#REQUEST.pageInfo.pagedescription#

Site Navigation

TOUR6015 - Intro to Tourism Marketing

banner1
Title:Intro to Tourism Marketing
Long Title:Intro to Tourism Marketing
Module Code:TOUR6015
 
Credits: 5
NFQ Level:Fundamental
Field of Study: Tourism
Valid From: Semester 1 - 2017/18 ( September 2017 )
Module Delivered in 2 programme(s)
Module Coordinator: Noel Murray
Module Author: MARIA BENSON
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:
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.
LO5 Identify the various strategies that tourism organisations can use to price tourism services and explain its significance in manipulating supply and demand.
LO6 Evaluate the role of distribution in the delivery of tourism services.
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 Concept
Introduction to Marketing Concept, Orientations/philosophies in Marketing thought, The importance of a marketing orientation. Characteristics of services and how marketing of services and goods differ.
Marketing mix for tourism
Components of the tourism marketing mix - product, price, place, promotion, people, physical evidence and process. 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. 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.
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
Distribution in tourism
Channels of distribution. The role of intermediaries in the marketing of tourism products. Vertical Marketing Systems.
Assessment Breakdown%
Course Work30.00%
End of Module Formal Examination70.00%
Course Work
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
Short Answer Questions Theory Assessment 1,2,3 30.0 Week 6
End of Module Formal Examination
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
Formal Exam End-of-Semester Final Examination 1,2,3,4,5,6 70.0 End-of-Semester
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 Class based instruction 4.0 Every Week 4.00
Independent Learning 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
Lecture Class based instruction 4.0 Every Week 4.00
Independent Learning No Description 3.0 Every Week 3.00
Total Hours 7.00
Total Weekly Learner Workload 7.00
Total Weekly Contact Hours 4.00
 

Module Resources

Recommended Book Resources
  • Kotler, P,Bowen and Makens 2014, Marketing for Hospitality and Tourism, 6th Ed., Pearson United Kingdom [ISBN: 9781292020037]
Supplementary Book Resources
  • Alastair M. Morrison 2013, Marketing and Managing Tourism Destinations, First edition Ed., Routledge, Taylor and Francis Group London and New York [ISBN: 978415672498]
  • Christopher H Lovelock, Jochen Wirtz 2016, Services Marketing, Seventh Edition Ed., Prentice Hall [ISBN: 9780136107217]
  • Valerie, Zeithaml,, Mary Jo Bitner and Dwayne Gremler 2013, Services Marketing, Sixth Edition Ed., Prentice Hall [ISBN: 9780077424787]
  • John Bateson and Douglas Hoffmann 2011, Services marketing - International Edition, Fourth Edition Ed., Cincinnati; South-Western [ISBN: 9780538476454]
Recommended Article/Paper Resources
  • Annals of tourism research
  • Tourism Management
  • Cornell Hotel and Restaurant Quarterly
  • 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

Cork Institute of Technology
Rossa Avenue, Bishopstown, Cork

Tel: 021-4326100     Fax: 021-4545343
Email: help@cit.edu.ie