MKTG07117 2016 Marketing Communications for Tourism
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 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 |
Module 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
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
Failte Ireland webinars and podcasts