University of Surrey - Guildford

Registry > Module Catalogue
View Module List by A.O.U. and Level  Alphabetical Module Code List  Alphabetical Module Title List  Alphabetical Old Short Name List  View Menu 
2010/1 Module Catalogue
Module Provider: School of Management Short Name: MA114
Level: M Module Co-ordinator: EICHHORN VM Miss (SoM)
Number of credits: 15 Number of ECTS credits: 7.5
Module Availability
Assessment Pattern

Unit(s) of Assessment

Weighting Towards Module Mark (%)

Portfolio Max: 3,000 words


Examination: 2 hours


Module Overview

This module is designed as an introduction to marketing module. The module is divided into two distinct elements, firstly the principles of marketing are covered, and secondly the industry specific application of marketing is analysed. The module also creates an opportunity to facilitate 'real life' decision-making and enhances a wide range of study skills, such as independent research, analytical skills as well as critical thinking.

Module Aims

This module is designed to provide students with knowledge of the meaning and application of marketing in the tourism context. The key objective is that students should develop an understanding of the role of marketing as a business philosophy. Marketing is viewed as a systematic thought process, a set of techniques underlying the planning and execution of marketing strategy and tactics, taken within the context of tourism services. Recent trends in marketing are incorporated in this module.

Learning Outcomes

Learning outcomes are categorised as:


·         Subject knowledge and understanding (K/U)


·         Cognitive skills (C)


·         Practical/professional skills (P)


·         Transferable skills (T)


On successful completion of the module students should be able to:



  • Analyse the strategic position of a product, K/U;


  • Synthesise relevant marketing knowledge and be able to apply these concepts to  marketing examples, C:


  • Appreciate the underlying philosophy of marketing, K/U


Module Content
  • Marketing as a philosophy
  • Analysing the internal and external marketing environment
  • The marketing mix
  • Segmentation, targeting, positioning
  • Brand management
  • Relationship marketing
  • Marketing planning process
  • eMarketing
  • Marketing ethics
Methods of Teaching/Learning

The teaching and learning strategy is designed to provide a framework of contemporary knowledge and theories supported by examples from industry. The current issues and debates will be highlighted so that the students are able to apply critical thinking to the literature.

The teaching and learning methods are based on a series of lectures and, where appropriate case studies and guest lectures. The module is delivered as generic services marketing lectures followed by stream specific applications in seminars.



Assessment Strategy: The assessment strategy is designed to allow students to evidence their achievement of the learning outcomes. The assessment comprises a portfolio and a seen exam.



Selected Texts/Journals

Expected Purchase (purchased by the School of Management )


  • Palmer A (2008) 5th Edition; Principles of Services Marketing. McGraw Hill






·        Hoffman, K. Douglas and Bateson, John E.G. (2006) Services marketing; concepts strategies and cases, 3rd ed Thomson


·        Kotler P, Armstrong G, Saunders J and Wong V (2004), Principles of Marketing, (4th European ed), Harlow; Pearson Education






·        Baron, Steve and Harris, Kim (2003) Service Marketing: Text and cases, 2nd edition, Palgrave


·        Brassington F and Pettitt S (2002), Principles of Marketing (3rd ed), Harlow : Pearson Education


·        Capon N and Hulbert J M (2001), Marketing Management in the 21st Century, Prentice-Hall


·        Grunert, K.G., Baadsgaard, A., Larsen, H.H. Madsen, T.K. (1996) Market Orientation in Food and Agriculture, Kluwer Academic Publishers, Dordrecht .


·        Holloway, J.C. (2004) Marketing for Tourism, 4th Edition, Pearson Education: Harlow .


·        Horner, S. and Swarbrooke, J. (2006) Leisure Marketing: A Global Perspective, Oxford : Butterworth-Heinemann.


·        Kotler, P., Bowen, J and Makens, J. (1996) Marketing for Hospitality and Tourism, New Jersey : Pearson Education.


·        Kotler, P., Haider, D.H. and Rein, I. (1993) Marketing Places, New York : Free Press.


·        Kozak, M. and Andreu, L. (2006) Progress in Tourism Marketing, Oxford : Elsevier.


·        McCabe, S. (2009) Marketing Communications in Tourism and Hospitality, Oxford : Butterworth Heinemann.


·        McDonald M & Christopher M (2003) Marketing - a complete guide, Palgrave MacMillan, Basingstoke,


·        Middleton, V.T.C. (2001) Marketing in Travel and Tourism, 3rd Edition, Oxford : Butterworth-Heinemann.


·        Morgan, N., Pritchard, A. and Pride, R. (2004) Destination Branding: Creating the Unique Destination Proposition, Oxford : Butterworth-Heinemann.


·        Mudie P (1997), Marketing: An Analytical Perspective, London : Prentice Hall


·        Richardson P (2001), Internet marketing: Readings and Online Resources, London : McGraw-Hill Irwin


·        Shoemaker, S., Lewis, R.C. and Yesawich, P.C. (2007) Marketing Leadership in Hospitality and Tourism, 4th Edition, New Jersey : Pearson Education.



Topic-specific reading lists will be provided at the end of each tutorial!





International Journal of Services Industry Management
International Journal of Retail and Distribution Management
Journal of Services Marketing
Journal of Retailing
Journal of Retailing and Consumer Services
The Services Industries Journal
European Journal of
Harvard Business Review
Long Range



Tourism Journals (examples):



  • Annals of Tourism Research


  • Journal of Travel Research


  • Tourism Management


  • Journal of Travel and Tourism Marketing



There are on-line databases accessed via the library including Business Source Premier- which includes full text articles from a wide range of management related journals;



Also Mintel and UK Company Facts which include reports and complete accounts for top UK Cos.




Well worth browsing for relevant articles and information. Most of the major plc’s all have web sites which might be useful for company research etc.



Tourism Trade Press and Internet News (examples):




  • Travel Daily News


  • Travel Trade Gazette


  • Newspapers
Last Updated