Unit 3: Marketing travel and tourism (LEVEL 3)
Learning outcomes
By completing this unit candidates will develop knowledge and understanding of theories and practice of marketing within the travel and tourism industry. Candidates will examine the importance of marketing. They will develop an understanding of market segmentation, marketing research methods and the marketing mix. Candidates will produce evidence to meet the unit assessment objectives in order to show that they understand: • • • • • the importance of marketing to travel and tourism organisations how to produce a swot and pest analysis for a travel and tourism organisation the market segments targeted by travel and tourism organisations marketing research methods used in travel and tourism the marketing mix in relation to travel and tourism. Knowledge, understanding and skills Importance of marketing: • increased sales and profitability • improved image (organisation or product) • competitive advantage • customer satisfaction (meeting changing needs and expectations) • changing attitudes to products/services • planning SWOT: • strengths • weaknesses • opportunities • threats PEST: • political • economic • social • technological factors affecting company operations Methods of segmentation: • demographic, eg age, family lifecycle • socio-economic, eg income, occupation, education • geographic, eg location, ACORN – a classification of residential neighbourhoods • psychographic, eg lifestyle, behaviour, personality

Assessment objectives 1 Explain why marketing is important to one travel and tourism organisation

2 Produce a SWOT and a PEST analysis for one travel and tourism organisation

3 Identify and describe the market segments targeted by one travel and tourism organisation

OCR Level 3 Nationals in Travel and Tourism

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Unit 3 – Marketing travel and tourism

Assessment objectives 4 Explain marketing research methods that one travel and tourism organisation uses 5 Explain the