DIGITAL MARKETING IN TOURISM AND HOSPITALITY - 2021/2
Module code: MAN3163
In light of the Covid-19 pandemic, and in a departure from previous academic years and previously published information, the University has had to change the delivery (and in some cases the content) of its programmes, together with certain University services and facilities for the academic year 2020/21.
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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.
Hospitality, Tourism & Events Management
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
Prerequisites / Co-requisites
• 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 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|
Assignment 2 - Social media marketing in hospitality and tourism (2000 words) individual essay
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.
Students receive feedback throughout the semester via face to face teaching which will support them to complete the assessments.
- 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.
|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|
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.
Upon accessing the reading list, please search for the module using the module code: MAN3163
Programmes this module appears in
|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|
|International Hospitality 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.