Module Details

Module Code: TOUR6015
Title: Principles of Tourism Mkting
Long Title: Principles of Tourism Marketing
NFQ Level: Fundamental
Valid From: Semester 1 - 2024/25 ( September 2024 )
Duration: 1 Semester
Credits: 5
Field of Study: 8120 - Tourism
Module Delivered in: 2 programme(s)
Module Description: This module introduces students to the concepts of marketing with particular emphasis on services marketing within the context of the tourism industry.
 
Learning Outcomes
On successful completion of this module the learner will be able to:
# Learning Outcome Description
LO1 Explain the concept of marketing and the unique characteristics that define tourism services marketing.
LO2 Explain the services marketing mix and its importance for developing competitive advantage within tourism enterprises.
LO3 Identify the different levels of the tourism product, explain the product life-cycle and evaluate the branding of both tourism products and destinations.
LO4 Assess the implications of the macro and micro marketing environmental forces that impact the ability of a tourism enterprise to achieve its marketing objectives and the importance of a Marketing Information System in a tourism operation.
LO5 Identify the various strategies that tourism organisations can use to price tourism services and explain its significance in manipulating supply and demand.
LO6 Explain the role of marketing planning in Tourism businesses and identify the contents of a marketing 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
Marketing Concept
Introduction to the Marketing Concept, Orientations/philosophies in Marketing thought. The importance of a marketing function and its role in the tourism industry. Characteristics of tourism services and how marketing of services and goods differ. Introduction to Destination Marketing.
Marketing mix for tourism
Components of the tourism services marketing mix. The Importance of understanding the mix in the attainment of successful marketing strategies.
Tourism product
Components of the tourism product, levels of a service product, the product lifecycle and its application to tourism products. The role of branding and its implication in the marketing of tourism products and destinations. Ansoff's growth strategies and their application to tourism products
The Marketing Environment
Identification of the macro and micro environmental forces that significantly impact on the ability of a tourism enterprise to operate. Understanding the process of environmental scanning. Insight into national and international trends impacting the tourism sector.
Market Intelligence & M.I.S
Role of market intelligence and a Marketing Information System (M.I.S.) - the elements that form a marketing information systems for tourism operations.
Pricing tourism products
The role and perception of price in tourism businesses, factors influencing pricing decisions. Pricing strategies - price discrimination, price bundling and Yield Management
Marketing planning
Marketing planning in tourism - the benefits of planning for tourism businesses and the dangers facing organisations that fail to plan. The planning process and the marketing plan.
Module Content & Assessment
Assessment Breakdown%
Coursework40.00%
End of Module Formal Examination60.00%

Assessments

Coursework
Assessment Type Short Answer Questions % of Total Mark 40
Timing Week 7 Learning Outcomes 1,2,3
Assessment Description
Theory Assessment
End of Module Formal Examination
Assessment Type Formal Exam % of Total Mark 60
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 Theory and application of marketing principles in a tourism operation and tourism destination context. Every Week 4.00 4
Independent Learning Non Contact Independent 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 Theory and application of marketing principles in a tourism operation and tourism destination context. Every Week 4.00 4
Independent Learning Non Contact Independent 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
  • Philip Kotler. (2021), Marketing for Hospitality and Tourism, Eight Edition. Pearson, UK, [ISBN: 9781292363516].
Supplementary Book Resources
  • Alaistair M. Morrisson. (2022), Tourism Marketing: In the Age of the Consumer, First Edition. Routledge, UK, [ISBN: 9780415726368].
  • Alastair M. Morrison. (2023), Marketing and Managing Tourism Destinations, Third edition. Routledge, London and New York, p.0, [ISBN: 9781032380698].
  • Steven Pike. (2021), Destination Marketing Essentials, Third Edition. Routledge, p.324, [ISBN: 9780367469542].
  • Alan Wilson, Valerie Zeithaml et al. (2020), Services Marketing – Integrating Customer Focus across the firm, Fourth edition. Mc Graw Hill, Europe, [ISBN: 9781426847805].
  • Christopher H Lovelock, Jochen Wirtz. (2016), Services Marketing, Seventh Edition. Prentice Hall, p.648, [ISBN: 9780136107217].
Recommended Article/Paper Resources
  • Science Direct by Elsevier. Annals of tourism research.
  • Science Direct, Elsevier. Tourism Management.
  • Taylor and Francis. Journal of Travel and Tourism Marketing.
  • Sage Publications. Cornell Hotel and Restaurant Quarterly.
  • Emerald Publishing. International Journal of Contemporary Hospitality Management.
Other Resources
 
Module Delivered in
Programme Code Programme Semester Delivery
CR_FTRSM_8 Bachelor of Business (Honours) in Tourism Management 3 Mandatory
CR_FTOUR_7 Bachelor of Business in Tourism Management 3 Mandatory