module specification

LT6011 - Travel, Communications and Business Strategy (2017/18)

Module specification Module approved to run in 2017/18
Module title Travel, Communications and Business Strategy
Module level Honours (06)
Credit rating for module 30
School Guildhall School of Business and Law
Total study hours 300
 
81 hours Scheduled learning & teaching activities
219 hours Guided independent study
Assessment components
Type Weighting Qualifying mark Description
Coursework 50%   A report, role playing as marketing consultant to a travel provider
Coursework 20%   Two short essays on business strategy in the travel sector
Coursework 30%   A case study on sustainable competitive advantage
Running in 2017/18
Period Campus Day Time Module Leader
Year City Friday Afternoon

Module summary

Considers the application of communications theory to the travel sector with particular reference to the development of global markets and the significance of information and communications technology in the distribution and marketing of travel products.  Theories and models that guide the development of business strategy for the travel sector are also explored critically with reference to current issues and case studies. The module will enable students to draw on the findings of transnational studies carried out by the ‘TRaC’ research centre and Cities Institute in London Metropolitan Business School, for example ‘E-mobility’: a EU-funded study of adaptation to electric vehicles (EVs) in the North Sea Region 2011-4.  Students will apply principles to practice through ‘live’ examples, for example the Communications Mix of travel providers and strategies of start-up airlines entering scheduled routes.   

 

Prior learning requirements

None

Module aims

This module aims:
1. To enable critical application of marketing and communications theory, including analysis of travel Products, the Product Life Cycle, and evaluation of alternative distribution channels in business and consumer markets
2. To provide a thorough understanding of how a travel organization can develop an appropriate Communications Mix in competitive markets for its Products
3. To appreciate the role of market research and intelligence, strategic analysis of the business environment, and strategy formulation by travel organizations
4. To apply theories and models of sustainable competitive advantage to the travel sector with particular reference to liberalization of travel markets, and continuing barriers to market entry
5. To examine the significance of organizational structure and people management for business strategy in the travel sector

It also aims to develop students’ skills, in particular:
• Academic Reading 
• Researching
• Analysing Data
• Application of Knowledge and Presenting Data
• Academic Writing/literacy
• Notemaking
• Communicating/presenting – orally and in writing, including inter-cultural communication
• Critical Thinking and Writing
• Problem Solving and Decision Making
• Self/Time management, including self-efficacy
• Self assessment/reflection, including awareness of and management of emotions
• Interpersonal, including. collaborating / working with others, cross cultural awareness, having a positive attitude, negotiation and persuasion
• Numeracy/quantitative
• Career management

Syllabus

1. Applying marketing and communications theory to travel organizations
2. Marketing ethos, analysis of travel ‘Products’, and the Communications Mix
3. Product Life Cycles, and evaluation of alternative distribution channels in the travel sector
4. Communications through personal selling, advertising, sales support, and public relations
5. Market research and intelligence, and strategic analysis of business environments in the travel sector (PESTE)
6. Formulating business strategy: analysis, choice, implementation, monitoring
7. Significance of ownership, stakeholders and State intervention for business strategy
8. Generic straetgies and sustainable competitive advantage
9. Analysing the ‘Five Forces’ and prospects for market entry in liberalized markets for travel
10. Significance of human organizations and people management for business strategy in travel
11. Significance of the broad legal and regulatory framework for the travel sector with reference to two or more modes of passenger transport

Learning and teaching

This module will be delivered through lectures that will introduce the topics and required reading in preparation for seminars.  Each week students will have 3 hours contact time (normally 1.5 hour lecture, 1.5 hour seminar) with tutors that will be enhanced by blended learning to provide on-line support and guidance as well as student participation, e.g. to facilitate discussion of current issues in communications and business strategy.  Assignment 1 includes a reflective learning commentary on how the analysis of an original case study was carried out. The activity weeks (7 and 20) will be used for fieldwork, site visits and where appropriate for guest speakers from the industry and professional body (CILT).

Learning outcomes

On successful completion of the module, students will:
• Analyse travel Products and their life cycles through critical application of theory and practice in business and consumer markets
• Evaluate alternative distribution channels for buying/selling travel Products
• Understand how a travel organization can develop an appropriate Comminications Mix
• Appreciate the role of market research and intelligence for business strategy in the travel sector, and strategic analysis of business environments in the travel sector
• Understand the principles of strategy formulation, and how theories and models of sustainable competitive advantage can be applied to the travel sector
• Examine the significance of organizational structure and people management for business strategy in the travel sector
• Understand the relevance of the broad legal and regulatory framework for business strategy in the travel sector

Assessment strategy

Module assessment comprises of three components of individual written work (6000 words in total).

Assessment 1: Using a current example of a campaign to promote a travel ‘product’ that the student has used her/himself, they will apply theory critically to practice, role playing as a marketing consultant, with constructive criticism and advice on an appropriate communications mix. They will investigate an original case study and present findings in the form of a report; this will include a reflective learning commentary on how their analysis was carried out.  Weighting 50%, 2500 words.

Assessment 2: Developing key themes of business strategy applied to the travel sector, this component will take the form of two short essays that will build upon the readings and seminar discussion. Weighting 20%, 1500 words.

Assessment 3: In this component, the student will apply critically a model for analysing sustainable competitive advantage to a case study in a liberalized market in the travel sector, e.g. European scheduled airlines. This case study, selected by the student, will be used as empirical evidence to be discussed in the form of an essay. Weighting 30%, 2000 words.

Bibliography

Key texts:
Doganis, R. (2006) The Airline Industry in the 21st Century, Routledge
Holloway, C (2004) Marketing for Tourism, FT Prentice Hall
Johnson, G., Scholes, K. & Whittington R. (2007) Exploring Corporate Strategy, Prentice Hall-FT
Kotler, P and Armstrong, G. (2010) Principles of Marketing, Pearson
Holloway, J. C. (2004) Marketing for Tourism, Pearson
Lynch, R. (2006) Corporate Strategy, Pitman
Middleton, V (2007) Marketing in Travel and Tourism, Butterworth-Heineman
Shaw, S (2002) Transport Strategy and Policy, Blackwell
Shaw, S (2007) Airline Marketing and Management, Pitman
Tribe, J. (2010) Strategy for Tourism, Goodfellow