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2010/1 Module Catalogue
Module Provider: School of Management Short Name: MA314
Level: M Module Co-ordinator: WILLIS AF Dr (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 to provide students with the knowledge and application of marketing in a range of hospitality contexts. 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. Recent trends in hospitality marketing are incorporated.



Module Aims
This module is designed to provide students with knowledge of the meaning and application of marketing in 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 and hospitality services. Recent trends in marketing are incorporated in this module.
Learning Outcomes

Learning outcomes are categorised as:


·        Subject knowledge and understanding (K)


·        Cognitive skills (C)


·        Practical/professional skills (P)


·        Transferable skills (T)


On successful completion of this module, the student will be able to:


1          C/I                   Analyse the strategic position of a service


2          K/U; C/I           Synthesise relevant marketing knowledge and be able to apply                      these concepts to marketing examples


3          K/U      Appreciate the underlying philosophy of marketing

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 event 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, Adrian , (2008), Principles of Services Marketing, McGraw Hill 5th edition



Hoffman, K. Douglas and Bateson, John E.G. (2006) Services Marketing: Concepts, Strategies and Cases, 3rd ed Thomson



Lovelock, C and Wirtz J (2007) Services Marketing 6th edition (international edition), Pearson Prentice Hall



Hospitality Marketing Books:


Kotler, P., Bowen, J.T., and Makens, J.C., 2010, Marketing for Hospitality and


            Tourism, 5th Edition, Upper Saddle River, NJ : Pearson Education.



Shoemaker, S., Lewis, R.C. and Yesawich, P.C., 2007, Marketing Leadership in Hospitality and Tourism, 4th Edition, NJ: Pearson Education.



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.



Shaw, M. and Morris, S.V., 2000, Hospitality Sales: A Marketing Approach, Chichester : Wiley.



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



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