Module ETB-2004:
International Hosp & Tourism
International Hospitality & Tourism Marketing 2022-23
ETB-2004
2022-23
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 / 40%>The student's understanding of the knowledge and skills base developed through this module is limited, evidence by the narrow application of theory linked to practice
-good --B / 50%>The student's understanding of the knowledge and skills base developed through this module is sound and practical, evidenced by the effective application of theory linked to practice
-excellent --A / 70%>The student's understanding of the knowledge and skill base developed through this module is credible and realistic, consistently evidenced by the rigorous application of theory linked to practice
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 type
Crynodol
Description
Individual Presentation on International Market Research
Weighting
40%
Assessment type
Crynodol
Description
Contemporary Issues in International Marketing
Weighting
60%