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Unit title:
International Marketing for Tourism and Travel
Credit points:
20
Unit code:
MKT456
FHEQ level:
6
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 introduces travel and tourism as an internationally important market in which the
natural focus of management activity is on the exchange transaction between visitors
(demand side) and the business sectors and destinations that compete to supply their needs
(supply side). The unit treats tourism as encompassing travel for business, social and many
other non-holiday purposes as well as for holiday. It looks at travel and tourism from the
marketing perspective, applying marketing theories and concepts specifically at this service
sector and proceeding to develop an international perspective. Relevant sectors covered
will include international marketing of destinations, air transport sector, tour operator
sector and travel agency sector. The unit places a heavy emphasis on cultural implications
for international marketers, the question of adaptation or standardisation of the marketing
mix and the concept of globalisation. The aim is to develop a cosmopolitan attitude in the
student, as being a successful international marketing manager is as much about the right
frame of mind as about knowledge.
LEARNING OUTCOMES
On successful completion of the unit, students should be able to:
Knowledge and Understanding
K1
Critically review key marketing concepts and theories relevant to tourism and travel
within the dynamic international marketing context.
Cognitive Skills
C1
Use theoretical constructs to analyse the trend in globalisation, the role of culture
in international marketing and the arguments in favour of and against the
standardisation of the total offering in international markets.
Practical and Professional Skills
P1
Conduct in-depth research and prepare international marketing plans including
appropriate recommendations regarding strategy and entry modes.
Transferable and Key Skills
T1
Articulate complex ideas in a succinct, well structured manner to suit the needs of
the audience, using technology as appropriate.
AREAS OF STUDY
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Introduction to the marketing of international tourism and travel
Globalisation and other major environmental changes and their impact on sectors
of the Travel and Tourism Industry (eg.hospitality, air transport, destinations, tour
operators etc.)
Understanding and using the marketing mix in international tourism and travel
Standardisation Vs adaptation of the tourism and travel (the 7 Ps)
Global branding
The significance of culture to the international marketer
International marketing planning and strategies
International marketing research
Ethical considerations in the international marketing of tourism and travel
LEARNING AND TEACHING STRATEGY
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Lectures will develop and discuss key concepts. Directed learning of key texts,
journals and articles will provide the basis for discussion and evaluation of core
concepts and issues.
Case study material, news clinics and student-led discussions on specific topics and
issues will develop the ability to critically analyse and evaluate international
marketing strategies and options.
Case studies, journals and articles will be used in lectures and tutorials for critical
analysis, discussion and assessment.
The range of case studies, journals and articles studied and discussed will develop
the ability to apply and evaluate international marketing and strategies.
Formative evaluation will be ongoing and blended into the above. There will be
timetabled sessions where students will receive formative feedback on both their
assessments.
In- class interactions and formative feedback will develop the ability to reflect
critically on own decisions made and those of others and devise strategies for
improvement.
ASSESSMENT STRATEGY
The assessment tools allow the student to demonstrate their ability to meet the learning
outcomes. The essay will allow the student to investigate and develop their research and
analytical skills by exploring and discussing the impact of major marketing environmental
changes on a sector of the International Tourism Industry. This is very much an individual
piece of work where key changes are justified in terms of the magnitude of their impact.
Students will be required to discuss plans of their essays during timetabled sessions in order
that formative feedback can be given.
The group presentation will require students to develop expertise in project planning, group
work, secondary research, country analysis and develop arguments to support their chosen
market entry strategy for establishing a new business in an international market. In real life
the formulation of an effective marketing strategy involves much discussion hence the
relevance of group work for this particular assessment. Real understanding and effective
decisions can only be achieved after considerable discussion and debate.
Assignment workshops for the presentations will be timetabled to ensure sufficient
formative support.
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:
60%
Essay (Individual)
2,500 words
Yes
Yes
No
40%
Presentation (Group)
40 minutes
No
Yes
No
Aggregation of Marks
The marks for the two elements of the assessment will be combined to arrive at a final unit
mark.
Re-assessment Arrangements
The referral for the group presentation will consist of an individual written assignment in
the form of an essay. The learning outcomes for this essay are in line with those for the
presentation so, in many ways, it will be a written version of the presentation.
The referral for the essay will be another essay covering the same learning outcomes.
Unit Author: Christopher Edwards
Date of version: March 2015
Unit history:
Unit Approved/Year Implemented/Code
Unit modified/Year Implemented/Code
Unit modified/Year Implemented/Code
March 2015
2015/16
MKT456