Business Skills for Tourism, Hospitality and Event Management
The module covers the various issues involved in the planning, development and management of those events specifically designed for the tourism industry. Specifically, the module considers the sources of funding, budgetary and other financial issues associated with planning and managing an event for tourism; it examines the people skills, quality issues, employment contracts and other human resource development concerns that need to be taken into account by events managers and organisers within the tourism industry; it addresses logistical issues such as crowd control, venue selection, staging and lighting which must be addressed in event management for tourism; it considers the various aspects of risk management for events designed for tourism, specifically the financial, legal and ethical safeguards required.
Introduction to marketing concepts
Marketing tourism products and destinations
Hospitality and Events marketing
Destination image and branding
Semiotics of promotional materials
Marketing research, planning and audits
Consumers and consumption in tourism
Marketing communication strategies: from brochure to the web
Creating strategic marketing plans
Popular media and digital marketing
Research methodologies, critically reviewing literature, research design and ethics, data collection methods (qualitative, quantitative and mixed), analysis methods, research writing and dissemination. Individual research, production of a dissertation, reflection on work undertaken.
Experience Design and Management for Tourism, Hospitality and Events
This module involves applying theoretical perspectives to develop skills and techniques in tourism, hospitality or events. The module allows students to build work-based skills in tourism, hospitality and/or event management that are underpinned with relevant theory. It facilitates a critical understanding of how the core elements of tourism, hospitality and events contribute to their effective and coherent design; and how consumer experiences can be managed.
The module opens with an introduction to key design and experience theories and concepts such as: the experience economy; service encounters; experiencescapes; the tourist gaze; co-creation; and symbolic interactionism. The application of these to tourism, hospitality and events is then considered. Concurrently, students examine key management functions and consider these in the context of specific tourism, hospitality or events in an authentic experiential setting. Particular attention is paid to manager and critical consumer perspectives in specific tourism, hospitality and event design settings.
There are two assessment components. Assessment 1 has two elements. Element 1 requires students to draw upon theories discussed in the module to respond collaboratively to an experience design brief by producing and presenting a proposed tourism, hospitality or event experience in the form of a group oral presentation. The second element of Assessment 1 requires students to write a reflective and evaluative essay.
Assessment 2 requires students to consume a selected tourism, hospitality or event experience in real time, then to critically review and evaluate the design and management of that experience in the form of either a written or online portfolio.
International Business Event Management
The meetings industry is of huge global economic importance (Davidson and Cope, 2003). Business events play a significant role in generating tourism revenue for destinations, thus contributing towards economic prosperity. In this module, you will learn about the major stakeholders in the business event industry, and how they interact with one another. You will examine issues of supply and demand at all levels, and analyse the impact made by business events on their chosen destination. You will be taken on visits to event venues, and will hear guest speakers from industry. This will enable you to connect the theory to the practice. The module contains the following topics: the business events industry in context; buyers, suppliers and intermediaries; supply and demand characteristics of the industry; the external environment; event planning (buyer and supplier perspectives); impacts of business events and venues; current trends and future issues.
This module will cover the following contents:
• Applied research approaches within event management, and assessment of scope and limitation
• Information searches (Edinburgh Napier Library)
• Inquiry based learning / critical enquiry
• Formulation of a feasible and valid work-related project design, including ethical, sampling and reliability evaluation
• Consultancy and project management skills
• Implementation planning
• Evidencing organisation impact
• Personal reflection
This module will enable you to apply your knowledge and skills to professional practice and to critically evaluate a selection of operational aspects of the industry, and therefore gain a competitive edge and develop your potential when seeking graduate employment. You will relate academic theory to the workplace and demonstrate this through critical evaluation in assessments. You will develop your ability to critically evaluate your learning in a work based environment, as well as an operational aspect of the industry. This module helps you to develop the skills that are necessary for successful postgraduates in the 21st Century and thereafter as part of your continuing professional development.
Research methodologies, critically reviewing literature, research design and ethics, data collection methods (qualitative, quantitative and mixed), analysis methods, research writing and dissemination.
Sustainable Conferences and Events
12. Module Content
This module will cover the following content:
• Introduction to, and definition of, sustainable conferences and business events
• Internal and external environment for, and impacts on, sustainability
• Identification, and effectiveness of, key sustainable practices available to the conference and business events industry
• Examination and evaluation of the sustainable supplier value chain
• Standards and Accreditation systems for promoting sustainable conferences and business events
• Stakeholder and attendee engagement with sustainability
• Development of sustainability policy, measurement and evaluation
• Challenges and opportunities of creating sustainable legacies from conferences and business events.
This module will evaluate the importance of sustainability to conferences and business events. Business Events are worth £1.9 billion to the Scottish economy, according to 2013 research commissioned by the Meeting Professional International Federation, and are a valuable source of employment and image generation for the destination. This module explores sustainable management in the conference and business event industries. The many reasons to incorporate sustainable practices into conferences and events, including saving costs and resources, protecting the environment, improving social issues, doing business more efficiently and effectively and attracting new audiences, will be examined and explored further.
The module will enable students to critically evaluate a selection of operational aspects involved in delivering sustainability to the conference and business events industry, enabling them to gain a competitive edge and develop student potential when seeking graduate employment. Current academic theory around sustainable practices, policy and accreditation will be evaluated and demonstrated through critical evaluation in assessments.
* These are indicative only and reflect the course structure in the current academic year. Some changes may occur between now and the time that you study.