Tourism Marketing

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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 :
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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 :
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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 :
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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 :
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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 :
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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
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