EG704-7-SP-CO:
International Marketing and the Customer Experience
2024/25
Edge Hotel School
Colchester Campus
Spring
Postgraduate: Level 7
Current
Monday 13 January 2025
Friday 21 March 2025
20
19 September 2023
Requisites for this module
(none)
(none)
(none)
(none)
(none)
MSC N28612 International Hospitality Management,
MSC N286JS International Hospitality Management,
MSC N82112 International Events Management,
MSC N821JS International Events Management,
MSC N83612 International Tourism Management
This module aims to provide students with an advanced understanding of marketing and its application within the international hospitality industry.
In particular, the module will focus on the marketing of services and the nature of the distinctive and frequently individual engagement hospitality organisations have with their customers.
The module will also provide students with a critical understanding of the changing relationship and technological developments both with buyers and suppliers which continue to evolve within the hospitality industry supply chain.
The module will allow students to gain realistic insight into aspects of marketing operations through their experience in within the Wivenhoe House Hotel.
This module aims to provide students with an advanced understanding of marketing and its application within the international hospitality industry.
On completion of this module students should be able to:
1. Evaluate and apply some of the main principles of consumer behaviourto the hospitality industry
2. Evaluate the factors influencing consumer demand for the international hospitality industry and the methods and technology by which organisations communicate and influence their consumers and vice versa
3. Review and evaluate how the customer experience and its supporting marketing may need to be modified due to the context and culture in which it is applied
4. Develop a critical understanding of the methods used to plan and implement a marketing strategy for the hospitality industry
5. Demonstrate an ability to formulate a logical and well evidenced strategic marketing plan for an organisation within the international hospitality industry.
Indicative Content
1. An introduction tothe principles of consumer behaviourand itsapplication to the hospitality industry.
2. A review of the concept of the `guest experience` and its implications for the marketing and operation of the hospitality industry.
3. An analysis of consumer expectation and expectation management through the use of marketing and consumer behaviour.
4. An evaluation of consumer demand for the international tourism industry and its impacts on the hospitality industry.
5. The growth and role of information and communications technology and the rise of the dominant consumer inthe international hospitality industry.
6. Promotional, merchandising and public relations strategies of hospitality organisations.
7. The role and significance of destination marketing in the international hospitality industry.
8. A review of the influence and inclusion of national culture and cultural dimensions in the marketing of international hospitality services.
9. A review and evaluation of the process by which hospitality organisations innovate, develop their marketing strategies and measure success of such strategies.
10. Strategic product planning and development in the international hospitality industry.
The module will be delivered over a 10 week period.There will be a three hour session each week comprising a one and a half hour lecture and a one and a half hour seminar / workshop.
Students will also have the opportunity to contextualise their learning and the theoretical underpinning of this module through their period of work based learning in the Wivenhoe House Hotel.
Students will be expected to prepare materials and read the guided reading prior to both the lectures and, in particular, the seminar /workshop sessions.
Students will also be expected to attend appropriate field trips, the scheduled Masterclass sessions and the EHSAnnual Student Conference.
It is the intention of the academic team to encourage high levels of guided independent learning amongst this cohort. As a consequence students will not only be given access to the on-line learning resources of both EHS and the University, but this will also be supplemented by access to a number of specialist online resources provided via the professional bodies and associations of which EHS is a member (IOH; HOSPAand BHMA; UKH; ITT, HSMAIetc)Case studies from the hospitality industry as well as complementary industries will be used to compare and contrast different practice.
This module does not appear to have a published bibliography for this year.
Assessment items, weightings and deadlines
| Coursework / exam |
Description |
Deadline |
Coursework weighting |
| Coursework |
Report 1 |
21/02/2025 |
40% |
| Coursework |
Report 2 |
02/05/2025 |
60% |
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
Reassessment
Module supervisor and teaching staff
No
No
No
Prof Paul Barron
Edinburgh Napier University
Deputy Dean
Mr Mark Ashton
University of Surrey Research and Innovation
Associate Professor
Available via Moodle
No lecture recording information available for this module.
Edge Hotel School
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