Module Details
| Module Code: |
TOUR6013 |
| Title: |
Marketing Comm & Brand Mgt
|
|
Long Title:
|
Marketing Comm & Brand Mgt
|
| NFQ Level: |
Fundamental |
| Valid From: |
Semester 1 - 2022/23 ( September 2022 ) |
| Field of Study: |
3420 - Marketing & Advertising
|
| Module Description: |
Students will be provided with a comprehensive knowledge of the role of integrated advertising, promotions and marketing communications within the tourism industry. Students will also be exposed to the principles of brand management and the application of branding in a tourism context.
|
| Learning Outcomes |
| On successful completion of this module the learner will be able to: |
| # |
Learning Outcome Description |
| LO1 |
Describe the significance of an integrated advertising, promotion and marketing communications strategy. |
| LO2 |
Examine the process of creating an effective advertising and promotional campaign. |
| LO3 |
Analyse all components of integrated marketing communications - sales promotions, sponsorship, public relations, social media and digital marketing. |
| LO4 |
Evaluate the importance of branding application as part of an overall marketing communications strategy in the tourism industry. |
| LO5 |
Assess the theories, principles and practices of brand management in a tourism context. |
| 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).
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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 |
|
Marketing Communications
Definitions and concepts, integrated marketing communications process and its relationship with the marketing mix. Advantages of Integrated Marketing Communications for the tourism organisation.
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Components of integrated marketing communications
Sales promotions, public relations, sponsorship, digital marketing, social media and alternative marketing. The application of these to the tourism industry. The development of a marketing communications plan.
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Digital marketing, advertising & media choice
The role of digital marketing in tourism promotional planning. Development of a digital marketing plan. Advertising campaign management, advertising design. Traditional and new media channels
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Branding theory, Principles and Concepts
Definitions, range of brand types. Brand development and brand name strategy.
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Brand Management & IMC in Tourism
Brand Equity, brand positioning. Leveraging IMC to build brand equity. Destination Branding.
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Module Content & Assessment
|
| Assessment Breakdown | % |
|---|
| Coursework | 100.00% |
Assessments
| No End of Module Formal 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 |
Lecture |
Every Week |
4.00 |
4 |
| Independent & Directed Learning (Non-contact) |
Non Contact |
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 |
| Independent & Directed Learning (Non-contact) |
Non Contact |
Study |
Every Week |
3.00 |
3 |
| Lecture |
Contact |
Lecture |
Every Week |
4.00 |
4 |
| Total Hours |
7.00 |
| Total Weekly Learner Workload |
7.00 |
| Total Weekly Contact Hours |
4.00 |
|
Module Resources
|
| Recommended Book Resources |
|---|
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Clow, K. & D. Baack. (2016), Integrated Advertising, Promotion & Marketing Communications, 7. Pearson Ed. Limited, London, [ISBN: 978-0-13-3866].
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Fill, C & S. Turnbull. (2016), Marketing Communications, discovery, creation and conversations, Pearson Ed, [ISBN: 978-1-292-092].
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Verma H.. (2010), Branding Demystified, Sage Publications, London, [ISBN: 9788132102342].
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Johansson, J & K. Carlson. (2015), Contemporary Brand Management, Sage Publications, [ISBN: 978-1-4522-42].
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Keller, K.. (2013), Strategic Brand Management: Building, Managing and Measuring Brand Equity, Pearson Ed. Limtied, London, [ISBN: 9780132664257].
| | Supplementary Book Resources |
|---|
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Morgan, N., A. Pritchard & R. Pride. (2011), Destination Branding; Managing Place Reputation, 3rd. Elsevier Butterworth-Heinemann, London, [ISBN: 978-0-08-096].
| | This module does not have any article/paper resources |
|---|
| Other Resources |
|---|
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Website, Booz Allen Hamilton,
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Website, AdWorld,
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Website, Institute of Advertising Practitioners
in Ireland,
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Website, Public Relations Institute of Ireland,
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