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Marketing and Market Research in Tourism

Module name (EN): Marketing and Market Research in Tourism
Degree programme: International Tourism-Management, Bachelor, ASPO 01.10.2020
Module code: BITM-240
Hours per semester week / Teaching method: 2V+2VU (4 hours per week)
ECTS credits: 5
Semester: 2
Mandatory course: yes
Language of instruction:
German
Assessment:
Written exam + written composition with presentation (60 minutes / Weighting 1:1 / Can be repeated annually)

[updated 17.09.2018]
Applicability / Curricular relevance:
BITM-240 International Tourism-Management, Bachelor, ASPO 01.10.2013, semester 2, mandatory course
BITM-240 International Tourism-Management, Bachelor, ASPO 01.10.2015, semester 2, mandatory course
BITM-240 International Tourism-Management, Bachelor, ASPO 01.10.2017, semester 2, mandatory course
BITM-240 International Tourism-Management, Bachelor, ASPO 01.10.2020, semester 2, mandatory course
Workload:
60 class hours (= 45 clock hours) over a 15-week period.
The total student study time is 150 hours (equivalent to 5 ECTS credits).
There are therefore 105 hours available for class preparation and follow-up work and exam preparation.
Recommended prerequisites (modules):
BITM-112 Principles of the Tourism Sector


[updated 26.03.2021]
Recommended as prerequisite for:
BITM-320 Management in the Tourism Industry
BITM-531
BITM-581
BITM-W-01 Destination Management
BITM-W-03 Leisure, Sports, Adventure Management
BITM-W-04 Hotel Management
BITM-W-07 MICE Management
BITM-W-08 Mobility Management
BITM-W-09 Tour Operating
BITM-W-12 Tourism Sociology and Psychology


[updated 06.03.2020]
Module coordinator:
Prof. Dr. Achim Schröder
Lecturer:
Prof. Dr. Achim Schröder (lecture/exercise)
Marcus Bauer (exercise)
Dozenten des Studiengangs (lecture)


[updated 26.03.2021]
Learning outcomes:
After successfully completing this module students will be able to:
  
- demonstrate a basic understanding of marketing and its position in the corporate context,
- give an overview of the tasks and functions of marketing,
- critically reflect on marketing activities with regard to society,
- explain the importance of consumer behaviour research,
- name marketing mix tools (product, price, communication, distribution and process policies) and relate them to industry-specific and international peculiarities,
 
- illustrate connections between the importance of information in the marketing process and the essential tasks of market research,
- identify essential tasks and forms of market research,
- structure and implement the market research process in different phases,
- be able to describe essential sampling procedures, methods and tools for gathering information
- develop solutions for problems and questions in the fields of tourism marketing and market research, implement them in a project and document and present their results in a presentation, either independently or as part of a team.
 


[updated 17.09.2018]
Module content:
Marketing
-Basic concepts of marketing and the classification of marketing in the business context of international tourism companies
-Critical assessment of the impact of marketing on society
 
-Principles of consumer behavior
-Market segmentation methods, transnational target groups
-Fields of action within the marketing mix in tourism: product policy,
 communication policy, pricing policy, distribution policy, process policy in
 international tourism companies
  
Market Research
- Basics and concepts of market research
- The market research process
- The survey: types of questions and the development of survey forms
- Non-random sampling
- Data evaluation, analysis and interpretation (SPSS)
- Documentation and presentation of market research results
- Market research institutions and organizations
- Importance of information in the marketing decision process
- Other methods of gathering information


[updated 17.09.2018]
Teaching methods/Media:
Lecture with case study work
Conception and implementation of a market research project on a problem from the field of recreation and tourism.


[updated 17.09.2018]
Recommended or required reading:
Bruhn, Manfred: Marketing. Grundlagen für Studium und Praxis, Gabler, Wiesbaden, latest edition
Fantapié Altobelli, Claudia: Marktforschung: Methoden, Anwendungen, Praxisbeispiele, UVK/Lucius, München, latest edition
Fantapié Altobelli, Claudia; Hoffmann, Sascha: Grundlagen der Marktforschung, UVK/Lucius, München, latest edition
Freyer, W.: Tourismus-Marketing, München: Oldenbourg, latest edition
Koch, Jörg: Marktforschung. Grundlagen und praktische Anwendung, Oldenbourg, München, latest edition
Kotler, P. et al: Grundlagen des Marketing. München: Pearson Studium, latest edition
Kroeber-Riel, W., Weinberg, P., Gröppel-Klein, A.: Konsumentenverhalten, München, Vahlen, latest edition
Meffert, H. et al.: Marketing. Grundlagen marktorientierter Unternehmensführung. Wiesbaden: Gabler, latest edition
Meffert, Heribert et al.: Internationales Marketing-Management, Kohlhammer, Stuttgart, latest edition
Meffert, Manfred; Bruhn, Manfred: Dienstleistungsmarketing: Grundlagen -Konzepte _ Methoden, Gabler, Wiesbaden, latest edition
Schnell/Hill/Esser: Methoden der empirischen Sozialforschung, Oldenbourg, München, latest edition
Seitz, Erwin; Meyer, Wolfgang: Tourismusmarktforschung, Vahlen, München, latest edition
Market research studies in tourism, e.g. Reiseanalyse, Deutscher Reisemonitor, Tourismus in Zahlen etc.


[updated 17.09.2018]
[Mon Jan 24 23:53:28 CET 2022, CKEY=imumit, BKEY=itm5, CID=BITM-240, LANGUAGE=en, DATE=24.01.2022]