Modiwl ETB-2004:
International Hosp & Tourism
International Hospitality & Tourism Marketing 2024-25
ETB-2004
2024-25
Bangor Business School
Module - Semester 1 & 2
20 credits
Module Organiser:
Debbie Gilliland
Overview
Topics may include:
- Primary research techniques
- Secondary research techniques
- Concerns from an international perspective.
- International demands / domestic demands
- High and Low context cultures
- Self-reference criteria
- Heterogenity
- Instantaneous consumption
- Standardisation and adaption theories and models
- Extended marketing mix in an international context
- Intangibility and the product bundle
- Influences of e-marketing
- Experiential marketing
- Ansoff Matrix / Boston Matrix
- Porters Five Forces
Assessment Strategy
-threshold -D- to D+ (40-49%): No major omissions or inaccuracies in the deployment of information/skills. Some grasp of theoretical/conceptual/practical elements. Integration of theory/practice/information present intermittently in pursuit of the assessed work's objectives.
-good -B- to B+ (60-69%): Very good performance Most of the relevant information accurately deployed. Good grasp of theoretical/conceptual/practical elements. Good integration of theory/practice/information in pursuit of the assessed work's objectives. Evidence of the use of creative and reflective skills.
-excellent -A- to A+ (70%+): Outstanding performance. The relevant information accurately deployed. Excellent grasp of theoretical/conceptual/practice elements. Good integration of theory/practice/information in pursuit of the assessed work's objectives. Strong evidence of the use of creative and reflective skills.
-another level-C- to C+ (50-59%): Much of the relevant information and skills mostly accurately deployed. Adequate grasp of theoretical/conceptual/practical elements. Fair integration of theory/practice/information in the pursuit of the assessed work's objectives. Some evidence of the use of creative and reflective skills.
Learning Outcomes
- Analyse the issues associated with marketing intangible products from an international perspective and the potential of experiential marketing
- Critically analyse the influences of contemporary/ intangible/ experiential marketing on Hospitality and Tourism
- Evaluate the application of high and low context cultures within a Hospitality or Tourism organisational environment
- Identify the key constructs that underpin the field of international hospitality and tourism marketing
- Justify how research can be used to identify potential international market demands within a hospitality of tourism environment
- Understand the key academic theories that inform international marketing decision making in practice
Assessment method
Essay
Assessment type
Summative
Description
Contemporary Issues in International Marketing An individual written assignment in which the student will critically analyse an issue within contemporary/intangible/ experiential marketing as set out by the module developer.
Weighting
60%
Assessment method
Individual Presentation
Assessment type
Summative
Description
Individual presentation that will relate to issues on market research within international tourism connected to hospitality and travel and tourism. 10 minutes & 5 minutes Q&A
Weighting
40%