Tourism and Marketing

Module description

Summary:

This module presents a comprehensive approach to marketing theory and practice within the context of the tourist industry. It starts with the basic concepts of tourism marketing along with the notions of business philosophies and market orientation. Considerable attention is given to understanding the marketing mix and techniques associated with market segmentation. Emphasis is also focused on the concepts of destination marketing, image-creation and branding. Some of these ideas will link with issues covered in module 'Tourist Behaviour: Theory and Practice' on how tourists perceive particular destinations. Three other key areas of marketing are also examined, intended to provide you with a good grounding in theory and practice. These are: aspects of marketing management including product development and models of service quality; marketing planning which covers the issues of product-market fit; and market research tools. All of these ideas will be explored in the practical context of a series of case studies and student based exercises - including aspects of international marketing, marketing 'hallmark' events and green marketing in action.

Additional Information:

Internationalisation
This module gives students an understanding of the impact of tourism across boundaries by using international examples for case studies.

Sustainability
Sustainability is addressed in case studies of green marketing in action, the rise of green marketing, and social marketing case studies on climate change.
All of the resources for this module are available on the ELE (Exeter Learning Environment).
External Engagement
Previous guest speakers have come from a major tourism marketing organisation and a commercial marketing company.
Employability
In this module students develop their skills in working in a group, presentation, survey design, and they improve their knowledge of qualitative and quantitative research methods. A number of students from previous years have gone on to work in the hotel industry, hospitality, and destination marketing.

Full module specification

Module title:Tourism and Marketing
Module code:BEMM374
Module level:M
Academic year:2016/7
Module lecturers:
  • Professor Gareth Shaw - Convenor
Module credit:15
ECTS value:

7.5

Pre-requisites:

None

Co-requisites:

None

Duration of module: Duration (weeks) - term 2:

11

Module aims

This module presents a comprehensive approach to marketing theory and practice within the context of the tourist industry. It starts with the basic concepts of tourism marketing along with the notions of business philosophies and market orientation. Considerable attention is given to understanding the marketing mix and techniques associated with market segmentation. Emphasis is also focused on the concepts of destination marketing, image-creation and branding. Some of these ideas will link with issues covered in module BEMM371 on how tourists perceive particular destinations. Three other key areas of marketing are also examined in this module with the aim of providing students with a good grounding in theory and practice. These are: aspects of marketing management including product development and models of service quality; marketing planning which covers the issues of product-market fit; and market research tools. All of these ideas will be explored in the practical context of a series of case studies and student based exercises – including aspects of international marketing, marketing ‘hallmark’ events and green marketing in action (this links also with BEMM375 on sustainable tourism).
The aims of the module are to:
• present a comprehensive approach to marketing theory and practice within the context of the tourist industry and with respect to tourist behaviour
• develop a good grounding in the theory and practice of four key areas of marketing critical to successful tourism marketing (marketing mix and market segmentation; marketing management, including product development and models of service quality; marketing planning which covers the issues of product-market fit; and market research tools)

ILO: Module-specific skills

  • 1. articulate in detail in oral and written settings, the nature and importance of marketing within the tourism industry
  • 2. demonstrate in oral and written work, a systematic understanding of the complex nature of the tourism marketing environment
  • 3. critically evaluate the role of marketing within different parts of the tourism industry
  • 4. autonomously apply different marketing techniques and datasets to particular practical problems in tourism business research

ILO: Discipline-specific skills

  • 5. apply and adapt knowledges and techniques from elsewhere in studies of business and management to the investigation, analysis of and presentation of findings on research questions in tourism

ILO: Personal and key skills

  • 6. evaluate and communicate contrasting theories and approaches to tourism marketing through written, oral and visual means
  • 7. assemble and synthesize different academic and practitioner material in a coherent and logical format to address research problems

Learning activities and teaching methods (given in hours of study time)

Scheduled Learning and Teaching ActivitiesGuided independent studyPlacement / study abroad
201300

Details of learning activities and teaching methods

CategoryHours of study timeDescription
Contact hours20Lectures

Formative assessment

Form of assessmentSize of the assessment (eg length / duration)ILOs assessedFeedback method
Pop QuizzesIn class1-7In class discussion

Summative assessment (% of credit)

CourseworkWritten examsPractical exams
10000

Details of summative assessment

Form of assessment% of creditSize of the assessment (eg length / duration)ILOs assessedFeedback method
Group presentation and individual report5015 mins max presentation 1000 words report1-3, 5-7Verbal and written
Individual Essay502000 words1, 3, 4, 5, 7Verbal and written
0
0
0
0

Syllabus plan

• Characteristics and evolution of marketing in tourism
• The marketing mix and strategic marketing
• Marketing management
• Marketing planning
• Market research tools in tourism environments
• Case studies and exercises in tourism marketing
-Marketing ‘hallmark’ tourism
-International marketing
-Green marketing in action
-Tour operators and brand images

Indicative learning resources - Basic reading

Basic reading:
Beirman, D. (2001) Restoring tourism destinations in crisis: a strategic marketing approach.
Fyall, A. and Garrod, B. (2005), Tourism Marketing: a collaborative approach
Middleton, V.T.C. (2009) Marketing in Travel and Tourism (4th edition)
Pender, L. and Sharpley R. (eds.) (2005) Tourism Management
Briggs, S. (2001) Successful tourism marketing: a practical handbook (2nd ed.)

Module has an active ELE page?

Yes

Origin date

17/07/2014

Last revision date

17/07/2014