities and a project.​ Prerequisite(s): No prerequisites are required for this course. course outline 0 MKTG 3440 Venture Creation in Tourism ​This entrepreneurship development course will provide the learner with an opportunity to evaluate a business opportunity by creating a feasibility study for the start-up of a small tourism enterprise. Key aspects of opening a new business will be reviewed. Learners build self-awareness of their own entrepreneurial skills and the competencies required for the successful launch of a new business venture.​ Prerequisite(s): No prerequisites are required for this course. course outline 0 MKTG 3452 course outline 0 MKTG 3452 Destination Mktg and Sales ​In this course students develop an understanding of the role of a destination marketing organization at the local, regional, provincial, and national levels. The course will focus on the responsibilities of a DMO in evidence-based marketing and sales, and in-depth global marketing analysis of inbound tourism. Learners will analyze and interpret data, examine consumer behaviour and motivations to attract tourists from key overseas tourism markets. Learners will examine results-oriented partnerships within the five sectors of the tourism industry and develop a marketing plan for a destination. Successful consumer, trade and media campaigns will be analyzed, and students will discuss how destination marketing organizations generate increased visitation, enhance tourism expenditures, and yield the highest return on investment to a destination. ​ Prerequisite(s): No prerequisites are required for this course. course outline 0 MKTG 3455 Owned, Earned and Paid Marketing The digitization of our world has fundamentally changed the ways that marketers are creating value and connecting with consumers. One thing that hasn't changed is the understanding that consumers are at the heart of marketing that drives business results. This course will first examine markets and the role of marketing, and the importance of developing a customer-centric approach to creating marketing plans. Students will then learn advanced marketing tactics to achieve business results in the digitized world where the fight for consumer attention is paramount. Students will apply learning in marketing automation and analytic and gain an understanding of how to generate earned marketing opportunities and develop paid marketing campaigns on search engines and social media platforms. Throughout the course, students will become Google, Hootsuite and Hupspot certified.​ Prerequisite(s): No prerequisites are required for this course. course outline 0

Level 4 (20 weeks)

MKTG 2302 Leisure Travel Marketing and Sales ​This course is designed to familiarize students with developing, designing, marketing and managing successful tour packages. The leisure travel industry will be examined from the perspective of companies working with domestic and international tour operators including destinations, hotels, activity operators and transportation companies. A major group project will develop a guided multiple day tour package for a domestic/international market. Niche segments will also be analyzed included LGBTQ+ tourism, accessible tourism and sport tourism. This course will also explore the role of travel media relations and how it aids in building awareness and encourages leisure travel. ​ Prerequisite(s): No prerequisites are required for this course. course outline 5 MKTG 3326 Experiential Marketing Project ​This hands-on course allows the learner to work in a team, to design and execute a live experiential event. Learners will conduct research, consult with stakeholders, develop a proposal, and operate the event. Topics include event design, supplier negotiations, operations, and reporting. The course emphasizes experience design and event management principles to develop an effective program that meets the marketing objectives of the client. Learners will produce a marketing event for the School of Business + Media. ​ Prerequisite(s): No prerequisites are required for this course. course outline 0 MKTG 3409 course outline 0 MKTG 3409 Applied Marketing Intelligence This course builds on the skills developed in MKTG 3309. It focuses on the collection and analysis of market intelligence to facilitate strategic business decisions using state-of-the-art research techniques. Key topics include competitive intelligence, business analytics, marketing and customer metrics, and advanced applied marketing research techniques. Skills developed include: designing a competitive intelligence program; developing a competitive intelligence matrix reporting tool; locating and using both traditional and non-traditional sources of competitive intelligence information; applying marketing KPIs and data visualization techniques to develop effective dashboard reporting and early warning system. Students in this course complete projects applying the major areas of study to real company situations. Prerequisite(s): 50% in MKTG 3309 course outline 0 MKTG 3416 Hotel Sales and Revenue Growth Strategies ​This course builds on the principles of marketing, sales, and accounting to explore the hotel sales process and revenue management. Learners will explore new business development, account management and current issues in hotel sales. Principles of revenue management, forecasting, inventory pricing strategy, performance metrics, and common reports used will be covered. Role plays, reports, presentations, and a revenue management simulation will be used to evaluate progress. ​ Prerequisite(s): No prerequisites are required for this course. course outline 5 MKTG 4410 course outline 5 MKTG 4410 Regenerative and Sustainable Tourism ​In a rapidly changing global environment, destination competitiveness and sustainability relies on a destination's capacity to continually assess, plan, develop, manage, and market tourism offerings. This course provides insights into economic, social/cultural, and environmental impacts on local, national and international destinations. With a thematic framework in place, destinations are examined in terms of their ability: (1) to positively address and respond to constantly changing macro and micro factors, (2) to develop strategies for economic diversification through sustainable and regenerate tourism product development including the development and promotion of indigenous cultures and experiences and managing sensitive ecological areas, (3) to identify and deliver authentic, transformational experiences to a demanding traveller, (4) to work in a collaborative effort with all stakeholders within the tourism system including visitors, businesses and local residents. ​ Prerequisite(s): No prerequisites are required for this course. course outline 5 MKTG 4431 course outline 5 MKTG 4431 Digital Marketing Digital Marketing continues to play an increasingly important role in the success of every organization. Marketing students need to understand how to develop and implement online marketing strategies and tactics in this constantly evolving digital world. The course covers internet-specific strategy development and marketing campaign planning and execution in many areas including, but not limited to: website design, search engine optimization, paid search, advertising, social media marketing, mobile marketing, e-mail marketing and online lead generation. This course will provide students with the required knowledge to build online marketing campaigns to increase customer acquisition, conversion, retention and growth. The course culminates in a final capstone project, in which students will build a Digital Marketing Plan for an actual business. Prerequisite(s): Completion of Level 3 courses course outline 0 MKTG 4460 Business Consulting Project for Tourism ​Students will work as a team one day a week on a major project related to tourism marketing. This project typically relates to a specific client company and is carried out under the guidance of assigned faculty members.​ Prerequisite(s): No prerequisites are required for this course. course outline 0 MKTG 4470 course outline 0 MKTG 4470 Industry Internship ​The internship is an immersive, supervised experience that enables learners to apply the skills and knowledge that they have acquired so far in their studies in a real-world business environment. With support learners secure a four day per week work experience in the Tourism Industry and receive feedback on their job competencies from work supervisors as well as BCIT faculty. Learners engage in a process of career goal development and professional self-reflection. Prior to embarking on the practicum work experience, students will gain confidence and enhance inter-personal skills through role plays and case scenario analysis​. Prerequisite(s):students must achieve 65% in each of their Level 3 courses to progress to level 4 internship/practicum courses. Prerequisite(s): No prerequisites are required for this course. course outline 0 MKTG 4575 Managing Marketing Projects ​This course guides students through the fundamental management concepts, practices, and behavioural characteristics needed to successfully launch, lead, and realize benefits from projects in marketing and sales departments. Effective managers possess the business, leadership, and technical skills necessary to manage teams, schedules, risks, budgets, scope, and stakeholders to produce expected outcomes with a desired value. Students analyze the impact of organizational project and change management theory and explore project management with a practical, hands-on approach through case studies, team assignments, and individual contributions. A key and often overlooked challenge for project managers is the ability to manage without direct influence, gaining the support of stakeholders and access to resources not directly under their control. The course simulates a project in its project team framework, group accountability, and schedule deadlines.​ Prerequisite(s): Completion of all Level 3 MKTG courses course outline 5 course outline 5

• denotes a half-term course
Total Credits: 0

Careers:

Jobs and Careers: Event Manager Hotel Sales Coordinator Hotel Manager Conference Coordinator Destination Marketing Coordinator Tourism PR Coordinator