DIGITAL MARKETING IN TOURISM, HOSPITALITY AND EVENTS - 2021/2

Module Overview

This module introduces students to the key issues, strategies and practices of marketing in the digital environment of tourism, hospitality and events. 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, hospitality and events 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, hospitality and event 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 utilize social media to enhance networking, collaboration, and travelers' engagement in marketing practices.

Module provider

Hospitality, Tourism & Events Management

Module Leader

STANGL Brigitte (Hosp & Tour)

Number of Credits: 15

ECTS Credits: 7.5

Framework: FHEQ Level 6

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, hospitality and event 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, codestruction 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

Alternative Assessment

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

Assessment Strategy

The assessment strategy is designed to provide students with the opportunity to demonstrate that they gradually build up their knowledge and understanding of digital marketing in a tourism, hospitality, and event context. Further, it is designed to allow students to evidence their achievement of the learning outcomes. The assessment comprises a ”multiple-choice test” to build the theoretical basis and the development of a group presentation which will be about a “digital marketing campaign”.

Thus, the summative assessment for this module consists of two parts:

• As part of the first assessment component (“Multiple-choice test”) students need to answer questions to make sure terminology, definitions, and basic knowledge about the topic have been learnt.


• The second assessment component is a group presentation which requires students to examine the digital marketing appearance of a chosen organization and develop a digital marketing campaign. In doing so students will have to tap into relevant theories and knowledge gained about tools in the course of the module. The group presentation will not only assess knowledge of the subject area but also creativity and presentation skills

• Mock test questions will be discussed in class


• A mock test will be set up on SurreyLearn allowing students to get used to the actual test setting


• Starting from the first session students will receive input for the second assignments. Hints, explanations, and examples will be provided in the various lecture sessions


• In some of the seminars, students will be introduced to social media platforms and how they can be useful for campaigns such as the one they have to create for the second assignment


• In other seminars students will learn how to use tools to for instance create videos or posts for various social media channels


• Peers will provide feedback on the second assignment presentation


• As part of the guided learning activity students are required to log on to the Hubspot Academy and do the tasks to get certificates there. The content, the exercises, and the tasks required within the academy will provide additional input for the assignment.


• Once marking is completed, students will be able to access an online report which contains generic feedback as well as a breakdown of marks. This enables students to assess their own performance compared to their peer students.

Module aims

• To develop an understanding of the nature, role and importance of digital marketing and social media in tourism, hospitality and events, 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 tourism, hospitality and event 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 tourism, hospitality and event enterprises online. To be aware of current and future issues of tourism, hospitality and event marketing in the digital environment.
  
  
  

Learning outcomes

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 tourism, hospitality and event 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

https://readinglists.surrey.ac.uk
Upon accessing the reading list, please search for the module using the module code: MAN3163

Other information

None

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 2021/2 academic year.