The purpose of this module is to provide students with a coherent overview of the development and role of marketing communications in the delivery and representation of tourism services. In addition to examining what marketing communications is and its critical importance in contemporary tourism marketing, the module will explore the changing nature of the tourism marketing communications environment. Specifically, the module will emphasise the integrated nature of the marketing communications process from both a theoretical and practical perspective. It will also introduce students to the advantages, disadvantages, relative effectiveness and costs of all elements of marketing communications with a clear tourism focus.

Topics covered in the module will be drawn from: historical overview of marketing communications; the expanded marketing communications mix; integrating the promotions mix; the barriers to integration; the process of communications; the dimensions of tourism behaviour and the tourism market; targeting and positioning; the promotional mix and the product life cycle; brand strategies; relationship marketing and brand loyalty; budgeting for communications; structure and role of agencies; communications planning; advertising; media and media planning; sales promotion; direct marketing; publicity and public relations; sponsorship and the tourism industry; corporate communications; internal marketing; international tourism marketing communications; the Internet and e-communications in tourism.

The learning strategies will require students to commit 150 learning hours, of which 36 hours will consist of contact time. Lectures (12 hours) will provide students with a broad overview and the conceptual frameworks needed to appraise the theoretical practices of marketing communications from an international tourism perspective. Group workshops and tutorial support activities (24 hours) will provide students with the opportunity to develop and use a range of analytical techniques and critical thinking skills to apply the underpinning theories to cases and scenarios, and to complete data analysis and interpretation exercises in preparation for the assessment.

A further 114 hours of independent study will require students to read, think about and evaluate a range of tourism promotional campaigns and other case study preparatory questions which will form the basis of the class discussions. Students are also required to organise and review their lecture notes and undertake preparatory reading and research on assigned material in order to participate in, and lead, class discussions individually and as part of a group.

Library
The Internet

Details:- A group-based assignment (100%) to incorporate a 20-minute presentation and supporting documentation (2000 words) based on a specific tourism marketing scenario. This will assess all Learning Outcomes.

Holloway, J C (2004) Marketing for Tourism. FT Prentice Hall ISBN 0273682296 (last checked September 2013)
McCabe, S & Lashley, C (2008) Marketing Communications in Tourism and Hospitality: Concepts, Strategies and Cases. Butterworth ISBN 0750682779
Smith, P R & Taylor, J (2010) Marketing Communications: An Integrated Approach, 3rd ed. Kogan Page ISBN 0749436697
Kotler, P, et al (2013) Marketing for Hospitality and Tourism, 6th ed, Pearson ISBN 1292020032