Module Identifier RS35610  
Academic Year 2003/2004  
Co-ordinator Mr Raymond D Youell  
Semester Semester 2  
Course delivery Lecture   22 Hours  
  Practical   6 Hours 2 x 3 hours  
Assessment TypeAssessment Length/DetailsProportion
Semester Exam2 Hours Outcomes assessed: 1, 2, 3, 4  50%
Semester Assessment Assignment Outcomes assessed: 5, 6  50%
Supplementary Assessment Students who fail the module will be required to re-take the element(s) of assessment that led to the failure. 

Learning outcomes

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

1. discuss the concept of marketing as applied to the tourism industry
2. identify the role of marketing research in tourism
3. analyse the application of the marketing mix to the tourism industry
4. assess market segmentation in tourism
5. evaluate the marketing of destination areas
6. apply strategic marketing planning in tourism

Brief description

This module examines the application of key marketing principles and practices to the international tourism industry. With the help of domestic and international case studies it investigates marketing research in tourism and the development of tourism marketing strategies at destination and individual enterprise levels.

Transferable skills

.1 Independent project work
Students are required to complete a written report on tourism marketing as part of their assessment, thereby contributing to the development of their independent project work skills.

.2 IT and information handling
Students will access the Internet when gathering information for their written assignment. The report on tourism marketing   
will be word processed.

4 Writing in an academic context
Students will be expected to carry out a wide-ranging literature review on tourism marketing principles and practices for both
parts of their assessment. The outcomes of this process will be incorporated into their written assignment and answers to
examination questions.

.7 Self-management
In completing the necessary research for their assessments, students will be expected to manage their own time and plan
the effective use of learning resources.

Reading Lists

Holloway, J C and Robinson, C (1995) Marketing for tourism Longman
Middleton, V T C (1995) Marketing in travel and tourism Heinemann
Middleton, V T C (1998) Sustainable tourism: a marketing perspective Butterworth-Heinemann
Seaton, A and Bennett, M (1996) Marketing tourism products: concepts, issues and cases International Thomson Business Press
Witt, S F and Moutinho, L (eds) (1994) The tourism marketing and management handbook Prentice Hall
Youell, R (1998) Tourism: an introduction Longman


This module is at CQFW Level 6