| CODE | TTC5102 | ||||||||||||
| TITLE | Advanced Marketing for Tourism and Hospitality | ||||||||||||
| UM LEVEL | 05 - Postgraduate Modular Diploma or Degree Course | ||||||||||||
| MQF LEVEL | 7 | ||||||||||||
| ECTS CREDITS | 5 | ||||||||||||
| DEPARTMENT | Tourism Management | ||||||||||||
| DESCRIPTION | This study-unit covers the principles and theories of advanced tourism and hospitality marketing. The study-unit will look at consumption and consumer behaviour and patterns of tourism consumption, market segmentation, social media and tourism, place marketing, branding destinations, branding and competitive identity. In addition the unit will also seek to address innovative notions in the marketing of tourism services - the experience economy and the marketing of creative industry. These areas will be explored through in-depth reading and analysis of articles and case studies selected from the marketing and tourism literatures. Study-Unit Aims: This study-unit aims to introduce students to the fundamental concepts and theories in tourism and hospitality and to demonstrate their relevance to the practice of marketing. Learning Outcomes: 1. Knowledge & Understanding: By the end of the study-unit the student will be able to: 1. Appreciate the significance of services as a component of the contemporary economy, particularly with respect to tourism related services, urban and rural environments and ‘creative cities’; 2. Describe and critically discuss the interrelationships between firm and place-based service marketing strategies and their consumption; 3. Explain the concept of servicescape and its implications for marketing; 4. Define place branding and discuss its implications for destinations and cities; 5. Appraise the role of social media and its impact for tourism SMEs. 2. Skills: By the end of the study-unit the student will be able to: 1. Critically evaluate the concept of the experience economy and its marketing applications in a number of different service industries and sectors, including tourism, retail, leisure, hospitality, entertainment and culture; 2. Build a marketing plan for a tourism services organisation; 3. Design a media campaign for a tourism enterprise; 4. Critically evaluate tourism brands; 5. Develop and use observation and ethnographic fieldwork skills; 6. Improve oral and written communication skills. Main Text/s and any supplementary readings: Main Texts: - Middleton, V Fyall, A, Morgan, M and Ranchhod, A (2009) Marketing in Travel and Tourism London Butterworth Heinemann. - Morrison, A M (2013) Marketing and Managing Tourism Destinations London: Routeledge. - Govers. R and Go F.M. (2009) Place Branding: Glocal, Virtual and Physical Identities, Constructed, Imagined and Experienced Palgrave Macmillan. Supplementary Readings: - Journal of Vacation Marketing. |
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| STUDY-UNIT TYPE | Lecture, Seminar & Independent Study | ||||||||||||
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The University makes every effort to ensure that the published Courses Plans, Programmes of Study and Study-Unit information are complete and up-to-date at the time of publication. The University reserves the right to make changes in case errors are detected after publication.
The availability of optional units may be subject to timetabling constraints. Units not attracting a sufficient number of registrations may be withdrawn without notice. It should be noted that all the information in the description above applies to study-units available during the academic year 2025/6. It may be subject to change in subsequent years. |
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