MK2S11 - Digital marketing for hotels 01 Sep 2022 - 31 Aug 2026 | Version 2
Associated Module Information
| Module Code: | MK2S11 | ||
|---|---|---|---|
| Module Title: | Digital marketing for hotels | ||
| Faculty: | Faculty of Business and Creative Industries | ||
| Faculty Group: | Leadership and Public Services | ||
| Faculty Sub Group: | Leadership and Public Services | ||
| Module Leader: | Sarah Campbell | ||
| Module Team: | David Phillips, Laurence Blake | ||
| First Intended Intake: | SEP 2017 | Final Year of Intake: | 2022 |
| Date Closed: | |||
| Credit Value: | 20 | Credit Level: | 5 |
| Language: | English | ||
| Percentage of Module Taught in Welsh: | 0 | ||
| Equivalent Module: | |||
| HECOS codes: | 100084 - hospitality management | ||
| HECOS Code Weighting: | 100 | ||
Document Version Information
| Version | 2 |
|---|---|
| Valid From | 01 Sep 2022 |
| Valid To | 31 Aug 2026 |
Module Aims
The aim of the module is:
To equip students with the ability to apply established and emerging digital marketing concepts, tools, and data metrics models to ameliorate marketing activities.
Content Summary
The emerging / contemporary digital environment; Persona development; Digital planning, strategies, tactics, management and measurement of contemporary digital marketing tools and techniques in response to identified opportunities and challenges. Performance measures using online metrics to determine performance against objectives.
This module employs a simulation exercise which is used in collaboration with LM2S22 Strategies for Revenue Management and focuses primarily on tactical and strategic decisions regarding; advertising; social media; digital distribution channels (hotel website; OTAs; GDS); digital WoM; Review management.
Learning and Teaching Methods
| Activity Type | Hours |
|---|---|
| Lecture | 20 |
| Seminar | 20 |
| Independent Study | 76 |
| Directed Study | 84 |
| Total Hours Selected | 200 |
Learning Outcomes
| # | Learning Outcome |
|---|---|
| LO1 | Critically assess marketing opportunities and challenges presented through the disruptive digital environment. |
| LO2 | Distinguish digital marketing tools and apply the key principles involved in monitoring and measuring digital marketing effectiveness. |
Module Requisites
N/A
Assessment Criteria
| Assessment Category | Assessment Type | Description | Duration | Word Count | Weight (%) | Best of? | Pass Mark |
|---|---|---|---|---|---|---|---|
| Oral Assessment (CW) | Presentation (CW) 1 | Presentation evaluating contemporary ‘digital’ opportunities Hotels can embrace. | 15 | N/A | 50 | No | 40 |
| Written Assignment (CW) | Report (CW) 1 | Reflective account of the simulation exercise - decisions made and their impact, marketing strategies and metrics for digital marketing. | 0 | 2500 | 50 | No | 40 |
Assessment Matrix
| Assessment Type | Learning Outcomes | ||
|---|---|---|---|
| LO1 | LO2 | ||
| Presentation (CW) 1 | ✔ | ✔ | |
| Report (CW) 1 | ✔ | ✔ | |