| Title: | Intro to Hospitality Marketing |
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| Long Title: | Intro to Hospitality Marketing |
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| Field of Study: |
Hospitality
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| Valid From: |
Semester 1 - 2017/18 ( September 2017 ) |
| Module Coordinator: |
Noel Murray |
| Module Author: |
GRAINNE DALY |
| 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: |
| LO1 |
Identify the key concepts of Marketing with reference to application in the Hospitality industry |
| LO2 |
Explain the unique characteristics of services relevant to the hospitality industry. |
| LO3 |
Identify the components of hospitality products and the application of the principles of marketing to product development. |
| LO4 |
Describe the application and impact of hospitality distribution. |
| LO5 |
Choose an effective marketing communications programme in order to communicate to a potential market |
| LO6 |
Recognise the importance of price and pricing strategy in hospitality marketing |
| 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 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).
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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.
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| No requirements listed |
Module Content & Assessment
| Indicative Content |
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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 hopitality environment.
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What makes the Hospitality Marketing Product Unique
Service v's Product, The 5 key characteristics of Services, Introduction to the Marketing Mix for Services.
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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
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Distribution
Role and function of marketing intermediaries, functions and costs of distribution, trends and distribution in Hospitality, role of electronic marketing.
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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 in Hospitality Marketing.
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Marketing Communications
Role of communications, marketing communication tools, Advertising, Sales promotions, Public Relations - writing press releases,Direct Marketing, Merchandising, Sponsorship, Digital Marketing, Sales in the Hospitality business.
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| Assessment Breakdown | % |
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| Course Work | 40.00% |
| End of Module Formal Examination | 60.00% |
| Course Work |
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| Assessment Type |
Assessment Description |
Outcome addressed |
% of total |
Assessment Date |
| Short Answer Questions |
Theory Assessment |
1,2,3 |
20.0 |
Week 8 |
| Project |
Project assigned related to marketing in the Hospitality industry |
2,5,6 |
20.0 |
Week 6 |
| End of Module Formal Examination |
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| Assessment Type |
Assessment Description |
Outcome addressed |
% of total |
Assessment Date |
| Formal Exam |
End-of-Semester Final Examination |
1,2,3,5,6 |
60.0 |
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.
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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 |
Theory |
4.0 |
Every Week |
4.00 |
| Independent & Directed Learning (Non-contact) |
Directed Reading |
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 |
Theory |
4.0 |
Every Week |
4.00 |
| Independent & Directed Learning (Non-contact) |
Directed Reading |
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 |
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- Philip Kotler, John Bowen, James Makens 2013, Marketing for hospitality and tourism, 6th Ed., Upper Saddle River, N.J. ; Pearson Prentice-Hall, 2013 [ISBN: 0132017733]
- Gibson A & M Neilsen 2000, Tourism and Hospitality Marketing in Ireland, Gill and Macmillian Dublin [ISBN: 0717129713]
| | Supplementary Book Resources |
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- Reid R & D Bojanic 2006, Hospitality Marketing Management, 4th Ed., John Wiley & Sons NewJersery [ISBN: 647950688]
| | Recommended Article/Paper Resources |
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- 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 |
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- website: Hospitality Sales and Markeing
Association International
- website: Failte Ireland
- website: Discover Ireland
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Module Delivered in
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