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Unit of Study MKT00905 - Strategic Marketing of Destinations and Hotels (2015)

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Unit Snapshot

  • Enrolment information

    N/A

Unit description

Examines the strategic marketing process for tourism and hospitality products and experiences (including destinations, hotels, and tourism and hospitality enterprises). This is achieved by critical analysis and synthesis of recent academic research and innovative industry best practice. An important aim of this unit is for students to develop a strategic marketing plan related to a particular tourism and hospitality industry enterprise of their choice.

Unit content

This unit is divided into ten topics:

  1. The strategic marketing process for tourism and hospitality products and experiences
  2. Understanding the consumer for tourism and hospitality products and experiences
  3. The strategic marketing process for destinations
  4. Determining market/s for tourism and hospitality products and experiences
  5. Developing a strategic marketing plan for tourism and hospitality products and experiences
  6. Marketing strategies for tourism and hospitality products and experiences (Part 1)
  7. Marketing strategies for tourism and hospitality products and experiences (Part 2)
  8. E-marketing strategies for tourism and hospitality products and experiences
  9. Information distribution strategies for tourism and hospitality products and experiences
  10. Innovative and tactical marketing strategies for tourism and hospitality products and experiences.

Availabilities

Not currently available in 2015

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 analyse and synthesise concepts and theories related to strategic marketing for tourism and hospitality products and experiences from recent academic and industry sources
2 evaluate important elements of an effective marketing strategy for tourism and hospitality products and experiences
3 examine best practice and innovative marketing strategies for tourism and hospitality products and experiences
4 develop a marketing strategy for a particular tourism or hospitality operation
5 critically discuss the role of strategic marketing to achieve sustainable tourism and ameliorate crisis impacts.

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

  1. analyse and synthesise concepts and theories related to strategic marketing for tourism and hospitality products and experiences from recent academic and industry sources
    • GA1:
    • GA4:
  2. evaluate important elements of an effective marketing strategy for tourism and hospitality products and experiences
    • GA1:
    • GA2:
    • GA4:
  3. examine best practice and innovative marketing strategies for tourism and hospitality products and experiences
    • GA1:
    • GA2:
    • GA4:
  4. develop a marketing strategy for a particular tourism or hospitality operation
    • GA1:
    • GA2:
    • GA4:
  5. critically discuss the role of strategic marketing to achieve sustainable tourism and ameliorate crisis impacts.
    • GA1:
    • GA3:
    • GA4: