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SMI810S - STRATEGIC MARKETING AND INNOVATION - 2ND OPP - JULY 2024 |
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nAmI BI AunIVE RSITY
OF SCIEnCE Ano TECHn OLOGY
FACULTYOF COMMERCE, HUMAN SCIENCESAND EDUCATION
DEPARTMENTOF HOSPITALITYAND TOURISM
QUALIFICATION: BACHELOROF HOSPITALITYAND TOURISM HONOURS
QUALIFICATIONCODE: 08BHTH
LEVEL: 8
COURSECODE:SMl81OS
COURSENAME: STRATEGICMARKETING AND
INNOVATION
SESSION:JULY 2024
DURATION: 2 HOURS
PAPER:THEORY{PAPER 1)
MARKS: 100
SECONDOPPORTUNITYEXAMINATION QUESTION PAPER
EXAMINER(S) DR. S. AUALA
MODERATOR: MS. R. GITAU
INSTRUCTIONS
1. Answer FOUR questions.
2. Read all the questions carefully before answering.
3. Number the answers clearly
THIS QUESTION PAPERCONSISTSOF _2_ PAGES(Including this front page)
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Question 1
(25 Marks)
According to a well-known hospitality scholar, Chilibi (2016), the hospitality industry can be
traced back to the early days of human civilisations. Share your understanding and perspectives
on how the hospitality industry has evolved globally to the present day and how this influences
our modern understanding of the discipline of marketing.
Question 2
(25 Marks)
According to Dodds (2021), Destination Marketing Organisations (DMOs) do little to educate
tourists about climate change's impacts on destinations. How would you go about changing this
sentiment and including climate change issues in your strategic marketing planning process?
Question 3
(25 Marks)
The Namibia Online Marketing Campaign is designed around four goals that are also found in
the NTB's Strategic Business Plan. Elaborate on these goals and provide a detailed outline of
how you will go about implementing them in your digital marketing campaign for Namibia.
Question 4
(25 Marks)
The conceptual model of service quality is indispensable in the field of marketing if we wish to
understand the genesis of service quality and potential gaps in quality in the hospitality
industry. Referring to the above statement provide your perspective on how the SERVQUAL
model is used to measure service quality in the hospitality sector. How can you incorporate this
tool into your strategic marketing planning process?