 |
SMI810S - STRATEGIC MARKETING AND INNOVATION - 1ST OPP - JUNE 2025 |
|
|
1 Page 1 |
▲back to top |
nAmlBIA untVERSITY
OF SCIEnCE Ano TECHnOLOGY
FACULTY OF COMMERCE, HUMAN SCIENCESAND EDUCATION
DEPARTMENT OF HOSPITALITY AND TOURISM
QUALIFICATION: BACHELOR OF HOSPITALITY AND TOURISM HONOURS
QUALIFICATION CODE: 08BHTM
LEVEL: 8
COURSE CODE: SMl810S
COURSE NAME: STRATEGICMARKETING AND
INNOVATION
SESSION: JUNE 2025
DURATION: 2 HOURS
PAPER: THEORY (PAPER 1)
MARKS: 100
EXAMINER($)
FIRST OPPORTUNITY EXAMINATION QUESTION PAPER
Dr. Ebson Ngondo
MODERATOR: Ms. Rosemary Gitau
INSTRUCTIONS
1. Answer ALL the questions.
2. Read all the questions carefully before answering.
3. Number the answers clearly
THIS QUESTION PAPER CONSISTS OF _3_ PAGES (Including this front page)
|
|
2 Page 2 |
▲back to top |
Question 1
1.1 Define strategic marketing and explain its role in the Namibian hospitality and
tourism industry.
(5 Marks)
1.2 Discuss the role of branding in hospitality and tourism marketing? Provide examples
from the global hospitality and tourism industry.
(15 Marks)
Question 2
A luxury safari lodge in Namibia is facing challenges with inconsistent service quality,
negative guest reviews, and declining bookings. Despite heavy marketing efforts,
customer retention remains low. Employees are also dissatisfied, leading to high staff
turnover.
2.1 Using the Service Marketing Triangle, analyse the key issues affecting the lodge's
service quality and customer satisfaction.
(10 Marks)
2.2 What strategies should the lodge implement in each component of the Service
Marketing Triangle to enhance customer experience and brand reputation?
(10 Marks)
Question 3
Namibia has been a well-known adventure and nature-based tourism destination.
However, due to changing traveller preferences, competition from other African
destinations, and the impact of global crises such as the COVID-19 pandemic, there is a
need for a new market positioning strategy. The Namibian Tourism Board is exploring
ways to attract digital nomads, luxury travellers, and sustainable tourism advocates
while maintaining its stronghold in eco-tourism.
3.1 Propose a new market positioning strategy that will help Namibia attract a different
segment of tourists post-pandemic. Justify your answer.
(10 Marks)
3.2 Identify five challenges that Namibia might face in repositioning itself in the global
tourism market and explain how these challenges can be overcome.
(10 Marks)
|
|
3 Page 3 |
▲back to top |
Question 4
A new eco-lodge has opened in the Namib Desert, offering luxury accommodations and
adventure experiences. The owners aim to position their business as a premium
destination for international tourists while maintaining sustainable tourism practices.
Develop a marketing strategy for the eco-lodge using the marketing mix (7Ps)
framework. Highlight how each element can contribute to business success.
{20 Marks)
Question 5
A new adventure tourism company in Namibia offers activities such as desert safaris,
dune boarding, and wildlife expeditions. The company aims to attract both local and
international travellers but struggles to position itself effectively in a competitive
market.
Using the STP model, develop a detailed segmentation strategy for this company.
Identify at least three customer segments and explain why they are relevant.
{20 Marks)
TOTAL MARKS: 100
! ! !! ! !! ! !! ! !!GOODLUCK! ! !! ! !! ! !!