The purpose of this paper is to provide you with an understanding of the basic principles of marketing and its application in the international hotel and tourism industries, and the ways in which marketing strategies and approaches can be used to optimise product penetration. You will cover the key techniques involved in marketing planning and strategy, the identification of customer needs, including market research, and marketing and selling methods.

The Study Guide, which has been reviewed and endorsed by CTH, works logically and methodically through the CTH 2009 syllabus, following the syllabus order.

It explains the concepts clearly and provides ample opportunity for practice of the techniques. Chapters start with the objectives and topic list to put the material into context and they conclude with a diagrammatic summary to consolidate learning and a set of self-test questions to test understanding.

The front pages of the Study Guide contain features such as tips on how to study and an explanation of the exam structure.

Note that the CTH Marketing syllabus is identical within both the Diplomas in Hotel Management and Tourism Management, so you can use this Study Guide to study for either qualification.