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Unit of Study MKT00127 - Tourism and Hospitality Marketing (2014)

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Unit Snapshot

  • Enrolment information

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Unit description

Provides an introduction to the role of marketing in the hospitality and tourism industries. Examines consumer behaviour, strategic planning, creating a marketing plan, market segmentation and use of the marketing mix.

Unit content

This unit covers the following areas:

  • What is marketing?
  • An overview of marketing research for tourism and hospitality
  • The differences between the marketing of products and services
  • The marketing environment in the tourism and hospitality industries
  • Consumer behaviour concepts
  • Strategic marketing for the tourism and hospitality organisation
  • Create a marketing plan with segmentation and positioning strategies
  • Building customer satisfaction through quality.

Availabilities

Location Domestic International
Coffs Harbour Session 1 Session 1
Gold Coast Session 1 Session 1
Lismore Session 1 Session 1
Online Session 1 Session 1,  1
Singapore - MDIS Session 1 Session 1
Sydney - The Hotel School Session 2,  3 Session 2,  3

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 define marketing and explain the relevance and nature of marketing for tourism and hospitality services
2 explain the tourism marketing mix and its relevance to the development of tourism travel and marketing strategies
3 understand the main characteristics of consumer behaviour in a tourism and hospitality context
4 practise market research for the identification of those external and internal factors which influence a marketing plan
5 understand the use of budgeting skills in order to promote a tourisms organisation with a focus on developing a series of marketing activities
6 define segmentation and compare positioning strategies
7 undertake activities as part of a team environment and write professional reports.

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

  1. define marketing and explain the relevance and nature of marketing for tourism and hospitality services
    • GA4:
  2. explain the tourism marketing mix and its relevance to the development of tourism travel and marketing strategies
    • GA4:
  3. understand the main characteristics of consumer behaviour in a tourism and hospitality context
    • GA4:
  4. practise market research for the identification of those external and internal factors which influence a marketing plan
    • GA2:
    • GA4:
  5. understand the use of budgeting skills in order to promote a tourisms organisation with a focus on developing a series of marketing activities
    • GA2:
    • GA4:
  6. define segmentation and compare positioning strategies
    • GA2:
    • GA4:
  7. undertake activities as part of a team environment and write professional reports.
    • GA6:

Prescribed learning resources

Prescribed Texts
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Prescribed Texts
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Prescribed Texts
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Prescribed Learning Resources may change in future Teaching Periods.