Unit(s) of Assessment	Weighting Towards Module Mark (%)
Portfolio Max: 3,000 words	60
Examination: 2 hours	40

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.

None

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

• 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

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.

Expected purchase (purchased by the School of Management )

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

 
Recommended:

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 6^th 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

Newspapers

10/12/2010