MKTG07117 2016 Marketing Communications for Tourism

General Details

Full Title
Marketing Communications for Tourism
Transcript Title
Communications for Tourism
N/A %
Subject Area
MKTG - Marketing
MRKT - Marketing, Tourism and Leisure
07 - NFQ Level 7
05 - 05 Credits
Start Term
2016 - Full Academic Year 2016-17
End Term
9999 - The End of Time
Mary McGuckin
Programme Membership
SG_BTOUR_H08 202100 Bachelor of Business (Honours) in Business in Tourism with Event Management SG_BTOUR_B07 202100 Bachelor of Business in Business in Tourism with Event Management

The module will provide the learner with an overview of the role of marketing communications from a tourism perspective. It will explain the impact of new and emerging forms of media including their impact on the tourist industry.

Learning Outcomes

On completion of this module the learner will/should be able to;


Explore how traditional and online promotional activities can be integrated in effective marketing communications.


Critically evaluate the role of advertising, corporate image and brand management as part of an organisation's marketing strategy.


Understand the contribution of PR and sponsorship, sales promotion, direct response marketing and trade shows to the promotional activities of organisations operating within the tourism and travel industries.


Examine the new media trends influencing tourism promotions, with particular emphasis on online marketing communications.

Teaching and Learning Strategies

Lectures, collaborative learning, case-studies, use of interactive multi-media tools.

Module Assessment Strategies

Presentation (team-based) 30% and Final Exam (70%)

Repeat Assessments

Repeat assesment as per IT, Sligo procedural guidelines

Indicative Syllabus

1. Introduction to Marketing Communications

  • Explaining role of marketing communications within travel and tourism industry
  • Identifying the target market and creating personas

2. Traditional Marketing Communications

  • Advertising
  • Sales Promotion
  • Direct and Database Marketing, Outdoor and Point of Purchase
  • PR and Sponsorship
  • Personal Selling and Sales Management, Trade Fairs & Exhibitions

3.  Online Marketing & Social Media

  • Introduction to Social Media
  • Twitter / LinkedIn / Facebook /Google
  • Blogging
  • Social Bookmarking
  • Podcasting
  • Video
  • Alerting Applications
  • E-mail marketing
  • Online Advertising / Google Adwords /Banner Advertisements
  • Affiliate Marketing
  • Website
  • Online PR
  • Location Based Check-ins
  • Mobile Marketing  

4. Branding & Integrated Marketing Communications

  • Importance of creating brand identity and equity
  • Integrated Marketing Communications planning for the tourism organisation









Coursework & Assessment Breakdown

Coursework & Continuous Assessment
30 %
End of Semester / Year Formal Exam
70 %

Coursework Assessment

Title Type Form Percent Week Learning Outcomes Assessed
1 Presentation Continuous Assessment Group Project 30 % Week 10 1,2,3,4

End of Semester / Year Assessment

Title Type Form Percent Week Learning Outcomes Assessed
1 Final Exam - 2 hour paper Final Exam Closed Book Exam 70 % End of Term 1,2,3,4

Full Time Mode Workload

Type Location Description Hours Frequency Avg Workload
Lecture Lecture Theatre Lectures and multi-media presentations 3 Weekly 3.00
Tutorial Flat Classroom Case studies and real-life applications, collaborative learning 1 Weekly 1.00
Independent Learning UNKNOWN Self-directed learning 3 Weekly 3.00
Total Full Time Average Weekly Learner Contact Time 4.00 Hours

Module Resources

Non ISBN Literary Resources

Eagle, L, Dahl, S, Czarnecks, B and Lloyd, J (2015) Marketing Communications,Routledge 978-0-415-507770-7

McCabe,S. (2014) The Routledge Handbook of Tourism Marketing, Routledge

Percy,L (2014) Strategic Integrated Marketing Communications, 2nd ed, Routledge
Clow, K.E  & Baack, D.E. (2016) Integrated Advertising, Promotion, and Marketing Communications 7/, Prentice Hall 
McCabe, S (2009) Marketing Communications in Tourism and Hospitality, Elsevier,  978-0-7506-8277-0

Medcalf, P (2004) Marketing Communications, Gill and Macmillan, 9780711135752

Chaffey et al (2009) Internet Marketing, Prentice Hall, 0273717405

Meerman Scott, D (2010) The New Rules of Marketing and PR, Wiley, 0470-5478-12 

Safko, L and Brake, D (2009) The Social Media Bible: Tactics, tools and strategies for business success, Wiley, 978-0-4704-1155-1






URL Resources

Failte Ireland webinars and podcasts