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2011/2 Provisional Module Catalogue - UNDER CONSTRUCTION & SUBJECT TO CHANGE
 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