TM9536 - Marketing for Tourism and Events

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What will I learn on this module?

The marketing of intangible offerings such as tourism and events products is critical to their success. This dynamic module focuses on the application of key marketing theory to tourism and events management. Building on the foundations of marketing theory students will utilise strategic marketing concepts and management processes that could create a live event.
The module will adopt a practical experiential learning approach by: utilising the extended marketing mix to provide a framework for the creation of an event, from using market intelligence to identify suitable tourism and events opportunities, the product design, formulating the promotional activities and the service experience.
Proactive event design including the development of the event experience, project management and operational plans are appraised. Management and planning considerations are included in your product strategic plan including an examination of impacts and feasibility the event. You will develop the skills to appreciate the financial implications of the event with profit and income maximisation a key consideration, including the use of event software resulting in a live event production. An analysis of place and destination marketing will enable you to demonstrate your understanding of how tourism and events are used to promote destinations through USPs and attributes.
You will acquire an understanding of promotional tools used within tourism and events, including online distribution and promotion, and in particular the use of social media (Facebook, Instagram, Twitter). The module encourages reflection on the consumer experience in both ‘bricks and clicks’ organisations.
A key component of your studies will be an examination of the service encounter and crafting the experience by managing face-to-face and electronic interaction. You will understand the key requirements of relationship management and extending the encounter through quality management. You will develop an appreciation of public relations and plan service recovery interventions.

How will I learn on this module?

The module learning, teaching and assessment strategy is designed to provide you with a framework within which you will explore the planning and running of a real-life event. The two hour weekly lectures will provide you with a theoretical underpinning of the module content, relating theory to practice through the use of case studies and supported by guest lectures. The one-hour weekly seminar / workshop will give you the opportunity to apply the knowledge to the event production and provide opportunities for teams to work together to plan and produce an event by applying the theoretical knowledge gained in the lectures.
The module requires you to develop your abilities in relation to examining event planning & procedures, reflecting upon their importance and as a result working effectively within a team to run an event.
Your directed study will support the work you have undertaken in the contact sessions. You will be expected to participate in the directed learning activities both as an individual and as an event team and encouraged to plan your own and team learning as part of your self-directed learning time. It should be emphasised that this module may require you to interact with external organisations and individuals on a regular basis throughout the module. You will be expected to keep up-to-date with your readings and workshop activities. To aid with self-assessment on progress, a guide to these activities will be made available to you on the e-learning portal.

How will I be supported academically on this module?

The module will be led by a member of academic staff and supported by a team who will contribute to the teaching of the module based on their practical and research expertise. Keynote lectures will be used to introduce the topics and seminars will be used to discuss and apply the theories to case studies and live examples. Seminars will usually be interactive and you are encouraged to contribute.
Materials for the module are housed on the e-learning portal, and include lecture materials, seminar activities and preparation and assessment details. The e-learning portal will also provide recordings of guest lectures and links to contemporary articles both research-based and industry practice based articles. You will be expected to participate in the direct learning activities as an individual and as part of a team as part of your self-directed learning. The e-learning portal will enable you to remotely liaise with your group to plan your event ideas and record decisions.
You will have access to a wide range of supporting material including an electronic reading list which will provide links to academic reports, book sections and articles contribute to your understanding of marketing in tourism and events.
The module will be assessed by the hosting of an event as part of a team. The event planning, promotion and operations are assessed by a group presentation (25%) Essay (60%) and an individual reflection (15%).
In teams, you will plan and undertake and event. Your group will present the initial ‘pitch’ and your event will be assessed by the tutor in relation to provided marking criteria. The team will be required to develop an event portfolio that will illustrate the planning that occurred in the lead up to the event.
The weighting for your final overall mark will be adjusted for each individual team member according to a peer-assessment report that will be handed to the tutor by all teams at the end of the process
This assessment will provide you with the learning experience similar experiences that you may encounter in a variety of work places.

What will I be expected to read on this module?

All modules at Northumbria include a range of reading materials that students are expected to engage with. The reading list for this module can be found at: http://readinglists.northumbria.ac.uk
(Reading List service online guide for academic staff this containing contact details for the Reading List team – http://library.northumbria.ac.uk/readinglists)

Copley, P. (2004) Marketing communications management . Oxford: Elsevier
Davidson, R., & Rogers, T. (2005) Marketing destinations and venues for conferences, conventions and business events. Oxford: Elsevier
Fyall, A. and Garrod, B. (2005) Tourism marketing: A collaborative approach. Clevedon: Channel View Publications.
Hall, C. M (2014) Tourism and social marketing. Oxon :Routledge
Hudson, S. (2007) Tourism and hospitality marketing: A global perspective. London: SAGE.
Kolb, B. M. (2006) Tourism marketing for cities and towns: Using branding and events to attract tourists. Oxford: Butterworth-Heinemann
Morgan, N., Pritchard, A., & Pride, R. (eds.) (2004) Destination branding: creating the unique destination proposition. Oxford: Butterworth-Heinemann,
Morrison, A. M. (2013) Marketing and managing tourism destinations. Oxon: Routledge
Preston, C.A. (2012) Events marketing: How to successfully promote events, festivals, conventions and expositions. New Jersey: John Wiley & Sons
Shone, A. (2013) Successful event management: a practical Handbook. Cengage Learning

What will I be expected to achieve?

Knowledge & Understanding:
• Demonstrate a critical understanding and application of theoretical concepts of marketing to tourism and events.
• Demonstrate a critical understanding of the marketing and promotion of intangible products and offerings in the context of tourism and events
Intellectual / Professional skills & abilities:
• Demonstrate the ability to work as part of a team and reflect of the achievement and opportunities for improvement.

Personal Values Attributes (Global / Cultural awareness, Ethics, Curiosity) (PVA):
• Demonstrate responsible management skills in the design, production and implementation of the event.

How will I be assessed?

1. Group presentations that demonstrate a developed understanding of the relationship between marketing theory and practice. (25%)

2. To write an essay that reflects current issues in marketing theories and their application to an understanding of event operations. (60%)

3. Individual reflective piece of work summarising your contribution and reflection of the event/activities. (15%)

Pre-requisite(s)

None

Co-requisite(s)

None

Module abstract

This module introduces students to the importance of marketing intangible offerings, specifically in tourism and events. It will provide a comprehensive introduction to marketing theory and practice utilising relevant theoretical frameworks and applied international case studies. Adopting an experiential learning approach, you will develop and implement the skills needed to plan and market an event and ultimately ‘take it to market’ as a live assessment.
In order to achieve a successful event you will need to evaluate the opportunities, challenges and constraints of tourism and events marketing globally. The foundations of this module lie in the consumer experience and considerable attention given to understand the extended marketing mix and techniques associated with market intelligence, segmentation, product design & development, feasibility and implementation.
The module examines marketing communications specifically image creation and branding, semiotics of promotional materials. Particular attention is given to new communication strategies including online distribution, social media and product placement.
Your studies will adopt a proactive customer-centric approach by examining the service encounter, and the crafting of appropriate experiences, developing relationships and delivering results.

Course info

UCAS Code N800

Credits 20

Level of Study Undergraduate

Mode of Study 4 years with a placement (sandwich)/study abroad

Department Newcastle Business School

Location City Campus, Northumbria University

City Newcastle

Start September 2020

Fee Information

Module Information

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