Individual 2500 word essay (100%) based on either a case study or set in a specific destination context. It will assess all Learning Outcomes

The purpose of this module is to provide students with a coherent outline of the fundamental principles, concepts, policies and analytical frameworks of leisure and tourism marketing from an international perspective. It will also address the key issues and trends facing the public, private and voluntary sector providers of leisure and 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.

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; nature and characteristics of service marketing; role of marketing research in tourism; marketing implications of tourism policy; tourist behaviour, motivation and typologies; the tourism product offering; customer service and quality; augmented marketing mix and branding; destination image; substitutability and differentiation; marketing sustainable tourism; tourism and regeneration; destinations in the global tourism market; tourism marketing challenges and contemporary issues.

1. CRITICALLY APPRAISE THE PROCESS AND APPLICATION OF MARKETING TECHNIQUES EMPLOYED BY THE INTERNATIONAL LEISURE AND TOURISM INDUSTRY
Analysis
Application
Knowledge & Understanding

2. DEVELOP A CLEAR RATIONALE, ANALYSIS AND EVALUATION OF DESTINATION MARKETING AND BRANDING
Analysis
Enquiry
Learning

3. CRITICALLY ANALYSE THE ISSUES, TRENDS AND DRIVING FORCES IN CONTEMPORARY INTERNATIONAL LEISURE AND TOURISM MARKETING
Analysis
Enquiry
Reflection

Library
The Internet

FOR INTERNATIONAL COLLABORATIVE PARTNERS ONLY

Beech, J & Chadwick, S (eds) (2006) The Business of Tourism. FT Prentice Hall ISBN 0273688014 (last checked Sept 2013)
Kotler, P et al (2013) Marketing for Hospitality and Tourism. Prentice Hall ISBN 1292020032
Hudson F (2008) Tourism and Hospitality Marketing: A Global Perspective. Sage, London ISBN 1412946875 (last checked Sept 2013)

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.