MARKETING MANAGEMENT FOR EVENTS, HOSPITALITY AND TOURISM

This module provides the students with an opportunity to gain an understanding of consumers from a management perspective as it is imperative that marketers be equipped with an intense understanding of consumer psychology and other sociological, situational and cultural factors that influence an organisation's marketing activities.

All events, hospitality and tourism businesses need to adopt customer focused strategies in order to succeed, or even survive in a constantly changing global market place. This module introduces the broad subject matter of events, hospitality and tourism, by drawing on aspects and concepts from the contemporary business environment. It explores the current demand for and supply of products and services within each of these industries and their subsequent economic, socio-cultural and environmental impacts. Learners will develop an understanding of the essential inter-dependence of many of the elements of these sectors and the planning and marketing associated with them. A services marketing approach will be used to investigate the use of evolving marketing techniques such as experiential marketing, service dominant logic, co-creation of value together with innovation and new product development. Learners will develop skills focussing on creativity and design and will be required to deliver an innovative pitch to explain and justify a new concept or idea.

The aim of this module is to provide students with an understanding of the key dimensions of the global marketing environment from the perspective of developing a global marketing strategy. It provides learners with an understanding of marketing strategies and practices in a global context, by analysing the global marketing environment, marketing opportunities and strategic options. Using real case examples, skills are developed to evaluate, develop and implement effective global marketing programmes for businesses of various sizes.

Consumers are bombarded by media messages and marketing related communications from organisations, but the power has shifted thanks to growing consumer involvement and interactivity, utilising the latest interactive technologies. Consumers are now active and engaged, often generating their own content and co-creating communications with producers and other consumers thus raising opportunities and challenges for organisations in the events, hospitality and tourism sector. This module will give students an in-depth understanding of the marketing communication mix both from a theoretical and practical, strategic and tactical perspective exploring how different forms of communication work together, acknowledging the development of the new mediums by which organisations may communicate with stakeholder and influencer groups and how such communications affect business and society.

This module is about how to take a strategic approach in marketing planning to achieve competitive advantage. It recognises the significance of situation analysis and introduces techniques for assessing the external and internal environments that enable effective decision making. The module outlines the importance of all stages within the marketing planning process, from the audit, through strategic decision making, to implementation and the operation of plans. It outlines how managing resources and employing monitoring and measurement techniques enables the achievement of strategic marketing objectives.

This module introduces students to the disciplines and techniques required for critical appraisal of complex data and industry practice; creating research designs and accompanying research techniques; building theoretical frameworks, and the scheduling and execution of a research project. The module will develop students' skills and expertise in the essential research tools they will need for both successful Postgraduate study and as leaders in their chosen service industry sector.

The process of creative thinking and experiential design is not only considered in mega events such as the Olympics but also in small events. Learners will be equipped with knowledge allowing them to conceptualise, create and effectively design small events such as charity events and corporate events such as product launches, familiarisation trips, and conferences using the latest technology to engage with consumer senses and enhance the overall experience. The module begins with an examination of the experience with particular reference to the use of specific design practices within the context of exemplar events. Peer-to-peer learning is used to share good practice of experience design in these exemplar events Students develop skills focussing on creativity and design and produce a hypothetical sales pitch to explain and justify their event idea based around a given case study

This module is about examining strategic-level operations management issues through evaluating how operations may have to develop or change to meet the future needs of the market. This evaluation will be carried out within the context of corporate strategy and the external global business environment.

Aviation and tourism operate within an unpredictable and turbulent global environment and is influenced by a number of actual and perceived risks. To mitigate such risks, destinations and organisations must plan, develop and implement risk management strategies. When faced with a crisis, creative and appropriate crisis communication and recovery strategies are essential to ensure that organisations and destinations survive and sustain their competitiveness. This module will also examine the challenges of decision-making in unpredictable and crises conditions.

With the ever-increasing power and influence of various stakeholders on the development and success of service brands, you will explore how firms seek to gain and sustain a competitive advantage from their portfolio of brands.

If you want to get your foot in the door of an organisation then this 6 month optional placement will give you valuable experience, enhance your CV and may help your future employment prospects.