Modiwl ETB-2004:
International Hosp & Tourism

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