Module Details

Module Code: HOSP6034
Title: Intro to Hospitality Marketing
Long Title: Intro to Hospitality Marketing
NFQ Level: Fundamental
Valid From: Semester 1 - 2023/24 ( September 2023 )
Duration: 1 Semester
Credits: 5
Field of Study: 8110 - Hospitality
Module Delivered in: 5 programme(s)
Module Description: The module introduces the student to the foundations of hospitality marketing and the services sector.
 
Learning Outcomes
On successful completion of this module the learner will be able to:
# Learning Outcome Description
LO1 Identify the key concepts of marketing and the marketing environment.
LO2 Explain the unique characteristics of services relevant to the hospitality industry.
LO3 Describe hospitality products and the application of the marketing product principles.
LO4 Discuss the application and impact of hospitality distribution.
LO5 Describe the different methods and role of marketing communications to a hospitality business.
LO6 Identify the importance of price and pricing strategy in hospitality marketing.
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
Introduction to Marketing
Core concepts of marketing, the role of the marketing function in the tourism and hospitality industry. The marketing environment - macro and micro and how these influence the marketing process. How marketing interfaces with other key result areas in a hospitality environment.
What makes the Hospitality Marketing Product Unique
Service versus product, the 5 key characteristics of services, introduction to the marketing mix for services.
Product
Industry profile, components of the hospitality product, levels of a product, the product life cycle; application of these concepts in a hospitality perspective; strategies in the extension of the PLC. New product development and branding.
Distribution
Role and function of marketing intermediaries, functions and costs of distribution, trends and distribution in hospitality, role of electronic marketing.
Pricing
Pricing philosophies, economics and accounting principles in pricing. Factors affecting pricing decisions. Pricing strategies, matching supply and demand - the role of pricing and yield management in hospitality marketing.
Marketing Communications
Role of communications, marketing communication tools, advertising, sales promotions, public relations - writing press releases and marketing content, direct marketing, merchandising, sponsorship, digital marketing, sales in the hospitality business.
Module Content & Assessment
Assessment Breakdown%
Coursework40.00%
End of Module Formal Examination60.00%

Assessments

Coursework
Assessment Type Short Answer Questions % of Total Mark 20
Timing Week 6 Learning Outcomes 1,2,3
Assessment Description
Questions related to theory studied in class.
Assessment Type Project % of Total Mark 20
Timing Week 9 Learning Outcomes 2,5,6
Assessment Description
Project assigned related to marketing concepts in the hospitality industry. Word account 2000.
End of Module Formal Examination
Assessment Type Formal Exam % of Total Mark 60
Timing End-of-Semester Learning Outcomes 1,2,3,5,6
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 Theory Every Week 4.00 4
Independent & Directed Learning (Non-contact) Non Contact Directed Reading 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 Theory Every Week 4.00 4
Independent & Directed Learning (Non-contact) Non Contact Directed Reading 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
  • Philip Kotler, John Bowen, James Makens, Seyhmus Baloglu. (2021), Marketing for Tourism and Hospitality - Global Edition, 8th. Pearson, UK, [ISBN: 9781292363516].
  • Philip Kotler, John Bowen, James Makens. (2013), Marketing for Hospitality and Tourism, 6th. Upper Saddle River, N.J. ; Pearson Prentice-Hall, 2013, [ISBN: 0132017733].
Supplementary Book Resources
  • Reid R & D Bojanic. (2006), Hospitality Marketing Management, 4th. John Wiley & Sons, NewJersery, [ISBN: 647950688].
  • George R. (2021), Marketing Tourism and Hospitality: Concept and Cases, Palgrace Macmillan, p.523, [ISBN: 978 303064110].
  • Gibson A & M Neilsen. (2000), Tourism and Hospitality Marketing in Ireland, Gill and Macmillian, Dublin, [ISBN: 0717129713].
Recommended Article/Paper Resources
  • CHR Reports. Centre for Hospitality Research at Cornell University.
  • International Journal of Hospitality Management, [ISSN: 0278 4319].
  • International Journal of Contemporary Hospitality Management, [ISSN: 0959 6119].
  • Tourism Management, [ISSN: 0261 5177].
  • Bastow Charleton Howarth. Hotel Industry Survey.
  • Journal of Travel and Tourism Marketing, [ISSN: 1540 7306].
Other Resources
 
Module Delivered in
Programme Code Programme Semester Delivery
CR_OHMGT_8 Bachelor of Business (Honours) in Hospitality Management 3 Mandatory
CR_OBARM_7 Bachelor of Business in Beverage Industry Management 2 Mandatory
CR_OCULA_7 Bachelor of Business in Culinary Arts 2 Mandatory
CR_OHOMA_7 Bachelor of Business in Hospitality Management 3 Mandatory
CR_OHCMA_6 Higher Certificate in Business in Hospitality Management 3 Mandatory