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HOSP6034 - Intro to Hospitality Marketing

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Title:Intro to Hospitality Marketing
Long Title:Intro to Hospitality Marketing
Module Code:HOSP6034
 
Duration:1 Semester
Credits: 5
NFQ Level:Fundamental
Field of Study: Hospitality
Valid From: Semester 1 - 2017/18 ( September 2017 )
Module Delivered in 4 programme(s)
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).

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
 

Module Content & Assessment

Indicative Content
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.
What makes the Hospitality Marketing Product Unique
Service v's Product, The 5 key characteristics of Services, Introduction to the Marketing Mix for Services.
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
Distribution
Role and function of marketing intermediaries, functions and costs of distribution, trends and distribution in Hospitality, role of electronic marketing.
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.
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.
Assessment Breakdown%
Course Work40.00%
End of Module Formal Examination60.00%
Course Work
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
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.

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
  • 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
  • Reid R & D Bojanic 2006, Hospitality Marketing Management, 4th Ed., John Wiley & Sons NewJersery [ISBN: 647950688]
Recommended Article/Paper Resources
  • 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
 

Module Delivered in

Programme Code Programme Semester Delivery
CR_OBARM_7 Bachelor of Business in Beverage Industry Management 2 Mandatory
CR_OCULA_7 Bachelor of Business in Culinary Arts 2 Mandatory
CR_OHCMA_7 Bachelor of Business in Hospitality Management 3 Mandatory
CR_OHCMA_6 Higher Certificate in Business in Hospitality Management 3 Mandatory

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