Module Information

Students on tourism schemes will have studied a number of modules concerned with marketing in years 1 and 2. These are generic in nature providing a detailed background into marketing in general. This module will apply the marketing principles learned in these modules specifically to the tourism industry to make the linkage between tourism and marketing. This will be developed through a case study approach.

This module details through a case study approach, how marketing principles are applied within the tourism industry. It considers different elements of marketing such as segmentation, marketing research, the marketing mix and electronic marketing and through a range of detailed case studies evaluates how they are applied in practice. Examples of success and failure illustrate the importance of understanding the market, customers and of developing the right products and services to meet customer needs. The module is delivered through interactive discursive lectures based around case study material. There are also two visits to tourism destinations or attractions to illustrate practice in the field and to provide students with the opportunity to talk to professionals involved in tourism marketing. The assignment will evaluate the marketing of a tourism destination or business and plan how it can be improved.