Consumer Behaviour and Marketing in Hospitality

Module Description

The aim of this module is to provide students with the fundamentals of marketing in the hospitality business and the necessary skills to understand the market, examine the relationship with the consumer and understand the consumer himself, and predict hospitality trends. 

Additionally, this module will provide students with an overview of the concepts, tools, and methodologies to manage marketing efforts in an effective and efficient way. Students will examine the key concepts of marketing management and understand the critical importance of planning, coordinating, and controlling marketing activities to support the performance of the hospitality business. 

Entry Requirements

Candidates who apply for this course must possess:

• A qualification at MQF Level 4 (one ‘A’ Level or equivalent in any subject) and a pass in English Language* and Mathematics at MQF Level 3 (‘O’ Level or equivalent).

In the case of students who do not possess all the formal required academic qualifications, then the Recognition of Prior Learning (RPL) process could be applied such that if evidence of equivalent learning is found then the applicant could still be accepted on the course. Such RPL process will subject applicants to an interview held with a board of experts within the field, chosen specifically by IDEA College, so as to verify their experiences and prior learning.

Evidence may include:

• A detailed CV outlining relevant work experience and responsibilities.
• Employer reference letters outlining job role, duration, and key competencies.
• Related documentation demonstrating relevant skills (e.g. work portfolio).

IDEA College’s RPL Policy: https://mt.ideaeducation.com/app/uploads/2024/07/Doc_007_24-Recognition-of-Prior-Learning-Policy-and-Process.pdf

*Students whose first language is not English and do not possess an ‘O’ level pass in English Language will be required to demonstrate English language capability at IELTS level 6.0 or equivalent.

Target Audience

The programme targets the following groups:

• Individuals seeking to advance their academic and professional knowledge in the Tourism and Hospitality Management.
• Individuals wanting to pursue a wide range of career paths in the tourism and hospitality industry.

Career Paths

The potential positions for which this programme aims to prepare could be and are not limited to: –

• Travel consultant.
• Operations manager.
• Event organiser/planner/manager.
• Business Development executive.
• Hotel manager.
• Travel agency manager.
• Marketing executive.
• Tour operator.

How you’ll be assessed

The course comprises:

• Evening classes for part-time courses.
• Classes held throughout the day for full-time courses.
• Guided learning, presentations, comprising synchronous online discussions, tutorials and/or videos.
• Self-study hours comprising research, reading and assignment work.

Assessment

Assessment is carried out via two mandatory components:

• Formative Assessment
• Summative Assessment

The programme includes different forms of assessment which allow for and promote students’ critical engagement. The formative and summative assessment tasks may include an in-class assignment and/or a home-based written assignment using diverse assessment tools which may take the form of online and in-class discussions, examinations, case studies, reports, proposals, essays, and presentations, etc., as applicable to the diverse modules.