Availabilities:

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

Unit Summary

Unit type

PG Coursework Unit

Credit points

12

Unit aim

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

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:
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
  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

Prescribed texts

  • No prescribed texts.

  • No prescribed texts.
Prescribed texts may change in future teaching periods.