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Unit of Study HOTL1005 - Marketing Principles (THS) (2022)

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Unit Snapshot

  • Enrolment information

    N/A

Unit description

Introduces students to the world of modern marketing – creating and delivering value in both profit and non-profit organisations. Examines strategic marketing planning and analysis within a dynamic environment, buying behaviour, target market selection and marketing mix strategies. Emphasises practical and ethical perspectives. Equips students to build a marketing plan for a sustainable offering.

Unit content

  1. Foundation, key concepts and ethics
  2. Strategic marketing planning and environment
  3. Creative problem solving in marketing
  4. Marketing information and research
  5. Consumer behaviour
  6. Target market selection
  7. Marketing plan direction, objectives, metrics
  8. Product strategy
  9. Pricing strategy
  10. Placement strategy
  11. Promotional strategy (Integrated Marketing Communications)
  12. Review and preview

Availabilities

Location Domestic International
Brisbane - The Hotel School
Session1,2,3
Session1,2,3
Hayman Island - Hotel School
Session1,2,3
Session1,2,3
Melbourne - The Hotel School
Session1,2,3
Session1,2,3
Sydney - The Hotel School
Session1,2,3
Session1,2,3

Learning outcomes

Unit Learning Outcomes express learning achievement in terms of what a student should know, understand and be able to do on completion of a unit. These outcomes are aligned with the graduate attributes. The unit learning outcomes and graduate attributes are also the basis of evaluating prior learning.

On completion of this unit, students should be able to:

identify the key concepts and principles used in contemporary marketing

research, critically analyse and communicate orally a critical opinion on a contemporary marketing issue

collaboratively develop a new market offering positioned on 'sustainability' using the principles of creative problem solving

develop a marketing plan for the sustainable market offering

demonstrate basic skills in the use of software relevant to the marketing discipline.

Prescribed learning resources

Prescribed Texts
  • Lamb, C, Hair, J, McDaniel, C, Summers, J & Gardiner, M, 2018, MKTG4, 4th edn, Cengage Learning, South Melbourne, Victoria, Australia. ISBN: 9780170411769.

Prescribed Texts
  • Lamb, C, Hair, J, McDaniel, C, Summers, J & Gardiner, M, 2018, MKTG4, 4th edn, Cengage Learning, South Melbourne, Victoria, Australia. ISBN: 9780170411769.

Prescribed Texts
  • Lamb, C, Hair, J, McDaniel, C, Summers, J & Gardiner, M, 2018, MKTG4, 4th edn, Cengage Learning, South Melbourne, Victoria, Australia. ISBN: 9780170411769.

Prescribed Learning Resources may change in future Teaching Periods.