DIGITAL MARKETING IN TOURISM AND HOSPITALITY - 2021/2

Module code: MAN3163

Module Overview

This module introduces students to the key issues, strategies and practices of marketing in the digital environment of tourism and hospitality. With the rapid rise in the use of the Internet and new media technologies, there are a number of digital tools and technologies now available to marketing managers in the tourism and hospitality sector.

This module provides students with an understanding of the importance and the application of digital marketing in general and social media in particular. It is vital for tourism and hospitality enterprises to understand how consumers are now co-marketers, co-designers, and co-producers of travel experiences in order to be able to compete in an increasingly competitive and transparent environment. The module therefore deals with how firms can utilise social media to enhance networking, collaboration, and traveller’s engagement in marketing practices.

Module provider

Hospitality, Tourism & Events Management

Module Leader

LUND Niels Frederik (Hosp & Tour)

Number of Credits: 15

ECTS Credits: 7.5

Framework: FHEQ Level 6

JACs code: N800

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

Module Availability

Semester 2

Prerequisites / Co-requisites

NONE

Module content

• Introduction to digital marketing (implication for tourism and hospitality marketing, challenges and opportunities)
• Digital Marketing Tools (email, affiliate & online partnerships, viral, online ads, social media, online PR, SEM, SEO, mobile, wireless devices.
• Social media and building tourism and hospitality brands with new media
• Impact of social media on consumer behavior – consumer 2.0
• Co-creation, co-destruction and storytelling in social media
• Web design (Usability, marketing led design, W3C, legal implications)
• Web Analytics and social media analytics in regard to decision making
• Marketing research & planning in an online context
• Relationship marketing using digital media, CRM & databases
• Effective digital marketing strategies and future issues

Assessment pattern

Assessment type Unit of assessment Weighting
Coursework Individual Essay: Digital marketing strategies in hospitality and tourism (2000 words) 50
Project (Group/Individual/Dissertation) Group report and presentation: Creating a social media marketing campaign (3000 words) 50

Alternative Assessment

Assignment 2 - Social media marketing in hospitality and tourism (2000 words) individual essay

Assessment Strategy

The assessment is based on:

• An Individual essay (2000 words) which examines the strategies and practices of digital marketing in hospitality and tourism. A literature review explores the main theories of digital marketing and then applied to a specific tourism/hospitality organisation.

• Group report and presentation (3000): In groups the students create a social media marketing campaign for a specific tourism/hospitality organisation. In the report the various chosen strategies and practices of the organisation’s campaign are described, justified and discussed drawing on relevant literature/theory. In the presentation (20 minutes) the students present their social media marketing campaign with the use of visuals and examples.

Formative feedback

Students receive feedback throughout the semester via face to face teaching which will support them to complete the assessments.

Module aims

  • To develop an understanding of the nature, role and importance of digital marketing and social media in hospitality and tourism, drawing on a variety of perspectives.
    Prepare students to comprehend key issues in using and integrating new media technologies and to plan future marketing strategies for hospitality and tourism enterprises.
    To inform students of consumer behaviour in digital media and the tools they can use to engage with these consumers.
    To look at ways to brand hospitality and tourism enterprises online.
    To be aware of current and future issues of hospitality and tourism marketing in the digital environment.

Learning outcomes

Attributes Developed
001 Discuss the underlying principles and perspectives of digital marketing and social media in tourism and hospitality CK
002 Demonstrate a critical understanding of the impacts of digital marketing and social media in creating value propositions for customers and competitive advantage for tourism and hospitality organisations CK
003 Critically examine and understand challenges and opportunities the tourism and hospitality industry faces due to social media CKP
004 Develop practical skills in using and integrating new media technologies and to plan future marketing strategies for hospitality and tourism enterprises PT
005 Develop creative thinking PT
006 Recognise and appreciate the role of consumers in digital marketing CK
007 Communicate in written form and orally T
008 Work in groups to reach decisions about development options T

Attributes Developed

C - Cognitive/analytical

K - Subject knowledge

T - Transferable skills

P - Professional/Practical skills

Overall student workload

Independent Study Hours: 117

Lecture Hours: 33

Methods of Teaching / Learning

The learning and teaching strategy is designed to:
The overall strategy for this module is to provide an understanding of the issues and, with the support of visiting guest speakers, to offer detailed and practical examples where theory is applied in a real-life context. The lectures and seminars offer industry linked case studies and examples which make the students feel that the work is aligned with what the hospitality and tourism industry is doing.
The core delivery method involves a combination of 2-hour lecture and 1-hour seminar every week.

The learning and teaching methods include:
• Class discussions (included in above)
• Case Studies (included in above)
• Supporting material on Surreylearn
• Guided 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

Reading list for DIGITAL MARKETING IN TOURISM AND HOSPITALITY : http://aspire.surrey.ac.uk/modules/man3163

Other information

NONE

Programmes this module appears in

Programme Semester Classification Qualifying conditions
International Hospitality Management BSc (Hons) 2 Optional A weighted aggregate mark of 40% is required to pass the module
International Hospitality and Tourism Management BSc (Hons) 2 Optional A weighted aggregate mark of 40% is required to pass the module
International Tourism Management with Transport BSc (Hons) 2 Optional A weighted aggregate mark of 40% is required to pass the module
International Tourism Management BSc (Hons) 2 Compulsory A weighted aggregate mark of 40% is required to pass the module
International Event Management BSc (Hons) 2 Optional A weighted aggregate mark of 40% 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 2021/2 academic year.