Download Unit title: Leisure Marketing Credit points: 20 Unit code: LEI257

Unit title:
Leisure Marketing
Credit points:
20
Unit code:
LEI257
FHEQ level:
4
School/ Service:
Unit designation:
Traditional
Programme group:
Business, Law and
Communications
International, Tourism
and Events
Unit delivery model:
CD
Max & Min Student
no.:
N/A
TOTAL STUDENT WORKLOAD
Students are required to attend and participate in all the formal timetabled sessions for the
unit. Students are also expected to manage their directed learning and independent study
in support of the unit.
PREREQUISITES AND CO-REQUISITES : None.
UNIT DESCRIPTION
This unit aims to introduce students to the basic principles of marketing in the context of
the leisure industry. The core rationale for the unit lies in the fact that whatever job the
student undertakes, on completion of the course, s/he will engage in marketing to a greater
or lesser extent; thus the unit will emphasise the nature and scope of marketing.
The unit covers the basic concepts and principles of marketing using the traditional
marketing mix approach. This is presented within the context of the exchange process and
puts the customer at the focus of marketing activities. Products and services within the
leisure industry are considered, as are all stages of the marketing plan.
Employability is addressed throughout the unit. Visiting speakers are carefully selected for
the way they relate to students; included in this is the way students can contact the visiting
speakers while the unit is running to gain practical insights into the theory they are
researching. Concepts explored in lessons are related to the business of the visiting speakers
and to a range of leisure jobs.
LEARNING OUTCOMES
On successful completion of the unit, students should be able to:
Knowledge and Understanding
K1
Explain core marketing concepts and models and their relevance to the leisure
context.
Cognitive Skills
C1
Apply core marketing concepts and models to different leisure contexts in order to
resolve marketing related problems and issues.
Practical and Professional Skills
P1
Research a marketing concept or issue in depth using a variety of sources.
Transferable and Key Skills
T1
Communicate information and ideas effectively.
AREAS
1.
2.
3.
4.
OF STUDY
The meaning of marketing and marketing orientation
The marketing environment
Segmentation, targeting and positioning
Marketing research and marketing information systems: primary and secondary
research, sampling and questionnaire design.
5. The marketing mix- Product: lifecycle, portfolio analysis and the service product.
Pricing decisions. Promotion: relative merits of elements of promotional mix. Place
decisions.
6. Marketing issues and paradigms, eg. Green marketing, relationship marketing,
internet marketing, international marketing.
7. New paradigms and developments in Marketing – eg. the potential of social
networking sites
LEARNING AND TEACHING STRATEGY
This unit will be delivered via lectures and seminars half of which are student led. The core
concepts and theories relating to the study of marketing will be delivered through a series
of lectures. Use will be made of interactive tutorials to facilitate further development and
understanding, encourage exploration of issues and consolidate learning. A variety of
learning methods such as videos, case studies, and practical problem solving exercises will
be employed in these seminars to provide practice in applying the principles and techniques
covered and enable the students to appreciate typical real marketing problems and
situations in the leisure industry. The importance of marketing research in underpinning
decisions will be stressed throughout these sessions.
The student led seminars allow the student to research in depth a particular marketing issue
or concept for presentation to his/her peers. To ensure effective communication, these
student-led seminars (ie. Presentations) will be interactive and use a range of techniques
such as debate, role play, case study problem solving and structured discussion. Topics will
be problem orientated so that students will be expected to suggest and justify solutions
based on well- conceived marketing research.
ASSESSMENT STRATEGY
The breadth of marketing will be assessed by examination. This may be case-based and
require the student to select and apply with justification a range of core marketing concepts
and theories to analyse and problem solve. These basic concepts permeate all aspects of
leisure and need to be understood in a way that can be easily recalled. A time - restrained
examination will demonstrate the extent to which this has happened. Students will be able
to demonstrate a range of cognitive skills. A basic understanding may be shown by the
description of marketing theories relevant to the case. More in depth learning may be
demonstrated by the way these concepts are used to generate meaningful solutions to the
marketing problems posed.
Formative assessment will be provided to allow students to learn the skills required in
examination. At intervals, but starting quite early in the course, students will be set mock
exam questions. Feedback will be provided and students invited to resubmit to demonstrate
learning based upon feedback.
The student-led seminar group presentations require students to research in depth a
particular marketing concept or theory. These will be problem-based and suggested
marketing solutions with accompanying justifications will clearly demonstrate research skills
and understanding. Discussion and debate from working in a group will help fully embed
core concepts and the understanding of a wide range of possible solutions. The quality and
range of sources can also be assessed and varied sources are needed. Marketing theory books
and journals as well as research on markets and trends will be necessary.
Formative assessment will be provided to allow students to learn the skills required for an
effective presentation. All students are required to introduce their presentation to the
group a few weeks before they give the actual presentation. Workshops will be held to allow
students to present their ideas for constructive criticism.
Normally students will be marked as a group and this will be undertaken in line with Faculty
guidance.
ASSESSMENT
AE1
weighting:
assessment type:
length/duration:
online submission
grade marking
anonymous marking:
AE2
weighting:
assessment type:
length/duration:
online submission
grade marking
anonymous marking:
50%
Group presentation
Maximum 35 minutes
No
Yes
No
50%
Exam
2 hours
No
Yes
Yes
Aggregation Marks
The marks for all elements of assessment will be combined to arrive at a final unit mark.
Re-assessment Arrangements
The resit coursework for the group presentation will be an individually written piece of work
meeting the same learning outcomes namely to research and apply a particular marketing
concept in depth.
Unit Author:
Date of version:
Chris Edwards
February 2015
Unit history:
Unit Approved/Year Implemented/Code
Unit modified/Year Implemented/Code
Unit modified/Year Implemented/Code
June 2005
March 2015
2005/07
2015/16
LEI257
LEI257