TM9540 - Marketing for Tourism and Events

What will I learn on this module?

The marketing of intangible offerings such as tourism and events products are critical to their success. This dynamic module focuses on the application of key marketing strategies applicable to the industry. Building on the foundations of marketing theory, learners will utilise cutting edge concepts to create promotional tactics for real or hypothetical marketing campaigns. The module adopts an experiential learning approach that encourages entrepreneurial thinking; and it utilises the extended marketing mix to provide a framework for the creation of effective campaigns. Skills attainment on the module includes: basic aptitude in social media marketing that lends itself to applying innovation practices, using digital platforms such as Facebook, Instagram, Twitter and design applications such as Canva.

The module examines the leisure based service sector and how it can be marketed in innovative ways. At the end of the module learners -having worked on small scale projects that relate directly to industry – will demonstrate a good understanding of how tourism and events can be used as a promotional tool for destinations and leisure services. The module also encourages reflection on the consumer experience in both ‘bricks and clicks’ organisations where learners will understand the key requirements of relationship management through effective public relations, honing their skills to critically evaluate marketing practices.

The two hour weekly lectures provide a theoretical underpinning of the module content, relating theory to practice through the use of case studies supported by guest lectures and local visits to cultural venues. The one-hour weekly seminar / workshop offers the opportunity to apply knowledge to tourism and event production processes, providing opportunities for teams to work together to plan and produce campaigns by using the theoretical knowledge gained in the lectures.

Students are expected to keep up-to-date with the reading and the workshop activities. As mooted, keynote lectures will introduce the topics and seminars will be used to discuss and apply the theories to case studies. 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 will be used. Learners are expected to participate in activities as individuals and as part of a team, both of are part of your self-directed learning. Students can access a wide range of supporting materials, including an electronic reading list which will provide links to academic reports, book sections and articles.

In the group work component, marketing theories will be used to underpin practical activities such as marketing an event, setting up a promotional stall or developing an existing campaign with a local organisation. Through this experiential learning learners will be able to describe and explain the key terms and concepts of marketing planning, whilst also being critically engaged marketers who are aware of sustainable and ethical practices and issues.

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 workplaces.

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)

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)

N/A

Co-requisite(s)

N/A

Module abstract

Marketing and promotions are more important than ever – and this module is designed to help you develop a comprehensive understanding of the role they play in modern business. You’ll explore current marketing theories and how they work in a marketing campaign, such as experiential, guerrilla and relationship marketing. You’ll also consider the role of social media, VR and augmented reality technologies. The module will introduce you to the core principles of marketing research, critical marketing theory and ethical marketing practices. From here the fundamentals of marketing planning are discussed, underpinned by the core components of the marketing mix and analysis frameworks.
You’ll have the opportunity to put your knowledge to the test by developing a research-driven and innovative marketing plan for a tourism and/or events business.

Course info

UCAS Code N805

Credits 20

Level of Study Undergraduate

Mode of Study 3 years full-time or 4 year sandwich

Department Newcastle Business School

Location City Campus, Northumbria University

City Newcastle

Start September 2022

Fee Information

Module Information

All information on this course page is accurate at the time of viewing.

Courses starting in 2021 are offered as a mix of face to face and online learning. We continue to monitor government and local authority guidance in relation to Covid-19 and we are ready and able to flex accordingly to ensure the health and safety of our students and staff.

Contact time is subject to increase or decrease in line with additional restrictions imposed by the government or the University in the interest of maintaining the health and safety and wellbeing of students, staff, and visitors, potentially to a full online offer, should further restrictions be deemed necessary in future.

Our online activity will be delivered through Blackboard Ultra, enabling collaboration, connection and engagement with materials and people.

 

Current, Relevant and Inspiring

We continuously review and improve course content in consultation with our students and employers. To make sure we can inform you of any changes to your course register for updates on the course page.


Your Learning Experience find out about our distinctive approach at 
www.northumbria.ac.uk/exp

Admissions Terms and Conditions - northumbria.ac.uk/terms
Fees and Funding - northumbria.ac.uk/fees
Admissions Policy - northumbria.ac.uk/adpolicy
Admissions Complaints Policy - northumbria.ac.uk/complaints