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Unit of Study HOTL6002 - Creating the Hotel Customer (2020)

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Unit Snapshot

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Unit description

Examines major conceptual frameworks and applications that support the identification, creation, development and retention of the contemporary hotel customer. Students examine traditional versus contemporary marketing methods, customer segmentation, and communication strategies. In addition, new approaches to market development are explored that address cultural and destination considerations.

Unit content

The unit contains the following 6 topics:

  1. Customers, segmentation and target markets
  2. The contemporary traveller from a marketing standpoint
  3. Marketing techniques: mass media and social media
  4. The unique customer: direct and special events marketing
  5. Innovative strategies for guest attraction and retention
  6. Cultural considerations in market development

Availabilities

Location Domestic International
Brisbane - The Hotel School
Session1,2
Session1,2
Melbourne - The Hotel School
Session1,2
Session1,2
Online
Session2
Session2
Sydney - The Hotel School
Session1,2
Session1,2

Learning outcomes and graduate attributes

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:

GA1: Intellectual rigour, GA2: Creativity, GA3: Ethical practice, GA4: Knowledge of a discipline, GA5: Lifelong learning, GA6: Communication and social skills, GA7: Cultural competence
Learning outcome count Learning outcome description GA1 GA2 GA3 GA4 GA5 GA6 GA7
1 Compare methods for customer segmentation in a tourism and hospitality context
2 Manipulate above-and- below-the-line promotion principles to the development of a hotel customer
3 Appraise the effectiveness of marketing strategies with prospects, customers and stakeholders
4 Employ culturally sensitive marketing strategies to attract and retain the hotel customer

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

  1. Compare methods for customer segmentation in a tourism and hospitality context
    • GA2:
  2. Manipulate above-and- below-the-line promotion principles to the development of a hotel customer
    • GA2:
  3. Appraise the effectiveness of marketing strategies with prospects, customers and stakeholders
    • GA6:
  4. Employ culturally sensitive marketing strategies to attract and retain the hotel customer
    • GA7:

Prescribed learning resources

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Prescribed Learning Resources may change in future Teaching Periods.