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

The details
2024/25
Edge Hotel School
Colchester Campus
Full Year
Undergraduate: Level 5
Current
Thursday 03 October 2024
Friday 27 June 2025
15
28 March 2024

 

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

 

(none)

Key module for

BA N886 Hospitality Management,
BA NA86 Hospitality Management (Including Year Abroad),
FDA N887 Hospitality Management

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 to enable you to:



  1. Identify the multiple platforms and techniques employed by different industries when delivering digital marketing and how this influences the Customer Decision Making Process (CDMP).





    • 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.

    • Analyse the role of Customer Decision Making Process (CDMP) in marketing.





  1. 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.





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





    • Marketing planning and strategies.

    • Implementation planning and measurement of success.

    • Understanding the importance of branding and its impact on organisations profitability.

    • 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 and how this influences the Customer Decision Making Process (CDMP).

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

  3. Create a digital marketing plan to launch a new product and evaluate the importance of branding and merchandising to hospitality businesses.

  4. Analyse and interpret data analytics used in revenue management and investigate pricing strategies.

Module information

No additional information available.

Learning and teaching methods

This module will be delivered via:

  • 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 on-line learning resources.

Bibliography

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   Written report - Marketing Plan  13/12/2024  75% 
Coursework   Group Presentation   14/02/2025  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

Coursework Exam
100% 0%

Reassessment

Coursework Exam
100% 0%
Module supervisor and teaching staff
Alexander Horswill
ehs@essex.ac.uk

 

Availability
Yes
No
No

External examiner

Mr James Ellerby
Resources
Available via Moodle
Of 16 hours, 16 (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.

 

Further information
Edge Hotel School

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