Teaching Responsibility
LJMU Schools involved in Delivery:
Liverpool Business School
Learning Methods
Lecture
Seminar
Module Offerings
4012SSLN-JAN-MTP
Aims
The aim of the module is to provide students with a grounding in marketing theory.
Learning Outcomes
1.
Demonstrate knowledge of marketing processes
2.
Identify key factors in the marketing/business/external environment
3.
Discuss segmentation, targeting and positioning
Module Content
Outline Syllabus:What the term ‘marketing’ means and definitions of marketing; the marketing/business/external environment; market research including visitor profiling, visitor satisfaction surveys, market segmentation including categories such as
day visitors, short breaks; group travel/trade, overseas visitors, VFR, targeting and positioning; the marketing mix; digital marketing; marketing and social media; conferences, exhibitions and meetings management; international marketing, branding and image.
Module Overview:
You will learn to address the basic principles of marketing for the tourism industry. You will gain a grounding in marketing theory through lectures, seminars and workshops.
You will learn to address the basic principles of marketing for the tourism industry. You will gain a grounding in marketing theory through lectures, seminars and workshops.
Additional Information:This module will address the basic principles of marketing as they apply to the tourism industry. Students will be assessed on their ability to apply marketing theory within the wider context of the tourism sector.
Assessments
Report
Essay