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Tourism And Hospitality Marketing (Pg)

Subject Code:


Subject Aim:

The aim of this subject is to familiarise students with the broader marketing environment and its tools so that they may better analyse situations and improve decision making processes in relation to Hospitality and Tourism Marketing. This will be achieved through:

  • An analysis of marketing approaches used in the various sectors within the tourism system.
  • A close look at special interest, experiential and ethical tourism products and how they are promoted to appeal to particular markets.
  • A focus on the information and communication technologies used in tourism and hospitality marketing and how changes have impacted upon the methods used in order to communicate effectively to markets.
  • A study of how tourism can be used as a tool for regional development and sustainability, enhancing empowerment and self sufficiency for these regions.
  • Engagement with current affair topics and how these impact upon daily marketing operations and trends.
  • Dissemination and study of information from texts, journals and papers that will inform clear strategic and operational decision making.

Learning Outcomes:

  • Determine effective marketing strategies that reflect efficient use of resources and an in-depth understanding of the environment.
  • Critically analyse products and engage in methods of sustainable development.
  • Participate in the decision making process for operational and strategic success of both the marketing plan and overall business outcome.
  • Engage in marketing practices that effectively merge within the management process of a firm.
  • Identify and understand the critical elements that are involved in the successful implementation of hospitality and tourism marketing.

Student Assessment:

Exams will take place in weeks 15 & 16. Please refer to the official Exam Timetable for further information. Assessment Objectives The assessments are designed to be practical and assist students’ understanding of the real world applications of tourism and hospitality marketing. Students should read widely to ensure that theory examined in the class can be applied to real world business situations. Assessments are Designed to assess:

  • Students understanding of concepts/principles discussed throughout the unit
  • The ability to apply the concepts and logic theory
  • The ability to develop and support an argument/position
  • The ability to critically analyse the issues and topics
  • The ability to make critical decisions using disciplined research and analytical methodology;
  • The ability to use historic information to predict and coordinate future contingency plans.

Assessment Criteria When marking assignments the following criteria will be applied

  • Relevance of answers to questions
  • Evidence of reading and research
  • Description and understanding of the concepts used (accurate, coherent, unambiguous)
  • Clarity of communication (students will be marked down for irrelevant discussion or padding).
  • Logical and justifiable argument or position
  • All references and quotations to be acknowledged as per the ICMS style guide.
  • Correct expression (spelling, grammar and tense)
  • Originality of work (plagiarism is an automatic fail
  • Use of formal language
  • Respect of minimum and maximum word length where appropriate – aim for quality not for quantity- substance over form.