EG222-5-AP-CO:
Digital Marketing and Revenue Management
2023/24
Edge Hotel School
Colchester Campus
Autumn & Spring
Undergraduate: Level 5
Current
Thursday 05 October 2023
Friday 22 March 2024
15
16 November 2023
Requisites for this module
(none)
(none)
(none)
(none)
(none)
BA N888 Events Management,
BA NA88 Events Management (Including Year Abroad),
FDA N889 Events Management
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.
This module aims to enable you to:
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.
2. Critically analyse digital marketing within the hospitality and events sectors.
- Analysis of the key players within digital marketing amongst the hospitality and events industry;
- Critique of a hotel or event companies digital marketing strategy.
3. 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.
4. 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.
At the conclusion of this module you should 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 hospitality and events sectors.
3. Create a digital marketing plan to launch a new product.
4. Analyse and interpret data analytics used in revenue management.
No additional information available.
Learning and teaching will take the shape of either classroom based or online 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 on-line learning resources.
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 |
Marketing Plan |
|
75% |
| Coursework |
Group Presentation |
|
25% |
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
Mr Alexander Horswill, email: a.horswill@essex.ac.uk.
Alexander Horswill
Yes
No
No
Available via Moodle
Of 28 hours, 28 (100%) hours available to students:
0 hours not recorded due to service coverage or fault;
0 hours not recorded due to opt-out by lecturer(s), module, or event type.
Edge Hotel School
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