Beruflich Dokumente
Kultur Dokumente
Marketing 05/06
This reading list is divided into three parts: General Reading, Research Methods and
Marketing.
General Reading
These are readings which addresses issues of tourism from the perspectives of
management and marketing. You might find it helpful to consult one or more of these if
you have a limited background on tourism.
Recommended Texts
Evans Nigel, Campbell David, and Stonehouse, George (2003) Strategic management for
travel and tourism, Butterworth Heineman, Oxford
Further Information
You should also try looking at the web sites for the World Tourism Organisation and the
World Travel and Tourism Council. Both of these contain useful up-to-date reports on the
current state of tourism as well as a range of reports on specialist topics.
www.world-tourism.org/
www.wttc.org/
Research Methods
Quantitative
Quantitative methods are an important element of your course during the first semester.
It is studied as part of the Research Methods module. Studying quantitative methods is
important to ensure that you develop the basic skills and knowledge that are necessary
to be able to understand and evaluate the research work that is done in your chosen
area of study and to undertake your own research if appropriate.
Many of you will not have studied quantitative methods for a number of years. If it is a
while since you studied the subject or you feel uncomfortable about your level of
understanding, it will be helpful to do some basic background reading and preparation
before you join the course.
i) Frequency distributions
ii) Measures of Location, i.e. Mean, Median, Mode
iii) Measures of Spread, i.e. Standard Deviation, Variance
iv) Normal distribution
v) Estimation, i.e. Confidence Intervals
vi) Hypotheses testing, i.e. Null Hypothesis and Alternative Hypothesis
vii) Significance Level, Rejection and Acceptance Region
Recommended Texts
You can use any introductory book on statistics. We can specifically recommend 2 online
textbooks which provide an overview of basic stats and 2 standard textbooks The two
recommended sites are listed below.
www.statsoft.com/textbook/stathome.html
http://davidmlane.com/hyperstat/
Diamantopoulos, A and Schlegelmilch, B B (1997) Taking the Fear Out of Data Analysis,
International Thomson Business Press.
Swift, L (1997) Mathematics and Statistics for Business, Management and Finance,
Macmillan
You may have your own books or preferred sites - if so, please feel free to use them.
Advance reading on quantitative methods is not compulsory, but if you feel your
knowledge of basic statistics is a bit dated, you will find it very helpful.
Qualitative
Qualitative analysis is an integral part of the MSc and the sessions are designed to:
o Prepare you should you wish to take another higher degree (such as a PhD)
o Encourage you to think more broadly and deeply about issues relating to research
methods.
Recommended Texts
Denzin, N K and Lincoln, Y S (2000) Management Research, 2nd Edition, Sage, London.
Marketing
If you have not previously studied marketing you should undertake some advance
reading to familiarise yourself with the key elements of the subject. This is important
preparation for the core "Marketing Management" module in Semester one. There are
many good marketing text books available, most of which will provide the necessary
background.
Alternatively you may consult the following sets of short notes on various aspects of
general marketing concepts which will cover the key elements of the subject.
• Introduction to Marketing
• Perspectives on Promotion