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2010/1 Module Catalogue
Module Provider: School of Management Short Name: MA338
Level: M Module Co-ordinator: HALLIDAY SV 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: 3000 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 independant 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 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 cateagorised as:

  • Subject knowledge and understanding (K)
  • Cognitive skills (C)
  • Practical/professional skills (P)
  • Transferable skills (T)

(Key C/I: Analyse the strategic position of a product, K/U;C/I: Synthesise relevant marketing knowledge and be able to apply these concepts to  marketing examples, 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 an, where appropriate case studies, guest lectures and field trips. The module is delivered as generic services marketing lectures followed by stream specific applications in tutorials.

Selected Texts/Journals

Expected Purchase

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


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

Palmer, Adrian, (2004), Principles of Services Marketing, McGraw Hill


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.

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

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

Palmer A (2002), Principles of Services Marketing, (3rd Ed), Maidenhead; McGraw- Hill

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

Traill W.B. & Pitts E. (eds.). Competitiveness in the food industry, London: Chapman Hall.

Wood B M (2003), The Marketing Plan: A handbook with CD-ROM, New Jersey: Prentice Hall (ISBN 0-13-175947-7) OR without CD-ROM (ISBN 0- 13-061317-7)


  • 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 Marketing
  • Harvard Business Review
  • Long Range Planning

    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

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