Case Studies in International Tourism
• International Cultural comparison
• Case Study method and comparative research methodologies
• Tourism and Development
• Tourism planning and policy
• Urban and Rural tourism systems;
• Competitiveness and responsible tourism development;
• Ethical issues in international tourism
• Cross-cultural behaviour in tourism
• Global issues and value analysis.
Introduction to the subject area, definitions and topical consumer behaviour issues including CCT (Consumer Culture Theory) and social-cognition theories of attitude, motivation and behaviour change.
- An overview of the consumer setting; consumer culture and the present anthropological and sociological marketing environments.
- An examination of the consumer decision making process and different mental processes consumers’ employ
- A critical examination of key psychological and sociological factors that influence the consumer decision making process. For example, social class, geo-demographics, values, attitudes, and lifestyles.
- The self; stereotypes, objectified brands, brand identity and value and subsequent consumer behaviour, social media and technology
- Social Marketing: Topical issues and consumer behaviour change
- A review of the different methods used for researching consumers including questionnaires, focus groups, experiments, ethnographic and netnographic qualitative techniques.
- Debate; outline of motions set and literature search requirements
Direct & Digital Marketing
Theory, principles and practice of Direct Marketing and Digital Marketing (D&DM). Major issues facing practitioners in these areas: D&DM as communications tool, distribution channel or system of marketing; the extent to which Digital Marketing challenges current Marketing paradigms and business models; changes in consumer behaviour and customer control with digital media and in D&DM strategy; the place and integration of D&DM in the marketing communications mix; the development of Digital marketing media; data quality and data protection issues both in Europe and other major markets; segmentation, targeting and profiling in D&DM; retention, loyalty and Customer Relationship Management; the role and effectiveness of database marketing in D&DM; customer acquisition; branding and responsiveness; the roles of testing and research; control, measurement and evaluation of effectiveness and efficiency; relationships to marketing and business planning; international marketing issues in D&DM. Media include direct mail, telemarketing, direct response advertising in conventional media, web, mobile and broadcast digital media.
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 will explore key marketing management principles and theories with a focus upon practical marketing management issues. Within PPM, we will step through levels of the organisation, from corporate level, through business level, and to operational level. This approach will allow the student to view and evaluate organisational decisions across the organisation and understand issues of communication, culture, and change management amongst others. The first section of the module will consider Marking Planning incorporating elements of environmental scanning, developing and setting organisational and marketing objectives, and developing organisational and marketing strategy. Later sections of the module will focus upon marketing implementation which includes elements of media decisions, operations management, and marketing measurements.
Applying this knowledge, you will critically review the failure of a marketing campaign. Through identifying shortcomings of the campaign planning, implementation, and/or management, the student will have the opportunity to evaluate and generate ideas through proposals for future marketing practice.
Research methodologies, critically reviewing literature, research design and ethics, data collection methods (qualitative, quantitative and mixed), analysis methods, research writing and dissemination.
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.
* 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.