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Level 5 Diploma in Tourism and Hospitality Management

Conducting Primary Digital Market Research

THM501 · Digital Marketing Management for Tourism and Hospitality — Week 11 of 16

CourseTHM501
Week11 of 16
SemesterI
TutorOnline in the course chat

This week’s topics

Conducting Primary Digital Market Research

  1. Online survey development and administration
  2. Digital focus groups and user experience (UX) testing
  3. Analysing primary research findings
  4. Integrating research outcomes into the digital marketing management process
  5. Focus groups
  6. How to Analyse Research Findings
  7. Market Research Process

What you will be able to do

  • 2.4 Apply a digital marketing management process in the tourism and hospitality industry.
  • 4.2 Conduct market research using primary data relating to the digital environment for the tourism and hospitality industry.

Activity

Start with this week’s 3 videos, then: Seminar, guided reading and a short written task: apply a digital marketing management process in the tourism and hospitality industry.

Study materials

Videos

  • Focus groups · YouTube · Mark Saunders on Research Methods · 13 min · for registered students
  • How to Analyse Research Findings · YouTube · Galton College · 7 min · for registered students
  • Market Research Process · YouTube · Galton College · 54 min · for registered students

Further resources

  • Principles of Marketing, ch. 6: Marketing Research and Market Intelligence · PDF · OpenStax, textbook chapter; pp. 211–238 · for registered students
  • Principles of Marketing, ch. 10: Gathering and Using Information: Marketing Research and Market Intelligence · PDF · Saylor Academy, textbook chapter; pp. 305–351 · for registered students
  • MRS Code of Conduct 2023 (Market Research Society) · PDF · Other, guidance; 23 pages · for registered students
Materials marked “for registered students” open in the student portal, which is set up as soon as you receive final acceptance.
Week 10Week 12
Course chat

Admitted students ask questions on this week’s page in the student portal: an AI assistant trained on the course answers first, and during the course’s timetabled classes Connect to your tutor brings your tutor into the chat, who may start a call if needed.

Open this week in the portal
Course plan
  • Week 1: Digital Marketing Management Fundamentals
  • Week 2: The Digital Marketing Mix in Tourism
  • Week 3: Managing Digital Marketing Operations and Roles
  • Week 4: Internal and External Digital Marketing Integration
  • Week 5: The Digital Marketing Management Process
  • Week 6: Technological Trends in Digital Marketing
  • Week 7: Regulatory, Legal, and Ethical Frameworks
  • Midterm: Midterm evaluation
  • Week 9: Market Research Foundations in Tourism and Hospitality
  • Week 10: Analysing Secondary Data in the Digital Environment
  • Week 11: Conducting Primary Digital Market Research
  • Week 12: Applying Digital Marketing Management for Tourism and Hospi…
  • Week 13: Assignment workshop: research, planning and referencing
  • Week 14: Assignment workshop: drafting, feedback and improvement
  • Week 15: Review and coursework completion
  • Final: Final assessment and submission
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