EVENT SERVICES MARKETING - 2021/2

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

LI Yanning (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

Indicative content includes:

• 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

Group Presentation - Individual consultant’s style report (1500 words)

Assessment Strategy

The assessment strategy is designed to provide students with the opportunity to demonstrate

That they gradually build up their knowledge and their understanding of services marking in an event context and  it is designed to allow students to evidence their achievement of the learning outcomes. The assessment comprises an individual report and a group presentation.

Thus, the summative assessment for this module consists of:

two components. As part of the first assessment component (i.e., the report), 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 event industry.

For the second assessment (i.e., the group presentation) students will be working with a consultant mind-set; students will be asked to evaluate the marketing strategy of one organization in the event industry. Due to the rapid change of society and consumers' mind, tourism marketing managers are required to revise marketing strategies to attract visitors. Accordingly, students need to give a presentation which critically assesses the current marketing strategy of one organization. Ultimately managerial implications need to be provided with regards to how the organization can improve its marketing strategy.

While the report accounts for 60%, the group presentation is given a weight of 40%. One assessment component is individual while the second one is a group work giving students the opportunity to show their capability of working in teams as well as to demonstrate communication skills which is of particular importance in a marketing context. Students are informed about both pieces of assessment in week 1.

Formative assessment and feedback

A detailed marking scheme is provided to students during their first seminar together with the assessment details. This allows students to clearly identify what is expected of them. The marking scheme outlines the percentage figures for each assessment component. This is also essential as it allows for consistency in the marking process

Module aims

• This module is designed to provide students with knowledge of the meaning and application of marketing in the event context. The key objective is that students should develop an understanding of the role of marketing as a business philosophy. Marketing is viewed as a systematic thought process, a set of techniques underlying the planning and execution of marketing strategy and tactics, taken within the context of event services. Recent trends in marketing are incorporated in this module.

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 presented in the module document 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. Students should be prepared for assessment on topics from across the syllabus - irrespective of the mode of delivery e.g. whether the topic was covered by a formal lecture, seminar, self-directed study task, directed reading, etc.

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: MANM240

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.