1. TOURISM MARKETING
• THE ROLE OF MARKETING AND ITS PURPOSE

2. EXTERNAL BUSINESS ANALYSIS
• INTRODUCTION
• ECONOMIC FACTORS
• SOCIO-CULTURAL FACTORS
• DEMOGRAPHIC FACTORS
• GEOGRAPHIC FACTORS
• TECHNOLOGICAL FACTORS
• GOVERNMENT/ REGULATORY FACTORS
• ECOLOGICAL FACTORS

3. COMPETITIVE ANALYSIS

4. INTERNAL BUSINESS ANALYSIS

5. MARKET POSITIONING ("SWOT ANALYSIS")
• INTRODUCTION
• STRENGTHS
• WEAKNESSES
• OPPORTUNITIES
• THREATS
• CONCLUSION                                                                

6. IDENTIFYING THE COMPANY´S GOALS

7. MARKETING BUDGET
• GENERAL
• IDENTIFY AVAILABLE AMOUNT FOR   MARKETING    
• ANNUAL REVENUE BUDGET
• ANNUAL COST BUDGET
• CASH FLOW

8. MARKETING MIX
• MARKET SEGMENTATION AND TARGETING
• IDENTIFY CURRENT MARKETS
• IDENTIFY TRENDS
• IDENTIFY FUTURE MARKETS
• PRODUCT POLICY/ PRODUCT FORMULATION
• PRICE POLICY
• COMMUNICATION POLICY/ PROMOTION
• REACHING THE MARKET
• ADVERTISING
• INFORMATION DISTRIBUTION
• DISTRIBUTION POLICY
• INTERNET DEVELOPMENT
• TRADE SHOWS
• TRAVEL SHOWS
• DIRECT MAIL
• SALES MISSIONS
• EDUCATIONAL TOURS
• TRAVEL AGENCIES

9. VALUABLE INFORMATION
• HOW TO STRETCH THE MARKETING DOLLAR
• COOPERATIVE MARKETING
• SPONSORS
• GOVERNMENT MATCHING FUNDS
• TRADING
• THINK ABOUT YOUR IMAGE
• WHO AM I AND HOW AM I PERCEIVED?
• HOW DO I WANT MYSELF AND MY BUSINESS TO BE   PERCEIVED?
• HOW TO ENHANCE MY IMAGE
• SURVEY OF PUBLIC PERCEPTION

10. CONCLUSION