Tourism and Hospitality Commercial Economics

Transcription

1 MC-TOURHOS Duration of course Minor Leisure and Event Marketing MATERIAL Course site Jeroen Rooijakkers, room 2.87 Date of issue: February 2015, Utrecht, 2015 Sources must be acknowledged. Reproduction of this document for your own use or internal use is permitted. Tourism and Hospitality Commercial Economics

2 Contents 1 Course content 3 2 Course objectives, final attainment levels, and learning targets 4 3 Place in the curriculum and relationship to other courses 5 4 Study load 6 5 Prior knowledge and entry requirements 7 6 Exemption possibilities 8 7 Competencies (and professional products) 9 8 Methods and supervision 11 9 Testing and assessment Materials and required reading Evaluation 15 2/15

3 1 Course content Leisure and Events form part of the wide and diverse leisure sector. The sport, leisure, and travel sectors are just a few examples. The leisure sector differs in many respects from both the service sector and product sector. There is large variety of factors internal and external that play a role in this sector, which makes the marketing of it a highly complex matter. Whereas the focus in Sport and Entertainment lies on the generally more active forms of leisure activity, in the case of Leisure and Events it is more about passive forms. The topics covered are: Characteristics of the tourist sector; The dynamics of the tourist marketing environment; Consumer behaviour and segmentation in the tourist sector; Product development and pricing; Strategies and tactics; Promotion in the tourist sector; Application in specific tourist sectors. Learning pathway Being able to operate as a fully-fledged professional depends on a range of criteria. Any Commercial Economics student leaving Hogeschool Utrecht will have to possess the knowledge and insights needed in the marketing profession, possess the relevant skills, and be capable of achieving results as part of a team. Students can develop these areas via a range of learning pathways (methods). The conceptual pathway is the most commonly used, where students acquire knowledge and insights primarily through lectures and tutorials. Other learning pathways are the skills pathway (involving roleplaying), the professional products pathway (delivering and realizing a product) and the integrated pathway (projects). The Tourism & Hospitality course is effectively an introduction to marketing in the tourist sector; in other words, it is chiefly about acquiring basic knowledge. The conceptual learning pathway is therefore the starting point for the course. In addition, weekly assignments will result in concrete recommendations, which means the professional products pathway will be explored to a lesser degree. The main teaching method will be lectures and tutorials. 3/15

4 2 Course objectives, final attainment levels, and learning targets The essence is to acquire knowledge of and insights into the most recent marketing developments in the tourism and leisure sector. The learning targets are therefore extensions of the three domain competencies. Students should be capable of collecting relevant data and information and of using these to make carefully considered policy decisions. The emphasis will lie on the first stage of the PDCA cycle (planning). Concrete learning objectives: Can students sketch a firm picture of the tourist and leisure sector and the active actors within it? Can students gather data and information independently (and critically)? Can students interpret the information and apply it to a variety of models and instruments? Can students justify how and which theoretical subjects and models are applied? Can students make carefully considered decisions? Can students present and defend this decision? 4/15

5 3 Place in the curriculum and relationship to other courses The minor Leisure and Event Marketing forms part of the Commercial Economics programme. LEM minor, year 4 Block A ec Code Block B ec Code Experience Marketing 5 MC-EXPMARK-15 Tourism & Hospitality 5 MC-TOURHOS-14 Event Management 5 MC-EVENTMAN-14 City Marketing 5 MC-CITYMARK-14 Law, Organization and Finance 5 MC-LAWORG-14 Recreation & Culture 5 MC-RECREA-14 Total 15 Total 15 5/15

6 4 Study load The total study load for each student is 140 hours [5 credits]. Workload: Lectures/tutorials Seven lectures/tutorials of 80 minutes duration 9.3 Feedback/Consultancy Seven consultancy discussions of 20 minutes duration 2.5 Literature and assignments Preparations 40 Working in a group Writing organization recommendations 50 Working in a group Developing the weekly experiential exercise 23.2 Examination Preparing for examination 15 Total 140 Knowledge base The course involves an in-depth examination of marketing, specializing in the tourist and leisure sector. Students should use information that they will have to gather through fieldwork (surveys). The course follows on from the Marketing course in year 1 and the Project Market course in year 2. Both these modules should be concluded with a least a pass. 6/15

7 5 Prior knowledge and entry requirements Prior knowledge Marketing Basics; Project Market 7/15

8 6 Exemption possibilities There are no possibilities for exemption, unless the student can demonstrate that he/she has successfully completed a similar course on another economics study programme. 8/15

9 7 Competencies (and professional products) Competencies There are eight distinct domain competencies. Commercial Economics students must reach level 3 (the highest level) on a number of them. To achieve this, relatively more attention must be paid to these competencies than to other competencies. Against this background, the emphasis in this course will lie on a number of competencies that the students must meet at the third level. It concerns the Implementation, interpreting, testing, and evaluation of market research competency (domain competency 2), the Carrying out a SWOT analysis competency (domain competency 3), and the Developing marketing policy competency (domain competency 4). Professional product Students are assessed in two ways by means of an examination (50%) and a practical assignment (50%). The practical assignment is itself based on a business recommendation (70%) and weekly assignments from the book (30%). Every week, students work in teams on their business recommendation and on their weekly assignments. A series of assignments will culminate in a final report with concrete recommendations for the business. The assignments must be handed in every week. The business recommendation involves a company of the students own choice, although the company must be active in the leisure sector. Possible examples are: Tui: Landal: Duinrell: Cambiance: Recommendations on the possible extension of the product portfolio; Recommendations on the possibilities of appealing to new target groups with a new product; Recommendations on further penetration among current customers; Recommendations concerning possible widening of the market. The report should consist of no more than 25 A4 pages. The use of fictitious figures and data is allowed. The main idea is to learn how to analyse a problem / question and to come up with substantiated and structured answer in the form of a concrete recommendation. The possible elements of this are: Chapter 1: Problem analysis - Purpose of the report - Description of the problem and the questions to be asked - Some general company information (mission / vision / structure) - Research methods Chapter 2: Internal analysis: micro environment - Marketing mix / 7S model / value chain / finances - Strengths and weaknesses 9/15

10 Chapter 3: External analysis: meso environment - Market analysis / competitor analysis - Buyer analysis - Opportunities and threats Chapter 4: External analysis: macro environment - DESTEP - Opportunities and threats Chapter 5: - SWOT analysis - Strategic options Processing the results Chapter 6: Recommendation and implementation - Advice and recommendations - Proposal for implementation 10/15

11 8 Methods and supervision There are two contact moments every week (tutorials): 1) a lecture/tutorial and 2) a consultancy discussion. The lectures and tutorials are of 80 minutes duration, and the consultancy discussions 20 minutes. The weekly activities are structured as follows: 1. Studying the material from the book Marketing for Hospitality and Tourism For the week in question. This forms the basis for the activities in the rest of the week. 2. Lecture/tutorial 1 (80 minutes) Lesson includes: 70 minutes: explanation about the material by the teacher 10 minutes: handing in and discussing the experiential exercise 3. Group work Every week, students in groups of three or four work on a general assignment (that is, a product proposal for a travel organization), on which they receive feedback, also weekly. The assignments must be handed in before the consultancy discussion, and include the names of the students in the team. 4. Consultancy (20 minutes) The teacher provides feedback on the weekly assignments during the consultancy discussion. Supervision Process supervision by teachers who are involved with the Institute for Marketing & Commerce. 11/15

12 9 Testing and assessment At the end of the course, students are given a practical mark (for their business recommendation and the weekly assignments) and an examination mark (for the open-ended questions examination). The main purpose of the open-ended questions examination is to test students theoretical knowledge. The business recommendation and weekly assignments are used chiefly for testing the students ability to apply this knowledge to practical situations, to analyse models, and to conceive and communicate solutions. Both the practical and examination marks must be at least 5.5, in which case five study credits are awarded. 9.1 Practical mark (50%) The practical mark consists of two parts: 1) business recommendation (70%) and 2) the weekly experiential exercises (30%). 1) The business recommendation is fleshed out in groups of three to four students. This is done in a highly structured manner, with a different part of the recommendation being worked on every week. The assignment should be printed on paper and handed in before the consultancy discussion. 2) The details of the experiential exercises are worked out by the same groups of three to four students. One experiential exercise must be covered every week, based on the chapters dealt with in the week in question. The experiential exercises can be found at the end of each chapter. The criteria used for assessment purposes are quality (making good use of theory, use of other sources, evidence of understanding of the material, depth), commitment, and completeness. Practical marks are generally given to entire teams, although exceptions are possible, such as in the case of a team member who clearly falls short of the standard required or who is absent. The criteria are weighted as follows: Commitment and discipline (weekly assignments) 20% Creativity 10% Analyses (level and accuracy) 20% Presentation 10% Report 40% 9.2 Examination mark (50%) The examination normally consists of 25 multiple-choice questions and three open-ended questions. The exams use optical mark recognition cards, which are read by a computer. Type of assessment Weighting Minimum mark Practical assignment 50% 5.5 Examination 50% 5.5 Examination material Marketing for Hospitality and Tourism (Philip Kotler, John T. Bowen, James C. Makens): Chapters 1 to /15

13 Resits The only opportunity for students to rewrite their reports or resit their examinations, if they have failed to gain a pass the first time, is in the subsequent period. The deadline for submitting an improved report is the examination week in Block C. 13/15

14 10 Materials and required reading BOOK (required) Title: Marketing for Hospitality and Tourism Author(s): Philip Kotler, John T. Bowen, James C. Makens ISBN: Edition: Published by: Pearson Title: Author(s): ISBN: Edition: Published by: 14/15

15 11 Evaluation After the end of the course. 15/15