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