TM9540 - Marketing for Tourism and Events

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.

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.

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)

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.

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%)

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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.