Module Details

Module Code: TOUR6016
Title: Tourism Marketing
Long Title: Tourism Marketing
NFQ Level: Fundamental
Valid From: Semester 1 - 2017/18 ( September 2017 )
Duration: 1 Semester
Credits: 5
Field of Study: 8120 - Tourism
Module Delivered in: 3 programme(s)
Module Description: This module develops the students understanding of tourism service concepts including an analysis of tourism consumer behaviour, the role of target marketing for tourism products, the significance of service quality and customer satisfaction as an integral aspect of the tourism planning process.
 
Learning Outcomes
On successful completion of this module the learner will be able to:
# Learning Outcome Description
LO1 Assess the importance of a marketing Information System in a tourism operation and explain the process of marketing research.
LO2 Evaluate the importance of segmentation, targeting and positioning for tourism businesses.
LO3 Identify the factors affecting tourist consumer behaviour and their decision making process.
LO4 Explain the role of marketing planning in Tourism businesses and identify the contents of a marketing plan.
LO5 Explain the concept of service quality, the 'gaps model' and identify marketing solutions to minimise these gaps in tourism operations.
Dependencies
Module Recommendations

This is prior learning (or a practical skill) that is strongly recommended before enrolment in this module. You may enrol in this module if you have not acquired the recommended learning but you will have considerable difficulty in passing (i.e. achieving the learning outcomes of) the module. While the prior learning is expressed as named MTU module(s) it also allows for learning (in another module or modules) which is equivalent to the learning specified in the named module(s).
Incompatible Modules
These are modules which have learning outcomes that are too similar to the learning outcomes of this module. You may not earn additional credit for the same learning and therefore you may not enrol in this module if you have successfully completed any modules in the incompatible list.
No incompatible modules listed
Co-requisite Modules
No Co-requisite modules listed
Requirements

This is prior learning (or a practical skill) that is mandatory before enrolment in this module is allowed. You may not enrol on this module if you have not acquired the learning specified in this section.
No requirements listed
 
Indicative Content
Market intelligence and research
Role of market intelligence, marketing information systems for tourism, primary and secondary sources of data. The marketing research process, research instruments, analysis and presentation of research data.
Target marketing
Steps of target marketing - concepts of segmentation, target marketing and positioning. Market segmentation - bases for segmentation, levels of segmentation, market targetting, positioning - concept and strategies, differentiation, perceptual mapping, repositioning for strategic advantage all with specific application to the tourism industry
Consumer behaviour in tourism
Model of tourist buyer behaviour. Internal and external influences on tourist behaviour. The consumer decision making process. Types of consumer buying behaviour - complex, dissonance reducing, habitual and variety seeking. Tourism behaviour patterns - projective techniques, lifestyles, attitudes and opinions.
Service quality
Service Quality, dimensions of service quality, Gaps model - Identification of gaps and preventative measures. Measuring service quality and the SERQUAL instrument.
Marketing planning
Marketing planning in tourism - the benefits of planning for tourism businesses and the dangers facing organisations that fail to plan. The planning process and the marketing plan.
Module Content & Assessment
Assessment Breakdown%
Coursework40.00%
End of Module Formal Examination60.00%

Assessments

Coursework
Assessment Type Project % of Total Mark 40
Timing Week 12 Learning Outcomes 1,2,3
Assessment Description
Group Marketing Research Project
End of Module Formal Examination
Assessment Type Formal Exam % of Total Mark 60
Timing End-of-Semester Learning Outcomes 1,2,3,4,5
Assessment Description
End-of-Semester Final Examination
Reassessment Requirement
Repeat examination
Reassessment of this module will consist of a repeat examination. It is possible that there will also be a requirement to be reassessed in a coursework element.

The University reserves the right to alter the nature and timings of assessment

 

Module Workload

Workload: Full Time
Workload Type Contact Type Workload Description Frequency Average Weekly Learner Workload Hours
Lecture Contact Class based instruction Every Week 4.00 4
Independent & Directed Learning (Non-contact) Non Contact Independent Study Every Week 3.00 3
Total Hours 7.00
Total Weekly Learner Workload 7.00
Total Weekly Contact Hours 4.00
Workload: Part Time
Workload Type Contact Type Workload Description Frequency Average Weekly Learner Workload Hours
Lecture Contact Class based instruction Every Week 4.00 4
Independent & Directed Learning (Non-contact) Non Contact Independent Study Every Week 3.00 3
Total Hours 7.00
Total Weekly Learner Workload 7.00
Total Weekly Contact Hours 4.00
 
Module Resources
Recommended Book Resources
  • Kotler, Makens and Bowen. (2014), Marketing for Hospitality and Tourism, 6th Edition. Pearson, United Kingdom, [ISBN: 9781292020037].
Supplementary Book Resources
  • Alastair M. Morrison.. (2013), Marketing and managing tourism destinations, First Edition. Routledge, London and New York, [ISBN: 9780415672498].
  • Christopher H Lovelock, Jochen Wirtz. (2016), Services Marketing, Seventh Edition. Prentice Hall, p.648, [ISBN: 9780136107217].
  • Valarie Zeithaml, Mary Jo Bitner, Dwayne Gremler. (2013), Services Marketing, Sixth Edition. McGraw-Hill/Irwin, p.704, [ISBN: 9780078112058].
  • John Bateson and Douglas Hoffman. (2011), Services marketing - International Edition, Fourth edition. Cincinnati; South-Western, [ISBN: 9780538476454].
Recommended Article/Paper Resources
  • Annals of Tourism Research.
  • Tourism Management.
Other Resources
 
Module Delivered in
Programme Code Programme Semester Delivery
CR_FTRSM_8 Bachelor of Business (Honours) in Tourism Management 4 Mandatory
CR_FTOUR_7 Bachelor of Business in Tourism Management 4 Mandatory
CR_FTOUR_6 Higher Certificate in Business in Tourism Management 4 Mandatory