Products and Service Development and Marketing


Bent Holtzmann

Reviews (1)

Henrik Nielsen



The Course objective:

This course aims to provide students with an understanding of a tourism product, tourism market and segmentation and their specific features. Students will obtain tourism product and package developments skills as well as managerial competences and creativity required in setting up the different types of tourism products and marketing them, working as an product or marketing manager, carrying out sustainable development and activities, where creativity and communication skills are required.


By the end of the course students will be able:

  • To find out the concept of tourism product and tourism destination, tourism marketing and segmentation.
  • To get acquainted with the structure of tourism product.
  • To understand the principles and procedures of creating and marketing the tourism product or package.
  • To clarify the different tourism product types and categories.
  • Define key services and products marketing terminology
  • Describe the differences between marketing services and marketing products.
  • Gain knowledge of key service marketing issues and trends.
  • To understand the role of tourism products for sustainable coastal tourism development.

Course structure:

The course include the following 5 course module

Module 1: Introduction to tourism and marketing - Key concepts

Module 2: The tourism product and marketing mix

Module 3: The tourism customer behavior and segmenting

Module 4: The experience design and the tourist customer journey

Modul2 5: Branding and promotion of the tourism product



Course content

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