COURSE OBJECTIVES

The low level of competitiveness can be partly attributed to poor and low marketing strategies that can be traced to either lack or inappropriate use of marketing research. Marketing research is an important component of marketing as it serves in informing marketing decisions. This module serves in empowering tourism professionals from private, public, and non-profit organizations with the skills to undertake basic marketing research.

KEY TOPICS

• • Pre-Assessment: • A pre-assessment activity to gauge participants' existing Excel knowledge and skill level. • Introducing key concepts from basic Excel training, such as formulas, functions, cell references, data types, and basic calculations and formatting. • Hands-on activities to ensure participants knowledge of a solid foundation.
• • Data Analysis and Manipulation as per tourism competitive statistics: • Exploring advanced data analysis techniques such as sorting, filtering, data validation, conditional formatting, and pivot tables to deduce competitiveness problems and challenges using local and international statistics. • Hands-on exercises that involve real-world data scenarios.
• • Advanced Formulas and Functions in solving most of tourism problems/challenges: • Exploring the use of nested functions, logical functions (IF, AND, OR), lookup functions (VLOOKUP, HLOOKUP, INDEX, MATCH), and text functions. • Explore data consolidation techniques using functions like SUMIFS, COUNTIFS, and AVERAGEIFS. • Hands-on activities to demonstrate the practical application of these functions in tourism marketing research.
• • Data Visualization and Charting tourism marketing strategies: • Creation of visually appealing charts and graphs. • Charting techniques including combination charts, sparklines, and trendlines. • Chart customization options, such as axis formatting, data labels, and chart templates. • Hands-on activities where participants can create their own charts.
• • Advanced Data Analysis Tools for quantitative tourism research: • Introducing Excel' s built-in data analysis tools, such as Solver, Scenario Manager, and Goal Seek. • Exploring data analysis tools like What-If analysis, sensitivity analysis. • Exploring advanced statistical functions, including AVERAGEIF, STDEV, and regression analysis. • Activity: step-by-step examples and exercises to demonstrate their usage in tourism marketing research.
• • Data Management and Collaboration: • Data importing and exporting, data connections, data consolidation, and collaboration features. • Activity: working with external data sources and sharing workbooks.

LEARNING OUTCOMES

By the end of the course participants will be able to:

• Be able to identify marketing decision problem in Tanzanian tourism.
• Be able to plan and undertake basic tourism marketing research.
• Professionally performing descriptive and basic inferential analyses using Excel, and
• Be able to use marketing research findings to suggest best alternative tourism decisions to enhance tourism operations and competitiveness.

TARGET PARTICIPANTS

Tourism professionals from private (tour operator, travel agency, public organizations (TTB, TANAPA, MNRT), Non-Governmental Organizations.

Offered By : MARKETING - University of Dar es salaam Business School

OTHER DETAILS

Cost: 500,000
Teacher: Dev Jabi

Currently Not Accepting Applications
Cancel