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SMI810S - STRATEGIC MARKETING AND INNOVATION - 2ND OPP - JULY 2025 |
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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: JULY 2025
DURATION: 2 HOURS
PAPER:THEORY(PAPERl)
MARKS: 100
SECOND OPPORTUNITY EXAMINATION QUESTION PAPER
EXAMINER(S) 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)
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Question 1
1.1 Define the Service Marketing Triangle and explain its three key components in the
context of Namibia's hospitality and tourism industry.
(10 Marks)
1.2 Analyse how the Service Marketing Triangle can help improve customer satisfaction
in Namibian airlines, such as Fly Namibia.
(10 Marks)
Question 2
Discuss in detail how a strong and well-defined tourism brand influences and shapes the
application of the extended marketing mix (the 7Ps) within the hospitality and tourism
industry.
(20 Marks)
Question 3
A newly launched eco-lodge in Namibia aims to attract eco-conscious travellers by
offering sustainable tourism experiences. However, the brand struggles with limited
awareness, seasonal demand fluctuations, and competition from well-established
lodges.
Conduct a SWOT analysis for the eco-lodge,
weaknesses, opportunities, and threats.
identifying
at least two strengths,
(20 Marks)
Question 4
A luxury safari lodge in Namibia has been struggling to attract younger travellers.
Management decides to implement innovative marketing strategies, including social
media campaigns, augmented reality tours, and eco-tourism partnerships, to rebrand
and expand its market reach.
4.1 Evaluate the effectiveness of using digital and social media marketing to attract
millennial and Gen Z travellers to Namibia.
(10 Marks)
4.2 What innovative marketing strategies should the safari lodge implement to create a
competitive advantage in the tourism industry?
(10 Marks)
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Question 5
Namibia's tourism and hospitality industry relies on delivering high-quality service
experiences to domestic and international visitors. However, due to the unique
characteristics of services, businesses face challenges in maintaining service consistency,
managing peak demand periods, and ensuring customer satisfaction.
Analyse how the four key service characteristics impact the marketing strategies of a
Namibian safari lodge or resort. Provide practical examples.
(20 Marks)
TOTAL MARKS: 100
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