BA Management, Leadership and Leisure / Course details

Year of entry: 2022

Course unit details:
Marketing and Consumers

Course unit fact file
Unit code EDUC11282
Credit rating 10
Unit level Level 4
Teaching period(s) Semester 2
Offered by Education
Available as a free choice unit? Yes


The course unit will introduce and discuss the following content areas:

  • Introduce Marketing and consumer behaviour
  • The marketing process
  • Market environment and associated audit tools
  • Market and marketing research
  • Market segmentation in leisure contexts
  • The marketing mix
  • Branding
  • Consumers and marketing planning


This unit aims to:

  • develop an understanding of marketing, with some application to Leisure
  • develop an understanding of the psychology of human behaviour
  • Introduce key marketing principles to ensure a core understanding as concepts are developed in years 2 and  3
  • provide a basis for further study of Marketing principles in the applied study period setting and in the dissertation in year 3 

Learning outcomes

Category of outcome

Upon completion of the unit, students should be able to:

Knowledge and understanding

  • Understand the role and function of marketing in Leisure industries
  • Explore the theoretical basis in consumer behaviour that underpins marketing decisions
  • Understand how the fields of marketing and consumer behaviour interrelate
  • Develop foundation knowledge of consumer behaviour and marketing planning as a basis for further study of the subject in Year 2.

Intellectual skills

  • Information handling skills (literature search, web sourcing)
  • analytical skills
  • application of Mintel reports and wider marketing data

Practical skills

  • Digital literacy and on-line collaboration

Transferable skills and personal qualities

  • Communication skills
  • Awareness of conceptual and contextual influence of consumer behaviour in leisure and tourism contexts


Teaching and learning methods

up to 12 x 2-hour lectures/seminars supported by on-line activities

Assessment methods

One unseen written examination paper


1.5 Hours



Assessment on marketing and communication

500 words



Feedback methods

Online via Blackboard

Recommended reading

Baines, P, Fill, C and Rosengren, S [2016] Marketing, Oxford Books.  [29 copies available in the Precinct Library- reference 658.8 BAI].

Swarbrooke, J., Horner,S. (2005), Leisure Marketing, Elsivier Butterworth-Heinemann.  This is available as an e-book via the library portal:

Reynolds, P and Lancaster, G (2013). Marketing. Hoboken Taylor and Francis.

Kotler,P.,Armstrong, G.M.,(2013),15th. Ed.,Principles of Marketing, Pearson Education

Sung Chon,K, Pizam,A.,Mansfeld,Y., (2012),Consumer Behavior in Travel and Tourism, Routledge

Study hours

Scheduled activity hours
Lectures 24
Independent study hours
Independent study 76

Teaching staff

Staff member Role
Robert Hindle Unit coordinator

Additional notes

Activity Hours Allocated
Staff/Student Contact 24
On-line Tutorials 2
Private Study 26
Directed Reading and formative tasks on-line 12
Assessment  Preparation 36
Total Hours 100


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