Marketing management is increasingly recognized as a business philosophy and as a functional activity. In an increasingly competitive and expanding tourism and hospitality environment, it is imperative that organizations refine their strategic direction and improve their understanding of key marketing management concepts, processes and frameworks.
Given the advances in digital technologies and global sustainability, the importance of identifying and targeting customers with an appropriate marketing mix is a key decision-making concept among marketing managers today.
Additionally, marketers are increasingly focused on measuring performance and effectiveness using key metrics to deliver value to their customers over time.
The aim of this module is to further improve your knowledge of basic marketing principles. The module will enable you to critically assess and apply key aspects of strategic marketing management in a range of tourism and hospitality organisations.
You will explore various analytical models that can be applied to marketing planning, implementation and control to ensure that an organization maintains a competitive advantage and delivers lifelong customer benefits and value.
Topic 1 (Day 1) Understanding strategic marketing management
- An overview of marketing philosophy
- The role of the modern marketer, including sustainable and ethical marketing
- Analysis of the marketing environment: key trends and current issues in tourism and hospitality.
- Conduct a marketing audit
Topic 2 (Day 2) Understanding the competitive environment
- Sources of competitive advantage
- Conduct a competitive analysis
- Segmentation, targeting and positioning
- Marketing mix management: strategy selection
Topic 3 (Day 3) Strategic marketing in practice
- Creating a value proposition: the importance of brand development and maintenance
- Digital marketing: an integrated and creative approach
- Develop a strategic marketing plan.
- Tracking, measuring and changing marketing effectiveness: an evolving era
This module is worth 20 credits.
This course will help those working in the hospitality and tourism sector to gain new knowledge and understanding in order to integrate into the world of work.
Progress
This is a core module within both our MSc in International Hospitality and Tourism Management and our MSc in International Events Management. If you wish to continue your studies after completing the module, you can gain an advanced placement on a PgCert or a full Masters degree.
You may also be interested in our free modules on business sustainability or people management and leadership focused on the hospitality and tourism sector. Please note that you must submit a separate application for all modules.
Submission format
The teaching will take place face-to-face at the Belfast campus.
The course is held in 3 consecutive training series for 3 days.
Students must attend all training sessions.
The module is assessed 100% through the course.
FACILITIES
belfast
Give deadlines
This module is taught in the second semester in a 3-day "block" format followed by 3 half-day training sessions.
Study block: 8, 9 and 10 November 2023
Learning kit:
- November 15:00 or afternoon
- November 22
- November 29 morning or afternoon
(The schedule will be approved by the tutor)
