Browse Hierarchy HOTO7003: Marketing Across Cultures

The Marketing Across Cultures module introduces you to the concept of marketing within an international tourism context, and provides you with conceptual frameworks to analyse the strategies of international hotel and tourism companies. Students are introduced to theories of international hotel and tourism development, strategic orientation, the standardisation or adaptation of the marketing programme and branding. A key feature of the module is the emphasis on the cultural differences and similarities, which international hotel operators have to understand if they are to develop effective global marketing strategies. Working in groups, students carry out a comparative research exercise into a country and market sector from a hotel/restaurant marketing perspective and put forward recommendations for a hospitality company's international expansion programme.