TOURISM MARKETING FOR SOCIAL GOOD - 2025/6

Module Overview

Tourism marketing for social good combines the principles and knowledge of sustainability marketing and social marketing, to critically understand how the current marketing practices are responsible for a substantial negative economic, social and environmental impact of the tourism industry, and how redesigning policies, strategies and implementation of current marketing practices, and introducing social marketing principles for behaviour change amongst all stakeholders involved in the tourism ecosystem can help us improve the benefits that tourism can provide to society.

Module provider

Surrey Hospitality & Tourism Management

Module Leader

FONT Xavier (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

Understanding the unsustainability of the current behaviour
Identifying the stakeholders that shape that behaviour
Critically appraising the characteristics of the behaviour we aim to influence
Developing skills to cost-effectively change behaviour
Learning how to measure and monitor the desired change and unintended consequences of the intervention

Assessment pattern

Alternative Assessment

N/A

Assessment Strategy

The assessment strategy is designed to provide students with the opportunity to demonstrate the awareness and insight of sustainability marketing and communication interventions to address impacts of the tourism industry in order to generate societal benefits, from a single business unit to a global level. Students are required to demonstrate knowledge of theory, research evidence and contemporary practice. The module is assessed by two individual assignments.

Thus, the summative assessment for this module consists of:

• Individual Assignment 1. The individual assignment is a report. The essay word count is 2000 words. You will critically evaluate a social marketing intervention. 


• Individual Assignment 2. The individual assignment is a report. The essay word count is 2000 words. You will prepare a social marketing campaign for an organisation of your choice. 

Formative assessment and feedback:

This module adopts an enquiry based approach to feedback where the emphasis is on providing resources to students which allow them to identify their own strengths and weaknesses in order to develop learning strategies which will allow them to improve their performance. These resources include: Prior to the assignment, lecture time will be spent discussing the assignment and feedback process; A detailed marking scheme which provides guidance on how marks will be awarded for each element of assessment. This marking scheme has benefits for both staff and students; for staff it allows for consistency of marking between markers and for rapid and rigorous marking, for students it makes it absolutely clear what is expected of them. Students will receive a mark for each element of the assignment which they can reference to the marking scheme for details individual feedback; Generic feedback which explains what students did well and did less well overall. This will take two forms. In the first lecture after submission, time will be spent explaining the key learning issues form the assignment and, once marking is completed, students will received detailed generic feedback via SurreyLearn including a statistical breakdown of marks so that they can place their own performance into that of their cohort.

Module aims

• To help students understand how to use social marketing skills to develop policy based on an understanding of people's lives, making policy goals realistic and achievable
• To equip students with the knowledge on how to target the allocation of resources cost-effectively, in order to select interventions that have the best impact over time
• To experiment in the development of products, services and communications that fit people's needs and motivations

Learning outcomes

Methods of Teaching / Learning

The learning and teaching strategy is designed to provide hands-on opportunities to apply the principles discussed in class.

The learning and teaching methods include:

A series of lectures, on-demand videos accessible online via SurreyLearn, guided learning (activities will vary each week), seminars, and guest lectures providing real life case studies to work on.

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: MANM558

Other information

This module adopts the university curriculum framework, which aims to develop learners with strong capabilities in Employability, Digital Capabilities, Global and Cultural Capabilities, Sustainability and Resourcefulness and Resilience. This module contributes to the development of the following capabilities:

Global and Cultural Capabilities: The module revolves around the roles of sustainability marketing and communication to promote behaviour change amongst consumers and employees of the tourism industry. Since students are from different countries with diverse cultural backgrounds, class discussions and seminar exercises will be used to reinforce students’ global and cultural capabilities. 

Employability: Guest lecturers will present up-to-date insight from the tourism industry on relevant topics and provide an opportunity for students to learn directly from tourism stakeholders. Students will gain knowledge on current developments of social marketing practices in the tourism, hospitality and transport industries, and be taught to critically evaluate these practices. They will also learn how to develop strategies to manage these developments. All these skills can be transferred to various situations at the workplace, including problem-solving tasks.  

Sustainability: This module motivates students to identify behaviour change mechanisms to address with the most critical impacts of the tourism industry on society, environment and economy through a case study analysis and class discussion. Students will be guided in developing sustainability marketing plans for minimising negative impacts of tourism development in the local communities, environment and/or economy based on their knowledge of sustainability, sustainable tourism and transport indicators, and the sustainable development goals (SDGs).

Resourcefulness and Resilience: The assessment strategy which comprises two stages: formative assessment and summative assessment. Through this strategy, this module empowers students to build self-evaluation into assessment processes and create spaces for students to reflect on their own performance whilst reviewing feedback. The structured schedule of the two-stage assessment will also support students in developing time management skills. Also, students are motivated to make informed decisions from a range of options as to which aspect of their work they would like to request feedback. The critical nature of the in-class discussion will help foster openness by encouraging students to understand and discuss contrasting perspectives. 

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 2025/6 academic year.