TOUR07053 2022 Tourism Communications & Branding
This module aims at providing a theoretical and practical understanding of marketing communications, particularly in relation to creative strategy, planning and execution. Students will have a comprehensive knowledge of all marketing communications and branding strategies relevant to the tourism industry. It will focus on online and digital marketing communications tools and techniques that are increasingly evident within the tourism and related industry sectors.
On completion of this module the learner will/should be able to;
Explain how traditional and online promotional activities can be integrated in effective marketing communications.
Identify and critique the new media trends influencing tourism promotions, with particular emphasis on online marketing communications.
Demonstrate how the role of advertising, corporate image and brand management can be used as part of an organisation's marketing strategy.
Evaluate the role and value 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.
Teaching and Learning Strategies
Lectures (using multi-media presentations)
Tutorials using real-life case studies
Industry toolkits, sectoral reports and corporate training resources.
Module Assessment Strategies
Projects and multi-media presentations (including industry-related assessments and case studies)
Repeat Projects (one or both) as required.
1. Introduction to Integrated Marketing Communications in Tourism//Destination Marketing
2. Market Segmentation, Targeting and Positioning
3. Online Marketing Communications - Digital and Social Media
4. Advertising, Sales Promotions, Sponsorship, PR, Fam Trips, Travel Trade Fairs & Exhibitions
6. Branding and Image Management for Destinations & Tourism Experiences
Coursework & Assessment Breakdown
|Title||Type||Form||Percent||Week||Learning Outcomes Assessed|
|1||Marketing Communications Thematic Review & Case Study||Project||Individual Project||50 %||Week 6||1,2|
|2||Communications Audit and Strategy||Project||Written Report/Essay||50 %||Week 12||2,3,4|
Full Time Mode Workload
|Tutorial||Flat Classroom||Project and team-based activity||1||Weekly||1.00|
|Independent Learning||Not Specified||Independent Learning||3||Weekly||3.00|
Required & Recommended Book List
2020-09-30 Digital Marketing and Social Media Strategies for Tourism and Hospitality Organizations
ISBN 1911635484 ISBN-13 9781911635482
* Explores the most effective digital marketing strategies and campaigns* Investigates the current status of digital marketing and social media utilization by both travellers and service providers* Provides a view to the future of future digital marketing and social media research trendsDigital marketing and online social media platforms have become the cornerstones to the success of places and accommodation. This edited volume investigates the current status of digital marketing and social media utilization by both travellers and service providers and explores future digital marketing and social media research trends.
2018-02-22 Tourism Marketing for Small Businesses
ISBN 191139634X ISBN-13 9781911396345
Small tourism businesses form the majority of the employment opportunities within the tourism industry. However, many texts seem to overlook this significant sector of the industry and focus instead on the larger multinational companies. This unique text focuses on the application of global marketing principles specifically for small tourism businesses around the world and links academic theory with real world practice illustrated via international case studies.Written in an engaging style and structured to follow a 12-13 week semester course Tourism Marketing for Small Businesses enables understanding of formulating, implementing and monitoring a marketing strategy. Each chapter will contain summary review questions and a mini case with discussion question. Accompanying the text are lecturer resources in the form of PowerPoint slides for each chapter, with links to relevant URLs and YouTube clips.A vital text for all tourism and marketing students as well as tourism industry practitioners who have marketing responsibilities.
2017-04-29 Marketing for Tourism, Hospitality & Events
ISBN 1473926645 ISBN-13 9781473926646
Filling a gap in the market, this new title approaches the field through a uniquely international angle, with increased emphasis on the impact of digital technology and supported by international case-studies.
2018-09-06 Marketing and Managing Tourism Destinations
ISBN 1138897299 ISBN-13 9781138897298
Marketing and Managing Tourism Destinations is a comprehensive and integrated introductory textbook covering both destination marketing and destination management in one volume. It focuses on how destination management is planned, implemented and evaluated as well as the management and operations of destination management organizations (DMOs), how they conduct business, major opportunities, challenges and issues they face to compete for the global leisure and business travel markets. This second edition has been updated to include: A new chapter on visitor management that includes a section on crisis and disaster management New material on destination leadership and coordination New and revised content on digital marketing New and updated international case examples throughout to show the practical realities and approaches to managing different destinations around the world. It is illustrated in full colour and packed with features to encourage reflection on main themes, spur critical thinking and show theory in practice. Written by an author with many years of industry practice, university teaching and professional training experience, this book is the essential guide to the subject for tourism, hospitality and events students and industry practitioners alike.
2018-02-08 Marketing Communications in Tourism and Hospitality Routledge
ISBN 1138679267 ISBN-13 9781138679269
The rapidly changing context of the modern tourism and hospitality industry, responding to the needs of increasingly demanding consumers, coupled with the fragmenting nature of the marketing and media environment has led to an increased emphasis on communications strategies. Marketing Communications in Tourism and Hospitality: concepts, strategies and cases discusses this vital discipline specifically for the tourism and hospitality industry. Combining a critical theoretical overview with a practical guide to techniques and skills, it illustrates the role that communications play in the delivery and representation of hospitality and tourism services, whilst developing practical skills needed to understand, interpret and implement communications strategies within a management context. This new edition has been updated to include: New case studies throughout from a range of international regions and diverse service sector including well - being tourism. Cultural differences and the successes and failures of communication marketing is explored in one case per chapter. An enhanced and extended chapter on Interactive and E-communications including destination management systems, promotion, twitter, facebook, third party channels such as Expedia and tracking. New content on: budgeting for marketing communications, evaluation and control and role of integrated marketing. New annotated weblinks and reading suggestions as well as critical review questions at the end of chapters. This systematic and cohesive text is essential reading for hospitality management students, and an invaluable resource for marketing practitioners in this growing area.
2016-11-30 Marketing Communications
ISBN 129213576X ISBN-13 9781292135762
Marketing Communications: A European Perspective is the perfect resource for European students of marketing communications. Providing an extensive overview of the key concepts, techniques and applications of the field within a European context, it offers a fresh and comprehensive introduction to the discipline.
Publications, toolkits and resources will be drawn from a range of sources including Tourism Ireland and NI, Failte Ireland and Discover NI as well as other destination management and marketing organisations.
Journal of Travel and Tourism Marketing
International Journal of Leisure and Tourism Marketing
Journal of Destination Marketing & Management
www.failteireland.ie (trade portal)