To support your privacy rights we have updated our Privacy Statement and Cookie Policy to describe our use and sharing of cookies with our social media, advertising & analytics partners. We recommend that you review the privacy statement here, and follow the instructions to modify your cookie settings to suit your privacy preferences. Continued use of our site confirms your choice to accept our privacy statement & cookie policy and confirms your agreement to the processing of your personal data in line with our policy and your preferences. Read Cookie Policy.


(Hospitality) Marketing Strategy


Programme Description

This module will develop the student’s ability to make decisions, communicate and interact in the field of marketing. This subject will provide an advanced learning situation and give the students the exposure to both intellectual and practical applications in marketing appropriate to an honours degree undergraduate programme.


The case study approach

Case 1

  • Environmental analysis, differentiation and segmentation

Case 2

  • Key success factors , consumer behaviour models, opportunity analysis, competition analysis
  • Generic growth opportunities and strategies- lecture

Case 3

  • Key success factors, innovation and SWOT analysis
  • Relationship and value marketing and management - lecture
  • Contemporary issues - seminars

Case 4

  • Relationship marketing; segmentation; marketing planning; competition analysis and the use of strategic tools
  • Implementation and distribution issues - lecture

Case 5/6

  • The use of strategic marketing/management; marketing opportunity analysis; implementation
  • International case study focusing on Value analysis, marketing communication tools and segmentation

Further Information

As the number of places is limited, candidates may be short-listed on the basis of information supplied on the application form. Candidates will be notified of the outcome or of any short-listing procedures.  Applicants will be notified in early September whether the advertised courses will run and be informed of the precise schedule of classes.

Entry Requirements

Under 23 years of age

(a) Irish Leaving Certificate in five subjects.  Results must include:

  • At least OD3 in Irish OR English
  • At least OD3 in Mathematics
  • At least Grade OD3 in one of French OR German


(b) an equivalent qualification

Over 23 years of age

Candidates will be considered on a base by case basis.


Assessment and examination


The examinations will be considered for exemption from the equivalent subject on the Higher Certificate in Hospitality Services Management (Programme Code DT451) and/or on the BA in Hospitality Management (Programme Code DT460).

Learning Outcome

On completion the learner will be able to:

  1. Integrate and synthesize concepts, principles and practices that the student has become aware of through their studies of marketing.
  2. Formulate and appraise marketing strategy to achieve organisational goals.
  3. Justify decisions in marketing situations that are typically complex and deal with issues associated with the hospitality, tourism and leisure industries.
  4. Appraise strategic tools and frameworks to practical situations in the industry.

Career Opportunities

This module will enhance your career opportunities in the Hospitality and Tourism Industry.