Module Information
Course Delivery
Assessment
| Assessment Type | Assessment length / details | Proportion |
|---|---|---|
| Semester Assessment | Written report (2,500 words) | 40% |
| Semester Exam | 2 Hours | 60% |
| Supplementary Assessment | Written report (2,500 words) | 40% |
| Supplementary Exam | 2 Hours | 60% |
Learning Outcomes
On successful completion of this module students should be able to:
1. Critically evaluate applications of marketing within the tourism industry.
2. Explain and critically evaluate the role of marketing research in tourism.
3. Critically evaluate the role of segmentation in tourism.
4. Critically analyse and apply the marketing mix to the tourism industry.
5.Critically analyse and apply strategic marketing planning to tourism.
Brief description
This module details, through case studies, 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 dev eloping the right products and services to meet customer needs. The module is delivered through interactive discursive lectures based around case study material. There are two visits to tourism destinations or attractions to illustrate practice in the field and to provide opportunity to talk to professionals involved in tourism marketing.
Content
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
Destination marketing case study
Heritage marketing case study
Marketing in the airline industry case study
Nation state tourism marketing case study
Hospitality marketing case study
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 |
Notes
This module is at CQFW Level 6