Durham University
Programme and Module Handbook

Postgraduate Programme and Module Handbook 2014-2015 (archived)


Department: Business School (Business) [Queen's Campus, Stockton]


Type Tied Level 4 Credits 15 Availability Not available in 2014/15 Module Cap
Tied to N5K209
Tied to N5K309


  • None


  • None

Excluded Combination of Modules

  • None


  • Develop students’ in-depth understanding of the intrinsic and commercially applied value of tourism and heritage resources
  • Develop students’ in-depth understanding of motivations underpinning the consumption of culture and heritage resources
  • Develop student’s ability to engage critically with the arts and heritage marketing issues raised by the commodification and commercialisation of culture and heritage.
  • Develop students’ in-depth understanding of the complex nature of the destination and its importance as the core element of international tourism supply
  • Equip students with a critical understanding of established and emerging destination management and marketing techniques.
  • Provide students with an advanced understanding of the main strategic and marketing management issues facing the managers of international tourism firms
  • To demonstrate and appraise derivative strategies of managing tourists’ behaviours at both the market and group levels, and in particular to develop an awareness of the potential of experiential marketing.


  • Introduction
  • Marketing for tourism- Part 1
  • Marketing for tourism- Part 2
  • Destination marketing and events management
  • Introduction to arts, culture and heritage marketing
  • Visitors’ agenda and experience
  • Visitor engagement
  • Leisure society and contemporary issues

Learning Outcomes

Subject-specific Knowledge:
  • By the end of the module students will have advanced and critical knowledge of:
  • Established and emerging definitions of and theoretical debates on what constitutes ‘culture’ and ‘heritage’
  • The ‘Arts’, ‘Cultural’ and ‘Heritage’ sectors in a range of international contexts
  • Commercial and non-commercial activities where culture and heritage constitute key resources, including Tourism, Place Marketing and Social Marketing
  • The importance of the symbolism of culture and heritage for a diverse range of products and services
  • Arts and heritage marketing issues raised by the commodification and commercialisation of cultural and heritage resources.
  • Awareness of managing tourists’ choice and behaviour, and in particular, of the relevance of experiential marketing
  • The destination at a macro level and its subsectors of supply at a micro level
  • The links between destination development and branding for tourism and wider economic development strategies
  • The competitive nature of international destinations
  • Management and marketing approaches applied to a range of international contexts.
Subject-specific Skills:
  • By the end of the module students will be able to:
  • Conceptualise the destination and its elements of supply
  • Conceptualise the contemporary elements of arts and heritage marketing
  • Draw associations between destination development for tourism and wider economic development strategies
  • Identify and analyse the comparative and competitive advantages of destinations in the international marketplace.
  • Develop core management skills for specific application to heritage and tourism business operating at a global level
  • Synthesise and critically appraise the relevant literature
Key Skills:
  • effective written communication skills
  • planning, organising and time management skills
  • problem solving and analytical skills
  • the ability to use initiative
  • dvanced computer literacy skills

Modes of Teaching, Learning and Assessment and how these contribute to the learning outcomes of the module

  • The module will be taught in 3-hour blocks to allow a greater level of engagement with students and to enable a flexibility of approach as appropriate. The teaching blocks will comprise a balanced mix of lecture-type teaching, group work, case studies, discussion and seminar style working such as will enable the learning outcomes to be met.
  • The assessment strategy is designed to encourage an appropriate depth of conceptual understanding, through the requirement for critical evaluation of tourism, arts, heritage marketing management. Hence the summative assessment comprises two separate written assignments, each designed to test a specific part of the syllabus.
  • The first addresses tourism and destination marketing and requires students to undertake a critical evaluation of the literature and current theories in order to “sell” a specific destination.
  • The second addresses arts and heritage marketing and is a research-based assignment on which students will work in groups, and undertake a fieldwork visit, before submitting their individual assignment.

Teaching Methods and Learning Hours

Activity Number Frequency Duration Total/Hours
Teaching blocks 8 1 per week 3 hour 24
Field Trip 1 3 hour 3
Preparation and Reading 123
Total 150

Summative Assessment

Component: Assignment Component Weighting: 100%
Element Length / duration Element Weighting Resit Opportunity
Individual written assignment 1500 words 50% Same
Individual written assignment 1500 words 50% Same

Formative Assessment:

Individual presentation. Seminar exercises will also be used to give students an opportunity to explore, discuss, critique and apply the key tourism and heritage concepts in practice. The main aim of the formative assessment is to begin to understand the application of marketing material, to consolidate knowledge and further develop relevant skills for academic work. Participation in seminars provides an opportunity for formative feedback throughout the module.

Attendance at all activities marked with this symbol will be monitored. Students who fail to attend these activities, or to complete the summative or formative assessment specified above, will be subject to the procedures defined in the University's General Regulation V, and may be required to leave the University