Certificate in Marketing and Media for Hospitality Industry (September 2021)

Limerick Institute of Technology (SB21-MMHI-L7-10)
Key Programme Details
Award

Certificate in Marketing & Media for the Hospitality Industry (Special Purpose Award, Level 7, 10 Credits)

NFQ Level

Level 7 About NFQ

Delivery Method

Online

Mode

Part Time

ECTS Credits

10

Department

Sport, Leisure & Tourism

General Information
Contact

Sinéad Liston

Email

springboard@lit.ie

Phone

+353 61 293026

Address

*** The Department of Flexible Learning & Springboard+ Team in LIT request that all supporting documents be uploaded to your online application. Thank you.***

Role

Administrator

Important Dates
Application Deadline

23/07/2021

Start Date

13/09/2021

End Date

31/12/2021

About this Course

This programme aims to provide the learner with an introduction to marketing. It will give the student an understanding of the role of marketing in connecting a business with its customers, while also placing an emphasis on the role of media/social media in the delivery of marketing activities within hospitality/culinary operations.

This module gives students greater exposure to digital technologies enabling graduates to work within an organisation to competently create social media campaigns and develop content as part of an overall marketing strategy. Furthermore, the learner will gain an understanding of strategic marketing planning and how environmental factors impact on marketing planning.

Key topics covered in this 10 credit module include:
Introduction to Marketing
Analysis of Marketing Opportunities (Understanding the Customer)
Product Concept
Distribution Decisions
Marketing Communications & Contemporary Issues
Pricing Decisions
Menu Performance
Customer Service Management
Marketing Planning and Management

Entry Requirements

Applicants must hold a Level 6 qualification or equivalent for entry into this programme.

1. Proof of Level 6 qualification or approved equivalent
Current CV *must be up to date
Proof of nationality ie. passport
Proof of employment/social welfare/returner status dated within the last month (see below)

2. Recognised Prior Learning (RPL) / Special Case Registrations: Prospective participants who do not meet the educational qualification entry requirements for the programme detailed above, but who may qualify for admission by meeting certain other equivalent criteria, should notify the Flexible Learning Office and request consideration under RPL. Please submit your application online here and then email Springboard@lit.ie requesting consideration under LIT’s RPL policy. Please state your unique Springboard reference number, name and chosen course.

3. ENGLISH LANGUAGE: Applicants who do not have English as their first language must ensure they satisfy English Language requirements. For entry to undergraduate courses, a minimum score of 5.5 in an IELTS exam is required. For postgraduate courses, a minimum of 6.0 is required. It is the responsibility of each applicant to ensure their English proficiency meets these requirements. We do not require proof of IELTS however, each applicant must ensure that their English is to above standard and they will be able to participate without any language barrier.

4. EXAMS: Continuous assessment assignment and projects will be set during the programme.

5. FEES: The overall fee for this programme is €900. Applicants in employment will qualify for 90% Springboard+ funding and the 10% fee to be paid will be €90. Please note that this 10% fee is non-refundable and must be paid in full before you commence your programme of study. Applicants on a qualifying DEASP payment will qualify for 100% funding.

LIT Flexible Learning Policies & Procedures are available through below link. Please copy & Paste into your browser:
https://lit.ie/en-ie/study-at-lit/course-information/flexible-learning-professional-courses/policies-and-procedures

This course will be Springboard funded for 21-22 academic year only. Applicants must complete this programme within this academic year. It is not possible to defer your place to the following academic year as we cannot guarantee that this course will run or be funded again. We would also advise you to review Former Springboard+ Participant guidelines

Successful Springboard applicants will be required to complete registration via the Springboard portal throughout the academic year to secure funding for their place.***IMPORTANT NOTE: If your employment status changes during the application process this may affect your fees and Springboard funding. It is your responsibility to inform us by email to Springboard@lit.ie and to provide proof of new status***

Long Description

This programme aims to provide the learner with an introduction to marketing. It will give the student an understanding of the role of marketing in connecting a business with its customers, while also placing an emphasis on the role of media/social media in the delivery of marketing activities within hospitality/culinary operations.

This module gives students greater exposure to digital technologies enabling graduates to work within an organisation to competently create social media campaigns and develop content as part of an overall marketing strategy. Furthermore, the learner will gain an understanding of strategic marketing planning and how environmental factors impact on marketing planning.

Key topics covered in this 10 credit module include:

Introduction to Marketing: An introduction to the philosophy of marketing and how it translates to the hospitality/culinary business environment. This section examines the core concepts of marketing, the marketing environment and its relationship to the overall management function.

Analysis of Marketing Opportunities (Understanding the Customer): This section addresses; Market Research, examining quantitative and qualitative research and its relevance in establishing a new hospitality/culinary operation. Market Segmentation, basic theories on concepts of targeting and positioning a product/service and developing a Unique Selling Point.

Product Concept: This section examines the product concept as it pertains to hospitality/culinary operations through New Product Development (NPD), Product Life Cycle (PLC). This section also examines branding, brand positioning, merchandising and packaging.

Distribution Decisions: This section examines the various channels of distribution and investigates the factors that should be taken into account (product/service, market, business strategies, legal issues) in choosing the distribution channel that best suits a hospitality/culinary operation.

Marketing Communications & Contemporary Issues: The use of the various marketing communications tools such as PR, Direct Marketing, Advertising, Sales, Promotion and Sponsorship will be addressed here. This section also examines e-Marketing and Social Network Advertising; e-Mail Advertising, Blogs and Search Engine Result Positioning as part of the e-marketing strategy of an organisation operating within hospitality/culinary industry.

Pricing Decisions: Examination of factors affecting price with reference to pricing policies, the pricing process and pricing strategies.

Menu Performance: This section establishes some theoretical relations between menu planning, pricing and design and overall menu performance.

Customer Service Management: Management of standards of performance and customer satisfaction as a key performance indicator. Identify methods of measuring customer satisfaction and recognising gaps in customer expectations.

Marketing Planning and Management: This section focuses on developing a marketing plan for a hospitality/culinary operation taking into consideration analytical tools such as Strengths, Weaknesses, Opportunities, Threats (SWOT) Analysis, Political, Economic, Social, Technical, Environmental and Legal (PESTEL) Analysis and Porter's 5 Forces Analysis.

Assessment
100% continuous assessment

What will the time commitment be?
Each 5 credits will normally equate to approximately 100 Total Learning Hours. Total Learning Hours includes the time you spend in class (lectures, tutorials, practical elements) and the time you spend completing work outside of college. The balance between these two varies by discipline, and by level of study. You should bear in mind that the workload will increase at particular times e.g. when assignments are due.

Career Opportunities

Successful completion will support students seeking to develop their careers in the area of supervision/management within the hospitality industry.

Timetable Info

This course will commence in September 2021 for a duration of 15 weeks.

Delivery Location

Online

Delivery Notes

Proposed (TBC):

This course is one semester in length and will be delivered online.

This programme will be run online over 15 weeks, 2 evenings per week, (2 hours x pre-recorded lectures uploaded, 2 hours x live lectures).

Live lectures delivered from 7-9pm

Admissions Contact Details
Contact Person

Sinéad Liston

Address

*** The Department of Flexible Learning & Springboard+ Team in LIT request that all supporting documents be uploaded to your online application. Thank you.***

Phone

+353 61 293026

Email

springboard@lit.ie

RPL Information

Recognition of Prior Learning (RPL) may be granted based on relevant experience and training in accordance with LIT's RPL Policy.

Application Procedures

Apply online here at www.springboardcourses.ie. Once you submit your application you will receive an automated acknowledgement email with a unique reference application number. Please quote this reference number when contacting Springboard LIT.

To complete the application process you must upload the following supporting documents via the Springboard portal. Supporting documents will not be accepted via email/post as they must be accessible via the Springboard portal to secure funding for your place:

1. Current CV *must be up to date
2. Proof of existing level 6 educational qualification or equivalent
3. Proof of nationality ie. passport
4. Proof of employment/social welfare/returner status dated within the last month (see below)

Please note that places are LIMITED and only COMPLETE applications can be assessed by the Programme Team. Please apply online here for your programme and ensure ALL Supporting Documents are uploaded to your application. The onus is on each applicant to ensure ALL documents are uploaded. LIT will not pursue applicants for missing documents.

This programme is 90% funded for those in employment. Students who fall into this category must pay a 10% fee of €90 to secure their place on the programme. This 10% fee is non-refundable and must be paid before commencement date.

EMPLOYED APPLICANTS: ONE of the following: A recent payslip / most recent P60 / revenue documentation letter from employer confirming this (amounts may be redacted from financial documents) / letter/email from employer / proof from company website etc. Dated within the last month.

UNEMPLOYED APPLICANTS: Proof of social welfare: Written confirmation from the Department of Employment Social Protection (DEASP) that you are a Social Welfare recipient at the commencement of the course. Name of payment. Receipt from Post Office may suffice. Dated within the last month.

RETURNERS: If you are a returner who has been on home or other caring duties for 9 of the last 12 months OR you are economically dependent on a partner or spouse and have been unemployed for 9 of the last 12 months you must supply a notarized affidavit confirming this. Download here and have completed by Peace Commissioner (no charge) or Commissioner of Oaths.

FORMERLY SELF-EMPLOYED: Provide a letter/statement from Revenue stating that the applicant is no longer trading or a similar letter from the applicants (former) accountant should be sufficient.

EXAMS: Continuous assessment assignment and projects will be set during the programme.

Please note that the exams for this course will take place weekdays, during daytime hours i.e. between the hours of 9am and 6pm. TBC closer to Exam Time.

FEES: The overall fee for this programme is €900. Applicants in employment will qualify for 90% Springboard+ funding and the 10% fee to be paid will be €90. Please note that this 10% fee is non-refundable and must be paid in full before you commence your programme of study. Applicants on a qualifying DEASP payment will qualify for 100% funding.

LIT Flexible Learning Policies & Procedures are available through below link. Please copy & Paste into your browser:
https://lit.ie/en-ie/study-at-lit/course-information/flexible-learning-professional-courses/policies-and-procedures

This course will be Springboard funded for 21-22 academic year only. Applicants must complete this programme within this academic year. It is not possible to defer your place to the following academic year as we cannot guarantee that this course will run or be funded again. We would also advise you to review Former Springboard+ Participant guidelines

Successful Springboard applicants will be required to complete registration via the Springboard portal throughout the academic year to secure funding for their place.***IMPORTANT NOTE: If your employment status changes during the application process this may affect your fees and Springboard funding. It is your responsibility to inform us by email to Springboard@lit.ie and to provide proof of new status***