Case Studies in International Tourism
• International Cultural comparison
• Case Study method and comparative research methodologies
• Tourism and Development
• Tourism planning and policy
• Competitiveness and responsible tourism development;
• Ethical issues in international tourism
• Cross-cultural behaviour in tourism
• Global issues and value analysis.
Digital Analytics Strategy
In this module, you will develop in-depth understanding of the theory, practice and managerial implications of using digital analytics as part of an organisation’s marketing strategy. The syllabus will introduce you to key principles and challenges, including the analysis and evaluation of data from social media, websites and search marketing to improve marketing performance. You will engage with a range of literature to reflect critically on contemporary issues and evaluate the role of big data ethics in an organisational context. In addition, you will get hands-on experience in key digital analytics tools used by marketing practitioners, resulting in strong strategic and applied knowledge in digital analytics upon successful completion of the module.
Digital Marketing Strategy
This module introduces the theory, principles, and practice of digital marketing strategy. Using contemporary frameworks and recent case studies you will learn about paid, earned and owned media and their role in digital marketing strategy. You will investigate recent changes in online consumer behaviour and their impact on marketing practice. Some of the key topics discussed in this module will include: social media marketing, digital advertising, digital PR, online market research, user-generated content, mobile marketing, eCRM, content marketing strategy, email marketing, and online Public Relations. This module is accredited by the Institute of 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.
* Introduction to Global Marketing - A Strategic Perspective
* The Strategic Marketing Process and Global Marketing Challenges
* The Global Trading Environment
* The Social and Cultural Diversity and Complexity of Globalisation
* Global Market Research and Opportunity Analysis
* Globalisation and Market Entry Strategies
* Global Product and Service Marketing
* Global Channels of Communication
* Pricing for Global Markets
* The Management of Global Distribution and Logistics
* Global / International Niche Strategies for Small and Medium Size (SME) Organisations
* Sustaining Competitive Advantage in a Global Environment
Intercultural Business Communication
This module will provide you with a thorough understanding of specific theories of
culture and communication, cultural systems and dimensions offered by major
intercultural researchers and the critiques they have received in order to contribute to
a more widening debate of intercultural theory and research. Taught sessions will
address the notions of culture and intercultural business communication, and
theoretical frameworks about cultural systems, cultural complexity and acculturation.
There is also one session devoted to an intercultural workshop that helps you
rehearse, through practical activities, the input from the previous taught sessions.
Principles and Practice of Marketing
The module is essential to anyone wanting to work in business and / or marketing. Throughout the module we will analyse the principles and practices of marketing with a focus on their practical application.
The module covers:
1. Marketing environment
2. Marketing Strategy and objective setting
3. Marketing communications
4. Understanding Products
5. Pricing strategies
6. Logistics and distribution
7. Services marketing
9. Planning and control.
By studying Principles and Practices of Marketing you will learn how to make marketing decisions across an organisation, and how to devise and implement a marketing plan for a product / service of your choice.
Research methodologies, critically reviewing literature, research design and ethics, data collection methods (qualitative, quantitative and mixed), analysis methods, research writing and dissemination.
Social Media and Content Marketing
This module explores key theories and practices related to social media marketing and content marketing. The structure of the module follows a well-established model developed by Solomon and Tuten (2020) that focuses on 4 zones of social media marketing. You will learn: 1. how organisations establish and maintain Social Communities using appropriate interactive creative content practices that are published on social media pages and profiles(LO1). 2. Social Publishing will open up the world of creative content for businesses and organisations, with a specific focus on blogging and other narrative and social/personality- driven media content(LO2). 3. The third element of this module will focus on Social Commerce, leading you to a full understanding of how content creation can be used for driving sales and encouraging engagement (LO3). 4. Social Entertainment will show you the ways in which social gaming and play, branded videos etc. can be used to enhance brand identity and online presence(LO4). You will also reflect on and critique the ways in which social media
and content marketing techniques can be used in marketing and business contexts (LO5).
Strategic Brand Management
Develop a critical understanding of strategic brand management theory and evaluate the value of such theory to organisations. Analyse the origin of popular brands. Strategic brand management process. Establishing brand position and values. Choosing brand elements to built brand equity. The role of advertising and the Internet in brand development. The legal protection of brands. Co-branding and brand conflict. Developing brand equity measurement and management systems. Managing brands in a global context and the not for profit sector. Branding and sustainability
* 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.