An individual 2500 word essay (50%) based on either a tourism case study or set in a specific destination context. It will assess Learning Outcomes 1, 2 and 3.
A group-based poster presentation assignment (50%) to incorporate a poster and supporting documentation (1000 words) on a specific tourist destination or tourist attraction marketing communications scenario. The poster content is to be presented via a 5-minute overview to an invited audience. It will assess Learning Outcomes 2 and 4.

The purpose of this module is to provide students with a coherent outline of the fundamental principles, concepts, policies and analytical frameworks of tourism marketing from an international perspective. It will also address the key marketing issues and trends facing the public, private and voluntary sector providers of tourism facilities, together with an overview of tourist behaviour and the pattern of demand for domestic and international tourism at the level of the tourist destination. In addition, the module will focus on the specific issues that are influencing contemporary tourism marketing in the main tourist-generating and receiving regions of the world alongside the role of integrated marketing communications in the delivery and representation of tourism services.

Topics covered in the module will be drawn from: the structure and organisation of the tourism system, components and attributes of the tourism industry; travel and tourism marketing environment; sustainable tourism; tourism-led regeneration; destinations and attractions in the global tourism market; destination marketing organisations; tourism marketing challenges and contemporary issues; nature and characteristics of services marketing; role of marketing research in tourism; marketing implications of tourism policy; tourist behaviour, motivation and typologies; the tourism product offering; product/destination life cycle; destination branding and image; relationship marketing and brand loyalty; integrated marketing communications; expanded communications mix; marketing communications planning.

The learning strategies will require students to commit 300 learning hours, of which 72 hours will consist of contact time. Lectures (24 hours) will provide students with a broad theoretical overview and the conceptual frameworks needed to appraise the development, marketing and branding of tourism in international contexts. Group workshops, guest speaker and student-led seminars, and tutorial support activities (48 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 tourism marketing cases and scenarios, and to complete data analysis and interpretation exercises in preparation for the assessments.

A further 228 hours of directed, independent and VLE-supported study will require students to read and think about destination and tourist attraction scenarios and preparatory questions which will form the basis of case 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 in preparation for the summative assessments.

Library
Blackboard and other online resources

FOR INTERNATIONAL COLLABORATIVE PARTNERS ONLY.

1. APPRAISE THE MARKETING IMPLICATIONS OF THE TOURISM SYSTEM
Analysis

2. CRITICALLY ANALYSE THE ISSUES, TRENDS AND DRIVING FORCES IN CONTEMPORARY INTERNATIONAL TOURISM MARKETING
Application
Knowledge & Understanding

3. CRITICALLY APPRAISE THE CONCEPTUAL AND THEORETICAL DESTINATION BRANDING LITERATURE
Analysis
Enquiry
Learning

4. DEVELOP AND PRESENT A CLEAR RATIONALE, ANALYSIS AND EVALUATION TO SUPPORT AN INTEGRATED MARKETING COMMUNICATIONS PLAN FOR A SPECIFIC TOURIST DESTINATION OR VISITOR ATTRACTION
Analysis
Application
Communication
Reflection