Module Details

Module Code: SPRT7020
Title: Leisure Marketing
Long Title: Leisure Marketing
NFQ Level: Intermediate
Valid From: Semester 1 - 2017/18 ( September 2017 )
Duration: 1 Semester
Credits: 5
Field of Study: 8130 - Sports and Recreation
Module Delivered in: 2 programme(s)
Module Description: This module introduces the student to the basic concepts of leisure marketing with particular emphasis on services marketing which is the dominant type used in the leisure industry. An analysis of current trends in marketing in the 21st century and their impact on those providing products and services within the leisure industry will also be examined.
 
Learning Outcomes
On successful completion of this module the learner will be able to:
# Learning Outcome Description
LO1 Examine the role and importance of marketing in society with special reference to leisure.
LO2 Explain the importance of environmental analysis at both micro and macro level.
LO3 Describe the distinctive characteristics that affect the marketing of leisure services.
LO4 Critically evaluate tools associated with the marketing mix and discuss the elements of the integrated marketing communication process.
LO5 Describe the consumer decision making process and the factors that influence buyer behaviour.
LO6 Outline and discuss the importance of segmentation, targeting and positioning in the leisure market.
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).
To have successfully completed the Business and Leisure Administration Module in Semester 2 Stage 1.
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
The nature and scope of marketing in the modern firm
History. definitions. Marketing concept and mix. Philosophies. Marketing challenges facing the leisure industry.
The Marketing environment
Assessing the forces in the macro and micro environment to include contemporary issues in leisure marketing - Marketing research, ethics and social responsibility. Services Marketing
Consumer behaviour
The impact of the consumer decision making process on consumer buyer behaviour with special reference to the leisure consumer.
Market segmentation.
Targeting and positioning for leisure marketing. Marketing research. Social Marketing.
The marketing mix decisions
The marketing mix for both product and services and the decision making required when choosing which tools to use.
Integrated Marketing communications
E business. E commerce. E marketing. Digital marketing. Social media. Social marketing.
Module Content & Assessment
Assessment Breakdown%
Coursework50.00%
End of Module Formal Examination50.00%

Assessments

Coursework
Assessment Type Project % of Total Mark 50
Timing Week 6 Learning Outcomes 1,2,3
Assessment Description
Applied market research project on a sports club or leisure centre of the students choice.
End of Module Formal Examination
Assessment Type Formal Exam % of Total Mark 50
Timing End-of-Semester Learning Outcomes 1,2,3,4,5,6
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 teaching Every Week 4.00 4
Independent & Directed Learning (Non-contact) Non Contact Independent research and 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 teaching Every Week 4.00 4
Independent & Directed Learning (Non-contact) Non Contact Independent research and 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
  • John Fahy and David Jobber. (2015), Foundations of Marketing, McGraw Hill Higher Education, [ISBN: 978-007716795].
  • Philip Kotler and Gary Armstrong. (2015), Principles of Marketing, 16th. Pearson, [ISBN: 978129209248].
Supplementary Book Resources
  • David Jobber and Fiona Ellis-Chadwick. (2012), Principles and Practice of marketing, 7th. McGraw Hill Higher Education, [ISBN: 978007714000].
  • Paul Baines and Chris Fill. (2012), Essentials of Marketing, Oxford University Press, [ISBN: 978019964650].
  • Linehan M, & Cadogan T. (2011), Make that grade Marketing, 4th. Gill & McMillan, [ISBN: 9780717149827].
  • Rogan, Donal. (2011), Marketing: An Introduction for Students in Ireland, 4th. Gill & Macmillan Ltd, [ISBN: 978-071714981].
  • Paul Baines and Chris Fill. (2014), Marketing, 3rd. OUP Oxford, [ISBN: 978-019965953].
  • Rosalind Masterson and David Pickton. Marketing: An Introduction, 3rd. SAGE Publications Ltd, [ISBN: 978144629642].
  • Linden Brown and Chris L Brown. (2014), The Customer Culture Imperative: A Leader's Guide to Driving Superior Performance, McGraw-Hill Education, [ISBN: 978007182114].
  • Sean Gardner. (2014), The Road to social media success, 7 Publishing, [ISBN: B00OZ2I9OI].
  • Damian Ryan. (2013), Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation, Kogan Page, [ISBN: 97807494710].
  • Dave Chaffey and Fiona Ellis-Chadwick. (2012), Digital Marketing: Strategy, Implementation and Practice, 5th. Pearson, [ISBN: 978027374610].
This module does not have any article/paper resources
Other Resources
 
Module Delivered in
Programme Code Programme Semester Delivery
CR_BSPRT_8 Bachelor of Business (Honours) in Sport & Exercise Management 3 Mandatory
CR_BRECL_7 Bachelor of Business in Recreation and Leisure Management 3 Mandatory