International Hospitality & Tourism Marketing
Run by Bangor Business School
20.000 Credits or 10.000 ECTS Credits
Semester 1 & 2
Organiser: Dr Clair Doloriert
Overall aims and purpose
Through studying this module you will gain insight into international business and understand the nature, decision making and complexities of international marketing within the the competitive arena of hospitality and tourism. More specifically the module will focus your attention on how primary and secondary data is used as the basis for strategic marketing decisions within the international hospitality and tourism sector. You will learn the fundamentals of strategic competitive advantage - which is key theory in any quality undergraduate business degree or MBA programme. Reaffirming your learning from previous modules, you will appreciate the role that cultural influences have esp. with intangible service products.
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
- 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
-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
-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
-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
Identify the key constructs that underpin the field of international hospitality and tourism marketing
Understand the key academic theories that inform international marketing decision making in practice
Justify how research can be used to identify potential international market demands within a hospitality of tourism environment
Analyse the issues associated with marketing intangible products from an international perspective and the potential of experiential marketing
Evaluate the application of high and low context cultures within a Hospitality or Tourism organisational environment
Critically analyse the influences of contemporary/ intangible/ experiential marketing on Hospitality and Tourism
|Individual Presentation on International Market Research||40.00|
|Contemporary Issues in International Marketing||60.00|
Teaching and Learning Strategy
Assessment Workshops e.g. Assignment preparation workshop semester 1 & exam (or 2nd assignment/ presentation etc) preparation workshop semester 2)
• Preparing for lectures (reading PowerPoint’s in advance of lectures, textbook chapters etc)
• Reflection post-lectures (further reading, summarising notes etc)
• Further reading around the subject (websites, newspapers, journal articles etc)
• Planning & preparing for assignments and exams including revising, researching and writing-up.
• Any group work/ team meetings for any summative group work activity
Formal taught element - traditional lecture teaching which can include group break-out style discussions, case-study activities and other appropriate lecture activities.
This includes formal/ informal email communications, office hour engagements, feedback provided on assignments etc . Meetings can be 1-2-1 or small group discussions/ email/ web-based chat communications etc
- Literacy - Proficiency in reading and writing through a variety of media
- Numeracy - Proficiency in using numbers at appropriate levels of accuracy
- Computer Literacy - Proficiency in using a varied range of computer software
- Self-Management - Able to work unsupervised in an efficient, punctual and structured manner. To examine the outcomes of tasks and events, and judge levels of quality and importance
- Exploring - Able to investigate, research and consider alternatives
- Information retrieval - Able to access different and multiple sources of information
- Inter-personal - Able to question, actively listen, examine given answers and interact sensitevely with others
- Critical analysis & Problem Solving - Able to deconstruct and analyse problems or complex situations. To find solutions to problems through analyses and exploration of all possibilities using appropriate methods, rescources and creativity.
- Presentation - Able to clearly present information and explanations to an audience. Through the written or oral mode of communication accurately and concisely.
- Teamwork - Able to constructively cooperate with others on a common task, and/or be part of a day-to-day working team
- Argument - Able to put forward, debate and justify an opinion or a course of action, with an individual or in a wider group setting
- Leadership - Able to lead and manage, develop action plans and objectives, offer guidance and direction to others, and cope with the related pressures such authority can result in
Subject specific skills
- Research: the ability to analyse and evaluate a range of business data, sources of information and appropriate methodologies, which includes the need for strong digital literacy, and to use that research for evidence-based decision-making.
- Commercial acumen: based on an awareness of the key drivers for business success, causes of failure and the importance of providing customer satisfaction and building customer loyalty.
- Innovation, creativity and enterprise: the ability to act entrepreneurially to generate, develop and communicate ideas, manage and exploit intellectual property, gain support, and deliver successful outcomes.
- Ability to work with people from a range of cultures.
- Articulating and effectively explaining information.
- Communication and listening including the ability to produce clear, structured business communications in a variety of media.
- Conceptual and critical thinking, analysis, synthesis and evaluation.
- Self-management: a readiness to accept responsibility and flexibility, to be resilient, self-starting and appropriately assertive, to plan, organise and manage time.
Talis Reading listhttp://readinglists.bangor.ac.uk/modules/etb-2004.html
Essential Ghauri P N & Cateora P (2014) International Marketing (4th Edition) McGraw Hill Education, Berkshire England
Supplementary Jean-Claude Usunier and Julie Anne Lee (2013). Marketing Across Cultures. Harlow; London; New York: Pearson Education Ltd, Cop
Courses including this module
Compulsory in courses:
- N82M: BSc International Bus in Tourism & Hospitality (Franchised) year 2 (BSC/PIBTH)