EG222-5-AS-CO:
Digital Marketing and Revenue Management

The details
2024/25
Edge Hotel School
Colchester Campus
Autumn & Summer
Undergraduate: Level 5
Current
Thursday 03 October 2024
Friday 27 June 2025
15
26 February 2024

 

Requisites for this module
(none)
(none)
(none)
(none)

 

(none)

Key module for

BA N802 Tourism,
BA N803 Tourism (including Year Abroad),
FDA N801 Tourism

Module description

This module will develop your understanding of the underlying themes and forces acting on an organisation relating to its digital business and in particular e-marketing.


This is an evolving and growing aspect of modern marketing and you will research different strategies used throughout all industries to gain customers and improve brand recognition. You will learn about revenue management and the use of data to inform decision makers when maximising revenue in hospitality and events.

Module aims

The aims of this module are:


; 1. Identify the multiple platforms and techniques employed by different industries when delivering digital marketing



  • Case study campaigns from major platforms such as Facebook, Snapchat, Instagram etc.

  • Research into successful digital marketing campaigns and their impact

  • Comparative analysis between industries in their approach to digital marketing. 



  1. Critically analyse digital marketing within the tourism and hospitality sectors



  • Analysis of the key players within digital marketing amongst the tourism and hospitality industry

  • Critique of a tourism business’s digital marketing strategy. 



  1.  Create a digital marketing plan to launch a new product



  • Marketing planning and strategies

  • Implementation planning and measurement of success

  • New product launch techniques and case studies

  • Competitor analysis and competitive advantage. 



  1. Analyse and interpret data analytics used in revenue management.



  • Market positioning

  • Dynamic pricing techniques and data

  • Google analytics

  • Data interpretation and measurement

  • Customer loyalty and feedback data

Module learning outcomes

By the end of this module, students will be expected to be able to:



  1. Identify the multiple platforms and techniques employed by different industries when delivering digital marketing

  2. Critically analyse digital marketing strategies within the tourism and hospitality sectors

  3. Create a digital marketing plan to launch a new product

  4. Analyse and interpret data analytics used in revenue management

Module information

No additional information available.

Learning and teaching methods

Learning and teaching will take the shape of classroom-based lectures and seminars where Wivenhoe House will be used to contextualize theory and illustrate practice. Self-managed learning will supplement seminars where you will be provided with guidance on required reading and online learning resources.

Bibliography*

(none)

Assessment items, weightings and deadlines

Coursework / exam Description Deadline Coursework weighting

Exam format definitions

  • Remote, open book: Your exam will take place remotely via an online learning platform. You may refer to any physical or electronic materials during the exam.
  • In-person, open book: Your exam will take place on campus under invigilation. You may refer to any physical materials such as paper study notes or a textbook during the exam. Electronic devices may not be used in the exam.
  • In-person, open book (restricted): The exam will take place on campus under invigilation. You may refer only to specific physical materials such as a named textbook during the exam. Permitted materials will be specified by your department. Electronic devices may not be used in the exam.
  • In-person, closed book: The exam will take place on campus under invigilation. You may not refer to any physical materials or electronic devices during the exam. There may be times when a paper dictionary, for example, may be permitted in an otherwise closed book exam. Any exceptions will be specified by your department.

Your department will provide further guidance before your exams.

Overall assessment

Coursework Exam
100% 0%

Reassessment

Coursework Exam
100% 0%
Module supervisor and teaching staff

 

Availability
Yes
No
No

External examiner

Mr James Ellerby
Resources
Available via Moodle
No lecture recording information available for this module.

 

Further information
Edge Hotel School

* Please note: due to differing publication schedules, items marked with an asterisk (*) base their information upon the previous academic year.

Disclaimer: The University makes every effort to ensure that this information on its Module Directory is accurate and up-to-date. Exceptionally it can be necessary to make changes, for example to programmes, modules, facilities or fees. Examples of such reasons might include a change of law or regulatory requirements, industrial action, lack of demand, departure of key personnel, change in government policy, or withdrawal/reduction of funding. Changes to modules may for example consist of variations to the content and method of delivery or assessment of modules and other services, to discontinue modules and other services and to merge or combine modules. The University will endeavour to keep such changes to a minimum, and will also keep students informed appropriately by updating our programme specifications and module directory.

The full Procedures, Rules and Regulations of the University governing how it operates are set out in the Charter, Statutes and Ordinances and in the University Regulations, Policy and Procedures.