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

Unit Summary

Unit type

UG Coursework Unit

Credit points

12

AQF level

7

Level of learning

Introductory

Former School/College

Former School of Business and Tourism

Anti-requisites

MKT00075 - Marketing Principles

Unit aim

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.

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.

GA1: , GA2: , GA3: , GA4: , GA5: , GA6: , GA7:
On completion of this unit, students should be able to: 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 texts

  • Kotler, P, Bowen, J & Makens, J, 2010, Marketing for Hospitality & Tourism, 6th edn, Prentice-Hall, Upper Saddle River, NJ.

  • Kotler, P, Bowen, J & Makens, J, 2010, Marketing for Hospitality & Tourism, 6th edn, Prentice-Hall, Upper Saddle River, NJ.

  • Kotler, P, Bowen, J & Makens, J, 2010, Marketing for Hospitality & Tourism, 6th edn, Prentice-Hall, Upper Saddle River, NJ.
Prescribed texts may change in future teaching periods.