The College of Tourism and Hospitality Management, through its Destination Management and Marketing course for Tourism Management students, is pioneering a partnership with Colegio de San Juan de Letran – Bataan and the Provincial Government of Bataan. The partnership aims to craft an Integrated Marketing Communication (IMC) Campaign for the Province of Bataan, a first of its kind.
From October 22 to 25, 2024, 94 fourth-year tourism students from classes 4TOM4 and 4TOM5 conducted a site visit and a Usage, Attitude, and Image (UAI) survey in Bataan as part of their course requirements.
On December 10, 2024, the results of this IMC Campaign will be presented under the theme “Cutting Edge Campaigns: A Look Into The New Destination Marketing Strategies.” This presentation will mark the culmination of our student’s hard work and the beginning of a strengthened partnership with the signing of the Memorandum of Agreement between the University of Santo Tomas College of Tourism and Hospitality Management and Colegio de San Juan de Letran – Bataan. This initiative is one of the projects of the UST Sentro Turismo. Additionally, a group of students from class 3TOM2 taking the Travel Agency Management and Operations course facilitated the fieldwork and data-gathering travel arrangements.
This activity aims to continuously improve teaching ways to equip the students in tourism marketing and gain practical skills in destination research and analysis, planning and strategy development, exposure to current trends, and a deeper understanding of tourism marketing as a discipline and the needed expertise to make a career in the said field.
