COURSE MODULE

NAME OF THE Bachelor of Science in Hospitality and Tourism Management

PROGRAM
COURSE TITLE Introduction to Marketing COURSE CODE HHM106
PREREQUISITE/ CO- None COURSE UNIT 3 units
REQUISITE
COURSE OUTCOME CO1:Create the SWOT Analysis of the Business
MODULE 2 Introduction to Marketing
LESSON LEARNING After successful completion of this module, you should be able to:
OUTCOME/S *Indicated in every Chapter
TOPICS a. Tourism System in the Philippines
b. Integrated Marketing Communication
c. Marketing Process

WEEK / INCLUSIVE 6-10 Weeks

DATE September 19, 2022 to October 17, 2022
MODALITY Synchronous, Asynchronous (MS Teams) and, on ground meetings

COLLEGE OF INTERNATIONAL HOSPITALITY AND TOURISM MANAGEMENT

 COURSE MODULE
LESSON 1.4: THE TOURISM SYSTEM IN THE PHILIPPINES

Learning Outcomes:
At the end of this lesson, you should be able to:
• Define the Philippine Tourism System. Its attached sectors and industries;
• Familiarize with the functions of each key players; and;
• Recognize their significant roles to the Tourism supply.

INTRODUCTION
According to Amy R. Remo of Inquirer.Net, the Philippine travel and tourism industry
contributed a total of P1.43 trillion to the local economy in 2015, equivalent to about 10.6 percent
of the country's gross domestic product, according to the latest report by the World Travel and
Tourism Council (WTTC).
The industry's total contribution, which reflected not only the economic activities of
directly related industries, but also the wider effects from investment, the supply chain and induced
income impacts, is also expected to rise by 6.6 percent this year and further increase by 5.4 percent
to P2.6 trillion by 2026, data from the WTTC's Travel and Tourism Economic Impact 2016 report
showed.

WHO ARE THE KEY PLAYERS?

The marketing of the Philippines and its various destinations is primarily undertaken by
the tourism government sector; while private sector entities undertake the marketing and sale of
specific products and services. Hudson (2008) enumerated these players:

1.. Private and Non-profit Sectors - include industry associations which have been established to
protect special interests' groups, such as travel agency associations.

2. Public Sector Services - covers national, regional or provincial tourism organizations. They
come up with marketing programs to promote their destinations to both intermediaries and
individual tourists. The Department of Tourism and provincial tourism offices fall this category.

3. Suppliers:
a. Transportation Industry
b. Lodging Industry
c. Food Sector
d. Retail/ Shop Sector
e. Destination Organizations/local community

4. Travelers/ Consumer

COLLEGE OF INTERNATIONAL HOSPITALITY AND TOURISM MANAGEMENT

 COURSE MODULE
UNDERSTANDING THE MANAGEMENT OF TOURISM SUPPLY

The above plate suggests that in any assessment of the supply of tourism, there are a
wide range of factors that can affect the operation notwithstanding the wider market conditions
and the supply chain is a critical element in the management and development of the tourism
sector. In other words, the products and services that tourism businesses provide are a function of
changing market conditions and businesses need constantly to consider the market and adapt their
business strategies to remain competitive. For this reason, it is useful to examine the relationship
between management, tourism supply issues and the way businesses adapt through their use of
management strategies.
In recent years, there has been a growing recognition that to perform a managerial task
successfully, a range of competencies are needed. A "competency", according to Inkson and Kolb
(1995) is an underlying trait of an individual- for an instance a motive pattern, a
skill,, a characteristic behavior, a value, or asset of knowledge- which enables that person to
perform successfully in his job. The main motivation for organizational interest in competency is

COLLEGE OF INTERNATIONAL HOSPITALITY AND TOURISM MANAGEMENT

 COURSE MODULE
the desire to improve management through education and training. Competencies can be divided
into three:
• Understanding what needs to be done (critical reasoning, know-how)
• Getting the job done (confidence, being proactive)
• Taking people with you (motivation, interpersonal skills)

SOURCE AND PROVIDE DESTINATION INFORMATION AND ADVICE

Destination image is commonly accepted as important aspect in successful tourism

management and destination marketing. The information sources of tourist activities have changed
greatly over the past fifteen years, due firstly to the impact of technologies; secondly, to the change
in tourist consumer behavior; thirdly, to the increase in the number of tourist destinations, finally,
to the growing competition among different destinations. As a consequence, information sources
should meet one main objective in order to be considered as effective tools for destinations.
Promotion is recognized by many as critical element in tourism marketing. Among the array of
promotional methods available, the travel brochure is one of the most important and widely
utilized. The field of tourism operations deals with marketing tourism services using promotional
tools. A tourism degree program combines the disciplines of marketing, business and personnel
management pertaining to managing tourism businesses. Some degree programs and
specializations offer training specifically tourism promotions. Instead
of a product, you are selling place and all the things it has to offer. You are competing the entire
world every time you promote tourism in a given destination, and this high level of competition
demands and creative and unique approach. To be successful, your marketing should constantly
put forth the best possible image of your destination, while creating interests on a board scale in
as many ways as possible. DEVELOP DESTINATION KNOWLEDGE Tourism can and will
evolve with or without planning, however the sustainability of a destination depends on whether
the type and scale of tourism is best suited to the destination. Effective destination management
relies on an iterative and continual planning process that integrates tourism into a community's
social, economic, and environmental aspirations. Tourism destination planning is an area which
has attracted significant research and analysis, summarized in the following sub-sections of
destination planning:
• Situation Analysis
• Planning process
• Ongoing Engagement

A destination is an area of visitor appeal which includes attractions, accommodation

and support services. It may be defined by physical, thematic or administrative boundaries.

UNIT 2: INTRODUCTION TO HOSPITALITY AND TOURISM MARKETING

LESSON 2.1: INTRODUCTION TO MARKETING

Learning Outcomes:

COLLEGE OF INTERNATIONAL HOSPITALITY AND TOURISM MANAGEMENT

 COURSE MODULE
At the end of this lesson, you should be able to:
• Define what is Marketing;
• Understand the different marketing models that are being used now in the industry; and
• Analyze the significance of Integrated Marketing Communication in your tourism study.

INTRODUCTION
Most common people think that selling a certain product is what marketing is all about,
that may be proven true, however there are more to selling compare to the overall power of
marketing, selling is only the tiniest thing you can do in marketing, and there are still more to
accomplish and uncover to fully utilize its essence.

WHAT IS MARKETING
Now what is marketing and how does it affect the tourism business? Like any other
business, tourism is a complex business world where needs and services must be fulfilled in
exchange for payment, like any other business, its goal is also to produce profit for its own success,
however the whole process is rather not that simple for there is an endless challenge for
competition, every now and then, new travel services is being offered, one day going to the beach
is the latest trend for tourist, but now if you look at the tourism industry today, things like
parasailing and beach clubbing are now gaining its popularity in becoming a new thing, it means
that being stagnant in the business world will bring decay as time goes by, in response to the
changes in this world that continues innovation in the business word is as constant as change as
well.

"Turn strangers into friends" this is what pub crawl Boracay here in the Philippines is aiming for.
The good old days of the common beach holiday is now innovated and transformed to a moving
group of bar hoppers who are in a lookout for some fun and adventurous time. This innovative

COLLEGE OF INTERNATIONAL HOSPITALITY AND TOURISM MANAGEMENT

 COURSE MODULE
pursuit in re-designing the traditional holiday shows that there are a lot of rooms in creating
changes in the tourism industry.”

According to Peter Drucker, a top authority in management and in the business world,
"There will always be an endless need for selling something, may it be a product or services, the
aim of marketing is really to make selling unnecessary, marketing true goal is to know and
understand its customers so well that the product or service fits itself and make the selling on its
own.

THE MARKETING MODELS

1. The Traditional Way – wherein you identify your leads or

customer, deliver the sale, and close it. It's the traditional barter
system of picking and purchasing goods in exchange of
something.

2. The Simple Marketing Process Method - starting with a good research on the market
trend, it will be now followed by segmenting the target market, align with the needed
marketing mix, it will be now coordinated fully with implementation and finish of with
controlling.

3. The Online Marketing Process Method - this model center its attention by using online
platforms in creating its method, such as blogs, social media, and websites.

COLLEGE OF INTERNATIONAL HOSPITALITY AND TOURISM MANAGEMENT

 COURSE MODULE
4. The Holistic Marketing Process Method - by establishing the needed promotional mixes
on the whole marketing process, this process uses the simplest possible methods in its
promotional mixes.

There is really no perfect and accurate methods in the marketing process as the market
itself is continually evolving and changing, and as change comes, progress must follow, it's really
up to the business to identify its need and create the best possible method in creating their
marketing process, especially in the tourism industry where the people itself or possible tourist is
the primary target market.

COLLEGE OF INTERNATIONAL HOSPITALITY AND TOURISM MANAGEMENT

 COURSE MODULE
LESSON 2.2: INTEGRATED MARKETING COMMUNICATION (IMC)

Learning Outcomes:
At the end of this lesson, you should be able to:
• Understand the concept of IMC in the Tourism Industry;
• Learn the different promotional tools that can be used in the Marketing Process; and
• Create an IMC based Marketing Promotion Methods.

WHAT IS INTEGRATED MARKETING COMMUNICATION (IMC)

Have you ever noticed how one product or item that you see on television actually has the
same feel, vibe or even look to all its counter parts from the item itself, starting from the grocery
stall, from magazine advertisements to billboards and promotional posters, in fact all are carrying
the same look that you are conditioned to associate the product to everything that your five senses
could perceive?
Integrated marketing communication is a process of integrating all promotional mixes under
one common theme that could deliver one coherent perception among customers and stakeholders.

EVOLUTION OF INTEGRATED MARKETING COMMUNICATION (IMC)

During the 1980's, many companies came to seek for more ways on how to make the
promotional activities of their business in a more holistic way, as the trend during those times are
indeed going to the same direction and being different is the call to gather attention to the
prevailing market, the traditional advertising tactics seems to not work anymore as everyone else
is speaking the same language in creating their sales, thus the call for integrating the whole
communication process in the promotional game took effect.

"Dove Philippines launches its Campaign for Real Beauty as of 2004, promoting
the brand through self-awareness of what real beauty is through the eyes of an average Filipina,
the brand conveys a message of supporting self confidence among its users, which are woman of

COLLEGE OF INTERNATIONAL HOSPITALITY AND TOURISM MANAGEMENT

 COURSE MODULE
average shapes and sizes. Using integrated marketing communication among its promotional
mixes, the brand unified all its channels of
communication under one theme of making woman confident in their own skin. From its TV
Commercial, through its paid advertisement and campaigns, Dove makes sure to use only one
common theme across its communication and maximize the usage of IMC in their causes.

THE INTEGRATED MARKETING COMMUNICATION TOOLS

Integrating all your promotional mixes in one synergized message under one common
theme is how Integrated Marketing Communication should be like. By doing so will lead your
message in a much more precise and accurate way.

Advertising - creating the tone and message of your advertisement must be aligned to the common
theme of your campaign, if your travel agency wants to speak out on how affordable the tours that
your offering, then it should materialize on the message of the advertisement, showing the lowest
possible rates and travel packages, delivering one cohesive message, and avoiding many subtopics
that could interfere on the communication process of your message.

Direct Marketing - using a partnership on all possible frontiers of your business such as the travel
agencies, the staff working for you, and the tourism people who are behind your business, all must
speak the common theme that you wanted to show, IMC does not limit its reach to the promotional
activities, but also to its staff and people since they are the living proof of your goals.

Interactive/Internet Marketing - the rampant spread of the social media also is a good platform
in integrating your communication process, activities such as your blog post, the shared news and
tweets, and viral videos must be in accordance with the message and theme that you want the
internet user to see or hear.

COLLEGE OF INTERNATIONAL HOSPITALITY AND TOURISM MANAGEMENT

 COURSE MODULE
Sales Promotion - your sales promotion activity must also share the goal of your message, this
includes all marketing collaterals to be synched with the message of your campaign, the overall
appearance and the message of your causes must reflect in the sales promotion of your business.

Publicity/Public Relations - news write ups and article features must be written in accordance
with your message, remember that everything must be done under one common theme and that is
to allocate your public relation activity to where it belongs and where you think it's working best.

Personal Selling - the word of mouth, fairs and exhibits, or even trade shows are some of the
activity that involves personal selling, make sure that your message spreads to this common
channel as well and is working under one common theme.

SIGNIFICANCE OF INTEGRATED MARKETING COMMUNICATION IN THE TOURISM

AND HOSPITALITY INDUSTRY

Since tourism is one the major industry in business, many entrepreneurs are venturing in
this world, the significant role of integrating the whole marketing communications on Its
promotional activity will create wonders and additional sales in the long run, IMC has lots of
benefits that if done properly will surely caters to the needs of the market.

There are lots of ways on how to best synergize a tourism business promotional activities,
but all needs to start on how best to create a marketing communication strategy. IMC calls for a
wider perspective on how to approach the planning and promotion program in coordination with
the communication function of the business.

THE INTEGRATED MARKETING COMMUNICATION STRATEGY METHOD

Creating a strategic business plan needs planning, developing, execution and

coordination that is measurable by the persuasive brand communication programs for its
consumers, customers, prospect employees, and other relevant audiences

1. Plan Your Communication Effort - what are the tools and promotions that will be utilize.

2. Outside In Approach - guided by the belief that customer value creation, customer orientation
and customer experiences are the keys to success.
3. Well Established Relationship - a sound and harmonious relationship between you and your
customers by means of creating a harmonious business relationship.

4. Delivery of Message - the message must be heard and accessed by different marketing channels
and platform by your customers.

COLLEGE OF INTERNATIONAL HOSPITALITY AND TOURISM MANAGEMENT

 COURSE MODULE
5. Create A Competitive Brand - by positioning your brand always on the top of mind of your
market, branding is a process of creating and understanding your products value preposition to
offer in alignment with the IMC process of your promotions.

COLLEGE OF INTERNATIONAL HOSPITALITY AND TOURISM MANAGEMENT

 COURSE MODULE
LESSON 2.3: MARKETING PROCESS

Learning Outcomes:

At the end of this lesson, you should be able to:

• Identify the different marketing process with tourism approach and examples;
• Identify the different marketing mixes;
• Integrate the marketing mixes using the three sequences of processes; and
• Identify how to create a marketing process with IMC approach.

INTRODUCTION
Creating your marketing process in the tourism setting is indeed a challenging task,
consumer with proper planning and ideology on the tourism market will make the process a fun to
start with.

CREATING YOUR MARKETING PROCESS USING IMC

1. STP (Segmenting, Targeting, Positioning) - choosing your segment will determined how
far or how narrow your target market could be, this will now include profiling, targeting,
and consumer insighting.
2. The Base "P'’ - it's time now to choose carefully the product that you will be providing to
your customers, makes sure that the product is carefully aligned to the consumer insights
that you just uncovered.
3. The Support "Ps" - assessing the current situation of your market, create now a one
moving theme that could cement all your marketing ideas and this ideas must be presented
on the various promotional mixes that you will be using, it will start on how you
conceptualize your product, then developing it to match the needs of your market, and
product development which includes packaging and branding.

INTEGRATING THE MARKETING MIXES USING THE THREE

SEQUENCE OF PROCESS
1. Process of STP (Segmenting, Targeting, Positioning)
Knowing where your target customers are and what are their needs instead of what
the business is trying to offer. This could be easily done on the early stages by identifying
your segment market, then targeting the PTM (primary target market) out of this segment,
then that's the time you can position your product or services on basically the needs of your
market.

2. The Base "P' (Product)

Determining what product actually to offer on the needs of the market is important,
many marketers failed to understand the real essence of a product is by showing the values
it could present to the customer versus its capacity to gain profit instead, remember that
selling is only the tip of the iceberg on the whole marketing process and the goal is actually

COLLEGE OF INTERNATIONAL HOSPITALITY AND TOURISM MANAGEMENT

 COURSE MODULE
to create a super brand so effective that selling will be really unnecessary and the product
will sell itself instead.

3. The Support "Ps" (Product, Placement and Promotion)

Upon determining your base product value now leads you to use your support P's
in accordance with what the market is really in need of, choosing what platform to use and
what promotional mixes is capable of channeling your process, thus using your support P's
in bringing and delivering your base product to the target consumers.

1. Segmenting

By identifying all your possible segments, you can draw up an idea or estimate of how big your
target audience will be. Segments could be as big as an entire populace of a country, or could be
as limited as a certain number of dweller in a town. You can never be assumptive on estimating
your segments since you're dealing with statistics, consult your local census offices for an accurate
count on the number of dwellers in a certain region or city.

COLLEGE OF INTERNATIONAL HOSPITALITY AND TOURISM MANAGEMENT

 COURSE MODULE
2. Profiling
Upon determining your segment, you now need to trim it down to the most vulnerable and
profitable area where you think the marketing activity could play a vital role in selling
your product. Profiling is a process in determining the majority share of your segment.

3. Targeting
From the profiling part, now comes the targeting process wherein you need to really choose
your PIM or Primary Target market from the set of narrow profiled segments, this is where you
need to be really specific on your target market, consider the factor of age, race, gender, genre,
and interest on this matter.

3. Consumer Insighting
Upon choosing your primary target market, now is the part where you need to research and
uncover certain insights on your chosen segment. Consumer insighting is the trickiest part, as you
need to uncover a new thoughts or idea on what is your segment all about, it could be a certain
unspoken needs or a dismissed theory on them that if unearthed could be really something amazing
and if answered would create a new discovery for the market to dwell in.

4. Value Offering
Now is the part where you need to answer the insights that you have just discovered by
providing a relevant and distinct offer, of course if it's the same as what the current market is
offering then you have to draw at square one again and research for another answer that could
benefit both parties, one effective method on producing a good value offering is by creating a
unique selling proposition that only your business could deliver. Something that the world has yet
to see coming of course from you.

6. Product Design/ Conceptualization

This is the part where you need to brain storm and squeeze all the creative juices from your
brains, this is where the whole marketing process would take shape, color and materialize from
thoughts to things.

7. Product Development
The creation process of your ideas, on its way to your customers, product development is the
part where production will take place; it has three parts which are:
A. Packaging - the physical look of your marketing ideas.
B. Product - it could be a service, a promotion package, or a
manufactured product.
C. Branding - the overall representation of what you are offering, wrap in one
essence.
8. Brand Positioning
The part where in you develop the marketing mixes needed in the entire process such as:
A. Pricing - the actual selling amount of your product.

COLLEGE OF INTERNATIONAL HOSPITALITY AND TOURISM MANAGEMENT

 COURSE MODULE
B. Placement - the location and target market of your product,
or a channel in which your customer can avail your offerings.
C. Promotion - the actual promotional mixes to be used.

COLLEGE OF INTERNATIONAL HOSPITALITY AND TOURISM MANAGEMENT