Module Information

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

Course Delivery



Assessment Type Assessment length / details Proportion
Semester Assessment Written report  2000 Words  40%
Semester Exam 24 Hours   Exam  60%
Supplementary Assessment Written report  2000 Words  40%
Supplementary Exam 24 Hours   Exam  60%

Learning Outcomes

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

Critically evaluate applications of marketing within the tourism industry.

Explain and critically 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.​

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.


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

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


This module is at CQFW Level 6