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TOUR6013 - Marketing Comm & Brand Mgt

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Title:Marketing Comm & Brand Mgt
Long Title:Marketing Comm & Brand Mgt
Module Code:TOUR6013
 
Credits: 5
NFQ Level:Fundamental
Field of Study: Marketing & Advertising
Valid From: Semester 1 - 2017/18 ( September 2017 )
Module Delivered in 3 programme(s)
Module Coordinator: Noel Murray
Module Author: AISLING WARD
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:
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 Asses the theories, principles and practices of brand management in a tourism context
Pre-requisite learning
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 CIT module(s) it also allows for learning (in another module or modules) which is equivalent to the learning specified in the named module(s).
No recommendations listed
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
Co-requisites
No Co Requisites listed
 

Module Content & Assessment

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.
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.
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
Branding theory, Principles and Concepts
Definitions, range of brand types. Brand development and brand name strategy.
Brand Management & IMC in Tourism
Brand Equity, brand positioning. Leveraging IMC to build brand equity. Destination Branding.
Assessment Breakdown%
Course Work100.00%
Course Work
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
Project Create an advertising and promotional campaign for a tourism business. 1,2,3 40.0 Week 7
Presentation Critique a tourism brand and present the findings. 4,5 20.0 Week 10
Short Answer Questions In class test 1,2,3,4,5 40.0 Week 13
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 institute reserves the right to alter the nature and timings of assessment

 

Module Workload

Workload: Full Time
Workload Type Workload Description Hours Frequency Average Weekly Learner Workload
Lecture Lecture 4.0 Every Week 4.00
Independent & Directed Learning (Non-contact) Study 3.0 Every Week 3.00
Total Hours 7.00
Total Weekly Learner Workload 7.00
Total Weekly Contact Hours 4.00
Workload: Part Time
Workload Type Workload Description Hours Frequency Average Weekly Learner Workload
Independent & Directed Learning (Non-contact) Study 3.0 Every Week 3.00
Lecture Lecture 4.0 Every Week 4.00
Total Hours 7.00
Total Weekly Learner Workload 7.00
Total Weekly Contact Hours 4.00
 

Module Resources

Recommended Book Resources
  • Clow, K. & D. Baack 2016, Integrated Advertising, Promotion & Marketing Communications, 7 Ed., Pearson Ed. Limited London [ISBN: 978-0-13-3866]
  • Verma H. 2010, Branding Demystified, Sage Publications London [ISBN: 9788132102342]
  • Keller, K. 2013, Strategic Brand Management: Building, Managing and Measuring Brand Equity, Pearson Ed. Limtied London [ISBN: 9780132664257]
Supplementary Book Resources
  • Morgan, N., A. Pritchard & R. Pride 2011, Destination Branding; Managing Place Reputation, 3rd Ed., Elsevier Butterworth-Heinemann London [ISBN: 978-0-08-096]
This module does not have any article/paper resources
Other Resources
 

Module Delivered in

Programme Code Programme Semester Delivery
CR_FTRSM_8 Bachelor of Business (Honours) in Tourism Management 3 Elective
CR_FTOUR_7 Bachelor of Business in Tourism Management 3 Elective
CR_FTOUR_6 Higher Certificate in Business in Tourism Management 3 Elective

Cork Institute of Technology
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Email: help@cit.edu.ie