module specification

This module critically explores issues of marketing management in the context of Events, Leisure, Tourism and the Creative Industries. It covers some of the essentials of marketing management theory and offers a structured approach to identifying, understanding and solving marketing management problems.
The concepts, principles and frameworks examined in the module apply nationally and internationally to a wide range of organisations and sectors, with a focus in core Events, Leisure, Tourism and the Creative Industries activities.
This core module supports the development of the learner through their engagement with marketing management theory and further develops their prior relevant skills through the application of theory to practice.
It also prepares for and develops an organisational level leadership and/or management role in marketing management. The module draws on a wide-range of academic research and professional experience. It introduces some of the core marketing management concepts and encourages students to develop a critical, analytical approach to solving work-based marketing management issues. Students should be able to develop an awareness of different theoretical perspectives to explore the complexity of marketing management work as rigorously as possible.
The module provides an overview of current academic research, practical industry examples and work-based issues. It encourages students to reflect on current practice and on the role of marketing management in the Events, Leisure, Tourism and the Creative Industries sectors.
Aims of the module:
1. To enable students to enhance their understanding of the theory and practice of marketing management in the relevant industry context.
2. To enable critical understanding and deploy theoretical and practical marketing management tools applied to contemporary challenges in the industry.
3. To equip students to critically discuss issues and make marketing management observations and recommendations applicable to the appropriate sectors, organisations and brands.
4. As well, this module aims to stimulate the student’s critical awareness and application of marketing management theories to their own practice and develop their ability to evaluate current practice in the light of relevant academic theories. It is expected that students will develop an increased awareness of the impact and influence of marketing management related issues and decision making.

No pre-requisites; available for Study Abroad: YES

1. 1. What is marketing management? Introduction and overview of why marketing management is important and the impact on corporate decision making processes, (LO1, LO2).
   2. Corporate mission statements and objectives evaluation. Marketing management plans, strategies and forecasting, (LO1, LO2).
   3. Evaluating company’s external environment, (LO1, LO2).
   4. Evaluating company’s internal resources, capabilities and competitiveness, (LO1, LO2).
   5. Competitors’ impact on marketing management, (LO1, LO2).
   6. Product and pricing marketing management strategies and models, (LO1, LO2).
   7. Promotion and distribution marketing management strategy, (LO1, LO2).
   8. Marketing management for services and the events, leisure, tourism and creative industries sectors, (LO1, LO2).
   9. Business to business marketing management, (LO1, LO2).
   10. Marketing management segmentation, targeting, differentiation, positioning, etc., (LO1, LO2).
   11. Value, satisfaction and loyalty. Building and sustaining brands - short term direct response vs long term brand strategies objectives and channels, (LO1, LO2).
   12. Marketing management academic and professional research and analysis. Recent developments in marketing management for services and the events, leisure, tourism and creative industries sectors, (LO1, LO2).

The learning and teaching strategy for this module involves an approach using a variety of teaching and learning tools, such as blended learning (via the use of VLE), experiential learning, students’ responsibilities and opportunities for reflective learning, professional and personal development, etc.

The module will be delivered over a 12-week period, consisting of 3 hours of face-to-face contact each week. Key theories, models and concepts of marketing management will be covered through seminars, tutorials, case study analysis, question and answer sessions, group discussions, presentations and student-led activities (such as reflective peer discussions).

Teaching materials will be accessible through our VLE (WebLearn). Students individually and in groups will prepare for all sessions and assignments in advance, and will be supported about key issues pertaining to the case studies and how they can best address them. They will be responsible for initiating requests for help, to ensure that they conduct timely, all pre-sessional and follow-up activities and reading.

The module draws on a wide-range of academic research and professional experience. It introduces core concepts and encourages students, to develop a critical, analytical approach to problem solving professional issues, related to marketing management in Events, Leisure, Tourism and the broader Creative Industries sector. Students will develop an awareness of different theoretical perspectives so that the complexity of marketing management issues and work is explored rigorously.

To ensure a positive and productive student learning experience the programme blends class-based lectures, seminars, tutorials, case-study group work and self-directed learning, VLE activities (including reflective commentary) and presentations. Classroom sessions will be supported by web-based materials and recommended pre and follow-up-readings.
In addition, we aspire to involve internal/external guest speakers and conduct other professional activities, based on students’ initiatives. This will provide an opportunity to enable students to obtain a greater hands-on understanding of the role of marketing management in industry settings.

Students should prepare for all activities that they need to undertake to support their learning and the module sessions. They should also engage in individual academic and practitioner-based research, learning and reading, including for example, independent research through academic journals and other university resources.

Digital literacy development
The learning,  teaching and assessment strategy for this module will enable students to develop their capabilities in digital literacy and information handling appropriate to professional/master’s level study as outlined in the Open University Digital and Information Literacy Framework (DILF: available to view at:
https://www.open.ac.uk/libraryservices/pages/dilframework/)

At the end of this module you should be able to:

LO1
Critically understand, evaluate and apply contemporary frameworks, concepts, roles, contexts and/or purposes of marketing management in Events, Leisure, Tourism and the broader Creative Industries sector (e.g. environmental settings, organisational contexts, etc.).
In addition, students on successful completion of this module, should be able to apply appropriate perspectives of marketing management to a given situation, and develop and present those arguments (individually and/or as a members of a team) in a professional and persuasive manner, to a diverse audience of peers and academics. [Assessed in A1].

LO2
Demonstrate a critical understanding of the concepts, models and techniques used in marketing management in Events, Leisure, Tourism and the Creative Industries context, and more broadly.
Besides, students on successful completion of this module, should be able to identify, analyse and explain the competitive situations faced by a company and be able to apply an appropriate range of marketing management tools and models. This should be underpinned by the use of appropriate academic and professional literature, which will be critically discussed in their various dimensions. [Assessed in A2].

This module will be assessed through two assessment components.

A 20-minute group presentation with the presentation slides supported by a 1,500-word manuscript. Submission of documents in week 9. [Assesses LO1].

A 3,000-word individual report covering issues related with Marketing Management for Events, Leisure and Tourism. [Assesses LO2].

The assessment is designed to aid student learning, their independent, critical and reflective thinking, and the application of theoretical models to real life scenarios. It will give students the opportunity to demonstrate their comprehension of theoretical limitations; their ability to conduct initial analysis with limited information; conduct further research; present arguments in a cohesive and professional manner all of which will enhance not only academic growth but also contribute towards employability skills as set out by the University.

Formative feedback will be given on assessment 1, for which students will submit a draft (in week 6) that identifies components and issues, based on relevant academic literature, before having to plan, design and deliver their final assessment.
Feedback the following week will feed forward into identifying further learning needs and seeking clarifications in advance of the summative assessment in week 9.

Library TALIS Link:
https://londonmet.rl.talis.com/lists/AED0387B-0D72-5EC6-EEE1-11421FAA105F.html

Textbooks:

Core Textbooks:

Evans, N. (2015) Strategic Management for Tourism, Hospitality and Events, 2nd Edition, Abingdon: Routledge.

Fyall, A., Legoherel, P., Frochot, I. and Wang, Y. (2019) Marketing for Tourism and Hospitality: Collaboration, Technology and Experiences, Routledge.

Other Literature:

Aaker, D.A. and McLoughlin, D. (2010) Strategic Market Management: Global Perspectives, 1st Edition, John Wiley & Sons.

Boddy, D. (2011) Management - An Introduction, Harlow UK: Pearson.

Bolden, R., Hawkins, B., Gosling, J. and Taylor, S. (2011) Exploring Leadership: Individual, Organizational and Societal Perspectives, Oxford, OUP.

Gerritsen, D. and van Olderen, R. (2014) Events as a Strategic Marketing Tool, Wallingford: CABI Tourism Texts.

Homburg, C., Kuester, S. and Krohmer, H. (2013) Marketing Management: A Contemporary Perspective, 2nd Edition, Maidenhead: McGraw-Hill Education.

Hooley, G., Piercy, N., Nicoulaud B. and J. Rudd (2017) Marketing Strategy and Competitive Positioning , 6th Edition, Pearson: Harlow.

Hollensen, S. (2014) Marketing: A relationship marketing approach, 3rd Edition, Harlow: Pearson.

Iacobucci, D. (2014) Marketing Management, Stanford: Cengage.

Johnson, G., Whittington, R. and Scholes, K. (2014) Exploring Corporate Strategy, 10th Edition, Harlow, England: Pearson.

Kotler, P., Keller, K.L., Brady, M., Goodman, M. and T. Hansen (2016) Marketing Management, 3rd European Edition, Pearson: Harlow.

Mullins, L. J. (2016) Management and Organisational Behaviour, 11th Edition, Harlow, England: Pearson.

Northouse, P. (2015) Leadership: Theory and Practice, Thousand Oaks, CA.; Sage.

West, D., Ford, J. and Ibrahim, E. (2015) Strategic Marketing: Creating Competitive Advantage, 3rd Edition, Oxford University Press.

Wilson, R.M.S. and Gilligan, C. (2013) Strategic Marketing Management, 3rd Edition, Abingdon: Routledge.

Journals:
Academy of Management Journal
Academy of Marketing Science Review
British Journal of Management
European Journal of Marketing
European Management Journal
Event Management
Harvard Business Review
Industrial Marketing Management
International Marketing Review
International Journal of Research and Marketing
Journal of Marketing
Journal of the Academy of Marketing Research
Journal of Business Research
Journal of Marketing Management
Journal of Strategic Marketing
Journal of Travel and Tourism Marketing
Leisure Studies
Marketing Intelligence and Planning
Management Today
MIT Sloan Management Review

Websites:
Financial Times: http://www.ft.com
The Guardian: http://www.guardian.co.uk
Wall street Journal: https://www.wsj.com/europe
Fortune: http://fortune.com/
Business Week: https://www.bloomberg.com/businessweek
Marketing Week: https://www.marketingweek.com/
Strategy and Business: https://www.strategy-business.com/
Leisure Management: http://www.leisuremanagement.co.uk/

Other resources:
Chartered Management Institute: https://www.managers.org.uk/
Chartered Institute of Marketing: https://www.cim.co.uk/
As available via university Library Services and SCONUL Access Scheme