Ba Hospitality & Service Management Marketing Research & Communications Student Study Guide

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BA Hospitality & Service Management
MArketing reSeArcH & coMMunicAtionS
student study GuIde

The Business School
www.napier.ac.uk/business-school

BA Hospitality & Service Management

Module: Marketing Research & Communications

Student Study Guide

BA Hospitality & Service Management (Hong Kong) • MKT08903 • April 2012 Edition The module material has been written and developed by Philip Snelle • School of Marketing, Tourism and Languages• Edinburgh Napier University • Edinburgh First published by Edinburgh Napier University, Edinburgh, Scotland © 2009. No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form or by any means – electronic, electrostatic, magnetic tape, mechanical, photocopying, recording or otherwise – without permission in writing from Edinburgh Napier University, 219 Colinton Road, Edinburgh, EH14 1DJ, Scotland.

Contents
1. 2. 3. 4. 5. 6. Welcome to Marketing Research and Communications Further Reading and Other Resources Overview of Lectures Tutorial Guidance Coursework Assignment Module Examination Guidance 1 7 9 15 31 37

Appendix: Case Studies

39

Welcome to Marketing Research & Communications

1

Welcome to Marketing Research & Communications

Hello and welcome to the Marketing Research and Communications Module. My name is Philip Snelle, I am the module leader for this module. This module will be delivered by me in partnership with a Local Tutor from City University, Hong Kong. I have developed this student study guide to help you as you attend the lectures and tutorials in Hong Kong. I have also drawn up the coursework assignment and I shall prepare your final examination paper. The module will commence with a series of lectures in Trimester 3 and these will be delivered by me. Thereafter, you will be supported in your studies by your Local Tutor who will deliver 14 hours of tutorial classes. As you work through the module your Local Tutor will provide support for the material. If you have any queries as you work through this module you should direct these in the first instance to the Local Tutor or the local Programme Administrator (full contact details are provided in section 1.5). Wishing you good luck in your studies and I hope that you will enjoy this module.

Philip Snelle, Module Leader School of Marketing, Tourism and Languages

1

Marketing Research & Communications Student Study Guide

Welcome to Marketing Research & Communications

1.1


What is the module about?

Aim of the module: To enable students to develop a critical awareness, knowledge and understanding of the theory and key concepts of marketing research and communications and their practical application.

After studying this module you should be able to: • • • • Explain the importance and relationship of marketing research and communications within marketing decision making. Describe the stages involved in conducting a marketing research project . Demonstrate an understanding of how marketing research tools are applied to a variety of contexts. Demonstrate an understanding of marketing communication theories and models and principles of the marketing communication process.

1.2

Studying this module

This student study guide has been written to support you as you attend the lectures and tutorials in Hong Kong. You will be supported in your studies by your Local Tutor who will take 14 one hour tutorial sessions. As you work through the module your Local Tutor will provide support. Therefore any questions should be raised at the weekly tutorials. Equally important, we expect you to make a contribution to the classes. Your contribution is important not just for your own learning, but provides stimulus for the learning for the whole group. In addition it provides ideas for the ongoing development of the module. Therefore we are all part of a team to ensure the successful delivery of the module. As regards the structure and...
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