Home > Undergraduate > BBA - International Business > International Tourism Marketing

BBA - International Business

International Tourism Marketing

Programme Objectives

The programme has the following aims:

  1. To enable the study of organisations, their management and the changing external and international contexts in which they operate.

  2. Equip individuals for and/or development of a career in international business and associated specialized areas in business development, marketing, finance and tourism management at a professional or equivalent level to assume managerial positions in the arena of international business.

  3. Development of the ability to apply knowledge and understanding of international business and management to complex issues, both systematically and creatively, to improve business and management practice.

  4. Enhancement of lifelong learning and personal development so as to be able to work with self-direction and originality and to contribute to business and society at large.


On successful completion of the programme, participants will be able to:

  1. Demonstrate understanding of management theories, current issues of management, the development of conceptual frameworks to guide their application within organizations operating in an increasingly global and competitive environment.
  2. Acquire a strong foundation in key functional areas of business management to enable them to succeed as effective managers in an increasingly complex and dynamic environment.
  3. Exhibit a coherent body of knowledge on economic, ethical, environmental, legal, political, sociological and technological factors together with their effects at local, national and international levels upon the strategy, behaviour and management of organisations.
  4. Demonstrate command of a range of competencies relevant to cross-border management, including inter-cultural awareness and understanding.
  5. Acquire and use a range of concepts, tools and techniques for problem solving and decision-making for analyzing complex and inter-related business scenarios.
  6. Demonstrate and apply critical skills enabling the investigation and evaluation of valid and relevant management issues and practices.

Programme Content


This module presents a comprehensive approach to marketing theory and practice within the context of the tourist industry. It starts with the basic concepts of tourism marketing along with the notions of business philosophies and market orientation. Considerable attention is given to understanding the marketing mix and techniques associated with market segmentation. Emphasis is also focused on the concepts of destination marketing, image-creation and branding.

Learning is facilitated via a series of lectures and supplemented with discussions of topics taking place in regular tutorials/ discussion forums. Tutorials/Discussions will involve supplementing the lectures using appropriate articles/case studies or discussions about Tourism marketing issues. Students’ learning is underpinned by core textbooks and recommended readings

Learning Outcomes

On completion of this module, students will be able to:

  • Articulate in detail the nature and importance of marketing within the tourism industry
  • Demonstrate a systematic understanding of the complex nature of the tourism marketing environment
  • Critically evaluate the role of marketing within different parts of the tourism industry
  • Apply different marketing techniques and datasets to particular practical problems in tourism business research


  • Characteristics and evolution of marketing in tourism
  • The marketing mix and strategic marketing
  • Marketing management
  • Marketing planning
  • Market research tools in tourism environments
  • Case studies and exercises in tourism marketing
  • Marketing ‘hallmark’ tourism
  • International marketing
  • Green marketing in action
  • Tour operators and brand images


  • Course Materials provided by IPE.
  • Middleton, V.T.C. (2009) Marketing in Travel and Tourism (4th edition), Elsevier
  • Philip Kotler & John Bowen, Marketing for Hospitality and Tourism, 5th Edition, 2009, Pearson Education.
  • Online resources on OCTAL Portal
  • Online databases from IPE’s E Library