DESIGNING A BRAND CAMPAIGN IN TOURISM AND EVENTS - 2018/9

Module code: MANM412

Module Overview

Whilst the future of brands and branding are the subject of intense debate in an age of accelerating
globalisation and digital revolution, the branding of event and tourism products, places and services
remains a crucial 'promise of an experience' and conveys to consumers a certain assurance as to the
nature of the product or service they will receive.
This module requires the student to adopt a consultancy agency mind-set and to work as a member of a
team commissioned to develop an advertising strategy for either a particular tourism or event brand, in
partnership with a tourism and an event organisation. The team will be expected to research, develop and
present an advertising campaign for said brand, working closely with the tourism/event partner.
The report and presentations will enable students to demonstrate their ability to conduct the necessary
research for the project (including brand audit, consumer research, analyses of current and potential
markets) and the ability to incorporate the results of such research and analysis into judicious and practical
proposals for an advertising plan and future brand development. The ‘pitch’ should include ideas for
communications executions (e.g. posters, website design, advertising copy).
The module will be delivered in 3-hour sessions, providing the space for a series of lectures intended to
provide theoretical underpinning and case studies (some by guest speakers from the partner
organisations) and for campaign development workshops facilitated by teaching staff.

Module provider

Hospitality & Tourism Management

Module Leader

LUNDBERG C Dr (Hosp & Tour)

Number of Credits: 15

ECTS Credits: 7.5

Framework: FHEQ Level 7

JACs code: N832

Module cap (Maximum number of students): N/A

Module Availability

Semester 2

Prerequisites / Co-requisites

None

Module content

Indicative content includes: 


Contemporary strategic brand management in the event and tourism sectors; 
Branding practice and theory: case studies of event and tourism products; 
Understanding and researching contemporary consumer behaviour in these sectors; 
The planning framework for the development of an advertising campaign;
Strategic research in the advertising planning process; 
The creative process and creative development research in advertising an event or tourism brand; 
What makes effective advertising/communications; 
Media choices and targeting today’s consumer; 
Brand propositions and advertising appeals in a changing world; 
Creating an event or tourism branding campaign;
Monitoring and evaluating branding campaigns in these sectors.

Assessment pattern

Assessment type Unit of assessment Weighting
Oral exam or presentation Pitch Presentation (10 minutes) 25
Oral exam or presentation Group Presentation (10 minutes) and Peer Review 25
Coursework Group Report (max. 4,000 words) 50

Alternative Assessment

In the event that a group assessment is not suitable for re-assessment, the following alternative assessment will be assigned: Individual presentation (5 minutes) – 25% Individual essay (1500 words) – 50%

Assessment Strategy

The assessment strategy is designed to provide students with the opportunity to demonstrate a comprehensive understanding of the application of consumer behaviour research and communications strategies in strategic brand management. The summative assessment for this module consists of a group consultancy bid to research and develop an advertising strategy for a brand to be held throughout the semester. A pragmatic strategy, which would have a high chance of successful implementation is required as is demonstration of the links between theory and practice. The ‘pitch’ should have some regard for its financial implications but the suitability of the concept and its development/execution will be the key focus of the assessment.

The assessment is based on:  


A group presentation (pitch) which will assess the understanding of brand management theory and its application in a real case – the one of the partnership organisation. 
A group presentation which will assess the understanding of brand management theory and practice. The assessment strategy hence aims at examining students’ understanding of key theoretical perspectives and challenges as well as their practical skills in analysing research data and formally presenting their findings. 
A group report (max. 4000 words) which requires students to draw on the theoretical understanding they have gained to develop an advertising strategy following a problem-solving approach. 
Students will be required to sign a learning contract committing each of them to undertaking an equal share of work on their projects. As effective team-working is a learning outcome of the module, 10% of each students’ final mark will be awarded through peer review of their team contribution.


Students are informed about the assessments in week 1 of the semester. The pitch presentation will be assessed in week 6 and the report and final presentation will be assessed in week 11.

Formative assessment and feedback

Students will receive feedback on their performance during the module in the form of written and verbal feedback in workshops to inform the summative assessments.

Module aims

  • The aim of the module is to enable the student to develop a critical appreciation of the role of strategic
    brand management in contemporary event and tourism marketing. The module enables students interested in
    developing their marketing skills to enhance their knowledge of the practical and theoretical issues in branding
    and strategic communications (especially advertising, PR and digital platforms). The ability to
    work within and to manage a team-based project is a key learning outcome of the module, reflecting
    the reality of work in industry. Thus, it aims to develop those team working skills particularly valued by
    2
    employers, in particular: organisation; negotiation; delegation; team work; co-operation; leadership.

Learning outcomes

Attributes Developed
001 Demonstrate theoretical and practical understanding of the operation of strategic brand management in event and tourism organisations CK
002 Prove competence, initiative and professionalism in using a research-based approach to an industry-oriented team project PT
003 Determine theoretical and practical understanding of the role, importance and implementation of strategic communications management in event and tourism organisations CK
004 Demonstrate competence in a research-based module CT

Attributes Developed

C - Cognitive/analytical

K - Subject knowledge

T - Transferable skills

P - Professional/Practical skills

Overall student workload

Workshop Hours: 22

Independent Study Hours: 117

Lecture Hours: 11

Methods of Teaching / Learning

The learning and teaching strategy is designed to: embrace problem- and research-based learning, supported by the provision of theoretical aspects on strategic brand management and relevant industry case studies. By using specific event and tourism organisations and products as case studies, the module provides students with knowledge in the field of applied brand management and marketing. This encourages students to explore, critically evaluate and apply theoretical perspectives to understand the challenges and practicalities involved in managing brands.

More specifically, this teaching and learning strategy will lead to: 


increase students’ critical understanding of the nature and dynamics of brand management 
enhance students’ ability to assess the different phases involved in brand development 
strengthen students’ ability to reflect on the influences of changing consumer behaviour on the development of communication strategies 
enhance the competence of students in communicating, discussing and presenting ideas 
increase students’ ability to work in groups and to understand client/agency roles


The learning and teaching methods include: 


3 hour lecture/workshop per week x 11 weeks covering a range of perspectives designed to provide students a holistic framework of knowledge, including guest lecture sessions. The workshop element of the sessions will be focused on helping student groups to advance their presentations and reports 
supporting materials and directed reading 
formative feedback sessions

Indicated Lecture Hours (which may also include seminars, tutorials, workshops and other contact time) are approximate and may include in-class tests where one or more of these are an assessment on the module. In-class tests are scheduled/organised separately to taught content and will be published on to student personal timetables, where they apply to taken modules, as soon as they are finalised by central administration. This will usually be after the initial publication of the teaching timetable for the relevant semester.

Reading list

Reading list for DESIGNING A BRAND CAMPAIGN IN TOURISM AND EVENTS : http://aspire.surrey.ac.uk/modules/manm412

Programmes this module appears in

Programme Semester Classification Qualifying conditions
International Tourism Management (EuroMasters) MSc 2 Optional A weighted aggregate mark of 50% is required to pass the module

Please note that the information detailed within this record is accurate at the time of publishing and may be subject to change. This record contains information for the most up to date version of the programme / module for the 2018/9 academic year.