Module Information

Module Identifier
Module Title
Tourism Marketing
Academic Year
Semester 2
Other Staff

Course Delivery



Due to Covid-19 students should refer to the module Blackboard pages for assessment details

Assessment Type Assessment length / details Proportion
Semester Exam 2 Hours   Unseen written examination  50%
Semester Assessment Coursework assignment  50%
Supplementary Exam 2 Hours   Unseen written examination  Repeat failed elements  50%
Supplementary Assessment Coursework assignment  Repeat failed elements  50%

Learning Outcomes

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

* Discuss how marketing is used within the tourism industry;

* Explain and evaluate the role of marketing research in tourism;

* Critically evaluate the role of segmentation in tourism;

* Critically analyse and apply the marketing mix to the tourism industry;

* Critically analyse and apply strategic marketing planning to tourism.


Students on tourism schemes will have studied a number of modules concerned with marketing in years 1 and 2. These are generic in nature providing a detailed background into marketing in general. This module will apply the marketing principles learned in these modules specifically to the tourism industry to make the linkage between tourism and marketing. This will be developed through a case study approach.

Brief description

This module details through a case study approach, how marketing principles are applied within the tourism industry. It considers different elements of marketing such as segmentation, marketing research, the marketing mix and electronic marketing and through a range of detailed case studies evaluates how they are applied in practice. Examples of success and failure illustrate the importance of understanding the market, customers and of developing the right products and services to meet customer needs. The module is delivered through interactive discursive lectures based around case study material. There are also two visits to tourism destinations or attractions to illustrate practice in the field and to provide students with the opportunity to talk to professionals involved in tourism marketing. The assignment will evaluate the marketing of a tourism destination or business and plan how it can be improved.


The module is delivered through discursive lectures, in depth case studies and visits. The subject matter covered includes:

  • Tourism marketing and the marketing of tourism;
  • Marketing planning for tourism;
  • Segmentation in tourism marketing;
  • The role of market and marketing research;
  • The operation of the marketing mix in practice;
  • The role of electronic marketing in tourism marketing.
Case Studies:

  • Destination marketing;
  • Heritage marketing;
  • Marketing in the airline industry;
  • Nation state tourism marketing;
  • Hospitality marketing.

Module Skills

Skills Type Skills details
Application of Number
Communication Students will write an assessed report as part of their assignment.
Improving own Learning and Performance
Information Technology Students will be required to carry out literature searches and to use work processing in the production of a report.
Personal Development and Career planning
Problem solving
Research skills Students will be required to carry out desk-top research into a tourism destination or business. This will form the basis of a report.
Subject Specific Skills Students will develop skills in tourism marketing.
Team work


This module is at CQFW Level 6