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SMI810S - STRATEGIC TOURISM MARKETING AND INNOVATION - 1ST OPP - JUNE 2022 |
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n Am I BI A u n IVER s I TY
OF SCIEnCE Ano TECHno LOGY
Facultyof ManagemenSt ciences
Department of Hospitality and Tourism
BeethovenStreet
Private Bag13388
Windhoek
NAMIBIA
T: +264 61207 2093
F: +264 61207 9093
E: dht@nust.na
W: www.nust.na
QUALIFICATION: BACHELOR OF HOSPITALITY AND TOURISM HONOURS
QUALIFICATION CODE: 08BHTH
LEVEL: 8
COURSE: STRATEGICTOURISM
MARKETING AND INNOVATION
DATE: June 2022
COURSE CODE: SM I810S
SESSION: 1
DURATION: 2 Hours
MARKS: 100
SECOND OPPORTUNITY EXAMINATION PAPER
EXAMINER: Dr. W. Muhoho
MODERATOR: Ms Rosemary Gitau
THIS EXAMINATION PAPER CONSISTS OF 2 PAGES
{INCLUDING THIS FRONT PAGE)
INSTRUCTIONS
1. Answer all questions.
2. Read all the questions carefully before answering.
3. Marks for each question are indicated at the end of each question.
4. Please ensure that your handwriting is legible, neat, and presentable.
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QUESTION 1
Critically discuss the term strategy. Your discussion should include its definition,
evolution, nature, characteristics, and types of strategic decisions.
20 marks
QUESTION 2
2.1 To your understanding, what is innovation marketing?
5 marks
2.2 Giving examples from hospitality and tourism industries discuss 10 reasons why
innovation marketing is important
1.Sxl0 =15
Total 20 marks
QUESTION 3
Briefly explain the difference between the following concepts
3.1. Marketing planning and strategic planning
3.2. Product concept and selling concept
3.3. Production concept and marketing concept
3.4. Characteristic and types of strategic decisions
Question 4
4x5 = 20 marks
Being a government entity, Namibia Wildlife resorts has a competitive edge over other
accommodation facilities within the national parks. Their lodges are set in the prime
areas of the parks, popular with tourists. In spite of this, the organization does not do
well financially; the lodges are dilapidated, and quality of service leaves a lot to be
desired.
You a specialist in strategic marketing and innovation and have been appointed to
develop a turnaround marketing strategy for the organisation. Using the five-stage
strategic marketing planning and implementation process recommendation by Wilson
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'I
r
and Gilligan {2013) identify and discuss the steps you would take to implement the
turnaround strategy.
Content:
Flow of thought
Creativity
30 marks
5 marks
5 marks
Total Marks
40 marks
Total Marks 100
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