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Centre for Contemporary Hospitality and Tourism
MODULE HANDBOOK [2022/2023]
Strategic Marketing for
Entrepreneurs
Module Code: 7HO737
Module Leader: Olga Larina, Ph.D.
Email: [email protected]
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TABLE OF CONTENTS
TABLE OF CONTENTS …………………………………………………………………………………………………. 1
MODULE DESCRIPTION ……………………………………………………………………………………………….. 3
LEARNING OUTCOMES ……………………………………………………………………………………………….. 3
INDICATIVE CONTENT / AREAS OF STUDY …………………………………………………………………. 3
TEACHING AND LEARNING STRATEGY ………………………………………………………………………. 4
EXPERIENTIAL LEARNING OPPORTUNITIES ………………………………………………………………. 4
ASSESSMENT ………………………………………………………………………………………………………………. 4
REGULATIONS …………………………………………………………………………………………………………….. 5
TEACHING TEAM …………………………………………………………………………………………………………. 5
STUDY PATTERN – MODULE TIMETABLE ……………………………………………………………………. 6
ASSESSMENT BRIEF …………………………………………………………………………………………………… 8
GRADING INDICATORS ………………………………………………………………………………………………… 8
HAND IN DATES …………………………………………………………………………………………………………. 13
RETURN OF MARKED WORK …………………………………………………………………………………….. 13
READING LIST ……………………………………………………………………………………………………………. 13
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MODULE DESCRIPTION
This module is designed to investigate current business trends in the marketing environment
and how trends and events at the micro and macro level can affect industry and the
effectiveness of strategies that marketers employ. Students will be able to critically evaluate
what globalisation means to the hospitality and tourism industry and the changes that have
resulted from the expansion of global business in a complex and changing marketplace. The environmental forces faced by marketers offer both opportunities and threats and can have a
significant impact on strategic and tactical decisions made. Students will critically study the
environment and consider how entrepreneurs can adopt and adapt their strategies to meet new
market challenges and opportunities.
LEARNING OUTCOMES
On successful completion of the module, students will be able to:
1. explore current business trends in the marketing environment and how trends and events at the micro and macro level can affect industry and the effectiveness of
strategies that marketers employ;
2. investigate the complex relationship between market orientation, analysis of the
external environment and creating value-delivering strategies;
3. have a comprehensive knowledge and understanding of the environmental forces
faced by marketers that offer both opportunities and threats and that can have a
significant impact on strategic and tactical decisions made; 4. critically analyse the environment forces and impacts and consider how managers and
entrepreneurs can adopt and adapt strategies to meet new market challenges and
opportunities.
INDICATIVE CONTENT / AREAS OF STUDY
• The nature of strategy and strategic management;
• Business trends in the marketing environment and how trends and events at the micro and macro level can impact;
• The decision-making process and the key decision areas;
• relationship between market orientation, analysis of the external environment and creating value-delivering strategies;
• Environmental forces and impacts;
• Initial takeover strategies;
• Preparing and managing the strategic plan;
• Initial reporting and long-term strategic planning.
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TEACHING AND LEARNING STRATEGY
Scheduled Learning and Teaching Activities 25%
Guided Independent Study 75%
Placement Learning 0%
EXPERIENTIAL LEARNING OPPORTUNITIES
Experiential Learning Opportunity
Activity Outline Skills and Graduate Attributes Developed
Practical workshops Case resolution; project review. Communication, negotiation and persuasion, specific occupational skills, leadership and team working, hotel analytics, critical thinking.
Life Project Students are required to develop a marketing strategy for a rural tourism destination in the region
Communication, negotiation and persuasion, specific occupational skills, leadership and team working, critical thinking.
ASSESSMENT
Component 1: COURSEWORK (CW1) Summary of Assessment Method: Investors’ Pitch (equivalent to 2500 words). Present a company of your choice and analyse its marketing strategy at both micro and macro level.
Presentation time: 10 minutes + Questions and Answers
Weighting: 50 %
Assesses Learning Outcomes: 1, 2 and 3
Component 2: COURSEWORK (CW2) Essay (2500 words) Summary of Assessment method: Critically examine the environment and consider how
entrepreneurs can adopt and adapt their strategies to meet new market challenges and
opportunities.
Weighting: 50 %
Assesses Learning Outcomes: 3 and 4
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REGULATIONS
This module conforms fully to the relevant PG regulatory framework.
TEACHING TEAM
Name Room Email Tel
Olga Larina Brig
Campus [email protected]
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STUDY PATTERN – MODULE TIMETABLE
Week Lecture Tutorial Pre and post session activities/reading
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Introduction to the course; Introduction to Hospitality Marketing
Review of the Programme Specification & Assessments
Strategic Management
Recommended Reading: Kotler, P., Bowen, J. T., Makens, J., and Baloglu C. (chapter 1 – Introduction: Marketing for Hospitality and Tourism)
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Marketing Services, The Marketing Mix and the Product Life Cycle Understanding Tourism Markets
Workshop activity, such as Case Study, guest speakers
Recommended Reading: Kotler, P., Bowen, J. T., Makens, J., and Baloglu C. (chapter 2 – Service Characteristics of Hospitality and Tourism Marketing)
3 Environmental Analysis
Workshop activity, such as Case Study
Recommended Reading: Kotler, P., Bowen, J. T., Makens, J., and Baloglu C. (chapter 4 – The Marketing Environment)
4 Understanding Individual Customers Understanding Organizational Customers
Workshop activity, such as Case Study
Recommended Reading: Kotler, P., Bowen, J. T., Makens, J., and Baloglu C. (chapter 5 – Managing Customer Information to Gain Customer Insights; chapter 6 – Consumer Markets and Consumer Buying Behavior; chapter 7 – Organizational Buyer Behavior)
5 Segmentation. Positioning, Targeting Relationship and Loyalty Marketing
Follow up on Individual Essays
Recommended Reading: Kotler, P., Bowen, J. T., Makens, J., and Baloglu C. (chapter 8 – Customer-Driven Marketing Strategy: Creating Value for Target Customers)
6 Assessment 1 Submission Pitch Recommended Reading: Kotler, P., Bowen, J. T., Makens, J.,
and Baloglu C.
7 Developing products and services Brand management
Rural tourism destination discovery Recommended Reading: Kotler, P., Bowen, J. T., Makens, J., and Baloglu C. (chapter 15 – Professional Sales)
8 Integrated Marketing Communications. Part 1 Rural tourism destination visit
Recommended Reading: Kotler, P., Bowen, J. T., Makens, J., and Baloglu C. (chapter 11 – Pricing: Understanding and Capturing Customer Value)
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9 Integrated Marketing Communications. Part 2
Digital Marketing Workshop Recommended Reading: Kotler, P., Bowen, J. T., Makens, J., and Baloglu C. (chapter 18 – Next Year’s Marketing Plan)
10 Assessment 2 Submission Marketing Strategy for a rural tourism destination in the region.
11 Feedback Session
Sensitivity: Internal
ASSESSMENT BRIEF
Component 1: COURSEWORK (CW1) Summary of Assessment Method: Investors’ Pitch (equivalent to 2500 words). Present a
company of your choice and analyse its marketing strategy at both micro and macro level.
Presentation time: 10 minutes + Questions and Answers
Weighting: 50 %
Assesses Learning Outcomes: 1, 2 and 3
Component 2: COURSEWORK (CW2) Essay (2500 words) Summary of Assessment method: Critically examine the environment and consider how
entrepreneurs can adopt and adapt their strategies to meet new market challenges and
opportunities.
Weighting: 50 %
Assesses Learning Outcomes: 3 and 4
Online support for e-submission can be found at http://www.derby.ac.uk/esub
This module conforms fully to the relevant PG regulatory framework. Full details of the University of Derby Academic Regulations can be found at: https://www.derby.ac.uk/about/academic-regulations/
GRADING INDICATORS
Component 1: COURSEWORK (CW1)
Students will have to choose an existing startup (further information shared in class during the
first weeks of the term) and they need to do a pitch presentation in which they will analyse their
value proposition, identifying the competitive advantages, and revenue model and profit formula, describe the buyer personas of the company and critically analyse the marketing
strategy on macro and micro levels.
The presentation must include the following contents:
1) Executive Summary
2) Main Part
– Problem and why now – Solution – advanced description of the product/service with all the details and
competitive advantages
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– Target market and justification of the choice of this target – TAM/SAM/SOM and growth of the market – Business Model (value creation, supply chain position, profit formula) – Revenue Model and Pricing – Investment and strategic goals – Team – CTA
3) Conclusion
The CW1 is graded on the following grading criteria: 1) Presentation content: (60%)
Interpretation of task Development of a logical and well-ordered arguments Quality of the content Accurate content Effective content Creativity
Ability to apply insights from readings, cases, analytics and other research to
provide the creative solutions and content you present in your campaigns 2) Presentation content style: (20%)
Overall presentation Information in the report and the presentation is easy for the attendees to
process/ Style of the presented Clear and readable material Visually appealing and creative format Brand platform consistency
3) Presentation professionalism and effective communication skills and Q&A (20%):
Overall presentation Style of the presented Creativity Logical and clear development of argument Free speech and ability to catch the audience’s attention Timing
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Component 2: COURSEWORK (CW2) The Individual Essay should comprise of the following key components:
• Critical review of the industry environmental forces in the country and in the region (at least 15 credible literature sources). The following tools can be considered: PESTEL
analysis, Customer description and analysis, Competitive set analysis so on.
• Practical implications for the rural tourism development. The following aspects can be
considered: Business Concept development, Business Model and Value Proposition,
SWOT/TOWS analysis, Marketing Mix (Product/Service, Price, Place, Promotion, People, Process, Physical Facilities, Packaging).
• Marketing Strategy adaptation to the changes in the environmental forces. The
marketing strategy adaptation should be analysed in depth; the communication
campaign should be developed based on the analysis results.
• Conclusion (summary of the key outcomes)
• Reflection (individual reflection on the project development process; not included to the
word count)
• Reference list (using only reliable sources in Harvard reference style).
Structure of the essay. The Individual Essay should contain title page, introduction, main text, conclusion, reflection, references, appendix (if necessary).
Critical analysis of the industry environmental forces Critical thinking and good synthesis of the points researched Creativity and Originality
20%
Business concept development Business Model Marketing Mix SWOT/TOWS Analysis
20%
Marketing Strategy Adaptation Changes in the strategy Communication Campaign Digital marketing changes
20%
Conclusion 15%
Reflection 15%
References and Style References (Harvard style) Structure (introduction, main text, conclusion, reflection, references) Clarity of information and expression Spelling and Grammar
10%
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GRADING INDICATORS
% Mark Grade Descriptors
Cat
egor
y
90-100% Excellent Meets all criteria in 80-89% range below, plus demonstrates exceptional ability and insight, indicating the highest level of technical competence; work is virtually flawless and has potential to influence the forefront of the subject and may be of publishable/exhibitable quality. Relevant generic skills are demonstrated at the highest possible standard.
Exceptional achievement distinguishable even amongst the best quality work and deserving of the highest possible marks within the Distinction grade.
Dis
tinct
ion
80-89% Excellent High to very high standard work with most of the following features: authoritative subject knowledge; a high level of critical analysis and evaluation; incisive original thinking; commendable originality; exceptionally well researched, with a very high level of technical competence; high quality presentation; impressive clarity of ideas; excellent coherence and logic. Work is close to the forefront of the subject and may be close to publishable or exhibitable quality. Relevant generic skills are demonstrated at a very high level. Referencing is consistently used, complete and accurate. Only trivial or very minor errors.
Very high quality work worthy of a high Distinction grade mark.
Dis
tinct
ion
70-79% Excellent
Authoritative, current subject knowledge; excellent critical analysis and evaluation – including dealing with ambiguity in the data; significant originality; well researched with a high level of technical competence – work is accurate and extensively supported by appropriate evidence; excellent presentation; commendable clarity of ideas; thoughtful and effective presentation; very strong sense of coherence and logic; relevant generic skills are demonstrated at a high level; referencing is excellent– consistently used, complete and accurate; a small number of misunderstandings/minor errors only.
High quality work deserving of a Distinction grade.
Dis
tinct
ion
60-69% Very good Work is well-developed and coherent; demonstrates sound, current subject knowledge; a very good level of critical analysis and evaluation; some evidence of original thinking or originality; well researched; no significant errors in the application of concepts or appropriate techniques; a very good standard of presentation; ideas generally clear and coherent; relevant generic skills are demonstrated at a very good level; referencing is very good; minor errors and misunderstandings only, possibly with some deficiencies in presentation.
Well above pass standard and worthy of a Merit grade.
Mer
it
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50-59% Good/Satisfactory
Has achieved intended learning outcomes as evidenced by the following features. Satisfactory subject knowledge; a fair level of critical analysis and evaluation; the work is generally sound but tends towards the factual or derivative, and there may be minimal evidence of original thinking or originality; adequately researched; a sound standard of presentation; ideas fairly clear and coherent; some significant errors and misunderstandings, possibly shown by conceptual gaps or limited use of appropriate techniques; relevant generic skills are generally at a satisfactory level; referencing is generally accurate; some weakness in style or presentation.
Satisfactory overall – a clear pass
Pass
40-49%
Unsatisfactory
Has narrowly failed to achieve intended learning outcomes as evidenced by the following features. Satisfactory subject knowledge to some extent; some sound aspects but some of the following weaknesses are evident: factual errors; conceptual gaps; inadequate critical analysis and evaluation; little evidence of originality; not well researched – limited use of appropriate techniques; presentation does not meet the standard required; ideas unclear and/or incoherent; some significant errors and misunderstandings; relevant generic skills unsatisfactory to some extent; referencing may be inadequate.
Work is unsatisfactory but shows potential for achieving learning outcomes if feedback is addressed – Marginal fail
Mar
gina
l Fai
l
Very Poor
Fail
5-39% Has failed to achieve intended learning outcomes in several critical respects. Will have some or all of the following features to varying extent: inadequate subject knowledge; factual errors; conceptual gaps; minimal/no awareness of relevant issues and theory; limited/no use of appropriate techniques; standard of presentation unacceptable; ideas confused and/or incoherent – work lacks sound development; a poor critical analysis and evaluation; no evidence of originality; inadequately researched; some serious misunderstandings and errors; quality of relevant generic skills does not meet the requirements of the task.
A clear fail well short of the pass standard
Nothing of Merit 1-4%
Nothing of value is contained in the submitted work. The work presents information that is irrelevant and unconnected to the task; no evident awareness of appropriate principles, theories, evidence or techniques
Non-submission NS No work has been submitted
Academic offence notation Z Applies to proven instances of academic offence
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HAND IN DATES
CW1 (50% of the overall grade). The pitch will take place in the class on Week 6.
CW2 (50% of the overall grade) should be submitted by Monday 23:59, Week 10, using the UoD platform.
Online support for e-submission can be found at http://www.derby.ac.uk/esub
RETURN OF MARKED WORK
Marks will be returned within 15 working days after coursework submission.
All grades are provisional until confirmed by the University of Derby Assessment Board.
READING LIST
Kotler, P., Bowen, J. T., Makens, J., and Baloglu C. (2017). Marketing for Hospitality and Tourism, Global Edition, 7th ed., Upper Saddle River, NJ: Prentice Hall.
Gursoy, D. (Ed.). (2018). The Routledge handbook of hospitality marketing. Routledge.
Evans, N. (2015). Strategic Management for Tourism, Hospitality and Events. New York: Routledge eBook Collection (EBSCOhost)
Worker, S. (2021) The Adapters – Views from Leaders in Travel, Tourism, Hospitality and Education, Gatekeeper Press
Singh, V., & Puri, D. (2021). An Influence of Digitalization and Recent Innovations on the Hospitality and Tourism Sector. In Big Data Analytics for Improved Accuracy, Efficiency, and Decision Making in Digital Marketing (pp. 150-161). IGI Global.
Stylos, N., Rahimi, R., Okumus, B., & Williams, S. (2021). Generation Z Marketing and Management in Tourism and Hospitality. Springer.
