TOUR07053 2022 Tourism Communications & Branding

General Details

Full Title
Tourism Communications & Branding
Transcript Title
Tourism Communications
N/A %
Subject Area
TOUR - Tourism
MKTS - Marketing, Tourism & Sport
07 - NFQ Level 7
05 - 05 Credits
Start Term
2022 - Full Academic Year 2022-23
End Term
9999 - The End of Time
Mary McGuckin
Programme Membership
SG_BTEVM_H08 202200 Bachelor of Business (Honours) in Tourism with Event Management SG_BTOTR_B07 202200 Bachelor of Business in Tourism with Event Management SG_BTOTR_H08 202200 Bachelor of Business (Honours) in Tourism with Event Management SG_BINTM_B07 202300 Bachelor of Business in International Tourism with Event Management

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.  

Learning Outcomes

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 Assessments

Repeat  Projects (one or both) as required.

Indicative Syllabus

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

Coursework & Continuous Assessment
100 %

Coursework Assessment

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

Type Location Description Hours Frequency Avg Workload
Lecture Lecture Theatre Lecture 3 Weekly 3.00
Tutorial Flat Classroom Project and team-based activity 1 Weekly 1.00
Independent Learning Not Specified Independent Learning 3 Weekly 3.00
Total Full Time Average Weekly Learner Contact Time 4.00 Hours

Required & Recommended Book List

Required Reading
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.

Required Reading
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.

Required Reading
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.

Required Reading
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.

Required Reading
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.

Required Reading
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.

Module Resources

Non ISBN Literary Resources

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.

Updated Literary Resources
Journal Resources

Journal of Travel and Tourism Marketing

Tourism Management

International Journal of Leisure and Tourism Marketing

Journal of Destination Marketing & Management

URL Resources (trade portal)


Other Resources
Additional Information