Kotler, P et al (2002) Marketing for Hospitality and Tourism (Prentice Hall)
Lumsdon, L (1997) Tourism Marketing (ITP Business Press)
Middleton V T C & Clarke J (2001) Marketing in Travel and Tourism (Butterworth Heinemann)
Vellas F & Becherel L (1999) International Marketing of Travel & Tourism (Macmillan)

Library
The Internet

The learning strategies will require students to commit 150 learning hours, of which 30 hours will consist of contact time. Lectures will provide students with a broad theoretical overview and the conceptual frameworks needed to appraise the marketing of tourism within the UK and from an international perspective. Tutorial support activities 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 120 hours of independent study will require students to read and think about the case study preparatory questions which will form the basis of the 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.

The lecture/tutorial pattern may vary with some activities taking place in medium size group workshops.

12 hours of formal lectures
6 hours of formal lectures/large group activity
12 hours of tutorials

The purpose of this module is to provide students with a coherent outline of the fundamental principles, concepts, policies and analytical frameworks of marketing within the international leisure, travel and tourism industry. It will also focus on the key issues and trends that are influencing contemporary leisure tourism marketing in the main tourist-generating and receiving regions of the world, together with an overview of leisure tourist behaviour and the pattern of demand for international leisure tourism at the level of the tourist destination.

Topics covered in the module will be drawn from: leisure spectrum, introduction to international tourism system; definitions and role of international marketing in leisure and tourism; the marketing concept and international leisure and tourism marketing; impact of technology; regional tourism analysis and flows; international marketing research, leisure tourist behaviour, motivation and typologies; the specificity of the international leisure and tourism offer; augmented marketing mix and branding; destinations in the global tourism market; international leisure and tourism marketing challenges and contemporary issues.

An individual 2 hour (open book) exam based upon a case study (100%)