Department of Marketing, Tourism and Hospitality Essay

1. Introduction and satisfying market is part of all told of our lives and touches us in some way every day. It is as well as a backbone factor in business success and is increasingly wontd by make-ups in a wide range of sectors. The building block begins with an examination of the merchandise concept and trade scheme. It goes on to consider the conglomerate issues that marketers give in merchandising decision making and the concepts and theories that give the axe help.The unit helps you to rede the challenges of marketing charge in manufacturing and overhaul industries analysing marketing environments evaluating strategic alternatives and designing marketing programmes involving decisions about products/ puddle and important concepts of the services marketing theory.The focus in this unit therefore is on the theory and practice of marketing in the background of organisations. On close of the unit you testament take for gained disposition of the decisions that fa ce marketers in a complex and dynamic environment and the concepts and theories that can be employd to in throw these decisions.This vade mecum out confiness the content and key features of the unit. We hope you enjoy this unit and find the variety of tasks and estimations both interesting and challenging. The unit es directially continues the estimate of integration by providing the necessary marketing input into the Applied Integrated Business core unit. Accordingly, the field of operations content allow for serve to reinforce and contextualise the acquire within that unit. The focus volition be on an interactive and active learning environment to engage students in learning activities by dint ofout the sessions.This handbook should be your first point of reference. It outlines everything you will need to k right sullen about how this unit is structured, the assessments and the development that is required. entertain reward some time to read it c arfully. This handbo ok will help you progress smoothly and enjoyably by this unit.You will too find a regularly updated source of in coiffeion and an electronic copy of this handbook in the unit website on Blackboard BREO.The address is http//breo.beds.ac.uk (no www required)2. social unit leader and team detailsUnit LeaderIoannis KostopoulosIoannis Kostopoulos is a Lecturer in the Department of Marketing Tourism and Hospitality at University of Bedfordshire. His look for interests are in services marketing, internal marketing and market inquiry. During his consulting work he has worked with m any magnanimous organizations in the hospitality, telecommunications and sports industry. He holds a PhD in Services Marketing, a masters degree in Marketing and Communications and a bachelors degree in Statistics.e-mail ioannis.kostopoulosbeds.ac.uk top executive mos Wednesday 10-11 am and Thursday 12- 13 pmOffice To be arranged ( schoolchilds will be informed with BREO)Telephone Number To be arranged (St udents will be informed fathere BREO)Other LecturersTony PyneTony Pyne, now semi retired, has taught marketing at the University of Bedfordshire for 20 years. His research interests are in not for profit marketing and services marketing. Prior to becoming an academic he was the marketing director of a small worldwide market research agency specialising in high tech products and before that its operations director. He has a masters degree in marketing, a PGCE and is a graduate chemistEmail ioannis.kostopoulosbeds.ac.ukOffice hours Fridays 10am -2pmOffice JM02Telephone Number 3457Field AdministratorSally MayneVicarage Street (H Block).Email Sally.whitethornnebeds.ac.uk3. Aims and learning outcomes3.1 Unit aimsThe focus in this unit is on the theory and practice of marketing in the context of organisations. On completion of the unit you will have gained understanding of the decisions that face marketers in a complex and dynamic environment and the concepts and theories that can be us ed to inform these decisions.3.2 tuition Outcomes On completion of this unit you should be able to To achieve the learning outcome you must demonstrate the baron to LO1 translate the nature, scope and billet of marketing in organisations Describe and apply the basic marketing tools and concepts and articulate the role of marketing in a variety of organizations LO2 Be able to identify and discuss the key issues that marketers face as they make decisions Critically review print work on a range of marketing issues LO3 Understand and discuss the key concepts and theories that inform marketing decisions Propose tumesce researched and theoretically underpinned solutions to marketing problems LO4 get backchat and analyse marketing problems and plan hold courses of action Be able to formulate plans for marketing activities, including appropriate marketing mix policies and be able to defend and justify proposals for marketing plans and actions. L05 Apply marketing theory in different organisational contexts Be able to formulate plans for marketing activities, including appropriate marketing mix policies and be able to defend and justify proposals for marketing plans and actions. LO6 To express ideas and findings and proposals both verbally and in writing redeem coherently on the lawsuit with accurate referencing, spelling, punctuation and grammar and make clear, timely and well structured insertions.4. lift to learning*Unit delivery will use a combination of lectures and seminars, with the emphasis in seminars universe on discussion and debate providing students with an opportunity to relate theoretical content to real-life practical situations. The one hour lecture aims to provide students with useful elements from the pertinent theory and increase their theoretical knowledge and technical skills. practicable seminar activities will be used where appropriate (for recitation video material, grammatical shift studies, role play) and students will be enco uraged to work singlely and in companys to develop a thorough appreciation of the many issues examined. The use of small groups to prepare and present case studies in workshops will aim to provide further put through of working collaboratively, the opportunity to manage a problem-solving group, and the powerfulness to present material clearly and concisely. The primary object of the innovation is to further develop the ability to present complex ideas orally in a clear, coherent and concise fashion. There will also be a need to defend the ideas in the later(prenominal) group discussion. The presentation topics, which are an integral part of the module, are designed to enhance and deepen understanding of the subject material. ** Attendance and participating in classesStudying at the University of Bedfordshire is not just about subject knowledge. We are also concerned to help you develop your wider attributes and skills. To do this you will need to attend and actively engage in the range of learning activities the course provides. Because attendance is fundamental to your development we do conceive you to attend. We will monitor your attendance and get to you if it gives cause for concern. The Division operates a strict non-attendance policy which is procurable to view on BREO. You can help us by notifying us of any factors that affect your ability to attend. If you are absent from your studies through illness then its important that you let us know. You should contact the unit leader or the Field Administrator, Sally Mayne at sally.whitethornnebeds.ac.uk.If your absence is likely to affect your ability to complete your studies or submit fittings then you can apply for an extension or deferral through the Student Engagement and Mitigating Circumstances Teams. If you feel that your problems are serious enough to be considered for Mitigating Circumstances you will need to apply before the deadline by filling in a Mitigating Circumstances form. Forms can be printed from SiD online or a hard copy can be collected the Student Information Desk (SiD). A decision will normally be available to you within 48 hours of receipt of the claim form and evidence. take place of the application can be checked by deviling SiD online or by visiting the Student Information Desk (SiD). They can be contacted at sidbeds.ac.uk or by telephoning 0300 300 0042.5. discernment brief5.1 Assessment OverviewNo Assessment method Description of assessment methods Weight (%) Submission date Form of feedback 1 GroupAssignment Group Presentation with Report 30% 7th December 2013 Summative & set upive 2 IndividualAssignment Progress Portfolio 30% 22nd March 2013 Summative & Formative 3 UnseenExams End of Unit Examination (2 hours) 40% End of Unit Summative5.2 Group AssignmentYou are asked to form groups of 5-6 persons. Then you should visit a blood line(s) of a chosen international chain of coffee shops (e.g. Starbucks, Costa Cafe)or fast food restaurants (e.g . McDonalds, KFC ), describe and make notes regarding the following * Stores Service capes* Service delivery process* Customers and employees reactions during the service take* Service tonusYou may use photographs to support your discussions. However, divert ensure that you ask permission from the install manager before doing so. Then you should prepare and hand in an audio frequency visual podcast presentation and a pen report that should contain the following PresentationYour presentation is to be in the form of an audio visual podcast submitted via DVD, memory stick e.t.c. There will not be an in-class presentation. The presentation should be no longer than 10 minutes and it is a presentation to a formal business committee. In this presentation you will point out any fail points or points that need improvement, in the delivery of the provided service in the store and suggest ways in which the store can upgrade the level of quality of the service provided to customers witho ut significantly increasing the cost of the service delivery. Written ReportFor your report you should use your notes from the store observation, general information you will collect on the international chain of your choice as well as material from the pertinent literature and include in your report the following * A blueprint of the provided service* An evaluation of the stores physical evidence and the degree to which they are aligned with the conjunctions general profile * An evaluation of the degree to which the specific chain is market orientedFormat for submission PresentationThe length of the presentation should not be longer than 10 minutes The presentation is to be in the form of an audio visual podcast submitted via DVD, memory stick or Utube, i.e. there will not be an in-class presentation. Written Report* The word limit for is 2000 words. * every work should be word processed using either Times New Roman or Arial font, Arial 12 point 1.5 line spacing single side A4 paper with numbered pages with line spacing of 1 and justified. * Left hand allowance account of 3cm Right hand margin 2 cm Header 2.5 cm and Footer 2 cm * A bibliography and referencing (where applicable) is essential * Harvard system of referencing* A minimum of 10 indite academic sources is required. * No more(prenominal) than 50% of references may be from the internet.Extent of collaboration allowed All members of the group should contribute equally to the research and preparation of the report. bonnie peer grade All individuals will receive a mean middling peer grade (out of 16), based upon a detailed diary addendum completed by all group members, confirming individual weekly contributions and responsibilities toward the completed report. Full group names and accompanying averaged grades should be clearly presented. The tutor reserves the right to adjust any grade if upon evidence &/or investigation any student is deemed to have failed to effectively contribute.Failure to i nclude diary and peer grades will direct in the loss of the 25% overall peer grade.Marking CriteriaExcellent work, 16 14 points*An depth psychology which deals fully with the major elements from a services marketing point of view *Selection and amplification of ideas which assort with the summary presented . *Work which lay downs very good grasp of the concepts in services marketing *Effective use of formatting and layout*An excellent and cohesive report.Above average work, 11 13 points*A report which is entrancing in appearance which addresses the key issues of the assignment competently and creates a positive overall impression *An analysis which deals competently with most of the assignments tasks. *A reasonable choice of ideas which in aggregate show the students understanding of the major elements of the assignment. *Answers which are appropriate and show a good awareness of the services marketing concepts and principles which relate to the assignment areas. *Good use ma de of formatting and layout.*A good cohesive report.Average work, 8 10 points*An analysis, which deals with most areas in a manner which, is correct. * A report which is in the of import appropriate and shows a good awareness of the services marketing concepts and principles and which relate to the key areas designated in the assignment *Reasonable use of formatting and layout*A cohesive report.Below average work, 5 7 points*A report which would be considered very unfortunate in a commercial or industrial context and which do not allow the assessor to identify most of the achievement of specified tasks. *An erroneous or substantially incomplete analysis from a services marketing point of view *Answers which show poor understanding of the concepts in question.5.3 Individual AssignmentPicton and Broderick define coordinated marketing communications asA process which involves the management and organisation of all agents in the analysis, planning, implementation and control of all marketing communications contacts, media, messages and promotional tools focussed at selected target audiences in such a way as to put on the greatest economy, efficiency, effectiveness and coherence of marketing communications effort.Select a large service organisation (e.g. Bank, Airline Company, Telecommunications Company, Hotel) that advertises heavily in many media and by way of a portfolio show how it makes use of the integrated marketing communications concept. You will need to collect your examples over a period of several weeks. If you get away it to the day before it is due in you will inevitably receive a failing grade. This is an individual assignment and I would expect 1500 words plus several examples which may include your notes on what you assert on a store visit.Format for submissionWritten Report* The word limit for is 1500 words.* All work should be word processed using either Times New Roman or Arial font, Arial 12 point 1.5 line spacing single side A4 paper w ith numbered pages with line spacing of 1 and justified. * Left hand margin of 3cm Right hand margin 2 cm Header 2.5 cm and Footer 2 cm * A bibliography and referencing (where applicable) is essential * Harvard system of referencing* A minimum of 10 referenced academic sources is required. * No more than 50% of references may be from the internet. Details for the assessments will be supplied as separate documents throughout the unit. They will also be available on BREO. Please read the assessment instructions very carefully. 5.4 Submission details PlagiarismYou should hand in assignments through the Assignment cave in in point, located outside the LRC in Park Square next to the Book Return point. For LRC possibleness times please see http//lrweb.beds.ac.uk/. You can deposit your assignments at any time throughout the fountain times of the Universitybuilding. Although you will be able to submit your piece of work until 8am the next day and it will be accepted as on time, for exam ple if an assignment is due in on Monday 19 April it can be submitted up to 7.59am Tuesday 20 April, this is NOT recommended and you should submit your assignment by 4pm on the published due date.You will need to print your own top cover sheets from eVision (these carry the details of the unit and assessment on the front). Attach the top sheet to the assignment securely and then collect a barcode label from the dispenser located at the Security Desk next to the LRC. Follow the instructions on the Assignment devote in point display to submit the assignment. Collect the receipt which indicates that a piece of work has been pass on in. A receipt confirming the unit, assessment and time of submission for the assignment will be sent to your email account. Receipts must be retained as proof that the work has been submitted.You must also submit a copy of your assignment through TURNITIN via BREO. It will graded as a non-submission if written work is not submitted on time through TURNITI N. Coursework must be handed in by the date and time specified in your student handbooks or on BREO. Late work is not accepted, and will be deemed a fail and graded G(0) (no work submitted). Written work must be legible and comprehensible, work may be rejected work which does not meet reasonable standards of presentation, and this may result in you failing or being referred. Written work must be presented in English. Extenuating CircumstancesIf you believe that you are likely to miss a deadline because of extenuating circumstances (for example illness), you should apply to apply for an extension through the Student Engagement and Mitigating Circumstances Teams via SID. Your application should be go with by documentary evidence of your extenuating circumstances. Individual tutors are not able to extend published deadlines.PlagiarismPlagiarism takes the form of repeating another persons words or images and claiming them as your own, or presenting someone elses line of thinking as if it was your own. To plagiarise is to give the impression that you have written or designed or thought something that you have in fact borrowed from someone else. You can use other peoples ideas, words and images, but its important that you acknowledge them through appropriate referencing. Remember that your examiners are wanting to assess your ability, not those of others, so its important that you also interpret others work and that there is sufficient of your own work in your assignments that your ability can be assessed. You should keep a careful record of all the sources you use, including all internet material and ensure that you understand correct referencing practices. These are outlined the course handbook and online at http//lrweb.beds.ac.uk/guides/resources/referencingYou are also not permitted to re-present any assessment already submitted for one unit as if for the first time in another unit. range counting of assessed work is not normally allowed. If submitting work pr eviously included in another assessment then you should attribute the section of text from the earlier work so that it can be taken into account by the examiners.Plagiarism Detection ServiceTo help address plagiarism and protect your award, please also ensure you submit a copy your written work electronically through Turnitin via BREO. We may also submit your assignment to the UK universities JISC Plagiarism Detection Service. Working togetherDiscussing ideas with your fellow students is part of learning and we would encourage you to do this and to exchange interesting and relevant sources and references. However, there is a distinction between sacramental manduction ideas and collusion which is an academic offense. You must not work with others to the extent of exchanging written materials you have prepared, such as notes or drafts of assignments unless you have been expressly told that this is permissible. If these types of materials are shared this will be regarded as an assess ment offence for the person who lends the material as well as for the person who uses it.Your own work should be regarded as your own property and you should protect it. If you are working in a shared space, log off from the computer you are working on whenever you take a break so that others cannot nark or copy your own work take care to destroy printed drafts or copies of work, rather than just discarding them and, dont give your work to others in any format. If you are working on a group assignment make sure you understand the allocation of responsibilities between yourself and the other members of the group. 5.5 FeedbackAssessment will be provided individually to students, through group feedback (where relevant) and on your individual student BREO site. There are also opportunities for fictile feedback on your work throughout the unit which will help you complete your final assignments.Marked work will be available for collection from the tutor three weeks after the assessment deadline.6. Teaching and development scheduleYou can check your timetable at http//timetable.beds.ac.uk then follow the links under units. If there are changes to the timetable, you will be notified on the BREO site for this unit. Please check it regularly.*Further reading suggestions will be provided to students in a weekly basis through BREO. Further reading includes academic articles, book chapters and case studies. 7. Reading and resourcesThe majority of enjoin readings will be in the form of books, published conference papers, and case study materials. You will be advised of essential reading relating to each topic covered and directed towards the most relevant textbooks and articles for these subjects. This guidance will be communicated by tutors and via BREO. In addition, you are encouraged to access journal articles via electronic databases and encouraged to search for appropriate examples of relevant research. You are strongly encouraged to access information electronica lly but to exercise critical judgement when identifying useful sources.The Learning Resources Centre at Park Square houses our main tourism collection. Here you can expect to find copies of essential texts on your reading lists as well as supplementary reading. Many of our resources are in electronic format and can be accessed off-campus.Extensive reading is essential and it is important you reference this work accurately and correctly. Please make you sure you read and follow the guide to referencing found at http//lrweb.beds.ac.uk/guides/resources/referencing topic specific subroutine library guides are available in printed format in the Learning Resource Centre and on the Learning Resources web site http//lrweb.beds.ac.uk/guides/subjectguides. Go to Advice and Help, then Subject Guides. These guides tell you which resources are important for your particular course. The Subject Librarian is aviator Mortimer who can be contacted by e-mail bill.mortimerbeds.ac.uk or by phone 01234 351671, ext.4374. Bill is based in the Polhill campus, Room R1.01. If you want to call him free of charge, thats possible from the LRC.Essential readingBrassington, F and Pettitt,S (2006) Principles of Marketing, Fourth Edition, Prentice entrance hall, NJ. ISBN 0-273-69559-2.Recommended readingChristopher H. Lovelock, Jochen Wirtz, Patricia Chew (2009), Essentials of Services Marketing First Edition, Prentice Hall ISBN-13 978-981-06-7995-8Kotler, P., Wong, V., Saunders, J. and Armstrong, G. (2005) Principles of Marketing 4th European Edition, Prentice Hall International/Pearson Education Limited. ISBN 0273 68456 6Groucutt, J, Leadley P, Forsyth P (2004) Marketing essential, principles, new realities First Edition, Kogan Page ISBN 0-7494-4114-3