MKTG349-20S2 (C) Semester Two 2020

Applied Tourism Management and Marketing Project

15 points

Start Date: Monday, 13 July 2020
End Date: Sunday, 8 November 2020
Withdrawal Dates
Last Day to withdraw from this course:
  • Without financial penalty (full fee refund): Friday, 24 July 2020
  • Without academic penalty (including no fee refund): Friday, 25 September 2020


This course emphasises on using research to address tourism, hospitality and event issues related to the development and marketing of New Zealand as a tourism destination. Building on the introductory notions of marketing research in MKTG202 and tourism in MKTG240, this course further develops students' skills in applying research methods to investigate contemporary tourism issues in New Zealand. Through an applied project from the industry, students will complete an investigation of a current and relevant tourism issue. The course includes a series of workshops on tourism research methods and project management skills. Topics covered in this course include problem formulation and research design; research implementation; data collection and analysis and results interpretation; evaluation; and application.

Expected Workload
The estimated workload for this course is 150 hours:
 Lectures: 24 hours
 Assignments: 80 hours
 Lecture preparation and follow-up: 46 hours

Learning Outcomes

  • At the completion of the course, successful students will be able to:
    1: Identify a research question suitable for exploration.
    2: Plan a programme of research using a suitable research methodology.
    3: Produce an applied destination research report which demonstrates they can:
  • locate, use and refer to primary and secondary sources relevant to the topic;
  • synthesise information from a number of different sources to construct their own understanding and/or shape their own viewpoint;
  • critically evaluate information and/or formulate and test arguments;
  • provide an appropriate answer to their identified research question;
  • write clearly in a manner that follows a standard academic writing format;
  • present information using a clear and logical structure; and
  • construct a bibliography following the APA-style formatting requirements.
    4: Demonstrate satisfactory written and oral communication skills.

    MKTG349 addresses the BCom learning goals in the following manner:

    LO1.1.2 Students can critique concepts, models or reasoning from their selected subject major.

    LO2.1.1 Students can apply subject specific knowledge and tools to analyse, propose a solution to and/or address a given problem or issue. Innovative approaches and solutions are encouraged.

    LO2.1.4 Students can write a report/essay on a problem/issue/situation/scenario that:
    a. Incorporates content at an appropriate level of detail
    b. Is logically structured
    c. is presented professionally using correct English, referencing and appropriate resources

    LO4.1.1 Students have engaged with a business, not-for-profit organisation, government department, professional society, professional community or local community and have evaluated their experience.

    LO5.1.2 Students can identify, consider and debate perspectives, processes and impacts relating to the culture and identity of multiple stakeholders, drawing on theory and practice when considering issues in their discipline or field of study.

    The course and its assessments are designed to test learners’ understanding of tourism, hospitality and events issues in New Zealand through an applied project.
    • University Graduate Attributes

      This course will provide students with an opportunity to develop the Graduate Attributes specified below:

      Critically competent in a core academic discipline of their award

      Students know and can critically evaluate and, where applicable, apply this knowledge to topics/issues within their majoring subject.

      Employable, innovative and enterprising

      Students will develop key skills and attributes sought by employers that can be used in a range of applications.

      Engaged with the community

      Students will have observed and understood a culture within a community by reflecting on their own performance and experiences within that community.

      Globally aware

      Students will comprehend the influence of global conditions on their discipline and will be competent in engaging with global and multi-cultural contexts.


Course Coordinator

Sam Spector


Sam Spector


Assessment Due Date Percentage  Description
Problem Definition & Research Objectives 25 Jul 2020 10% Problem Definition & Research Objectives
Literature Review 21 Aug 2020 20% Literature Review
Research Method Proposal 18 Sep 2020 15% Research Method Proposal
Data Analysis Report 02 Oct 2020 20% Data Analysis Report
Research Presentation 14 Oct 2020 15% Research Presentation
Research Report 16 Oct 2020 20% Research Report

Assessment in this course is designed to measure the extent to which a student is able to identify, comprehend, research, and communicate the solution to a current and relevant tourism issue in Aotearoa, New Zealand. Students will undertake the below steps.

1. Problem definition and research objective (10%)
This 1000 word introductory report should identify and assess a tourism research question(s) suitable for exploration. Students should explain the research background and justifying the importance of the research question(s).

2. Literature review (20%)
This 2000 word literature review report will assess students’ ability to identify and critically applying existing academic research relevant to the topic area. Students will need to clearly explain how their project fills a gap in this existing research.

3. Research methods proposal (15%)                                                  
The 1500 word report will detail the research methods the student proposes to utilise to answer the research question(s) identified previously. The proposed methods should be based on a critical review of literature as well as on-going communication with the collaborating organisation (e.g., Tourism Industry Aotearoa, ChristchurchNZ, etc.). Students are expected to demonstrate their competencies by outlining their research plan and selecting and justifying the use of appropriate research methods.

4. Data analysis report (20%)                                                
The 2000 word data analysis report will assess students’ ability to collect, transform, sort, and analyse high quality data for this applied research project. Students should include the following: data collection, data processing, data analysis, and discussion of the findings.

5. Research presentation (15%)                                              
This 10-15 minute individual oral research presentation will assess students’ ability to clearly communicate their project in a professional and academic manner.

6. Research report (20%)
The 7000 word final research report will cover all aspects of the research project. Students’ academic writing skills will be assessed in addition to the ability to produce a report that helps the tourism industry address a relevant and timely issue.

Grades will follow departmental policies with respect to the grading of undergraduate courses.

Textbooks / Resources

Note: the above texts are all available via the UC library in eBook format.

Additional readings (mainly academic journal articles) will be utilised throughout the course. It is essential that students regularly consult both the lectures slides and LEARN for information regarding readings and other tasks that are essential to passing the course. Students will also be expected to independently identify, read, and apply academic research relevant to their individual project topic.


Class Representative
A class representative may be asked to volunteer in the first few weeks of class. Any problems with the course can be raised with the class rep. Their email can be found at UCSA The class representative will take up any issues raised by class members with the lecturer concerned as they occur.

Departmental Academic Policies
The Department assumes that you have read this document.

You should also read the General Course and Examination Regulations

Dishonest Practice
The University of Canterbury considers cheating and plagiarism to be serious acts of dishonesty.  All assessed work must be your own individual work unless specifically stated otherwise in the assessment guidelines. Material quoted from any other source must be clearly acknowledged. You must not copy the work of another person (student or published work) in any assessment including examinations, tests and assignments. Any person, who is found to have copied someone else's work, or to have allowed their work to be copied, will receive a fail grade for that piece of assessment and may face disciplinary action which may lead to a fine, community service or exclusion from the university.

IMPORTANT: Where there are concerns regarding the authorship of written course work, a student can be required to provide a formal, oral explanation of the content of their work.

Citations and referencing

Indicative Fees

Domestic fee $822.00

International fee $3,688.00

* 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 .

All MKTG349 Occurrences

  • MKTG349-20S2 (C) Semester Two 2020