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.

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.

1. APPRAISE THE STRATEGIC DIMENSIONS OF INTEGRATED MARKETING COMMUNICATIONS IN TOURISM ORGANISATIONS
Analysis
Knowledge & Understanding

2. DEVELOP AND PRESENT A CLEAR RATIONALE, ANALYSIS AND EVALUATION TO SUPPORT AN INTEGRATED MARKETING COMMUNICATIONS PLAN
Application
Communication
Reflection

3. CRITICALLY ANALYSE THE ISSUES, TRENDS AND DRIVING FORCES IN CONTEMPORARY TOURISM MARKETING COMMUNICATIONS
Analysis
Enquiry
Learning

Library
The Internet

FOR INTERNATIONAL COLLABORATIVE PARTNERS ONLY

Hudson, S. (2009) Tourism and Hospitality Marketing: a global perspective. London: Sage.

Kotler, P., Bowen, J.T. & Makens, J. (2014) Marketing for Hospitality and Tourism. Sixth edition. Prentice Hall.

Smith, P. R. & Taylor, J. (2010) Marketing Communications: An Integrated Approach. Third edition. Kogan Page.

The learning strategy for this module is based around students committing a total of 150 hours of activities towards achieving the learning outcomes. These will be split between 39 hours of direct contact with a tutor and 111 hours of directed, guided and self-study, together with preparation for and completion of the assessment tasks. Learning support material will be provided for the module.
The module will draw upon a mixture of activities including lectures, web-based activities, case study analysis, relevant videos and in-class discussions, individual and group problem solving and self-directed learning.