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This course covers the principles and theories of advanced services and tourism marketing.
The objective of this course is to introduce students to some of the fundamental concepts and theories used in the area of services and tourism research and to demonstrate their relevance to the practice of marketing. The course will intersect with several other areas related to services marketing and management such as consumption studies, retailing, place marketing and branding the idea of creative places. These various components will be explored through in-depth reading of scientific articles and book chapters selected from the marketing and tourism literatures. In 2011 we are going to examine advanced services and tourism marketing via an examination of the wine industry and wine tourism.
By the end of the course, you should be able to:Appreciate the significance of services as a component of the contemporary economy, particularly with respect to urban centres and ‘creative cities’Understand the interrelationships between firm and place-based service marketing strategies and their consumptionUnderstand the concept of servicescape and its implications for marketingCritically evaluate the concept of the experience economy and its marketing applications in a number of different service industries and sectors, including tourism, retail, leisure, hospitality, entertainment and cultureDeveloped observation and ethnographic fieldwork skillsHave improved your oral and written communication skills.Seminar Schedule22 March: Introduction: Services and their production and consumption. Why a services approach is relevant to the wine industry. The social construction of wine and tourism.29 March: The commodity/value chain of a product. The wine value chain. The international business environment of wine & the macro-environment of tourism.5 April: Green/Sustainable marketing of wine and food tourism.12 April: Wine and food tourism.19 April: The experience economy? Cellar door experiences.26 April: Semester break3 May: Authenticity10 May: The Food & Wine Servicescape: Designing experiences17 May: Wine and food events24 May: Wine brand image agents31 May: Regions, networks and clusters. Creative regions. Place branding and competitionThe above is an indicative list of topics.
Subject to approval of the Head of Department.
MGMT421
Consulting hours: As arranged and via email or skype.
Michael Hall
Grades will follow departmental policies with respect to the grading of Honours courses.
Hall, Colin Michael , Mitchell, Richard D; Wine marketing : a practical guide ; 1st ed; Butterworth-Heinemann, 2008.
Readings and course content with identified essential, highly recommended and further reading will be made available online on Learn during the course. It is essential that students consult Learn each week for information with respect to readings. Students will also be expected to do their own literature research in addition to the readings provided.
Departmental Academic Policies If you require a hard copy of this document, please ask the course co-ordinator. The Department assumes that you have read this document. You should also read the “Information related to courses and assessment” on page 32 of the Enrolment Handbook 2011 (also in UC Calendar under “General Course and Examination Regulations”).
Domestic fee $753.00
International Postgraduate fees
* All fees are inclusive of NZ GST or any equivalent overseas tax, and do not include any programme level discount or additional course-related expenses.
For further information see Management, Marketing and Tourism .