Marketing of Recreation Services

Catalog description

Theoretical/practical application of marketing/advertising strategies in the development/delivery of recreation services. RPTM 410 Marketing of Recreation Services (3)The primary objective of this course is to provide students with an overview of marketing in general and recreation/tourism marketing in particular. Supplemental objectives are to (a) provide students with a review of different marketing theories and practices and (b) help students apply marketing principles to practical recreation/tourism situations. Main topics typically include: Introduction to marketing and its evolution; Parameters of the recreation/tourism experience and how this affects marketing practices; Defining and segmenting the consumer market; The marketing mix; Conducting marketing research in an effort to develop effective marketing strategy; Service quality and its impact on marketing strategy; Customer loyalty and its impact on marketing strategy; Recognizing and responding to the changing needs of consumer markets. This is a required course for RPTM majors, generally taken after completion of the introductory courses in the major. Students in other majors, including those pursuing the Liberal Arts Business minor, are welcome after RPTM majors have scheduled.