Marketing and ICT for Visitor Economy Managers
MODULE CODE
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Module Aims
Aim 1
This module allows students an opportunity to study prevalent marketing themes, issues, and consequences within local, national, and global visitor economies, with a specific focus on the hospitality industry and tourism sector.The module will critically examine fundamental marketing management theories, principles and practices, including contemporary Information Communication Technology (ICT), with the ultimate aim for the student to become a professional and socially responsible marketing manager.
Module Content
The module content will draw upon current thinking and research, and will incorporate up-to-date industry trends and examples. However, as an indicative guide, the list below provides for suggested topic areas:
• Marketing Philosophy
• Marketing as a Management Activity
• Public Relations, Discourse & Power
• Experiential Approaches to Visitor Economy Marketing
• Co-Creation & Information Communication Technology (ICT)
• Travel Networks and Marketing Management
• Service Characteristics of Hospitality & Tourism Marketing
• Marketing Principles, Market Analysis & Strategy Formulation: Analytic Frameworks
• Product & Competitive Analyses
• Marketing Mix Strategies
• Communication, Advertising & the Promotional Mix in Tourism & Hospitality
• Merchandising & Sales Promotions
• Quality, Value, Excellence & Marketing
• Destination Branding & Marketing
• Revenue Management and Pricing
• Product Branding Strategies
• Distribution Channels
• Marketing & Sponsorship
• Relationship Marketing
• Corporate Social Responsibility & Marketing Ethics
• Market Research
• Marketing & Social Media
• E-commerce & ICT (Information Communication Technology)
• E-marketing and Dynamic Packaging
• Mobile Marketing & Apps Design for the Visitor Economy
• Sales and the Art of Selling
• Implementing Marketing & Budgetary Control
• Marketing Across Cultures
• Digital Marketing Landscapes
Learning Outcomes
On successful completion of this module, a student will be able to:
Teaching Methods
• The module will be delivered through a non-exclusive combination of lectures, seminars, tutorials, and/or workshops that will be flexible enough to respond to the needs of students, as well as to industry trends and contemporary issues and research.
• Lecturer-led lectures will deliver key areas of the module content and provide for a theoretical underpinning, whilst seminars will consolidate these areas with student-centric analysis and critical discussion.
• Teaching will be research informed and may make use of guest speakers as appropriate.
• Lecture presentations will be available via the UCLan intranet and will direct students towards recommended reading as appropriate.
• An appropriate number of academic tutorials will be incorporated into the scheme of work in order to offer bespoke guidance and support to individual students.
• An appropriate number of ICT workshops in dedicated computer labs will be offered to support the student in relation to the assessment and module learning outcomes.
• A dedicated social media site for this module has been established to allow the student an opportunity to interact and cooperate with peers at a local, national, and international level, as well as to share academic resources.
Assessment Methods
This module is assessed through one Report and one Website.
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Compulsory
Optional
