Recreation, Parks and Tourism 435

RCPT 435: Tourism and Event Marketing

Prerequisites: RCPT 210 or permission of instructor

Credit Hours: (3)

An overview of marketing as applied to the tourism and events industries, including but not limited to: service marketing; customer service, promotion and publicity development, understanding customers and consumer behavior, target marketing, and development and uses of social media.


Detailed Description of Content of Course

I. Understanding Marketing & Sales


        A. Analyzing the Travel Product
        B. Social Responsibility and Ethics in Marketing


II. Developing Marketing Opportunities and Strategies


        A. Marketing Research and Information Systems
        B. Understanding the Traveler’s Needs
        C. Target Markets: Segmentation and Evaluation
        D. Consumer Buying Behavior


III. Developing the Marketing Mix


        A. Developing and Managing Products
        B. Branding and Packaging
        C. Building Loyalty
        D. Integrating Marketing Communications
        E. Advertising and Public Relations
        F. Personal Selling and Sales Promotion


IV. Managing Tourism and Recreation Marketing


        A. Electronic Marketing
        B. Pricing Concepts
        C. Setting Prices
        D. Evaluating the Travel Product


Detailed Description of Conduct of the Course

This course explores the basic principles of marketing and promotion as applied to the private, public & non-profit sectors of the travel industry. A major principle of the course is that tourism and recreation service agencies differ in many important respects from manufacturing businesses and require a distinctive approach to the planning and implementation of marketing strategy. Case studies will be used to illustrate industry differences and the relevance of certain marketing principles & skills. At conclusion of the course, students should be able to inventory the assets of a tourism region, resolve simple customer service and employee problems, prepare an effective sales call to or from a tourism/recreation agency, and demonstrate improvements in communication style.


Goals and Objectives of the Course

Upon completion of this course, students will be able to:

  • Implement principles and procedures related to marketing of programs and events (8.14:04).
  • Utilize the tools of professional communication (8.23).
  • Explain the relationship of business, society and the economy including the role of the entrepreneur (7A.03).
  • Understand and utilize current technology for the management of leisure services including: organizing, marketing, implementing, and monitoring these services (9A.02).
  • Discuss the economic impact of leisure service programs upon the general economy (9A.04).


Assessment Measures

Assessment measures will include exams/quizzes, case studies, projects, a marketing plan, oral presentation, and individual/group work.


Other Course Information



Review and Approval

November 2005 Reviewed Susan R. Van Patten, Curriculum Chair

March, 2010

November 27, 2017