Please note: there may be some adjustments to the teaching arrangements published in the course catalogue for 2020-21. Given current circumstances related to the Covid-19 pandemic it is anticipated that some usual arrangements for teaching on campus will be modified to ensure the safety and wellbeing of students and staff on campus; further adjustments may also be necessary, or beneficial, during the course of the academic year as national requirements relating to management of the pandemic are revised.

Tourism Marketing DUMF5102

  • Academic Session: 2020-21
  • School: School of Interdisciplinary Studies
  • Credits: 20
  • Level: Level 5 (SCQF level 11)
  • Typically Offered: Semester 2
  • Available to Visiting Students: Yes
  • Available to Erasmus Students: Yes

Short Description

This course approaches tourism from the perspective of marketing and management and examines the central concepts of marketing in the provision of tourism products and experiences. By analysing the political, economic, cultural, technological and environmental impacts and opportunities associated with tourism marketing development, this course provides a comprehensive understanding of the strategies needed for marketing tourism products and experiences across various destinations around the world.

Timetable

2 hours lecture/seminar weekly

 

(22 hours total/semester)

Requirements of Entry

None.

Assessment

3000-word individual project essay (80%) that provides a critical analysis of an organisation' tourism Marketing strategy

Individual oral presentation of the project (20%)

Course Aims

■ Develop knowledge of key issues in the development of tourism products and experiences across various destinations.

■ Introduce key texts of tourism marketing including central concepts/models with marketing approaches to tourism and tourists.

■ Provide students with examples of tourism marketing practices, cultural expectations and cross-cultural communications skills in the provision of the creation of tourism products and experiences.

■ Develop knowledge of relevant tourism marketing and management tools including Information and Communication Technologies (ICTs) to improve the sustainability and profitability of tourism destinations.

Intended Learning Outcomes of Course

By the end of this course students will be able to:

 

■ Understand and evaluate the factors (political, economic, socio-cultural, ecological and geographical) that affect the marketing of tourism products and experiences across various destinations.

■ Use central concepts/models in marketing and management to understand tourists' travel behaviours Demonstrate knowledge of tourism marketing practices, cultural expectations and cross-cultural communications skills in the provision of tourism products and experiences.

■ Develop and apply critically key tourism marketing and management strategies including Information and Communication Technologies (ICTs) to improve the sustainability and profitability of tourism destinations.

 

These outcomes will be demonstrated through the individual projects and the oral presentation, as well as through tutorial discussions and the fieldtrip during the semester.

Minimum Requirement for Award of Credits

Students must submit at least 75% by weight of the components (including examinations) of the course's summative assessment.