On September 30, October 7, November 11 and November 25 2024, the Ancol and Serpong Campus Hospitality and Tourism Study Program held an Adjunct Professor class for the Tourism Marketing course by presenting Prof. Noel Scott from the University of the Sunshine Coast, Australia. This activity was carried out in a hybrid manner, taking place in the Premier Room and TUMK, Ancol Campus and Lecturer Hall, 5th Floor, Serpong Campus, attended by 148 third semester students. The first session on 30 September 2024 discussed Customer-Driven Marketing Strategy, which highlighted the importance of market segmentation, targeting , positioning, and differentiation to create customer loyalty and competitive advantage. The second session on October 7 2024 discussed Design and Managing Product and Pricing, including product design and pricing strategies to create optimal value according to customer needs.
The third session on November 11 2024 discusses Direct, Online, Social Media, and Mobile Marketing, which utilizes digital and interactive channels such as social media, online marketing, and mobile devices to reach customers personally and effectively. The final session on November 25 2024 discussed Destination Marketing, namely promotional strategies designed to increase the attractiveness of a tourist destination, extend the stay of tourists, and provide a positive economic impact for local communities. Through this activity, students gain direct insight from global experts, enriching their understanding of marketing in the tourism industry.
