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Unit of Study HOTL1005 - Marketing Fundamentals (2023)

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Unit Snapshot

  • Enrolment information

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Unit description

Introduces students to the fundamental principles and practices of marketing in a hospitality context.  Students focus on the marketing mix, market segmentation, and the 7Ps in services development as the foundation of marketing strategies.

Unit content

  1. Introduction to the marketing function
  2. The marketing mix - product and place
  3. The marketing mix - promotion and price
  4. Marketing segmentation and target marketing
  5. Identifying and meeting customer needs and wants
  6. The marketing plan

Availabilities

Location Domestic International
Brisbane - The Hotel School
Term1,3,5
Term1,3,5
Hayman Island - Hotel School
Term1,3,5
Term1,3,5
Melbourne - The Hotel School
Term1,3,5
Term1,3,5
Sydney - The Hotel School
Term1,3,5
Term1,3,5

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:

demonstrate knowledge of the marketing mix, market segmentation, the 7Ps, and their roles in the marketing function

identify and analyse the relationship between the elements of the marketing function and its impact on the target market and customer service

demonstrate the capability to design and propose a marketing strategy that fully integrates the key elements of the marketing function

demonstrate the knowledge and skills to reflect upon the challenges of using the marketing mix.

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 Resources/Equipment

  • Adequate Internet access is required for this unit – both for studying the learning materials and for completing the assessments.

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 Resources/Equipment

  • Adequate Internet access is required for this unit – both for studying the learning materials and for completing the assessments.

Prescribed Texts
  • Kotler, P, Bowen, J & Baloglu, S, 2022, Marketing for Tourism and Hospitality, Pearson, England. ISBN: 991013073513702368 .
Prescribed Resources/Equipment

  • Adequate Internet access is required for this unit – both for studying the learning materials and for completing the assessments.

Prescribed Learning Resources may change in future Teaching Periods.