MODULE TITLE Tourism Marketing Module Code Semester of Delivery State whether module is Mandatory, Elective or Option Level (4/5/6/7) Credit Points Assessment Pattern: Components & Weighting Pre-Requisite Modules (if applicable) Breakdown of Student Learning Hours by Type* 19-5T05-01L 1 and 2 Mandatory/ Elective: According to route Module Leader & School Module Banding Will Module be offered via Blackboard? Date of Original Approval Date of Next Review 1 5 20 100% Coursework Introduction to Marketing 24 hours lectures 24 hours seminars 152 hours directed and independent learning Andrew Smith School of Sport and Leisure Management A Yes RATIONALE Marketing has become very fashionable in recent years, and its importance is now recognised by virtually all tourism organisations, whether they be in the public, private, or voluntary sectors. They expect graduates to have a sound understanding of the principles and practice of tourism marketing. The marketing of tourism products is a complex, and in some ways, unique, activity because of the nature of the product, the diversity of markets, and the range of marketing techniques which are used. The aim of the module, therefore, is to give students an understanding of the key concepts and techniques in tourism marketing, and to make them aware of the current challenges facing managers in the tourism industry. The module builds on all students have learned from the Level Four Marketing and Tourism Foundation modules. 2 SUMMARY OF AIMS The module aims to apply the generic concepts and techniques from the Level Four Marketing module to the tourism sector. Furthermore, it is designed to introduce students to aspects of tourism marketing which are unique to the tourism sector, notably destination marketing. 3 ANTICIPATED LEARNING OUTCOMES On successful completion of the module, students will be able to : 4 appreciate the scope and nature of tourism marketing, recognise the marketing objectives of different types of tourism organisations, and understand the key aspects of competition and competitive analysis in tourism (KU); recognise the main elements in the business environment of tourism organisations and destinations (KU); apply appropriate marketing concepts and techniques to particular situations (C); generate logical marketing strategies based on the information they possess (C); recognise the implications of changes in the business environment for the marketing strategies of tourism organisations and destinations (K); present their ideas in a well-structured report (K); express ideas effectively and confidently, verbally, in front of a video camera (K); make use of a varied selection of information sources (K). LEARNING AND TEACHING STRATEGY AND METHODS, INCLUDING RESOURCES The students will learn through a mixture of keynote lectures, case studies, and in-class practical exercises. The assessment package will reinforce the student's learning by testing the anticipated learning outcomes. Students will be expected to spend a significant proportion of their time outside class making using a wide variety of different sources of information. 5 ASSESSMENT AND FEEDBACK STRATEGY AND METHODS The module will be assessed by coursework with two related components, as follows : 1. Students will select a tourism organisation or destination from a small number of examples. they will then research data for their chosen organisation or destination which will indicate a marketing problem or challenge. Students will then conduct research, and utilise key marketing concepts and techniques to suggest strategies which may overcome the problem or meet the challenge. The results of this exercise will be submitted in the form of a written report. 2. Students will explore a topical issue in tourism marketing and will look at its implications for their chosen organisation or destination. The results of this exercise will be assessed via : an A4 sheet summary of the student's findings which will be circulated to all students a 5 minute videoed presentation of their findings by the student Formative feedback will be provided throughout the module, through inclass discussions and exercises. 6 SPECIFIC ASSESSMENT CRITERIA The criteria are different for the two assignments : Assignment 1 - focuses on learning outcomes 1, 2, 3, 4, 6, 8. Students achieving a pass in this assignment will demonstrate : an effective understanding of how to select appropriate marketing strategies in a given situation, accurately applying marketing concepts and techniques in a given situation, satisfactory ability to present ideas in a written report format. Assignment 2 - focuses on learning outcomes 5, 7, and 8. Students achieving a pass in this assignment will demonstrate : 7 making satisfactory use of a range of sources to investigate an issue an acceptable understanding of a key topical issue in tourism effectively presenting their ideas confidently in front of a camera INDICATIVE CONTENTS, READING LIST AND RESOURCES The indicative content of the module will be as follows : the nature and scope of tourism marketing; destination marketing; strategic marketing planning in tourism; the business environment of tourism organisations and destinations; topical issues in tourism marketing including environmental issues, quality, customer satisfaction, and the growth of new markets. The reading list will feature the following titles : Middleton, V T C and Clarke, J., (2000), Marketing in Travel and Tourism 3rd Edition, Butterworth-Heineman, Oxford. Swarbrooke, J. and Horner, S. (1999), Consumer Behaviour in Tourism. Butterworth-Heineman, Oxford. The following specialist resources will be used : 8 professional journals; the websites of tourism organisations and destinations; specially generated information packs containing data on tourism organisations and destinations. MODULE BANDING OTHER THAN A N/a