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This Marketing module explores the key contemporary theories and approaches of marketing in the hospitality industry. It will enable the building of knowledge and the application of the tools and techniques required to critically analyze, appraise a market and the factors that affect it, identify target groups and formulate appropriate marketing mixes within the marketing planning framework. |
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Critically examine the concept and principle of marketing in the travel and tourism sector.
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Critically evaluate markets and the forces influencing them and formulate market action plans.
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Demonstrate ability to analyse and identify market segments and implement marketing mix strategies.
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Disruptive trends in the Hospitality and Tourism Sector
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Understand the importance of the systematic links between demand and supply in the hospitality and tourism sector.
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The Distance decay Curve
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The 7 P’s and 4 C’s
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The marketing mix in hospitality and tourism
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Product formulation and components of products
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Planning marketing strategy and hierarchy of objectives
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Analytical tools for hospitality and tourism and why some are not applicable
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Scenario planning for Business Strategy and the influence of the Resource Based View
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Application of the Business Model canvas and development of the Strategic Position Statement
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The marketing planning process and tactical marketing planning process in hospitality and tourism
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Typologies, Segmentation, Digital Segmentation and the rise of geo-demographic profiling
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Communication strategies, branding and brand image in the hospitality and tourism
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Advertising and media planning for hospitality and tourism
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Publicity, Promotions and crisis management
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All didactic material is located in the Books and Articles section of the Module. |
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By the end of the Module you have to submit an assignment essay on a topic that will be presented to you during the study of the Module. |