Modules

Module title: Destination Marketing
SCQF level: 11:
SCQF credit value: 20.00
ECTS credit value: 10
Module code: TSM11120
Module leader: Ross Tinsley
School The Business School
Subject area group: Tourism and Languages
Prerequisites

N/A
2019/0, Trimester 1, Face-to-Face,
Occurrence: 001
Primary mode of delivery: Face-to-Face
Location of delivery: CRAIGLOCKHAR
Partner:
Member of staff responsible for delivering module: Ross Tinsley
Module Organiser:


Learning, Teaching and Assessment (LTA) Approach:
This module will encourage independent self-centred learning whilst students will also complete both collaborative and independent learning assessments. Lectures, tutorials and applied materials will be the central learning tools used for the module to encourage creative, reflective and active learning. Key texts will be used to develop and deepen student knowledge and understanding alongside a wide range of journal articles, case studies and on-line resources.
Formal assessment takes place in Week 7-8 with a collaborative group presentation examining the destination image and branding of a chosen destination (LO 1-2, 40% of the module mark). A portfolio completed individually on the marketing communication tools and a future strategy of a chosen destination or tourism/hospitality business or event is due in Week 13. This covers LO 1-4 and accounts for 60% of the module mark. Extensive use of readings, seminar debates and discussion help students further develop research skills.
Formative Assessment:
The University is currently undertaking work to improve the quality of information provided on methods of assessment and feedback. Please refer to the section on Learning and Teaching Approaches above for further information about this module’s learning, teaching and assessment practices, including formative and summative approaches.

Summative Assessment:
The University is currently undertaking work to improve the quality of information provided on methods of assessment and feedback. Please refer to the section on Learning and Teaching Approaches above for further information about this module’s learning, teaching and assessment practices, including formative and summative approaches.

Student Activity (Notional Equivalent Study Hours (NESH))
Mode of activityLearning & Teaching ActivityNESH (Study Hours)
Face To Face Lecture 12
Face To Face Seminar 24
Independent Learning Guided independent study 164
Total Study Hours200
Expected Total Study Hours for Module200


Assessment
Type of Assessment Weighting % LOs covered Week due Length in Hours/Words
Oral Presentation 40 1-2 7 HOURS= 0, WORDS= 0
Portfolio 60 1-4 12 HOURS= 0, WORDS= 3000
Component 1 subtotal: 40
Component 2 subtotal: 60
Module subtotal: 100
2019/0, Trimester 1, FACE-TO-FACE,
Occurrence: 002
Primary mode of delivery: FACE-TO-FACE
Location of delivery: CRAIGLOCKHAR
Partner:
Member of staff responsible for delivering module: Ross Tinsley
Module Organiser:


Learning, Teaching and Assessment (LTA) Approach:
This module will encourage independent self-directed learning whilst students will also
complete both collaborative and independent learning activity (LO 1-2). The learning
environment utilises a combination of face-to-face block formats, supporting with
webinars, case study materials, journal articles and online resources to encourage
creative, reflective and a flexible active learning environment. The assessment tools in
for the form of portfolio production and oral presentation are designed to develop activity
in line with Learning Outcomes 1-4.

Formative Assessment:
This includes extensive use of readings, and online discussion platforms during the
webinar time help students further develop their research skills and receive commentary
in line with stages of producing the portfolio.

Summative Assessment:
Formal assessment takes place via a recorded collaborative group presentation in
week 13 which much look at the destination image and brand of a chosen destination
(LO 1-2, 40% of the module mark). A portfolio completed individually on the marketing
communication tools and a future strategy of a chosen destination or tourism/hospitality
business or event is due in Week 13. This covers LO 1-4 and accounts for 60% of the
module mark.

Student Activity (Notional Equivalent Study Hours (NESH))
Mode of activityLearning & Teaching ActivityNESH (Study Hours)
Face To Face Lecture 12
Face To Face Seminar 24
Independent Learning Guided independent study 164
Total Study Hours200
Expected Total Study Hours for Module200


Assessment
Type of Assessment Weighting % LOs covered Week due Length in Hours/Words
Oral Presentation 40 1,2 12 HOURS= 00.15
Portfolio 60 1,2.3.4 17 , WORDS= 3000
Component 1 subtotal: 40
Component 2 subtotal: 60
Module subtotal: 100

Description of module content:

Introduction to marketing concepts
Marketing tourism products and destinations
Hospitality and Events marketing
Destination image and branding
Semiotics of promotional materials
Marketing research, planning and audits
Consumers and consumption in tourism
Marketing communication strategies: from brochure to the web
Creating strategic marketing plans
Popular media and digital marketing

Learning Outcomes for module:

LO1: Critically appraise key tourism marketing theories and concepts
LO2. Explore the role of image and branding in tourism marketing
LO3: Critically examine the use of a range of marketing communications strategies in tourism
LO4: Evaluate the opportunities, challenges and constraints of tourism marketing
Indicative References and Reading List - URL:
TSM11120 Destination Marketing
 

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