Module Information

Module Identifier
Module Title
Academic Year
Semester 2
Other Staff

Course Delivery

Delivery Type Delivery length / details
Lecture 10 x 2 hours
Seminars / Tutorials 20 x 1 hours
Practical 1 x 4 hour and 1 x 6 hour practicals


Assessment Type Assessment length / details Proportion
Semester Assessment 3,000 Word Written Assignment  50%
Semester Exam 2 Hours   Examination  50%
Supplementary Assessment 3,000 Word Assignment; Repeat failed elements  50%
Supplementary Exam 2 Hours   Examination; Repeat failed elements  50%

Learning Outcomes

On successful completion of this module students should be able to:

Explain the basis for and peculiarities of the tourism product from a marketing perspective

Identify and show a critical appreciation of the challenges involved in marketing tourism products

Compare, contrast and synthesise marketing theories and concepts as they apply in the tourism context

Critically evaluate marketing approaches as they are applied in the practical context of tourism

Show a critical understanding of marketing issues at the level of the tourism destination

Apply marketing concepts and practices to the delivery of tourism products in sectors such as accommodation, transport, visitor attractions, events


Theme 1: Introductory (2--3 weeks)
A brief history of the tourism product
Marketing the contemporary tourism product
Services marketing, relationship marketing, experiential marketing
Theme 2: Tourism marketing practice (3-4 weeks)
Tourist motivations and buyer behaviour
Marketing research in tourism
Market segmentation in tourism
Marketing communications in tourism
Theme 3: Cases (3-4 weeks)
Topics in tourism-sector marketing, e.g. airlines, hospitality, visitor attractions

Brief description

The purpose of this module is to provide students already familiar with the concepts, theories and practices of marketing with the knowledge and skills required to apply them in the context of tourism, including the constituent sectors. In so doing, the module will examine both the benefits and the challenges of applying marketing approaches and tools to delivering the contemporary tourism product. These challenges include wide-ranging factors such as the increasing use of information technology ans social media, service quality expectations, globalisation and collaboration, environmental factors, crises and natural disasters, economic change and ethical issues. The module is aimed especially at those working in the tourism industry, or aspiring to do so, in roles that have some responsibility for marketing.

Module Skills

Skills Type Skills details
Application of Number Written assignment will require students to acquire, analyse and present market data
Communication Written communication in assignment and examination
Improving own Learning and Performance Both parts of the assessment will encourage students to be independent and critical thinkers
Information Technology These skills will be required of students in the written assignment. They may also be the focus of the written assignment (e.g. e-tourism)
Personal Development and Career planning
Problem solving The assignment will be based around a real tourism problem, for example the recovery of a destination’s image following a crisis
Research skills Students will be required to research information for their written assignment
Subject Specific Skills The written assignment will be based on a real-world problem and involve the application of marketing skills to solve it
Team work


This module is at CQFW Level 7