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MODULE DESCRIPTOR
Module Title
Hospitality Marketing Management
Reference CB3021 Version 1
Created May 2018 SCQF Level SCQF 9
Approved November 2018 SCQF Points 15
Amended ECTS Points 7.5

Aims of Module
To develop students' ability to analyse and apply core marketing concepts leading to effective marketing proposals for hotel and hospitality business units.

Learning Outcomes for Module
On completion of this module, students are expected to be able to:
1 Analyse a variety of hotel and restaurant market situations to define appropriate segmentation criteria and associated marketing mix.
2 Compare and contrast the value and impact of marketing tools used in the hospitality sector.
3 Apply the marketing framework concept to analyse the hotel business environment and identify potential target markets and pricing strategies.
4 Propose an integrated marketing plan for a specific hotel unit.

Indicative Module Content
The role of marketing within the internal business environment and relationship to financial objectives; Market research, environmental scanning and industry analysis and their relationship to strategic marketing goals and tactics. TOWS, capabilities, positioning and brand. Consumer behavior, segmentation, analytics and target customers. The extended marketing mix and development of an integrated marking plan. Marketing communications in a digital marketplace.

Module Delivery
The module will be taught through a combination of lecture sessions, tutorials and student-led activities.

Indicative Student Workload Full Time Part Time
Contact Hours 76 N/A
Non-Contact Hours 74 N/A
Placement/Work-Based Learning Experience [Notional] Hours N/A N/A
TOTAL 150 N/A
Actual Placement hours for professional, statutory or regulatory body    

ASSESSMENT PLAN
If a major/minor model is used and box is ticked, % weightings below are indicative only.
Component 1
Type: Examination Weighting: 40% Outcomes Assessed: 1, 2
Description: 2 hour, closed book.
Component 2
Type: Coursework Weighting: 60% Outcomes Assessed: 3, 4
Description: Group project: 6,000 words

MODULE PERFORMANCE DESCRIPTOR
Explanatory Text
The Module is assessed by two components: C1 - Examination - 40% weighting. C2 - Group Project - 60% weighting. Module Pass Mark = Grade D (40%)/ 4.0 Swiss grade scale
Module Grade Minimum Requirements to achieve Module Grade:
A At least 70% on weighted aggregate and at least 35% in each component.
B At least 60% on weighted aggregate and at least 35% in each component.
C At least 50% on weighted aggregate and at least 35% in each component.
D At least 40% on weighted aggregate and at least 35% in each component.
E At least 35% on weighted aggregate and at least 35% in each component.
F Less that 35% in one or both components.
NS Non-submission of work by published deadline or non-attendance for examination

Module Requirements
Prerequisites for Module None.
Corequisites for module None.
Precluded Modules None.

ADDITIONAL NOTES
This module is for delivery at BHMS, Switzerland

INDICATIVE BIBLIOGRAPHY
1 GARDINI, M.A. 2015. Marketing-Management in der Hotellerie. 3rd Ed. Oldenbourg
2 HECKMANN, R and WOLF, K. 2008. Marketing fuer Hotellerie und Gastronomie. Matheus
3 HUDSON; S and HUDSON L. 2017. Marketing for Tourism, Hospitality & Events: A Global & Digital Approach. Sage Publications.
4 Journal of Hospitality Marketing and Management
5 KELLER, K, OPRESNIK, M and KOTLER, P. 2017. Marketing-Management: Konzepte-Instrumente-Unternehmensfallstudien. 15th Ed. Pearson Studium
6 KOTLER; P and BOWEN, J. 2016. Marketing for Hospitality and Tourism. 7 Ed. Pearson
7 KOTLER; P, KARTAJAYA, H, SETIAWAN, I and PYKA, P (translator). 2017. Marketing 4.0: Der Leitfaden fuer das Marketing der Zukunft. Campus Verlag
8 MINAZZI, R. 2015. Social Media Marketing in Tourism and Hospitality. Springer

Robert Gordon University, Garthdee House, Aberdeen, AB10 7QB, Scotland, UK: a Scottish charity, registration No. SC013781