Module code
BML337
Title
Strategic Green Marketing for Businesses and Destinations
Programme
University of Chichester Business School
Level
6
Credits
15
ECTS*
7.5
Contact time
3hrs per week + tutorials
Acceptable for
Optional for BA (Hons) Sustainable Tourism Management and BA (Hons) EMS - option module for other routes
Excluded combinations
n/a
Mandatory/Optional
Optional for BA (Hons) Sustainable Tourism Management and BA (Hons) EMS - option module for other routes
Module Co-ordinator
TBC
Description The aim of this module is to introduce students to use of traditional marketing techniques to support a sustainable tourism businesses and destinations. The module will also introduce students to the concepts of social and conservation marketing, and will consider their application to tourism, destinations and the businesses associated with their management. The module looks at the role of marketing in strategy formulation and how marketing can contribute to business and destination competitiveness. It will provide students with a detailed knowledge of theoretical and practical perspectives of marketing strategy in order to develop an appropriate strategic green marketing plan. Students will use market and other information to make informed decisions and also develop their ability to think critically about green marketing scenarios for destinations and businesses. Outline Syllabus & Teaching & Learning Methods The module will be delivered via a mix of lecture, workshop, case studies and student-led activity, including video, to cover the following themes: • • • • • • • • • • •
Introduction to green marketing practices and their application to tourism and destination management Conservation marketing The components of strategy and principles of destination marketing Analysis of the competitive marketing environment for sustainability Defining strategic direction within the marketing function Consideration and selection of strategic green marketing options Portfolio analysis, market attractiveness and industry competitiveness Developing the destination brand proposition Avoiding greenwash Working with destination management organisations and destination management systems Social Marketing for sustainable businesses and destinations
Intended Learning Outcomes
How assessed**
At the end of this module students will be able to: •
Critically evaluate, through industry examples, a range of concepts of relevance to green marketing management and strategy, such as segmentation, product development and portfolio analysis
Assessment 1 and 2
•
Critically evaluate a strategic environmental analysis of a range of marketing initiatives for sustainable businesses and destinations
Assessment 1 and 2
•
Demonstrate, through a breadth of research, knowledge/insight in contemporary strategic marketing theory relating to green marketing
Assessment 1, 2 and 3
•
Apply analytical skills through the design of appropriate marketing strategies for sustainable businesses and destinations
Assessment 3
•
Communicate effectively in written and verbal form
Assessment 1, 2 and 3
Assessment Scheme: Formative
Weighting %
Formative assessment will be based on contributions within workshops with feedback provided by the module tutor. Assessment Scheme: Summative
0% Weighting %
100%
1. Macro-environmental audit Students will be required to identify and critique the importance of four factors that they believe are influences on the destinations and businesses being considered (1,000 word equivalent). Assessment Criteria • • • •
Coherent application of a recognised theoretical framework for strategic analysis Critical analysis of the chosen factors, showing an in depth understanding of the macro environment A well informed choice of relevant strategic factors, citing a variety of sources Evidence of a range and depth of research, consistently referenced using the Harvard convention
2. Market attractiveness
20%
Students will be required to assess the competitiveness/ attractiveness of the market, using appropriate models, presented as a poster or infographic (500 word equivalent) Assessment Criteria • • •
Application of a recognised framework for competitive analysis Clear presentation, using a range of formats (images, text, data), to demonstrate critical understanding of the market Evidence of a range and depth of research, which (where cited) is consistently referenced using the Harvard convention 50%
3. The Strategic Marketing Plan Students will be required to identify a strategic green marketing plan for the business or destination (2,000 word equivalent). Assessment Criteria • • • •
Evidence of appropriate objectives for the chosen destination or business, with application to current market opportunities Evidence of a coherent strategy for the chosen destination or business, aligned to the chosen objectives Critical choice of an appropriate and relevant strategic marketing mix Clear and logical structure, with accurate referencing to the academic literature using the Harvard convention
Reassessment Scheme Research report (3,500 words) Assessment Criteria: n
Content quality and relevance in terms of applying specific aspects of the strategic marketing process to green businesses and destinations
n
Clear and logical structure, including introduction, main body and conclusion
n
Effective use of tables, figures and illustrations
n
Quality, choice and exposition of support material and case studies accurately referenced using appropriate referencing conventions
Weighting % 100%
Indicative Reading Lists/Key Texts/Websites/other resources Aaker, D. A. and Mcloughlin, D. (2013) Strategic Market Management, Wiley, Chichester. Gardetti, A.G and GirĂłn, M.E (Eds.)(2016) Sustainable Luxury and Social Entrepreneurship Volume II, Greenleaf Publishing, Sheffield. Heeley, J. (2015) Urban Destination Marketing in Contemporary Europe - Uniting Theory and Practice, Channel View Publications, Bristol. Hitchcock, D. and Willard, M. (2009) The Business Guide To Sustainability: Practical Strategies and Tools for Organisations, Second Edition, Earthscan Publishing, London. (E-book) Lambin, J.J. and Schuiling, I. (2012) Market-Driven Management, Third Edition, Palgrave Macmillan, London. th
Lee, N., R. and Kotler, P. (2011) Social Marketing: Influencing Behaviors for Good Paperback. 4 Edition. SAGE Publications. Levinson, J.C. and Horowitz, S. (2010) Guerrilla Marketing Goes Green: Winning Strategies to Improve Your Profits and Your Planet, Wiley, Chichester. Morgan, N., Pritchard, A. and Pride, R. (2011) Destination Brands, Elsevier, London. Morrison, A. (2013), Marketing and Managing Tourism Destinations, Routledge, London. Ottman, J. (2010) The New Rules of Green Marketing: Strategies, Tools, and Inspiration for Sustainable Branding, Greenleaf Publishing, Sheffield. Palmer, A. (2009) Introduction to Marketing: Theory and Practice, Second Edition, University Oxford Press, Oxford. Perez, D. and Flora, M. (2010) Competitive Strategies and Policies for Tourism Destinations, Nova Science Publishers, New York. Pike, S. (2008) Destination Marketing: An Integrated Marketing Communication Approach, Butterworth-Heinemann, London. Russo, A.P. and Richards, G. (2016) Reinventing the Local in Tourism – Producing, Consuming and Negotiating Place, Channel View Publications, Bristol. Wearing, S., Schweinsberg, S. and Tower, J. (2016) Marketing National Parks for Sustainable Tourism, Channel View Publications, Bristol.