1. Design, run and analyse a customer survey to produce relevant outputs for a tourism, events or hospitality organisation
Knowledge and Understanding
Analysis
Enquiry
Learning
Application

2. Engage with a minimum of 10 days volunteer experience on a tourism, event or hospitality project Application
Problem solving

3. Develop knowledge and understanding of local, regional, national and international tourism, hospitality and events organisations
Knowledge and Understanding

4. Manage and execute a field-based tourism, hospitality or events field report
Enquiry
Reflection
Problem Solving

This core module teaches fundamental knowledge and skills for success in tourism, hospitality and events. It will include a mix of digital skills, research skills and working with local, regional and international partners. This module builds on and employs the skills and knowledge delivered in the level 4 module ‘The Professional Toolkit’.

Engagement with local, regional and international partners will involve:

• Literature review, research design, data collection, data analysis and data presentation e.g. Stone Food and Drink Festival, Christmas market events, event industry
• Designing and running interviews and focus groups
• Use of Mendeley for literature review skills
• Training, e.g. data input and presentation including DTP, Qualtrics, SPSS
• Designing and costing sponsorship packages
• Ethics, health and safety and risk assessment
• Minimum 10 days volunteer experience on site
• Development of a regional itinerary encompassing tourism, hospitality and events
• Work in small teams with regional tourism, hospitality or events organisation assisting with project, e.g. visitor survey or marketing project using techniques developed in Semester 1
• An residential which may be in-country or overseas (Stoke on-campus students will engage in an overseas residential)

Potential partners may include Wedgwood, Middleport Pottery, Drayton Manor Park, Peak District National Park, Alton Towers, Stone Farmers Market, Burslem Welcomes, local and regional hotels, Alice Charity, Dorothy Clive Garden and Uttoxeter Racecourse, as well as destination management organisations such as Marketing Cheshire, and Marketing Manchester.

The development of skills starts as a class activity and then develops into a team activity with the intention of a student being able to do this independently in their Level 6 Knowledge Exchange Project module. By the end of this module students will be able to design and run a customer survey to analyse and to produce relevant outputs for an organisation to use for future marketing and other activities.

Element 1: Development of local/regional/international itinerary for specified target market incorporating a photo-essay (500 words and up to 15 photos) (individual task). Weighted at 20% (LO 3 & 4)

Element 2: Reflection Fieldwork report. Weighted at 20% (1500 words) (individual task) (LO 4)

Element 3: Proforma outlining a short literature review, key research questions, methodology, health & safety, ethics and GANTT chart (group task). Weighted at 20% (LO1 & LO2)

Element 4: Analysis of contemporary issue in tourism, hospitality or events identified through engagement with local or regional organisation, in preparation for the final year knowledge exchange project. Weighted at 40% (individual task) (2000 words) (LO3)

The learning strategy for full-time/part-time on-campus and other delivery modes requires students to commit to 300 learning hours (including assessments). Of this, there will be 48 hours of class/workshop support and 212 hours of independent and self-directed learning for students working alone or as part of a learning group. In addition to this there will be 40 hours allocated to the residential visit.

The tutor led sessions will tend to follow a general pattern of introduction of a topic and provision of frameworks and models for student learning, followed by application by students to appropriate data or case study materials. Students will be expected to perform set exercises/case study, etc., these will include the analysis, discussion and presentation of case-based work both individually and as part of a learning group. Students will be expected to obtain supplementary information from a number of sources as part of their preparation, as recommended by the tutor.

Fox, D., Gouthro, M.B., Morakabati, Y. and Brackstone, J. (2014) Doing Events Research. Abingdon: Routledge.
Long, J. (2007) Researching Leisure, Sport and Tourism: The Essential Guide. London: Sage.
Robinson, P., Heitmann, S. and Dieke, P. (2011) Research Themes in Tourism. Wallingford: CABI.
Veal, A.J. (2018) Research Methods for Leisure and Tourism. 5th Edition. Harlow: Pearson Education Ltd.
Vir Singh, T. (Ed) (2014) Critical Debates in Tourism. Bristol: Channelview.

VLE learning support material to be provided for independent /self-directed learning.

Passport!

Module handbooks

Open Textbook Library

Selected contemporary problem/practice based case examples

As an event professional it is vital to understand your role in the industry and how your professional attributes and skills will transform the event experience. This module develops your professional skills and your understanding of the events industry and your place in it. It also enables you to engage with local and regional organisations to develop your network, as well as produce marketing material and literature focusing on local events, destinations and/or attractions. A compulsory work experience element is also built into the module.

Please note that due to the Coronavirus pandemic placements may be carried out virtually if they cannot be safely continued.