Module Details

Module Code: HOSP8018
Title: Strategic Mktg & Digital
Long Title: Strategic Mktg& Digital Content Creation
NFQ Level: Advanced
Valid From: Semester 1 - 2023/24 ( September 2023 )
Duration: 1 Semester
Credits: 5
Field of Study: 8110 - Hospitality
Module Delivered in: 1 programme(s)
Module Description: This module introduces the student to the strategic aspects of marketing and digital content creation where the student applies marketing concepts to a live project.
 
Learning Outcomes
On successful completion of this module the learner will be able to:
# Learning Outcome Description
LO1 Analyse the key aspects of a marketing strategy and its implication for a businesses within the Tourism and Hospitality sector.
LO2 Appraise strategic marketing models and how their application can assist in decision making within a marketing context.
LO3 Assess the role of analysis in a marketing context and its application to hospitality and tourism enterprises.
LO4 Assess digital marketing strategies and control mechanisms available to a company.
LO5 Evaluate online platforms and how these can be used to successfully implement the digital marketing strategy and content.
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
Strategic Marketing Environment
Characteristics and trends in strategic market management, External and customer/visitor analysis. Market and submarket analysis, dimensions of environmental analysis, understanding competitors, sustainable competitive advantage.
Strategy and the use of models to aid decision making
Ansoff and growth strategies in the marketplace. Use and application of portfolio models - BCG matrix, GE grid, formulation of strategic options.
Strategy in Tourism & Hospitality
Creating advantage in the marketplace and strategic positioning.
Online Platforms and Analytics
Understand the mechanics and benefits of online platforms e.g. Websites, Instagram, Facebook, Twitter, Tik Tok, Youtube, Blogs, etc. Implementation and control to include analysis of analytics and metrics available in order to assess and measure how key strategies are performing.
Content Creation
Understand and identify content creation performance and integrate key components of photography, video, written content, branding. Application of tools and software available to create engaging content across platforms.
Module Content & Assessment
Assessment Breakdown%
Coursework100.00%

Assessments

Coursework
Assessment Type Project % of Total Mark 40
Timing Week 12 Learning Outcomes 1,2,3,4,5
Assessment Description
Project will take the form of a live case. Format of case will involve analysis of the business environment and application of theory studied in class as well as the development of digital strategy to include the use and examination of analytics. This assignment will operate across the semester with phased submissions to allow for formal feedback by Week 8. Word count 3500-4000
Assessment Type Presentation % of Total Mark 30
Timing Week 13 Learning Outcomes 1,2,3,4,5
Assessment Description
As part of the live case, students will required to make a presentation/poster taking into consideration pre- defined criteria outlined in assessment . This will also include a Q&A. Each student will be required to submit a self-reflection on work achieved .
Assessment Type Short Answer Questions % of Total Mark 30
Timing Week 13 Learning Outcomes 1,2,3
Assessment Description
In class test focusing on the theory and its application in the business environment.
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 In class lecture Every Week 2.00 2
Lab Contact Practical Every Week 2.00 2
Independent & Directed Learning (Non-contact) Non Contact Independent reading 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 Lecture inclass lecture Every Week 2.00 2
Lab Contact Practical Every Week 2.00 2
Independent & Directed Learning (Non-contact) Non Contact Self directed learning 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
  • Daniel Rowles. (2022), Digital branding: a complete step-by-step guide to strategy, tactics, tools and measurement, 3rd. Kogan Page Limited, London, p.216, [ISBN: 9781398603196].
  • David A Aaker, Damien Mc Loughlin. (2012), Strategic Market Management - Global Perspective, 2nd. Wiley, [ISBN: 9780470059869].
  • Sian Rees. (2020), Public relations, branding and authenticity: brand communications in the digital age, Routledge, London; New York, p.186, [ISBN: 9780429666124].
  • Pinto, Filipe Mota, Guarda, Teresa. (2020), Digital marketing strategies and models for competitive business, IGI Global, p.240, [ISBN: 9781799829652].
  • Lindsay Chambers, Jennifer Morehead and Heather Sallee. (2020), Make your business social: engage your customers with social media, Business Expert Press, New York, p.126, [ISBN: 9781952538018].
  • Hooley G, Nicouland B, Rudd J, Lee N.. (2020), Market Strategy and Competitive Positioning, 7th. Pearson, p.616, [ISBN: 9781292276540].
  • Campos A & Almedia S. (2022), Global Persoectives in Strategic Storytelling in Destination Marketing, IG Global, p.344, [ISBN: 978166843437].
  • Chhabra Deepak. (2015), Strategic Marketing in Hospitality & Tourism: Building a SMART Online Agenda, Nova Science Publishers, UK, [ISBN: 978163482072].
Supplementary Book Resources
  • Seth Godin. (2018), This Is Marketing, Penguin Books Ltd, London, United Kingdom, p.288, [ISBN: 9780241370148].
Recommended Article/Paper Resources
  • Tourism Management. [ISSN: 02615177].
  • Harvard Business Review, [ISSN: 007178012].
  • Cornell Hospitality Quarterly, [ISSN: 19389663].
  • Journal of Marketing, [ISSN: 03090566].
  • International Journal of Contemporary Hospitality Management, [ISSN: 09596119].
Other Resources
 
Module Delivered in
Programme Code Programme Semester Delivery
CR_OHMGT_8 Bachelor of Business (Honours) in Hospitality Management 8 Mandatory