MKTG609-21S1 (C) Semester One 2021

Advanced Services and Tourism Marketing

15 points

Start Date: Monday, 22 February 2021
End Date: Sunday, 27 June 2021
Withdrawal Dates
Last Day to withdraw from this course:
  • Without financial penalty (full fee refund): Sunday, 7 March 2021
  • Without academic penalty (including no fee refund): Friday, 14 May 2021


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 and sustainable 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 2021 we are going to examine advanced services and tourism marketing via the lens of the marketing and promotion of the liveable and sustainable city.

An examination of waste issues in tourism and hospitality through the lens of social marketing and behavioural interventions in particular. Substantial emphasis will be put on case studies of sustainability and key contemporary issues facing businesses, consumers and places. In the first half of the course we will focus primarily on the issues surrounding toilets and tourism which has become a major concern in New Zealand because of the growth of freedom camping. In the second half we will look more at practices to reduce waste in hospitality and food service businesses.

The estimated workload breakdown for MKTG609S1 is:
Seminars 20
Assignments 100
Seminar preparation, presentation, and follow-up 30
Total 150 hours

Learning Outcomes

  • By the end of the course, you should be able to:
  • Appreciate the significance of tourism and services as a component of the contemporary economy, particularly with respect to urban centres.
  • Understand the interrelationships between firm and place-based service and social marketing strategies and their consumption.
  • Understand the concept of behavioural interventions and their implications for marketing.
  • Critically evaluate the various understandings of sustainability and its marketing applications in a number of different service industries and sectors, including tourism, retail, leisure, hospitality, entertainment and culture.
  • Further developed research skills.
  • Have improved your oral and written communication skills.

    Programme Learning Goals:
    Goal 1:  Graduates can demonstrate in-depth knowledge and understanding of current theoretical concepts and frameworks within marketing and management;
    Goal 2:  Graduates are able to think logically, analytically and critically with respect to the academic literature in marketing and management;
    Goal 3:  Graduates can plan and carry out a supervised programme of academic research that shows a sound understanding of ethical practice;
    Goal 4: Graduates are able to synthesise academic or professional literature and effectively communicate research orally and in written form.

    This course introduces current theoretical concepts and frameworks within the tourism and services field, and especially with respect to marketing.  Students are encouraged to develop in-depth knowledge by locating and communicating relevant recent and historically significant research.

    For quality assurance purposes the School is required to hold on record a number of assessment pieces as examples of differing standards of work. If you have any objections to the school holding your assessment for this purpose then email the course coordinator to ensure your assignment is not used for this purpose.


Subject to approval of the Head of Department



Equivalent Courses


Timetable 2021

Students must attend one activity from each section.

Lecture A
Activity Day Time Location Weeks
01 Friday 11:00 - 13:00 Jack Erskine 240
22 Feb - 28 Mar
26 Apr - 6 Jun

Timetable Note

Due to the commercially sensitive data some of the seminars for MKTG609 are not recorded using the ECHO360 lecture recording system. However, relevant lecture related material will be available online.

Course Coordinator / Lecturer

Michael Hall


Assessment Due Date Percentage  Description
Research Paper (4,000-5,000 words) 18 Jun 2021 50% Research Paper (4,000-5,000 words) Draft by 4 June / Final by 18 June
Research Project (4,000-6,000 words) 14 May 2021 50% Research Project (4,000-6,000 words) Draft by 30 April / Final by 14 May

Detailed information on assessment will be made available on Learn.

Late Assignments
Our preference is for assignments to be handed in by the due date and time. In the consulting world, delays in delivering reports are bad for your business credibility. However, stuff happens. If you have to submit your assignment late, provide supporting documentation if appropriate (e.g. medical certificate). All late submissions will be accepted but may incur a penalty (5% per day). Any penalties imposed will be at the discretion of the course coordinator and will be based on the reason given and the lateness of the submission.

Marks for assessment work may be scaled before a final grade is determined. You should not regard a raw score of 50% as a pass mark.

Textbooks / Resources

Required Texts

Hall, Colin Michael,1961-; Tourism and social marketing; Routledge, 2014.

Readings and course content with identified reading will be made available online on Learn during the course. It is essential that students consult LEARN regularly for information with respect to readings and tasks that are essential to passing the course. Students must also do their own literature research in addition to readings provided. In addition extensive use will also be made of publication links, websites and streaming video.


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
A summary of Departmental academic policies on course grading, special considerations, etc. is available under: The Department assumes that you have read this document.

You should also read the following:
• UC Business School Student Handbook on the UC Business School Students Learn page
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 $992.00

* 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 Entrepreneurship.

All MKTG609 Occurrences

  • MKTG609-21S1 (C) Semester One 2021