| Module Code: MAN2098 |
Module Title: HOSPITALITY AND TOURISM MARKETING |
|
|
Module Provider: School of Management
|
Short Name: MAN2098
|
|
Level: HE2
|
Module Co-ordinator: WILLIS AF Dr (SoM)
|
|
Number of credits: 15
|
Number of ECTS credits: 7.5
|
|
|
|
| Module Availability |
| Semester 1 |
|
|
| Assessment Pattern |
|
Unit(s) of Assessment
|
Weighting Towards Module Mark( %)
|
|
Group assignment
|
50%
|
|
Individual Report
|
50%
|
|
Qualifying Condition(s) None
|
|
|
|
| Module Overview |
|
There is increasing recognition that the marketing approaches, tools and techniques designed for product marketing are less appropriate for the marketing of services. This recognition has led to an established body of knowledge, research and literature outlining the specific difficulties and benefits, tools and approaches that need to be considered for marketing in Hospitality and Tourism. This module relates the core principles of Hospitality and Tourism Marketing in an International context.
|
|
|
|
| Prerequisites/Co-requisites |
Marketing Principles
|
|
|
| Module Aims |
|
There is increasing recognition that the marketing approaches, tools and techniques designed for product marketing are less appropriate for the marketing of services. This recognition has led to an established body of knowledge, research and literature outlining the specific difficulties and benefits, tools and approaches that need to be considered for marketing in Hospitality and Tourism. This module relates the core principles of Hospitality and Tourism Marketing in an International context.
|
|
|
|
| Learning Outcomes |
|
On successful completion of this module the students will be able to:
1 evaluate the key issues and challenges which face managers involved in the marketing of Hospitality and Tourism services;
2 apply the frameworks and concepts which are examined in this module as applied to a range of Hospitality and Tourism service operations;
3 produce a marketing plan for Hospitality and Tourism services in a systematic way.
|
|
|
|
| Module Content |
• An Introduction to Services - Fundamental Differences between Goods and Services
• An Overview of Hospitality and Tourism Marketing
• An Overview of the Hospitality and Tourism Sector
• Consumer Decision Process Issues in Hospitality and Tourism Marketing
• Hospitality and Tourism Service Delivery Process
• The Pricing of Hospitality and Tourism Services
• The Hospitality and Tourism Communication Mix
• Managing the Hospitality and Tourism Firm's Physical Evidence
• Managing Hospitality and Tourism Employees and Customers
• Defining and Measuring Customer Satisfaction in Hospitality and Tourism
• Defining and Measuring Service Quality in Hospitality and Tourism
• Service Failures and Recovery Strategies in Hospitality and Tourism
• Customer Retention and Relationship Marketing in Hospitality and Tourism |
|
|
| Methods of Teaching/Learning |
Each week students will have a lecture which will be supported by readings from the recommended text and additional ULearn materials (handouts, weblinks, Powerpoints, and etc.). Students will also be put into groups to participate in the group discussions. They will receive weekly feedback on this activity
Alternative Assessment Instrument
Where students fail the group work, they will be allocated an individual Marketing topic to research and address questions related to that topic.
|
|
|
| Selected Texts/Journals |
Essential
Kotler, P., Bowen, J.T., and Makens, J.C., 2010, Marketing for Hospitality and
Tourism, 5th Edition, Upper Saddle River, NJ: Pearson Education.
Recommended
Shoemaker, S., Lewis, R.C. and Yesawich, P.C., 2007, Marketing Leadership in Hospitality and Tourism, 4th Edition, NJ: Pearson Education.
Bowie, D. and Buttle, F (2004) Hospitality Marketing an Introduction. Butterworth Oxford London; Butterworth Heinemann
Reid, R.D. and Bojanic, D.C., Hospitality Marketing Management, 4th Edition, NJ: Wiley
Shoemaker, S., 2008, Marketing Essentials in Hospitality and Tourism: Foundations and Practices, Upper Saddle River, NJ: Pearson Prentice Hall.
Hudson, S., 2008, Tourism and Hospitality Marketing: A Global Perspective, London: SAGE.
Background
Shaw, M. and Morris, S.V., 2000, Hospitality Sales: A Marketing Approach, Chichester: Wiley.
Kotler P, Armstrong G, Saunders J and Wong V (2004), Principles of Marketing, (4th European Ed), Harlow; Pearson Education
Examples of academic journals focused on hospitality research:
International Journal of Contemporary Hospitality Management
International journal of hospitality management
Cornell Hotel and Restaurant Administration
Journal of Hospitality & Leisure Marketing
Journal of Hospitality and Tourism Research
Journal of Hospitality Marketing & Management
Journal of Travel and Tourism Marketing
Journal of Travel Research
Examples of Hospitality Trade Press and Internet News:
Hotels Magazine
Caterer and Hotelkeeper
Lodging Magazine
Newspapers
|
|
|
| Last Updated |
| 18/4/2011 |
|
|
|
