Tourism Marketing Certificate

Catalog Description

This certificate will prepare and empower students for a variety of positions in the tourism marketing industry. The program will ultimately provide a pathway to marketing-based careers both digitally and physically in providing value to customers within this commercial sector. The skills required for career entry and advancement within the global tourism marketplace will be covered throughout core and elective curriculum. 

Enrollment Limitation: 35 

Lecture/Discussion/Group

While the instructor does lecture, much of the class time focuses on discussion, guided group learning, and/or formal/informal student presentations. Multiple assignment types may be incorporated. Evaluation through multiple formats, which may include objective exams, skills demonstrations, and portfolio. Writing assignments are assessed mostly for critical thinking, concepts, and structure.

Program Goals and Objectives

The goals of the program are designed to provide students with an understanding of the field of tourism marketing in the new digital age. The mission of the Tourism Certificate Program will be to enable students to understand and implement both conceptual and practical business concepts and skills of planning, analyzing, and decision-making in tourism marketing. This program provides in-depth information on how to access research and how to apply critical and creative thinking in decision-making.  Students learn to integrate different techniques that are relevant in both online and physical customer business transactions. 

This proposal focuses on tourism and marketing industries, which are priority sectors within the Central Coast region. Furthermore, this proposal targets trending jobs that have been identified by our LMI report. This certificate responds to the needs of students seeking an entry level job or career advancement within their current career path in local tourism industries.

The specialization responds directly to the needs of the tourism and marketing industries. The certificate is appropriate for career fields in a number of areas, including a range of digital marketing and service-oriented jobs for organizations (airlines, booking websites, tours, restaurants, hotels, wine tasting, government or private industry destinations, and entrepreneurial stand-alone sights.

SLOs

1. Analyze and evaluate core concepts in the areas of tourism marketing management along with current and emerging technologies and applications for the tourism industry.
   
   Assessment: Assessment: Quizzes and Exams
   
   
2. Demonstrate mastery of the overall field of marketing as it relates to skills and concepts within the area of global tourism.
   
   Assessment: Assessment: Assignments, Discussions/Discussion forums, Projects, Quizzes, and Exams
   
   
3. Explain the basic principles of critical thinking and problem solving when examining global tourism trends and issues in the digital and physical marketplace.
   
   Assessment: Assignments, Discussions/Discussion Forums, Quizzes, and Exams
   

Program Requirements and Sequencing

Complete the following 18 semester units with a “C” or better in each course.  

There is no required sequence within which  courses must be completed.

Other Graduation Requirements:

• Maintain a cumulative GPA of 2.0 or better in all units attempted at SBCC.

• Residency Requirements: Candidates for a Certificate of Achievement are also expected to complete at least 20% of the department (major) requirements in residence at SBCC.

• Pass/no pass grading is permitted.

Enrollment and Completer Projections

Enrollment and completer projections for this program are based on historic enrollment data for current Skills Competency Awards.

Year One:

• In year one, the department anticipates to offer one section per class

• 25 students per class

• Completer projections: Out of the initial cohort of 25 students, completer projections for year one are estimated to be 10-15 students

Year Two:

• In year two, the department anticipates to offer one section per class

• 25 students per class

• Completer projections: It is estimated that in  year two 15-20 students will complete the program.

Year Three:

• In year three, the department anticipates to offer one section per class

• 25 students per class

• Completer projections: It is estimated that in year three approximately 25 students will complete the program.

The goals of the program are designed to provide students with an understanding of the field of tourism marketing in the new digital age. The mission of the Tourism Certificate Program will be to enable students to understand and implement both conceptual and practical business concepts and skills of planning, analyzing, and decision-making in tourism marketing. This program provides in-depth information on how to access research and how to apply critical and creative thinking in decision-making.  Students learn to integrate different techniques that are relevant in both online and physical customer business transactions. 

This proposal focuses on tourism and marketing industries, which are priority sectors within the Central Coast region. Furthermore, this proposal targets trending jobs that have been identified by our LMI report. This certificate responds to the needs of students seeking an entry level job or career advancement within their current career path in local tourism industries.

The specialization responds directly to the needs of the tourism and marketing industries. The certificate is appropriate for career fields in a number of areas, including a range of digital marketing and service-oriented jobs for organizations (airlines, booking websites, tours, restaurants, hotels, wine tasting, government or private industry destinations, and entrepreneurial stand-alone sights.

The proposed program is a terminal certificate.

Complete 18 semester units with a “C” or better in each course.  

There is no required sequence within which  courses must be completed.

Other Graduation Requirements:

• Maintain a cumulative GPA of 2.0 or better in all units attempted at SBCC.

• Residency Requirements: Candidates for a Certificate of Achievement are also expected to complete at least 20% of the department (major) requirements in residence at SBCC.

• Pass/no pass grading is permitted.