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UNIVERSITY OF CAPE TOWN
SCHOOL OF MANAGEMENT STUDIES
2nd SEMESTER 2007
BUS2010S - MARKETING I
COURSE CO-ORDINATOR: Nicole Frey
Room 4.26
Leslie Commerce Building
LECTURER: Professor J. Simpson
Room 5.41
Leslie Commerce Building
HEAD TUTOR: Kathryn Gibbs
Room 2.02
Leslie Commerce Building
Please e-mail all course enquiries to
gbbkat001@uct.ac.za
COURSE SECRETARY: Nashly Langenhoven
Professional Communication Unit
3rd Floor, Leslie Commerce Building
LECTURE VENUE: Humanities Lecture Theatre 1
LECTURE TIMES: Mondays, Wednesdays & Fridays
(3rd Period)
TUTORIALS: ATTENDANCE IS A D.P. REQUIREMENT
BUS2010S - Marketing I - Course Outline – 2007 1
MARKETING I
COURSE OBJECTIVE
To present an overview of the marketing process in an international and local context
as well as to provide a base for further specialised study of marketing. Fundamental
elements of the marketing concept, strategic marketing and the marketing mix will be
covered with a view to develop an appropriate marketing strategy. This strategy
helps ensure achievement of organisation objectives. The course will integrate
current special applications of marketing such as E-Commerce.
ELEMENTS OF THE COURSE
Lecturer - To present marketing concepts and principles.
Tutorials - To discuss course content and debate viewpoints to clarify issues
where there may be misunderstandings. Applications, case studies
and a group project will encourage application of the theory.
Readings - The textbook and additional readings are core elements of the
course. They should be used as backup to the lectures and tutorials
as well as provide a source of current thinking in marketing.
TEXT BOOK
Kotler, P. and Keller, K. 2006. Marketing Management, 12th Edition, Prentice-Hall,
New Jersey.
CASES
Simpson, J. & Dore, B., Marketing in South Africa: Cases and Concepts, 2nd edition,
2004, Van Schaik.
Please note that this book of cases and concepts is available in virtual book format
on the Commerce Intranet (found in the upstairs ComLabs, on the computer
desktops). Use of this book by students is paid by UCT licence which is covered by
student fees.
COMMUNICATION FORUMS
It is essential that you check the notice board, Vula and your student e-mail account
regularly. Important course information will be relayed to you through these forums
and in lectures.
BUS2010S - Marketing I - Course Outline – 2007 2
MARK ALLOCATION
November Examination – One 2 hour paper 60%
Mid Term Test (second week of second term) 12%
Assignment 1 2%
Case Studies 1 & 2 (6% each) 12%
Group Project - Report and Presentation 14%
100%
D.P. REQUIREMENTS
COMPLETION IN WRITING AND ELECTRONIC SUBMISSION (THROUGH
VULA) OF ALL TUTORIAL ASSIGNMENTS.
A MINIMUM AVERAGE OF 40% FOR YOUR WEIGHTED SEMESTER MARK
ADEQUATE PARTICIPATION IN THE GROUP PROJECT AS REPORTED BY
OTHER MEMBERS OF THE GROUP
ATTENDANCE AT 100% OF TUTORIALS (UNLESS YOU HAVE BEEN
OFFICIALLY EXCUSED FROM MISSED TUTORIALS).
LATE SUBMISSIONS
Any assignments handed in late will be penalised at 10% per day unless an official
letter of explanation is accepted by the course co-ordinator. This will be strictly
enforced and this privilege is almost exclusively granted to students with medical
certificates and documented proof of other serious circumstances.
LEAVE OF ABSENCE REQUESTS
The university, at its discretion, grants leave of absence to students who are either
sufficiently ill and unable to attend lectures/tutorials/tests/etc. or alternatively, those
who have a valid reason (e.g. competing in an international sports competition) for
being away from campus for a period of time. If you wish to apply, please download
the form from the Marketing I web site.
MARKETING JOURNALS - RECOMMENDED READING
Choose one of two of these journals to read regularly and use as references:
- Advertising Age U.S.A.
- European Journal of Marketing, U.K
- Harvard Business Review, U.S.A.
- International Journal of Retail and Distribution, U.K.
- Journal of Advertising Research, U.S.A.
- Journal of Marketing, U.S.A.
- Journal of Marketing Research, U.S.A
- Journal of Retailing, U.S.A.
- Marketing, U.K.
- Marketing Mix, S.A.
- Marketing News, U.S.A.
- Retail Review, U.K.
- Sales and Marketing Management, U.S.A.
BUS2010S - Marketing I - Course Outline – 2007 3
TUTORIALS
You are required to attend one (single period) tutorial a week as outlined in the tutorial
program. Tutorials will include discussions regarding the first assignment, both case
studies as well as the group project with guidance from the tutor. Tutors will also be able to
clarify issues where there may be a misunderstanding. Any issues you have regarding
your coursework should first be queried with your tutor, prior to being taken up at a higher
level.
You need to sign up for a tutorial in the first week of the semester. This needs to be done
electronically using the Vula website by Thursday, 3rd August, 2p.m. Log into the site
(https://vula.uct.ac.za) using your UCT username and password, go to BUS2010S and to
Section Info, there you will be able to sign up for tutorials. You can only sign up for one
tutorial, once the tutorial is full you will not be able to sign up and will have to choose
another slot. Please note that after the first week once registered for a tutorial, it is not
possible for you to reschedule it. Only under extreme circumstances, where proof has
been provided, will such an alteration be made. Thus the onus is on you to check you have
no timetable clashes before signing up for a Marketing 1 tutorial. Please note that no
changes to tutorials will be permitted beyond the first week of semester!
Attendance at tutorials is compulsory and will therefore be strictly enforced. Should you be
unable to attend your tutorial (due to a public holiday, illness, forgetfulness and so forth),
you will need to attend a make-up tutorial. As such, you will need to complete the form at
the back of your course outline and submit it to your tutor, once the make-up tutor has
signed it. Extra forms are available from the course website. Failure to do this may
compromise your DP status. Please note that excessive use and abuse of the make-up
tutorial system will not be tolerated.
TUTORIAL ACTIVITIES:
Tutorial 1: (week starting 6 August)
Introduction to Marketing I. Your tutor will introduce him/herself and you will meet the rest
of your tutorial class. The course requirements, administrative details and expectations will
be discussed in depth.
You are required to have read the article: Borden, N. 1984. The concept of the marketing
mix. Journal of Advertising Research. Vol. 2, 7-12 (on which your 1st assignment is based)
before this tutorial in order to be able to adequately discuss the salient points mentioned
by the author. Any questions you have regarding your assignment will be answered by
your tutor.
Tutorial 2: (week starting 13 August)
A structural outline of the BUS2010S course will be provided to you by your tutor, as well
as a brief overview of the main terms and concepts used in marketing.
Tutorial 3: (week starting 20 August)
Your first case study will be discussed thoroughly. It is imperative that you have read the
article comprehensively in order to be able to partake in the discussion and ask any
questions that may be bothering you. Be sure to take both the case study and the
assignment questions with you to your tutorial.
BUS2010S - Marketing I - Course Outline – 2007 4
Tutorial 4: (week starting 27 August)
Your group project will be introduced by your tutor – including the requirements and
assessment thereof. Some personal hints and tips on how to produce a winning project will
be provided. Your tutorial class will be given the opportunity to divide into project groups
(4-6 people only) and begin brainstorming ideas.
Past project examples will be available in the hotseat (LC 2.02) during hotseat hours.
SEPTEMBER VACATION
Tutorial 5: (week starting 3 September)
Your second case study will be discussed thoroughly. It is imperative that you have read
the article comprehensively in order to be able to partake in the discussion and ask any
questions that may be bothering you. Be sure to take both the case study and the
assignment questions with you to your tutorial.
Tutorial 6: (week starting 17 September)
The upcoming test (scheduled for Wednesday, 26th September) will be discussed in depth,
including times and allocated venues. In order to benefit most from this tutorial, ensure that
you have completed sufficient study preparation prior to this class. Any theory questions
you may be battling with should be brought up during this period.
If there is time available, your tutor will go through selected case study, essay or MCQ
questions from previous papers.
Tutorial 7: (week starting 24 September)
Part of your tutorial time will be allocated to project work in your groups (due on Monday,
8th October). Any final queries, discrepancies or issues you may be struggling with should
be dealt with now.
Tutorial 8: (week starting 1 October)
Requirements for the group project presentations (15-20 min each) will be discussed,
including the allocated time slots. Advice on how to do create and execute captivating and
exciting presentations will also be provided. Attendance is compulsory at all presentations.
Tutorial 9: (week starting 8 October)
Group project presentations begin. It is your own responsibility to get hold of all equipment
that you require. Moderators will be allocated to assess your presentations. Attendance is
compulsory at all presentations.
Tutorial 10: (week starting 15 October)
The final group project presentations are to be presented. If there is time available, your
tutor will begin exam revision.
Tutorial 11: (week starting 22 October)
The upcoming exam will be discussed in depth, including times and allocated venues. In
order to benefit most from this tutorial, ensure that you have completed sufficient study
preparation prior to this class. This tutorial is your last opportunity to bring up any theory
questions you may be battling with or marketing related queries.
BUS2010S - Marketing I - Course Outline – 2007 5
ASSIGNMENTS
Assignments need to be submitted on the dates listed below. These will be graded during
the following two weeks, and selected assignments will be moderated during the week
thereafter. Subsequent to this, the marked assignments returned to students. The fourth
week after submission comprises the period under which students may appeal their marks
and apply for a remark. However, please note that remarked assignments may result in
either an increase or decrease in the marks. After the fourth week, the assignment results
become finalised and no remark requests will be entertained.
Requests for extensions and appeals against marks deducted will only be considered if
there are serious circumstances surrounding the request/appeal. Requests must be put
in writing and either submitted in the head tutor’s pigeonhole or emailed to
gbbkat001@uct.ac.za. Tutors do not have permission to grant extensions or waive
mark reductions.
All hand-ins are to be submitted in your Marketing 1 tutors pigeonhole near
Management Studies reception, 4th floor, Leslie Commerce Building. Additionally, a
duplicate copy (in electronic format) must be submitted, before the deadline, via the hand-
in facility on Vula. Please note that a cover sheet (including a signed plagiarism
declaration) must accompany all assignments/case studies submitted. This must be
downloaded from the Marketing 1 website. We accept no responsibility for ‘lost’
assignments – if you fail to electronically submit your assignment you run the risk of
receiving zero for that assignment/case study if a mark is not captured.
IMPORTANT SUBMISSION / TEST DATES
Please note that these dates may be subject to change.
Monday, 13 August, 10 a.m.
Assignment 1: Borden, N. 1984. The concept of the marketing mix. Journal of Advertising
Research. Vol. 2, 7-12.
Monday, 27 August, 10 a.m.
Case Study: Page’s
Tuesday, 18 September, 10 a.m.
Case Study: Jordan
Wednesday, 26 September, 5pm
Mid-semester test
Monday, 8 October, 10 a.m.
Group Project – written component
(Presentations, to be delivered in the tutorials, starting this week)
All hand-ins are to be submitted in the Marketing 1 tutors’ pigeonholes near Management
Studies reception, 4th floor, Leslie Commerce Building. Additionally, a duplicate copy (in
electronic format) must be submitted, before the deadline, via the hand-in facility on the
Comlab network
We accept no responsibility for ‘lost’ assignments – if you fail to electronically submit your
assignment you run the risk of receiving zero for that assignment/case study if a mark is
not captured.
BUS2010S - Marketing I - Course Outline – 2007 6
Please note that a cover sheet (including a signed plagiarism declaration) must
accompany all assignments/case studies submitted. This must be downloaded from the
Marketing 1 website
(http://www.commerce.uct.ac.za/managementstudies/Courses/bus2010s/).
GUIDELINES FOR CASE STUDY ANALYSIS
You will first need to read the case thoroughly – twice is best to ensure you have fully
understood it and grasped the facts. Your analysis should then include the following
sections:
1. The introduction
This should briefly introduce the case – describing the product, explaining why it
was launched/modified/etc., who the target market is, etc. The introduction should
also include a brief microenvironment analysis, macroenvironment analysis and a
SWOT (Strengths, Weaknesses, Opportunities & Threats) analysis. Each analysis
should be separately discussed and have its own paragraph. The introduction
should ideally be about a page and a half in length
2. Answer the set questions
Each question should be dedicated between half and three quarters of a page in
writing. Some questions may need more writing, others may require less. The
emphasis lies on the completeness and quality of your answer and not its length.
3. The conclusion
The conclusion should wrap up the case study and your main arguments. At this
point you should also put forward your own recommendations based on your
previous analysis. Add any other relevant thoughts, ideas, etc. which you have not
managed to address elsewhere. The conclusion should be about a page in length.
4. Bibliography (see helpful hints below)
Please make use of the Harvard referencing system when completing your
assignment, case studies, and the group project. Examples of this referencing system
can be seen in the appendices to this course outline. If you do not make use of the
Harvard referencing system you will be penalized and marks will be deducted. Do NOT
use footnotes!
It is for your own benefit to include all four sections in your hand-in, as there are
marks allocated to each. In addition, the page limit is 10 pages (excluding your
bibliography). Please do not exceed this limit as the tutors are under considerable
pressure to grade numerous assignments in a short space of time and are under no
obligation to mark any work beyond the tenth page.
Some helpful hints
Feel free to disagree with the viewpoints held by the case study authors. Some
of the best case study analyses criticise what the rest of the class has taken as
BUS2010S - Marketing I - Course Outline – 2007 7
fact. Some debate, in this respect, is desirable and shows that you are able to
apply the theory and think independently.
Integrate information from external sources into your answers to show you have
done further reading and research. This may support what you have read in the
case – alternatively, it may also be a conflicting viewpoint. Remember to
reference properly using the Harvard technique.
Remember to keep your language formal and professional at all times. Try to
avoid colloquialism and slang, and integrate marketing terminology where
possible.
Include a bibliography. An extensive list of sources shows that you have tried to
analyze the case in depth and are able to conduct supplementary research.
GUIDELINES FOR GROUP PROJECT
The group project presents an ideal opportunity for you to work with your classmates, in a
small team (4-6 people), to produce a unique piece of work. This is the best opportunity in
Marketing I for you to express yourself, and to impress us with some creative, innovative
and analytical thinking. Originality is encouraged, but you need to be realistic in terms of
the product and your marketing strategy.
What is it about?
You need to launch a ‘new product’ (preferably a fresh idea) onto the market, or you can
relaunch an existing product that you feel has been marketed somewhat badly. For
example, you may wish to relaunch Pepsi in South Africa, only with a new twist.
Your product could in fact be either a good or a service. It is simpler to focus your project
on a physical product using the standard marketing mix (Product, Price, Promotion &
Place). However, certain groups have done especially well in the past by tackling the more
difficult challenge of services marketing. If you wish to focus on a service, you need to look
at the extended marketing mix (which includes People, Processes and Physical evidence).
Assumptions must be made where necessary, for example, what resources are available.
All objectives and recommendations must be in line with these assumptions.
You will need to conduct research to ascertain if your idea is feasible or not. You need to
generate primary data (conducting your own research) and you also need to consult
secondary data (learning from the research of others). Your most useful asset will be a
questionnaire, which you will need to design and then administer to a sample
(approximately 20 people) of your target market. A copy of this questionnaire needs to be
attached to the final hand-in.
What ground do I need to cover?
Please consult the project evaluation sheet (attached at the back of the course outline) to
learn what information needs to be included and how each section is weighted. You are
not required to include financial reports or anything of that nature in the project.
BUS2010S - Marketing I - Course Outline – 2007 8
What are the deliverables?
You need to submit the project (in written form) on the date stipulated above. The
project should be between 40 and 50 pages in length.
You also need to present your ideas and findings to your tutorial group. This will require
you to deliver a formal presentation to the ‘Board of Directors’ (your tutorial group),
who are in a position to finance the implementation of your project or not. You therefore
need to present the facts professionally, yet favourably. As this is a real life scenario,
you need to dress formally and be convinced about your marketing strategy. You
should integrate all the important sections from your written document into the
presentation. Very importantly - your presentation should be no longer than 20
minutes, as we need to fit two presentations into each tutorial session. You are
strongly encouraged to rehearse your presentation thoroughly before delivering it in the
tutorial. Groups will be penalised for going heavily overtime and may be asked to
discontinue their presentation due to time restrictions.
Your tutor will schedule your presentation during the last three to four weeks of the
semester, depending on the schedules of all concerned. If you fail to present when
scheduled, through no fault of your tutor or any Marketing I representative, 20% will be
deducted from the mark of your rescheduled presentation.
Not every member of your group needs to co-present, you may choose the best three
or four presenters. However, we strongly discourage only one or two members of your
group conducting the presentation.
How much does it count?
The written report will be marked out of 100, and the presentation will be marked out of 30.
The project will therefore count out of a total of 130.
It should be stressed that there are no marks awarded to individuals – all members of the
group receive the identical mark for the written report and presentation. No exceptions will
be made.
The project constitutes 15% towards your final Marketing I mark.
What if a particularly member of our group fails to co-operate?
If this happens, speak to your tutor as soon as possible. They will organize a meeting
where the issue can be discussed and hopefully resolved. Alternatively, if you cannot get
in contact with your tutor or feel that you would like to resolve this at a higher level, please
feel free to e-mail mk1tutor@commerce.uct.ac.za or attend the hotseat in LC 2.02.
It has happened on many occasions in the past that students have shirked responsibilities
and have expected the rest of the group to carry them. This will not be tolerated! If you feel
that despite your best efforts, another member of the group has not contributed, please
leave that student’s name off the front cover of the project. (S)he will tentatively be given
zero percent for the project, but may appeal this decision. The student will then need to
provide strong motivation as to why (s)he has been ‘disowned’ by his/her group.
BUS2010S - Marketing I - Course Outline – 2007 9
HOTSEAT
There is a hotseat available should you have any queries concerning the course,
coursework, assignments, case studies and so forth. The hotseat is open during lunchtime
(13:00 to 14:00) on a Monday, Wednesday and Friday in room 2.02 (opposite the
Commerce Faculty Office), Leslie Commerce Building.
ACCESSING THE VIRTUAL BOOK
The Virtual Book will be used to obtain access to the case studies for your assignments.
You will need to ensure that you are registered for Marketing I in order to access the
Virtual Book.
The Virtual Book is only accessible from the computer labs on the 3 rd floor of the
Commerce building. Please note that the Virtual Book is therefore not available from the
Commerce Alumni labs, nor the Knowledge Commons. We regret that it is not possible to
provide access from any additional labs, as there are extra licensing costs involved and we
do not have ownership of certain servers (e.g. the Knowledge Commons server).
At the beginning of the semester, accounts to log in to the Virtual Book were created for all
students registered for Marketing I. Your username is your student number in lower case
(e.g. smtama001) and your password is initially blank i.e. enter no password. You will be
prompted to set a password when you log in for the first time. We highly recommend that
the password you choose be typed in lowercase as well.
If you registered late for the course, your Virtual Book account will need to be created
manually. This will be done at periodic intervals so you may need to wait a few days after
you register for Marketing I in order to obtain access to the Virtual Book. You need not
take any action yourself – this will be done automatically. If your account is created
manually, your password will be your surname in lowercase. If unsure, please e-mail
mk1tutor@commerce.uct.ac.za for assistance.
If you experience problems, please speak to the helpdesk tutors in the Comlabs – they
have been informed about the Virtual Book. If they are unable to assist, please request
that they summon Riethwaan Salie in Commerce IT. He is also contactable on (021) 650
4408 or rsalie@commerce.uct.ac.za.
How to access the Virtual Book from the network…
This procedure differs slightly from lab to lab within the Comlabs (3rd floor Commerce
building), but should be similar to that given below.
Click on Start Virtual Book Publications Marketing in SA
A log in screen will appear. Enter your student number (lowercase) in the username field
and leave your password blank initially (thereafter, enter your own password).
Please note that the system may be slow at times due to a large number of simultaneously
users. This is quite normal – please be patient!
BUS2010S - Marketing I - Course Outline – 2007 10
COURSE CONTENT KOTLER ADDITIONAL READINGS
TH
12 ED
INTRODUCTION AND STRATEGIC MARKETING
Classical Texts Contemporary Texts
Marketing Definition 1 Levitt, T. 1960. Marketing Kotler, P. & Levy, S. 1969.
Myopia. Harvard Business A new form of marketing myopia. Journal of
Review. Marketing. 55-57.
What can be marketed? 1 Kotler, P. & Levy, S. 1969.
Broadening the Concept of
Marketing. Journal of Marketing,
10–15.
Luck, D. 1969. Broadening the
concept of marketing too far.
Journal of Marketing, Vol. 33,
10-15.
The Marketing concept 1 Keith, R. 1960. The marketing
revolution. Journal of Marketing,
35–38.
Marketing’s role in society 1, 2
Strategic Planning 2 Abell, D. 1978. Strategic
Windows. Journal of Marketing,
Vol. 42.
Marketing Environment - Macro 3, 4 Lovaas, J. 2007. Improving Client Retention
- Micro In a Highly Competitive Environment.
Secured Lender, Vol. 63(1), 54-56.
Marketing Characteristics 6 A Theory of Buyer Behaviour, J.
- Consumer Behaviour Howard & J. Sheth
- Emerging markets in Southern Africa
Market Selection Haley, R. 1986. Benefit Steenkamp, J. & Hofstede, F. 2002.
segmentation: A decision- International market segmentation: issues
- Market Segmentation 8 orientated research tool. and perspectives. International Journal of
- Differentiation Journal of Marketing, Vol. 32, Research in Marketing, Vol. 19(3), 185-213
- Positioning 10 30-35.
Trout, J. & Ries, J. 1972.
Positioning cuts trough the
market place. Advertising Age.
BUS2010S - Marketing I - Course Outline – 2007 11
Branding 9, 10, 11 Holt, D., Quelch, J. & Taylor, E. 2004. How
Global Brands Compete. Harvard Business
Review, Vol. 82(9), 68-75.
MARKETING MIX Borden, N. 164. The concept of
the Marketing Mix. Journal of
Advertising Research, 2-7.
Product Planning Levitt, T. 1965. Exploit the Moreau, P., Lehmann, D. & Markman, A.,
- Product concept 12 product life cycle. Harvard Entrenched Knowledge Structures and
- Packaging 12 Business Review. Consumer Response to New Products.
- New products 11, 12, 20 Journal of Marketing Research, Vol. 38(1),
- Product life cycle 10 Rogers, E. 1976. New Product 14-29.
11, 12, 14 Adoption and Diffusion. Journal
- Product mix 12 for Consumer Research, Vol. 2.
Wood, L. 1990. The end of the product life
Day, G. 1975. A strategic cycle. Journal of Marketing Management,
perspective on product Vol. 6(2), 145-155.
planning. Journal of
Contemporary Business, 1-34.
Pricing Oxenfeldt, A. 1973. A decision- Dolan, R. 1995. How Do You Know When
- Pricing considerations 14 making structure for price the Price is Right? Harvard Business
- Pricing approaches 14 decisions. Journal of Marketing. Review, Vol. 73(5), 174-183.
- New product pricing 14 Vol. 37.
- Product mix pricing 14
- Price adjustment 14
- Price changes 14
Place (distribution) Bucklin, L. 1963. Retail strategy
- Channels 15 and the classification of
- Retailing 16 consumer goods. Journal of
Marketing, 51-56.
- Wholesaling 16
- Informal sector 16
- Physical distribution 16
Promotion Zoltners, A., Sinha, P. & Lorimer, S. 2006.
- Communication 17, 18 Match Your Sales Force Structure to Your
- Promotions mix 17, 18 Business Life Cycle. Harvard Business
- Promotion budgets 17, 18 Review, Vol. 84(7/8), 81-89.
- Advertising and media 18
- Sales promotion 19
- Personal selling 19
Relationship Marketing 19
BUS2010S - Marketing I - Course Outline – 2007 12
Planning and Implementation 22
Evaluation and Control 22 Porter, M. 1979. How
competitive forces shape
strategy. Harvard Business
Review.
SPECIAL APPLICATIONS OF MARKETING
Research and Information 4 Montgomery, G. & Weinberg, C.
1979. Towards strategic
intelligence system. Journal of
Marketing, Vol. 43.
Business-to-Business / Industrial Marketing 7
International Marketing 21
Service Marketing 13 A conceptual Model of Service
Quality and Its Implications for
Future Research, A.
Parasuraman, Valarie, A.
Zeithmani, & Leonard L. Berry
Levitt, T. 1965. Production-line
approach to service. Harvard
Business Review.
Social Marketing 22 Porter, M. & Kramer, M. 2006. Strategy &
Society: The Link Between Competitive
Advantage and Corporate Social
Responsibility. Harvard Business Review,
Vol. 84(12), 78-92.
Data-base Marketing / Digital Marketing 5
Tourism & Leisure Echtner, C. & Prasad, P. 2003. The context
of third world tourism marketing. Annals of
Tourism Research, Vol. 30(3), 6060-682.
Strange, C. & Kempa, M. 2003. Shades of
dark tourism: Alcatraz and Robben Island.
Annals of Tourism Research, Vol. 30(2),
386-405.
BUS2010S - Marketing I - Course Outline – 2007 13
