Introduction to marketing and tourism in the hospitality industry: Marketing principles; characteristics of tourism and hospitality marketing; the tourism and hospitality business environment. The roles of tourism and hospitality marketer; the tourism and hospitality marketing planner; the tourism and hospitality marketing researcher; the internal marketer. The tourism and hospitality market; segmentation, targeting and positioning; consumer buying behaviour. The tourism and hospitality marketing mixes: The tourism and hospitality product/offering; price - its role in marketing; place - distribution channels; promotion - the communication process and promotional mix; advertising; sales promotion, direct marketing and personal selling; printed literature, public relations and sponsorship; the additional three P's. Issues for the tourism and hospitality marketer; destination marketing; event marketing; responsible tourism marketing; relationship marketing; the future of tourism and hospitality in South Africa.