Module Details

Module Code: MGMT8073
Title: Tourism & Aviation Business
Long Title: Tourism & Aviation Business
NFQ Level: Advanced
Valid From: Semester 1 - 2020/21 ( September 2020 )
Duration: 1 Semester
Credits: 5
Field of Study: 3450 - Business & Management
Module Delivered in: 3 programme(s)
Module Description: This module will provide students with an in-depth knowledge of the business of Tourism with particular focus on destination marketing within the context of the aviation industry. An emphasis will be placed on the consumer behaviour of the tourist as well as assessing the role of segmentation for route planning. The module will look at the strategic, tactical and operational aspects of the aviation industry while exploring trends and challenges.
 
Learning Outcomes
On successful completion of this module the learner will be able to:
# Learning Outcome Description
LO1 Critically assess the range of issues impacting on the tourism and hospitality industry today.
LO2 Analyse the challenges faced in aviation business with respect to environmental issues, costs, changing business landscapes.
LO3 Evaluate how aviation business models adapt across different geographical regions and markets.
LO4 Examine the changing nature of consumer behaviour in tourism and the significance of segmentation when planning new routes.
LO5 Examine the relationship between tourism bodies and airline companies in developing and promoting new tourism destinations.
LO6 Develop an integrated marketing communications plan for a tourism destination.
LO7 Present effectively the key elements of a marketing communications plan.
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
Airline and Airport Operations
Understand the range and scale of airports and airlines and its importance to world and national economies. How airports and airlines interact logistically and financially. The role of Airports in logistics. Airline Structures and Strategy. Stakeholder Ecosystem - shareholders, regulators and competition.
Business Development in Aviation
Marketing in the Airline Industry, industrial buying behaviour, consumer buying behaviour, segmentation in the air-passenger industry, segmentation in the air-freight business, PESTEL Analysis, Marketing Strategies, Customer service, Channel Management.
Tourism Sector
Components of the tourism product, levels of a service product, the product lifecycle. The role of branding and its implication in the marketing of tourism products and destinations.
Tourist Consumer Behaviour
Analysis of the key components of consumer behaviour, namely, segmentation, targeting and positioning. The application of these constructs to tourism examples. Domestic and International Tourism Segments within Ireland. Demand patterns and factors influencing the choice of tourism products. Travel Trends; Immersive Tourism; Conspicuous Experience, Effortless, Creative Tourism; Purposeful Tourism; Authentic Cravings.
Tourism Policy, Planning and Challenges
Tourism industry planning and the role of tourism bodies around the world. Policy development and strategy formulation within the Tourism Industry. Sources of funding in tourism. Tourism development on a regional, national and international basis. Global trends and challenges facing the industry. Challenges for the industry; Infrastructure development, Staffing, Leadership, Capacity management along with other risk factors.
Marketing communications & Tourism Distribution
The processes and theory involved in the formulation of an integrated marketing communications strategy for a tourism business. Advertising, media choice, sales promotions, FAM trips, sponsorship, public relations, social media, viral and digital marketing. The role and impact of technology on the channels of distribution within the tourism industry. Advantages and disadvantages of various new tools for distribution. Route to market, networking and cooperation. Implications of high tech on service delivery and customer satisfaction. The sharing economy and its effect on the traditional tourism economy. Visitor path to purchase.
Module Content & Assessment
Assessment Breakdown%
Coursework100.00%

Assessments

Coursework
Assessment Type Essay % of Total Mark 40
Timing Week 8 Learning Outcomes 1,2,3
Assessment Description
Individuals will compose a 2000 word essay exploring the challenges in the aviation industry e.g. challenges of maintaining competitive advantage in a changing environment or the possibilities of new technologies in driving new business.
Assessment Type Project % of Total Mark 60
Timing Sem End Learning Outcomes 1,4,5,6,7
Assessment Description
Students will be required to complete a group project where they will devise an integrated marketing communications plan for a tourism destination. They will be required to produce a report detailing a marketing strategy for the destination and also showcase their findings as a group via an in class/online presentation e.g powerpoint, google slides, keynote
No End of Module Formal Examination
Reassessment Requirement
Coursework Only
This module is reassessed solely on the basis of re-submitted coursework. There is no repeat written examination.

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 Online/on site delivery of subject material Every Week 3.00 3
Independent & Directed Learning (Non-contact) Non Contact Revision of lecture notes, research and preparation for assessments Every Week 4.00 4
Total Hours 7.00
Total Weekly Learner Workload 7.00
Total Weekly Contact Hours 3.00
Workload: Part Time
Workload Type Contact Type Workload Description Frequency Average Weekly Learner Workload Hours
Lecture Contact Online/on site delivery of subject material Every Week 2.00 2
Independent & Directed Learning (Non-contact) Non Contact Revision of lecture notes, research and preparation for assessments Every Week 5.00 5
Total Hours 7.00
Total Weekly Learner Workload 7.00
Total Weekly Contact Hours 2.00
 
Module Resources
Recommended Book Resources
  • Swarbrooke, J & S. Horner. (2010), Consumer Behaviour in Tourism, Butterworth-Heinemann.
  • Kotler, P,Bowen and Makens. (2014), Marketing for Hospitality and Tourism, 6th. Pearson United Kingdom, [ISBN: 9781292020037].
  • Peter Belobaba. (2015), The Global Airline Industry, John Wiley & Sons UK, [ISBN: 9781118881170].
  • Stephen Shaw. Airline Marketing and Management, Taylor & Francis Ltd 2011, [ISBN: 9781409401490].
Supplementary Book Resources
  • B. Kastarlak & B. Barber. (2014), Fundamentals of Planning and Developing Tourism, Pearson Ed, [ISBN: 1292039485].
  • Alastair M. Morrison. (2013), Marketing and Managing Tourism Destinations, Routledge, Taylor and Francis Group, [ISBN: 978415672498].
This module does not have any article/paper resources
Other Resources
 
Module Delivered in
Programme Code Programme Semester Delivery
CR_BIBLA_8 Bachelor of Business (Honours) in International Business with Language 5 Elective
CR_BIBLA_8 Bachelor of Business (Honours) in International Business with Language 7 Elective
CR_BMRKT_8 Bachelor of Business (Honours) in Marketing 7 Elective