Case Studies in International Tourism
(
TSM11105
)
• 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.
Further information
Consumer Behaviour
(
MKT11102
)
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
Further information
Direct & Digital Marketing
(
MKT11105
)
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.
Further information
Dissertation
(
MKT11130
)
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.
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Festival and Event Management
(
TSM11124
)
This module critically engages the students allowing them to consider both the socio-cultural role and economic impacts of international festivals and events, for organisations, policy makers, regions or localities. The module will cover a range of festivals and events within an international context. Major multi-arts, sporting and religious events such as the Edinburgh Festival, Commonwealth Games or Mela's to small localised festivals and one-off events will be critically explored and the audiences for each type of event examined and evaluated. How some festivals and events, not aimed at tourists, have become tourist attractions in recent years will also be explored and challenged . Consideration will also be given to current issues and trends in festivals and events appraising the likely future demand and development of festivals and events worldwide
Further information
Global Marketing
(
MKT11104
)
* 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
Further information
Intercultural Business Communication
(
LNG11106
)
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
Further information
Principles and Practice of Marketing
(
MKT11108
)
The first part of the module will be explicitly based on marketing management principles and theories and focused directly on practical marketing management issues. Using this knowledge, you will work in a group and develop and present a marketing plan which will be applied in a computer-based business simulation. In the second part of the module you will have the opportunity to apply your proposed marketing plan and run a company in the virtual environment. In the end of the module, you will be asked to write a report which justifies your marketing decisions, evaluates the company’s performance and presents a 3 year plan based on the company’s situation at the time the simulation closes. This module encourages all aspects of teamwork and application of marketing principles and theories
Further information
Research Methods
(
SOE11131
)
Research methodologies, critically reviewing literature, research design and ethics, data collection methods (qualitative, quantitative and mixed), analysis methods, research writing and dissemination.
Further information
Strategic Brand Management
(
MKT11103
)
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.
Further information
* 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.