Strategic Marketing LO2: Marketing Plans and the 7Ps for Tourism and Hospitality | OTHM Level 6

This lesson covers Learning Outcome 2 of the Strategic Marketing unit (J/616/2676) in the OTHM Level 6 Diploma in Tourism and Hospitality Management. You will learn how to develop a strategic marketing plan for a tourism or hospitality organisation. We analyse the 7Ps service marketing mix from Booms and Bitner (1981): product levels, pricing strategies including penetration, skimming, value-based pricing, revenue management and dynamic pricing, and distribution through direct booking, online travel agents, global distribution systems and tour operators. A worked example shows how to calculate occupancy, ADR and RevPAR. We then cover promotion, people, physical evidence and the servicescape, and process. Next, you will compare McDonald's marketing planning process with Smith's SOSTAC model, set SMART objectives and build an implementation plan, using an illustrative glamping start-up. Finally, we justify the role of social media in tourism marketing plans with research evidence on user-generated content, electronic word of mouth and reviews, the Tripadvisor 2025 Transparency Report, and the UK rules on fake reviews under the Digital Markets, Competition and Consumers Act 2024 and influencer advertising. The lesson links directly to the marketing plan report in the OTHM assignment and suits adult learners and managers studying at honours degree level. Study the OTHM Level 6 Diploma in Tourism and Hospitality Management with UK Versity: https://www.ukversity.co.uk In this lesson Introduction The 7Ps service marketing mix Product and pricing strategies Distribution channels Promotion, people, physical evidence and process Planning models: McDonald and SOSTAC Social media, reviews and the law Summary and assignment link Watch the full playlist on the UK Versity channel:    / @ukversity   Course enquiries: admin@ukversity.co.uk #MarketingPlan #TourismMarketing #HospitalityMarketing #7Ps #SocialMediaMarketing #OTHM #UKVersity #Level6Diploma UK Versity disclaimer: This video is UK Versity teaching material for learners on the OTHM Level 6 Diploma in Tourism and Hospitality Management (603/2315/2). UK Versity is an OTHM approved centre; the video is produced by UK Versity and is not issued or endorsed by OTHM Qualifications. It is for study only and is not legal, financial or professional advice. Organisation names are used for educational comment only. Information is correct at the time of recording; always check current guidance and your assignment brief. Photographs are public domain or openly licensed images via Openverse. © UK Versity Online Limited. All rights reserved. COPYRIGHT NOTICE: All content in this video is the exclusive intellectual property of UK Versity Online. This video, in whole or in part, may not be copied, reproduced, distributed, uploaded to any third-party platform, embedded, or integrated into any website, application, or learning management system without the prior written permission of UK Versity Online and the payment of applicable royalties. Unauthorised use, reproduction, or distribution of this content constitutes an infringement of UK Versity's intellectual property rights and will be subject to legal action under applicable UK and international copyright law. For licensing or permissions enquiries, contact: info@ukversity.co.uk