The aim of this module is to enable international learners to apply a broad understanding of the theory and practice of tourism marketing to a foreign workplace environment.
On successful completion of this module learners should be able to:
- Identify the main components of the marketing mix, segmentation process and strategic decisions for tourism marketers.
- Recognize the difference between the 7P’s of services marketing from the 4P’s of product marketing and the associated characteristics and challenges of services marketing.
- Communicate the application of an original and appropriate marketing strategy and communications campaign for a tourist destination.
- Discuss the specifics of the tourism marketing environment in Ireland and explain how it could be applied in an International setting.
Tourism in Ireland: history of tourism in Ireland; Victorian Ireland and tourism; Ireland of the Welcomes; Free State tourism; Bord Failte; Failte Ireland; Twenty years of prosperity; Tourism today, Regulatory Environment.
The Principles of Marketing: Overview and revision of marketing concepts, theories and terminology; the 7P’s of the services marketing mix; target markets; market segmentation and positioning; the role of communications in the marketing mix and putting them in an Irish context.
In Class: Choosing your tourist site
International Tourism: identifying consumer markets; Ireland in Europe; Ireland in the world; the international outlook
In Class: Discussion of sites.
First and second site visits.
Marketing Proposals Due: discussion of proposals; developing your marketing plan. Third site visit.
Planning Process: Marketing Campaigns; Budgets; Performance Fifth site visit.
ICT/e-Marketing Promotions: evaluation and critique of your sites’ e-marketing efforts. Sixth site visit.
Marketing Plans Due
Distribution: Channels; finding balance; increasing efforts; evaluation Seventh site visit.
Promotion and Communication: Print media; Brochure design; The Tourist destination Site visit (as necessary).
Exam Preparation: Syllabus overview, learning objectives reviewed, exam technique, study methods
Site visit (as necessary).
Reading Lists and Other Resources
Textbook / Journal based Resources:
Middleton, V., Fyall, A., & Morgan, M.. Marketing in Travel and Tourism. Elsevier BH, 2009
Kotler, P., Bowen, J., & Makens, J. Marketing for Hospitality and Tourism. Prentice Hall, 1999
Guiney, Denise. The Tourism and Travel Industry in Ireland. Gill and Macmillan, 2002
Jobber, David & Fahy, John. Foundations of Marketing. McGraw-Hill
Kotler, Philip & Armstrong, Gary. Principles of Marketing. Pearson, 2009
Wright, Angela & Linehan, Margaret. Ireland: Tourism and Marketing. Blackhall, 2004
Business 2000 Case Studies
AIB: Exports and Imports
CRH: International Performance and Growth
DAA Terminal 2: Designed for the Customer
CSR at the National Lottery
Ulster Bank: Supporting Enterprise
Bus Eireann: Effective Marketing
CRH: Managing Business in an Economic Downturn
Diageo plc: Supporting Community Development
Vodafone: Engaging with Stakeholders to Protect our Environment