Diploma in Tourism and Hospitality Marketing revised to give practical frontline help

12 August 2009

The Chartered Institute of Marketing has announced the launch a new syllabus for its popular diploma in tourism and hospitality. Prospective candidates can sign up for the course during August and September in order to join the October tutorials at The Institute's accredited study centres throughout the UK.

The new diploma encompasses not only travel and tourism, but hospitality too and is extremely practical with a clear focus on the promotional mix by including; advertising, PR, and digital aspects. The diploma is assessed completely by work-related projects, with no exams. It has two specialist travel industry and one marketing communications module which make up the full course: Tourist Behaviour and Motivation; Hospitality and Services Marketing, and Marketing and Consumer Behaviour.

This completely revised diploma is based on a new syllabus that has been developed as a result of thorough research with both employers and industry focus groups, and is designed as a 'practitioner qualification', with lots of opportunities for students to relate with their daily work in their own organisation. This very practical method of study ensures that the marketing benefits are immediately realised in the workplace, and relevant for today’s marketing practitioners in an increasingly competitive business environment.

Commenting on the qualifications, Professor Keith Fletcher, director of education at The Chartered Institute of Marketing said;

"Employers should see a real benefit from staff taking the new qualifications as they will be equipped with practical skills to deliver immediate value to the organisation. "

"With competition in the profession hotting up and top marketing roles difficult to secure, every marketer, whatever their age and in any organisation, needs to demonstrate a thorough and up-to-date understanding of their role. In addition, with the current challenging economic climate, marketers need to ensure that they can confidently demonstrate their positive contribution to business, and a professional marketing qualification will help them to do this."

The Institute periodically reviews its qualifications to ensure that they are relevant to both marketers’ needs and the requirements of business. Over the years, the core theory of marketing has changed little. However the role of marketing in business worldwide has changed significantly, largely due to technology and a growing awareness of corporate social responsibility but also by organisations recognising that they have a number of stakeholders rather than simply a number of different external customer groups, and these new qualifications take these subtle changes into consideration.

Individuals or employers interested in learning more can either visit the Learning Zone (see related websites) or contact the qualifications team.

The Chartered Institute of Marketing offers a range of internationally recognised professional marketing and sales qualifications, with students throughout the world.

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