SERVICES MARKETING FOR EVENTS, TOURISM AND HOSPITALITY - 2020/1

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 independent research, analytical skills as well as critical thinking.

Module provider

Hospitality, Tourism & Events Management

Module Leader

STANGL Brigitte (Hosp & Tour)

Number of Credits: 15

ECTS Credits: 7.5

Framework: FHEQ Level 7

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

Module Availability

Semester 1

Prerequisites / Co-requisites

None

Module content

Challenges due to service characteristics
Consumer decision making process
Segmentation, targeting, positioning
Brand management
Marketing communication
Relationship marketing
Marketing ethics
Service quality
Pricing strategies
eMarketing

Assessment pattern

Alternative Assessment

Individual report (1500 words)

Assessment Strategy

The assessment strategy is designed to provide students with the opportunity to demonstrate their achievement of the learning outcomes. The summative assessment for this module consists of two components. 1. Individual Report (60%) - students are examined based on critically reviewing the literature, theories and techniques related to one specific topic from the services marketing discipline and applying this subject knowledge to an organization from the the event, tourism or hospitality industry. 2. Group presentation (40%) students will be working with a consultant mind-set and will be asked to evaluate the marketing strategy of one organization in the event, tourism or hospitality industry. Students need to give a presentation which critically assesses the current marketing strategy of one organization. Managerial implications need to be provided with regards to how the organization can develop its marketing strategy. Formative assessment and feedback Students will be encouraged to discuss their assignments with their tutors with a view to obtaining feedback that will help them to develop and improve their work prior to summative assessment.

Module aims

• To provide students with knowledge of the meaning and application of marketing in the events, tourism or hospitality context
• To develop an understanding of the role of marketing as a business philosophy
• To demonstrate how marketing is a systematic thought process, a set of techniques underlying the planning and execution of marketing strategy and tactics, taken within the context of events, tourism or hospitality services
• To examine recent trends in marketing in relation to events, tourism and hospitality

Learning outcomes

Methods of Teaching / Learning

The learning and teaching 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 learning and teaching methods include:

a series of lectures and, where appropriate case studies and guest lectures. The module is delivered as generic services marketing lectures followed by stream specific applications in seminars.

The syllabus will be covered using a variety of teaching and learning methods. Methods used may include academic lectures, lectures by industry guests, seminars, and academic-supported self-study sessions and directed reading.

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

https://readinglists.surrey.ac.uk
Upon accessing the reading list, please search for the module using the module code: MANM469

Other information

NA

Programmes this module appears in

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 2020/1 academic year.